Sustainability travel in Valencia

On the sidelines of WTM London 2025, Travel Daily Media sat down with Marián Cano, Regional Minister for Tourism of the Region of Valencia, to debate what she calls a brand new period of “sustained and sustainable growth.” 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 appears to be like like. Below are edited excerpts from our dialog.

Travel Daily Media (TDM): The Region of Valencia has seen exceptional post-pandemic progress, significantly from long-haul markets. What is driving this momentum?

Marián Cano (MC): Hospitality is a part of our identification — what we name the Mediterranean angle — and guests really feel welcome immediately. But robust outcomes come from technique. We have elevated worldwide arrivals by 25% and spending by 58%, with distinctive North American progress and dependable confidence from our UK market. Connectivity has been key, with almost 12 million passengers a yr, 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 are usually not solely rising — we’re rising with intention.

TDM: Valencia is the one vacation spot in Spain with a licensed tourism sustainability technique. What does that imply in follow?

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 have invested greater than €150 million in climate-resilient tourism infrastructure and companies. This dedication is already recognised internationally — Valencia was European Green Capital 2024, and Benidorm was named European Green Pioneer of Smart Tourism. Our purpose is obvious: tourism should help high quality of life and long-term resilience, not solely in the locations guests see first, however throughout the whole territory.

TDM: Much 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 yr spherical. Through our CreaTurisme programme, greater than 1,000 corporations are growing 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 are additionally seeing robust momentum in nature-based experiences reminiscent of mountaineering 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.

TDM: Digital intelligence is turning into important to vacation spot administration. How are you utilizing expertise?

MC: We function a Tourism Intelligence System that integrates real-time information from private and non-private sources. This helps knowledgeable decision-making and a greater customer expertise. Our Smart Tourist Destinations Network — now greater than a decade in growth — means locations throughout Valencia apply innovation, accessibility and sustainability requirements guided by information. Technology strengthens governance and reinforces our dedication to accountable tourism.

TDM: What are your priorities at WTM London this yr?

MC: The UK is our most strategic worldwide market, representing 25% of our arrivals — almost three million guests. WTM is the best platform to bolster airline and commerce partnerships. We are 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.

TDM: What travel developments will outline the Mediterranean transferring ahead?

MC: Travellers are prioritising authenticity, sustainability and significant, experience-driven travel. We count on to see extra frequent journeys throughout the yr, with an increase in nature, sports activities, wellness and cultural tourism. Valencia is prepared for this evolution: local weather, connectivity, variety and a high-quality providing place us not simply to adapt, however to steer.