The Region of Valencia takes the stage at the International Tourism Fair (FITUR) with a clear message of recovery and hope following the devastating floods of 29 October.
These floods left a profound emotional impact on the region, but the regional government reaffirmed its commitment to rebuilding and moving forward stronger than ever.
“The Region of Valencia has suffered an emotional blow from the terrible floods, but we are determined that our resilience and resolve will help us overcome this adversity. We are here at FITUR to show the world that we are ready to rise again, that our tourist destinations are fully operational and ready to be enjoyed,” said Carlos Mazón, president of the Regional Government of Valencia.
“Whether it’s Castellón, Alicante, or Valencia, our land is 100% open and welcoming tourists who have always trusted us.”
Tourism records and sustained growth
2024 was a record-breaking year for the Region of Valencia in terms of tourism, surpassing 11 million international visitors and achieving milestones across all areas. Against this backdrop, the regional government of Valencia remains committed to advancing with a sustainable growth model.
“Our goal is to continue growing, but always in a sustainable and environmentally respectful way. The Region of Valencia has been a pioneer in implementing responsible tourism policies. We are the first region in Spain to have a tourism strategy certified by AENOR, which endorses our commitment to sustainability,” Mazón said.
“Additionally, we have taken proactive steps in regulating key sectors, such as holiday rentals, to ensure orderly and balanced growth,” he emphasized.
The Generalitat also highlights that, unlike other destinations, the Region of Valencia will not impose additional tourist taxes.
‘We want visitors to enjoy our wonders without paying a ‘happiness tax’. We firmly believe that tourism grows sustainably only when both tourists and the environment are respected,” Mazón reiterated.
Future plans: Infrastructure and international promotion
Looking ahead, the Region of Valencia is launching a new promotional campaign at FITUR to further enhance its presence in international markets.
“We will invest more than ever in promotion because we believe in tourism as an economic and social driver. We are a welcoming land, and we are confident that 2025 will be a year of even greater achievements,” stated the region’s president.
One of the key challenges the regional government of Valencia is addressing is the improvement of essential infrastructure, such as the Valencia and Alicante airports, which have broken passenger records.
The government of Valencia has requested the Spanish government to expand and modernize these airports to meet the region’s growth needs.
“We need infrastructure that matches our tourism reality. Connectivity is crucial to continue positioning the Region of Valencia as one of the world’s most desired destinations,” concluded Mazón.
The Region of Valencia continues to demonstrate that, despite adversity, it remains welcoming, resilient, and committed to offering the very best to its visitors.
