The Region of Valencia has long been a popular destination, with tourists flocking to hot spots like Alicante and Benidorm.
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But as travellers look to develop a deeper connection with the countries they visit, other destinations are starting to have their moment in the spotlight.
Speaking at World Travel Market in London, José Manuel Camarero Benitez, the regional vice-minister for tourism for the Region of Valencia, shared with Euronews Travel how they have avoided the overtourism problems that other areas of Spain are facing.
“It’s not just promoting tourism – we try to manage tourism,” Camarero said. “We are not aiming to promote the same places, and telling people to go do the same things at the same time.
“We try to attract people outside of the peak season. For example, even now in November, we have sunshine and temperatures above 20 degrees so you can enjoy diving, swimming and other activities.”
The tourism board is currently running a campaign entitled “could this be happiness?”, which encourages visitors to discover happiness in the small things, like feeling the sand between your toes or seeing the shimmer of the sea.
Castellón: The next hot destination
The provinces of Alicante and Valencia are already well known and loved, but Camarero thinks it’s time for Castellón to shine.
“I always say Alicante has been our success for 60 years in the Valencia region, now Castellón will be the next success,” he added, noting that the city is particularly known for its gastronomy.
Offering a diversity of experiences, you can dig into langoustine in Vinaròs, hike through the Sierra de Irta mountainscape, see ancient cave art in Ares del Maestrat, and go canyoning in Montanejos.
A big year for sport
The region of Valencia is also preparing for a big year of sport in 2027.
Over the course of the year, Valencia city will host the Copa del Rey basketball tournament, the European Indoor Athletics Championships, SailGP, and the MotoGP Valencia Grand Prix, while Alicante will host the start of The Ocean Race.
For golf fans, Alicante will also host the IAGTO European Convention in May, and Camarero is encouraging players to come discover the region’s offerings.
“It’s the best opportunity to come to Alicante to see all 30 sites and discover not only golf as a sport, but golf as a lifestyle, with gastronomy, culture and the other things you can enjoy during your stay,” he said.
Sustainability as key
The region of Valencia has long prioritised sustainability, with Valencia serving as the European Green Capital in 2024.
That will continue in 2028, with Benidorm handed the European Green Leaf award, which is for cities with between 20,000 and 100,000 inhabitants, last month.
“Sustainability is not just a word for us, it’s both the present and the future,” Camarero said.