The president of the Generalitat, Carlos Mazón, has appealed to the “strength of tourism as one of the main industries of the Valencian Community to generate more employment, resources and wealth that contribute to accelerating reconstruction and a fairer, faster and more sustainable recovery.”
The head of the Consell has highlighted the strength of the tourism sector to “provide benefits for society as a whole thanks to its ability to attract income and obtain greater revenue that translates into better social services and infrastructures”. Thus, he has thanked the “extraordinarily supportive commitment of the tourism sector” to those affected by the floods.
In fact, the tourism industry in the Valencian Community represents more than 16% of the GDP, employs more than 300,000 people, generates revenues of more than 20 billion euros and contributes more than 4 billion euros in taxes.
The president made these statements during the presentation of the new developments in the Valencian Community for the next edition of Fitur 2025, which will take place in Madrid from 22 to 26 January, at an event also attended by the regional minister for Innovation, Industry, Trade and Tourism, Marián Cano.
During his speech, Mazón stated that the tourism sector “has been one of the pillars on which the Valencian Community as we know it has been built”, while also stating that “tourism is not just about tourists”.
In this regard, he referred to the contribution of the tourism industry in terms of the demand and excellence in catering, innovation in the hotel sector, the creation of leisure and adventure companies and the promotion of the music industry. He also highlighted its contribution to the protection of historical, artistic and environmental heritage.
Furthermore, the president has underlined the importance of tourism in “improving our land, sea and air connections”. In this regard, he has once again called on the central government to “improve basic and necessary infrastructures so that the Valencian Community continues to grow, such as the second runway at Alicante-Elche airport, the expansion of Valencia or quality rail connections”. For this reason, he has demanded “urgent and unpostponable investment for two airports through which almost 30 million visitors arrived in 2024”.
Greater presence of companies at Fitur
The head of the Consell has highlighted that the Valencian Community will present at Fitur “the strength of the Mediterranean Attitude” with the aim of surpassing the historical maximum of international tourists reached until November 2024 with more than 11 million.
In this edition, the Valencian Community is betting on greater professionalism, technology and innovation, with a focus on de seasonalisation. In fact, this will be a record edition due to the large number of companies and entities participating, with a total of 317, which is 27% more than last year’s edition.
The tourism offer of the Valencian Community is presented at Fitur grouped by tourism brands, companies and products that will have a large, open and diaphanous central plaza, which will serve as a meeting point where people can connect and learn about the products and brands of our territory.
Likewise, the seven tourist brands Castellón, València Turisme, Costa Blanca, València, Alicante, Elche and Benidorm have their own areas, in addition to allocating work areas for destinations, companies and tourist products.
There will also be a decisive commitment to the municipalities, not only within the spaces of the tourism brands, but also with specific presentation rooms and an expanded work space. Thus, Mazón has highlighted the role of “all the municipalities of the Comunitat to continue opening our doors and expanding our tourism as an international quality brand”.
A homogeneous stand with more resources
The first three days of the event are aimed at the professional tourism sector and at the weekend the fair is open to the general public. For this reason, the stand of the Valencian Community in the 2025 edition maintains a double focus: during the first three days the objective is to facilitate the entire professional deployment of companies, associations and destinations so that they can develop their agenda and present their offer; and at the weekend the stand is converted to show the offer to potential tourists.
In terms of space, this year it will have 2,645.75 square metres, which represents an increase of 595 square metres more to promote business and show the Valencian Community as a strong and safe destination. The larger dimensions of the stand in this edition allow for more spaces to be allocated for meetings, while at the same time increasing the rooms so that the tourist brands, destinations and companies attending can make presentations.
In addition, the Valencian Community will be present in different sections of Fitur: Fitur Screen, to promote film tourism; Fitur LGTB+, with specific offers for this segment; and Fitur Sports, with an agenda dedicated to operators and organizers of sporting events.
The Fitur 2025 stand will inspire the presentation of the Valencian Community’s offering at other trade fairs such as Madrid Fusión, World Travel Market in London, IBTM in Barcelona, and at ITB Berlin, where the Valencian Community will participate for the first time in 20 years with its own stand.
A stand that responds to a ‘Mediterranean Attitude’
The stand of the Valencian Community, which will bring together the tourist attractions of Castellón, Valencia and Alicante, draws its creativity from the ‘Mediterranean Attitude’. A broad concept that encompasses the way of life, the passion and effort, the light and soul of the Mediterranean and that permeates tourists and visitors.
The aim is to show a unified territory, reinforcing the concept of ‘Co-munidad’ based on the way of life, the character of unity of the entire territory that responds to a Mediterranean Attitude.
The stand focuses on the concept of a square as an open space where important moments of a typically Mediterranean community are traditionally celebrated, crowned by a circular aerial screen. For this reason, the colours that define the Mediterranean character are used: the blue of the sea, the warm tones of the sand on the beaches and farmland; the greens of the orchards and fields; and the dark blue of the nights of leisure and celebration.
It will also feature the most advanced technologies so that visitors can immerse themselves in the Valencian Community through immersive virtual reality experiences and nebulizers with the aroma of orange blossom from the orange trees in bloom.
