Mice Insights

By Viviane Vaz

(Brussels, 3 October 2025)

Europe’s cities have long been canvases of creativity. Every year since 1985, the European Capital of Culture (ECoC) initiative has crowned a select few destinations with a golden opportunity: a full year to shine on the global cultural stage.

The ECoC isn’t just a prestigious title—it’s a powerful catalyst for tourism and business alike. Cities that earn this honor often see overnight stays jump by 10 to 30 percent during their year in the spotlight. Beyond the visitor numbers, the impact ripples into massive boosts in international visibility and city branding, alongside long-term investments in arts, infrastructure, and event venues.

For travelers, an ECoC city offers more than the usual sights: expect new festivals, revitalized museums, pop-up galleries, and entire neighborhoods transformed by creativity. These cultural surges turn cities into living, breathing art hubs that invite exploration and discovery.

Now, with Leuven (Belgium) freshly named as Europe’s Capital of Culture for 2030, it’s the perfect moment to look back at the countries that have led the way in shaping the continent’s cultural identity—and attracting millions of tourists, creatives, and conference-goers in the process.

Based on the official selections from 1985 to 2030, here’s an interactive ranking of countries that have hosted the European Capital of Culture most often (click to see cities and years):

👑 The top 5: emerging MICE destinations

As Europe prepares for a new wave of cultural showcases, the most recent European Capitals of Culture from the continent’s leading nations are making their mark —not just in the arts, but in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector.

🇧🇪 Leuven (2030): knowledge meets connectivity

Home to one of Europe’s oldest and most prestigious universities, Leuven blends academic gravitas with modern infrastructure. Already a strong player in the life sciences and innovation sectors, the city is expanding its MICE offerings ahead of 2030. Proximity to Brussels and the presence of international research hubs make Leuven a top pick for academic congresses, tech summits, and EU-related events.

🇫🇷 Bourges (2028): cultural and corporate renaissance

With a deep historical lineage and a growing creative economy, Bourges is focusing its Capital of Culture year on sustainable innovation and regional development. Its ambitious urban regeneration projects, including new exhibition halls and conference centers, are positioning Bourges as an attractive venue for cultural expos and green-tech conventions in the heart of France.

🇮🇹 Gorizia (Italy) and 🇸🇮 Nova Gorica (Slovenia) (2025): a cross-border collaboration hub

Set to co-host the title, 🇮🇹 Gorizia and 🇸🇮 Nova Gorica are uniquely positioned as a symbol of cross-border unity and regional diplomacy. With EU investment flowing into infrastructure and event spaces, the city is evolving into a boutique MICE destination—ideal for bi-national conferences, political summits, and cultural events. Its location on the Italy-Slovenia border makes it a strategic logistical bridge between Central and Southern Europe.

🇬🇷 Elefsina (2023): ancient roots, new ambitions

While known for its archaeological heritage, Elefsina has emerged from Athens’ shadow to become a hub for industrial heritage tourism and alternative event experiences. Its transformation for the 2023 title included new multi-purpose venues and artistic spaces—now being repurposed for creative industry gatherings, festivals, and cultural conferenceswith a unique Mediterranean backdrop.

🇪🇸 San Sebastián (2016): culinary and congress capital

San Sebastián, with its world-class gastronomy and picturesque coastline, remains a favorite for incentive travel and boutique conferences. Since its 2016 title, the city has invested in upscale event infrastructure like the Kursaal Congress Centre, attracting international events in gastronomy, design, and innovation. It’s a natural choice for organisations seeking inspiration and indulgence in equal measure.

From historic towns to university cities and cross-border collaborations, these latest cultural capitals show how Europe’s cultural strategy is boosting its business tourism potential. The intersection of heritage, innovation, and infrastructure makes them rising stars for the next decade of global events.

❓ Which ECoC is your favourite? Let us know!

Photo: Athens, Greece, by Christo Anestev