‘There Are Great Opportunities For Live Outside The Major Tourist Hubs’: Q’s With Ramón Urdiáin, CEO, Navarra Arena

Spain’s live economy is booming, and that’s not just true in the main tourist hubs of Barcelona or Madrid. Several markets attract a large audience for international, as well as national shows, and Pamplona is one of them. The city that’s famous for its annual bull run is home to Navarra Arena, which is in the middle of a busy 2025 event season.

Pollstar reached out to Navarra Arena CEO Ramón Udiáin, to find out about the state of play at the 12,000-capacity building, trends, challenges, opportunities, and more.

Pollstar: How’s 2025 shaping up for Navarra Arena? Any particular events you’d like to highlight?
Ramón Urdiáin: Looking ahead at the rest of 2025, the Navarra Arena has a diverse range of events scheduled. Highlights include the Cirque du Soleil show “Corteo” in May and concerts by Myke Towers and Bryan Adams in May and June, respectively.

International artists visiting us this year include Nicky Jam, Scorpions, and Alejandro Fernández, while Spanish artists performing throughout the year include Amaral, Rigoberta Bandini, Sabina, La Raíz, Manuel Carrasco, Fermín Muguruza, Leiva, Antonio Orozco, Nil Moliner, Pecos and Fito & Fitipaldis. We will also be hosting international and national sports championships.

Can you put this year into perspective? Does it look like 2025 will be even busier than 2024? Are there new event formats/music genres on the rise?
Comparing 2025 with 2024 suggests an increase in international artists, with a variety of events including concerts, family shows and sporting events. This indicates a consistent level of engagement.

In terms of new trends, there is a notable presence of both well-established international artists and popular Spanish acts spanning various genres, including pop, rock, and Latin music. The ‘Kingdom of Rock’ festival may signal a growing interest in heavy rock events.

What was the ratio between international and domestic artists performing at Navarra Arena when looking at the current event calendar? And has that changed in recent years, or remained the same?
Based on the current event calendar for 2025, there will be a significant number of international artists performing at the “Kingdom of Rock” festival, including Lenny Kravitz (United States), Cirque du Soleil (Canada), Myke Towers (Puerto Rico), Bryan Adams (Canada), Nicky Jam (United States), Scorpions (Germany), Manowar (Germany) and Doro (Germany).

Alongside these, numerous well-known Spanish artists are also scheduled to perform. However, we have a blend of both international and domestic talent. The line-up has changed over the last few years; nowadays, we have more international artists and are selling more tickets than last year. Our privileged location and welcoming Navarra Arena ensure a highly satisfying user experience.

What challenges remain for the Spanish live sector, and what opportunities do you identify?
Potential challenges for the Spanish live sector in 2025 may include adapting to changing consumer preferences and ensuring financial sustainability. However, there are also significant opportunities. The live music industry in Spain has experienced substantial growth over the past decade. In 2024, for example, live music generated an economic impact comparable to that of football and greater than that of the cinema industry. This indicates a strong and growing appetite for live entertainment.

Is your building proof that there’s great business opportunities outside of the cities tourists will know best like Barcelona or Madrid? What other cities other than Pamplona come to mind where business is booming right now?
The success of the Navarra Arena in Pamplona suggests that there are indeed great business opportunities for live entertainment outside the major tourist hubs, such as Barcelona and Madrid. The local audience wants to see great artists perform in their own region, which is why we are selling so many tickets.

Other Spanish cities where business in the live entertainment sector might be booming include Valencia and Seville, which also host significant events and festivals. These cities demonstrate a strong regional demand for diverse entertainment. Thanks to the Navarra Arena’s membership of the European Arenas Association, we have made valuable connections and learned how to manage large-scale events.

What are the three most important questions, an operator of a live entertainment building in Spain needs to ask him or herself in 2025?
Three important questions could be: in a competitive market, how can we continue to innovate the event experience to attract and retain audiences? This involves exploring new event formats and making use of technology.

What strategies can be implemented to ensure the venue’s financial sustainability and growth in the current economic climate? This may involve diversifying revenue streams and optimizing operational efficiency.

How can the venue best contribute to the local community and economy, fostering strong relationships with residents and businesses? One way to achieve this could be to host local events and create employment opportunities.

Mid-sized cities are eager to welcome top artists to our Navarra Arena, proving that large-scale productions are possible and that we can sell lots of tickets! Try us!

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