The cultural sector is undergoing an unprecedented transformation. After years of continuous growth, the European live entertainment and cultural industries have become highly attractive for investors and companies seeking inorganic growth, innovation and international expansion —a dynamic that resonates strongly with current M&A trends in Spain and Europe. According to the podcast conversation with Yurdana Burgoa (Last Tour), the industry continues to accelerate, driven by creativity, data and strategic vision.
From Local Roots to Global Ambition
Last Tour was founded 25 years ago in Bilbao by Alfonso Santiago, initially promoting concerts and developing talent in the Basque Country. What began as a local project has evolved into a global cultural organisation with operations in Spain, Portugal, Latin America and new geographies on the horizon.
As Yurdana explains, the company has retained its core identity: competing globally while growing from a strong local foundation. This combination of authenticity and strategic expansion has been central to Last Tour’s development and is an increasingly relevant model for organisations navigating complex, competitive markets.
Festivals That Transform Territories
Last Tour creates some of the most iconic and influential festivals in Europe —true engines of cultural and economic impact.
Bilbao BBK Live
Celebrating its 20th anniversary in 2026, the festival has become a cultural landmark and a symbol of Bilbao’s transformation, demonstrating the long-term impact of strategic public–private collaboration.
Azkena Rock Festival
With its 25th anniversary approaching in 2027, the festival maintains a loyal community and the pure essence of rock culture.
Pirineos Sur
A unique festival whose atmosphere and artistic identity demonstrate Last Tour’s ability to curate cultural experiences with purpose and personality.
The company continues to expand internationally, with festivals such as Ondas (Bogotá) and new projects across Latin America.
An Integrated Business Model: Festivals, Tours, Venues, Publishing, Records and International Congresses
Diversification lies at the heart of Last Tour’s corporate growth model —a strategy increasingly aligned with the evolution of leading M&A-driven cultural groups.
1. Tours
More than 700 concerts per year across Europe and Latin America, helping artists and audiences connect across borders.
2. Venues
A growing portfolio of cultural and entertainment venues across Spain, Portugal and soon Mexico.
3. Liburua
More than 24 annual publications on music, film and culture.
4. Oso polita Record Label
Supporting emerging artists through management and release strategies.
5. BIME: the leading cultural industry congress
Held in Bilbao and Bogotá, BIME connects the global cultural ecosystem and strengthens professionalisation across the industry.
Sustainability and Purpose: A Company with B Corp Certification
Purpose is one of Last Tour’s competitive advantages. As Yurdana highlights:
- The company holds B Corp certification
- Their festivals reduce environmental footprint
- They prioritise local suppliers and community collaboration
- They generate local employment and long-term regional impact
This purpose-driven approach is increasingly relevant in today’s corporate transformation strategies, where values and sustainability shape long-term competitive positioning.
Technology and Data: The New Backbone of Live Music
Yurdana sums it up clearly:
“AI isn’t coming — AI is already here.”
Last Tour integrates data and technology across the organisation:
- Digital ticketing and cashless systems
- Real-time attendance measurement
- Consumption and audience analytics
- Digital marketing optimisation
- Data-driven programming decisions
Technology strengthens scalability, but trust and human relationships remain essential in the entertainment sector —a balance also fundamental in strategic advisory and M&A processes.
International Expansion: Bridging Europe and Latin America
Latin America has become one of Last Tour’s main strategic axes:
- A strong presence in Bogotá for 5 years
- Expansion into Chile, Peru, Mexico and Argentina
- Growing editions of BIME Bogotá
- Joint cultural products with Fever
This expansion mirrors broader market trends where Spanish and European companies seek growth in high-potential geographies.
Independence as a Strategic Advantage
In a sector increasingly shaped by consolidation and investment from global funds, Last Tour maintains a distinct position:
“We want to continue being who we are.
We do not want to sell.
Our strength lies in authenticity and differentiation.”
Independence is part of their value proposition —a powerful differentiator also recognised in M&A advisory, where identity and culture determine long-term success during growth processes.
Conclusion: A Cultural Industry Driven by Purpose, Values and Global Vision
The conversation with Yurdana Burgoa showcases a company that is more than a promoter: Last Tour is an organisation that protects local identity, fosters cultural innovation and expands with intention and purpose.
From Albia IMAP, this episode highlights how cultural organisations can continue to grow sustainably while navigating global markets —a perspective increasingly relevant in the world of M&A, corporate strategy and international expansion.
🎧 Listen to the full conversation
If you want to dive deeper into the insights shared by Yurdana Burgoa,
👉 you can listen to the full podcast episode here:
Podcast – Yurdana Burgoa / Last Tour
