The Region of Valencia is implementing a management-focused approach to tourism aimed at steering clear of the overtourism challenges impacting other destinations across Spain. Speaking at the World Travel Market in London, José Manuel Camarero Benitez, the regional vice-minister for tourism for the Region of Valencia, explained that regional authorities are shifting focus away from pushing crowded spots during peak periods.
Camarero stressed that the goal is to distribute visitor traffic more evenly throughout the year rather than encouraging tourists to visit identical locations simultaneously. He highlighted that even in November, the region experiences sunny weather with temperatures exceeding 20 degrees Celsius, making activities like swimming and diving viable outside the summer season. To support this vision, the tourism board is running a promotional campaign titled “could this be happiness?”, which urges travelers to appreciate simple moments such as feeling sand between their toes or watching the sea shimmer.
While the provinces of Alicante and Valencia have long enjoyed widespread popularity, officials are now shining a light on Castellón as the region's next major destination. Camarero noted that Alicante has driven the area's tourism success for six decades, positioning Castellón—known for its culinary scene—as the next key growth point. Highlights in Castellón include dining on langoustine in Vinaròs, trekking through the Sierra de Irta mountainscape, exploring ancient cave art in Ares del Maestrat, and canyoning in Montanejos.
The region is also laying the groundwork for a major calendar of international athletic events in 2027. Valencia city is slated to host the Copa del Rey basketball tournament, the European Indoor Athletics Championships, SailGP, and the MotoGP Valencia Grand Prix. Meanwhile, Alicante will host the start of The Ocean Race. Additionally, Alicante will welcome golf enthusiasts for the IAGTO European Convention in May 2027, an event Camarero described as an opportunity for players to explore 30 local sites and experience golf as a broader lifestyle alongside regional gastronomy and culture.
Environmental management remains a core focus for the regional administration. Following Valencia city's designation as the European Green Capital in 2024, Benidorm was awarded the European Green Leaf award last month for cities with populations between 20,000 and 100,000 inhabitants, set for 2028. Reinforcing the commitment, Camarero stated that sustainability serves as both the present and the future for the region's tourism model.
