The key facts
- The Valencia region's authorities are promoting Castellón as the next major destination after Alicante's 60 years of success
- In 2027, the region will host the Copa del Rey, the European Athletics Indoor Championships, SailGP, MotoGP and the start of The Ocean Race
- Benidorm received the European Green Leaf award and will promote sustainable tourism until 2028
Managing flows instead of promotion
The Valencia region is a traditionally popular Spanish destination, with tourists flocking en masse to Alicante and Benidorm. However, according to the region's deputy minister for tourism José Manuel Camarero Benítez, speaking at the World Travel Market exhibition in London, the region tries to avoid the problems of overtourism faced by other parts of the country. 'It's not just about promoting tourism — we try to manage it,' he said, explaining that the authorities do not send everyone to the same places at the same time, but instead attract visitors outside the peak season: according to him, even in November the region is sunny with temperatures above 20 degrees, making diving and swimming possible. This is reported by Euronews.
Castellón as the next destination
The region's tourism council is currently running the 'maybe it's happiness?' campaign, encouraging people to find joy in small things — from the feeling of sand under their feet to the view of the sea. Camarero named the province of Castellón as the main bet for the future: 'Alicante has been our success for 60 years; now Castellón will be the next success.' The province is known for its gastronomy and variety of activities: langoustines in Vinaròs, hikes in the Sierra de Irta mountains, ancient cave paintings in Ares del Maestrat, and canyoning in Montanejos.
A sporting 2027 and sustainability
In 2027, the region awaits a packed sporting programme: Valencia will host the Copa del Rey basketball tournament, the European Athletics Indoor Championships, SailGP and the Valencia MotoGP Grand Prix, while Alicante will be the starting point of the sailing race The Ocean Race. In May, Alicante will also host the IAGTO European Convention, which Camarero called an opportunity to see all 30 golf courses of the region and discover 'golf as a way of life.' Sustainable development remains a priority: Valencia was the 'European Green Capital' in 2024, and last month Benidorm received the European Green Leaf award for cities with populations between 20,000 and 100,000 — it will remain valid until 2028. 'Sustainability for us is not just a word, it is both the present and the future,' the deputy minister emphasised.
