Pau - Pamplona Cross-border MICE destination

The IRUHBI Pilota project, piloted by Pamplona City Council as part of the European Interreg VI Spain-France-Andorra programme (POCTEFA 2021-2027), is a cross-border strategy aimed at structuring a sustainable MICE destination, contributing to the de-seasonalisation of the tourism sector, diversification of the tourism offering and economic development through the creation of local jobs in the area.

Pau and Pamplona are taking part in this project in order to jointly develop a cross-border MICE destination that will become a benchmark destination in the sector. To this end, a cross-border strategy will be drawn up for the development of the destination and a series of actions will be implemented to support the promotion, sustainability and innovation of the GREENMICE 2P destination. All of these actions will help to strengthen the region’s tourism sector, based on the sustainable development of the resources and services offered by the two towns.

The project began in January 2026 and will run until December 2028.

Ayuntamiento de Pamplona – Iruñeko Udala
Office de Tourisme Communautaire Pau Pyrénées Tourisme
Navarra Impulsa Cultura, Deporte y Ocio – NICDO
SPL Pau Béarn Pyrenees Events
Asociación de Hostelería y Turismo de Navarra – AEHN
Béarn Tourism Cluster

Development of a cross-border strategy for the development, sustainability and promotion of the GREENMICE 2P destination.
To this end, a diagnosis of the current state of MICE tourism in the territory will be carried out, good practice in cross-border cooperation in the field of tourism – and MICE tourism in particular – will be identified, and a cross-border strategy will be drawn up and validated.

Positioning, sustainability, promotion and innovation for the development of the GREENMICE2P cross-border destination.
Sustainability criteria and indicators applicable to MICE events will be defined in order to guarantee the development of sustainable MICE events; a promotion, marketing and sales plan for the GREENMICE2P destination will be implemented in order to make it a benchmark MICE destination in the territory; and an innovation and transfer hub will be deployed for the benefit of the entire sector.

The GREENMICE 2P project has been 65% co-financed by the European Union through the Interreg VI-A Spain-France-Andorra programme (POCTEFA 2021-2027). The aim of the POCTEFA is to strengthen the economic and social integration of the Spain-France-Andorra border area. The project has a budget of €1,160,620.75, of which €754,403.39 is ERDF funding provided by the POCTEFA programme.