Beyond the Beach: How Valencia Is Becoming the Mediterranean’s Most Sustainable, Food-Led Getaway
The publish Beyond the Beach: How Valencia Is Becoming the Mediterranean’s Most Sustainable, Food-Led Getaway appeared first on TD (Journey Day by day Media) Travel Daily Media.
On the sidelines of WTM London 2025, Journey Media Day by day sat down with Marián Cano, Regional Minister for Tourism of the Area of Valencia, to debate what she calls a brand new period of “sustained and sustainable progress.” With customer spending up 58%, worldwide arrivals up 25%, and North American travellers rising an unprecedented 59% since 2019, Valencia isn’t merely recovering — it’s redefining what a Mediterranean success story seems to be like. Beneath are edited excerpts from our dialog.
TD: The Area of Valencia has seen exceptional post-pandemic progress, notably from long-haul markets. What’s driving this momentum?
MC: Hospitality is a part of our identification — what we name the Mediterranean perspective — and guests really feel welcome immediately. However robust outcomes come from technique. We’ve elevated worldwide arrivals by 25% and spending by 58%, with distinctive North American progress and constant confidence from our UK market. Connectivity has been key, with almost 12 million passengers a 12 months, as has our licensed sustainability technique and the standard of our provide: greater than 500 km of coast, over 140 Blue Flag seashores, 16 UNESCO recognitions, and distinctive gastronomy, together with 32 Michelin stars. We’re not solely rising — we’re rising with intention.
TD: Valencia is the one vacation spot in Spain with an authorized tourism sustainability technique. What does that imply in observe?
MC: Our sustainability mannequin is independently audited by AENOR and aligned with the UN SDGs. We renewed certification once more in 2025, making certain accountability and belief. We’ve invested greater than €150 million in climate-resilient tourism infrastructure and companies. This dedication is already recognised internationally — Valencia was European Inexperienced Capital 2024, and Benidorm was named European Inexperienced Pioneer of Sensible Tourism. Our purpose is evident: tourism should assist high quality of life and long-term resilience, not solely within the locations guests see first, however throughout the whole territory.
TD: A lot of your technique focuses on spreading tourism past the capital. How are you increasing into inland and rural areas?
MC: Our ambition is to make sure the whole territory advantages from tourism, all 12 months spherical. By our CreaTurisme programme, greater than 1,000 firms are creating high-value experiences throughout the area. Wine tourism is a significant progress driver, with greater than 200 curated experiences launched throughout Castellón, Valencia and Alicante. We’re additionally seeing robust momentum in nature-based experiences comparable to climbing and birdwatching. Importantly, tourism helps revitalise small villages vulnerable to depopulation by supporting native companies, heritage and tradition. Inclusive progress is central to our mission.
TD: Digital intelligence is changing into important to vacation spot administration. How are you utilizing know-how?
MC: We function a Tourism Intelligence System that integrates real-time knowledge from private and non-private sources. This helps knowledgeable decision-making and a greater customer expertise. Our Sensible Vacationer Locations Community — now greater than a decade in improvement — means locations throughout Valencia apply innovation, accessibility and sustainability requirements guided by knowledge. Know-how strengthens governance and reinforces our dedication to accountable tourism.
TD: What are your priorities at WTM London this 12 months?
MC: The UK is our most strategic worldwide market, representing 25% of our arrivals — almost three million guests. WTM is the perfect platform to bolster airline and commerce partnerships. We’re spotlighting sustainability, gastronomy, energetic tourism and nature-led experiences, and selling Valencia as a year-round vacation spot. With its gentle local weather, wealthy tradition, and powerful connectivity, the area is completely positioned for shorter, extra frequent leisure journeys, in addition to longer cultural stays.
TD: What journey traits will outline the Mediterranean transferring ahead?
MC: Travellers are prioritising authenticity, sustainability and significant, experience-driven journey. We anticipate to see extra frequent journeys throughout the 12 months, with an increase in nature, sports activities, wellness and cultural tourism. Valencia is prepared for this evolution: local weather, connectivity, range and a high-quality providing place us not simply to adapt, however to guide.
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