Valencia Region Redirects Tourism Focus Toward Off-Peak Travel and Regional Hubs

Regional authorities in the Region of Valencia are shifting tourism policy toward off-peak travel and lesser-known destinations to prevent overcrowding in traditional coastal resorts. Speaking at the World Travel Market trade fair in London, regional Vice-Minister for Tourism José Manuel Camarero Benítez outlined measures designed to distribute visitor arrivals more evenly throughout the calendar year and across the territory.

The strategy emphasizes promoting northern and inland areas, with particular focus on the province of Castellón as an alternative to established hubs such as Alicante and Benidorm. According to the regional tourism ministry, mild autumn weather with temperatures remaining above 20 degrees Celsius in November allows for year-round outdoor sports, including diving and swimming. Promoted locations in Castellón include Vinaròs for local seafood, the Sierra de Irta mountain range for hiking, Montanejos for canyoning, and Ares del Maestrat for ancient cave art.

Alongside seasonal diversification, the regional administration has scheduled multiple major athletic competitions across several cities for 2027. The city of Valencia is slated to host the Copa del Rey basketball tournament, the European Indoor Athletics Championships, SailGP, and the MotoGP Valencia Grand Prix. In Alicante, scheduled events include the start of The Ocean Race and the IAGTO European Convention for the golf industry in May 2027.

The regional strategy also ties tourism promotion to urban environmental initiatives. Following Valencia's term as European Green Capital in 2024, the resort town of Benidorm was selected for the European Green Leaf award for 2028, a title designated for municipalities with populations between 20,000 and 100,000 residents. Regional tourism officials stated that environmental management will remain central to upcoming infrastructure and promotional plans.

Written by Martina Kirchner martina.kirchner@alpineweekly.com