Orihuela City Council has announced the launch of “Orihuela Suena 2026”, a three-day music and cultural initiative taking place from 22 to 24 May, combining live performances, industry masterclasses and commercial promotion activities. While presented as a major project to support culture, youth opportunities and local business, the programme once again focuses exclusively on venues within Orihuela city centre, with no events scheduled in Orihuela Costa.
The festival, organised by the Department of Commerce, will bring together musicians, producers and music industry professionals for talks, workshops and concerts designed to showcase career opportunities within the music business. Mayor Pepe Vegara, Councillor Vicente Pina and project director Óscar Ferrer described the initiative as an innovative platform linking culture, training and economic activity.
All official activities, however, are concentrated in central Orihuela locations. The Auditorio La Lonja will host the professional masterclasses and indoor performances, Plaza de la Universidad will stage outdoor concerts and DJ sessions, while the closing performance by Shuarma will take place in the Jardines del Palacio de Rubalcava.
The programme features appearances from recognised industry figures including Aaronsaez, Tato Latorre, Fran Leo and Carmen Picado, alongside concerts from artists such as Carey, Merino, Tu Otra Bonita and Shuarma.
City officials say the initiative forms part of a wider commercial revitalisation strategy aimed at attracting visitors, increasing footfall and supporting local businesses. The festival will also include discounts, promotions and prize draws linked to participating establishments.
Although presented as a cultural initiative for the entire municipality, all events scheduled for “Orihuela Suena 2026” will take place in the city centre, with no programme activity planned for Orihuela Costa. The decision is likely to reinforce existing concerns that many council-funded cultural and tourism projects continue to focus primarily on the historic centre, despite the coastal area accounting for a substantial share of the municipality’s residents, tourism sector and international population.
Questions may also be raised over the overall cost of the initiative, as no official budget figures have yet been released publicly. The absence of financial details comes amid continuing debate over municipal spending priorities and recurring criticism from coastal residents who argue that investment in cultural programming disproportionately favours the city centre over Orihuela Costa.
