The Region of Valencia announces its theme for 2024 “sustainability” at WTM. In a landmark move the region has committed to joining the World Tourism Organisation and will adhere to its Global Code of Ethics for Tourism (GCET). This strategic commitment to responsible and sustainable tourism represents a significant step toward preserving the region’s natural beauty and cultural heritage. Managing tourism is imperative to the region as visitor figures rise in 2023.
To mark this milestone, a press conference will be held on Monday 6 November at the Region of Valencia stand N5-520 from 3.30 pm-4.30 pm, which will include presentations from the seven regional brand partners: Costa Blanca, Benidorm, Alicante, Visit Elche, Valencia Turisme, Visit Valencia and Castellón talking about sustainability initiatives across the region’s tourism sector.
Ms Nuria Montes, the newly elected Minister of Innovation, Industry, Commerce & Tourism for the Region of Valencia will speak at the press conference about new developments and her new long-term strategy for the region’s tourism sector. Ms Montes will also be attending a press breakfast with the seven brand partners, on Tuesday 7 November 9-10 am, at Tapa Tapa, next to Excel West (invitation only).
Elected in the recent elections Ms Montes is from the private sector. Her first initiative in the post was to announce that the region will not be adopting a Tourist Tax on 01 January as planned by the previous administration and that this law has been repealed. The new minister is the former General Secretary of the Hotel Association, HOSBEC.
The latest data shows that the number of British visitors to the Valencia region in July 2023 topped 1,438,565, up by 16.5% in 2022. In 2022 the region received around 2.2 million British visitors, which is just over 14% of the total number of British visitors to Spain and was the fourth most visited area in Spain by Brits, after the Canary Islands, Balearic Islands and Andalucia. The region aims to capitalise on these positive visitor figures in 2024 and beyond, in its promotions and activities in the UK market.
The region is running a taxi, bus and Excel advertising campaign with twenty taxis and two city tour buses featuring the Region of Valencia brand for two weeks to coincide with WTM, to raise awareness of the region across London and in particular targeting visitors to WTM. The region will also have a hall entrance wrap and boulevard direction screens at Excel during the trade show..
The Regions’ capital, Valencia City is the European Green Capital 2024, elected by the European Commission in recognition of the city’s efforts to improve the environment and the quality of life of its residents and visitors alike. Furthermore, another green initiative sees Valencia as a pioneer of smart cities. The city has been chosen as one of the three major European supernodes of the European Union’s Citcom.ai project. This involves the installation of an artificial intelligence experimentation and testing centre in the city to apply technology to sustainable mobility and transport, urban energy efficiency, waste management and solutions based on nature or collaborative solutions for the protection of the environment.