The Orihuela City Council has called on local businesses to play a central role in shaping the municipality’s new Tourism Marketing Plan, a key strategic document that will define the destination’s positioning over the next five years.
Led by the Department of Tourism, the initiative invites representatives from across the business community to take part in a Focus Group session scheduled for May 5 at the María Moliner Municipal Public Library. The session forms part of a broader consultation process designed to incorporate industry insight into the plan’s development.
The project is included within Orihuela’s Sustainable Tourism Plan and is funded through the European Union’s Next Generation EU programme, under Spain’s national Recovery, Transformation and Resilience Plan, in collaboration with regional tourism authorities.
The contract to draft the plan has been awarded to consultancy firm Sien Consulting, with a two-month timeframe for completion. The strategy aims to position Orihuela as a year-round destination, with particular emphasis on boosting visitor numbers outside the peak summer season. It also seeks to broaden the municipality’s tourism offer beyond its traditional sun-and-beach appeal by promoting its cultural, historical, natural and sustainable assets.
A key component of the process will be direct engagement with stakeholders from sectors including tourism, hospitality, retail, leisure and culture. Officials say their input is essential to identifying challenges, growth opportunities and practical measures to enhance the area’s competitiveness.
The forthcoming plan will outline actions to diversify tourism, strengthen digital promotion and improve the overall visitor experience, while reinforcing Orihuela’s image as a sustainable and attractive destination in both domestic and international markets.
Local authorities are encouraging businesses, self-employed professionals and industry representatives to register and contribute to what they describe as a collaborative effort to define the future of tourism in Orihuela.
