The PSOE of Torrevieja has presented a motion urging the Generalitat to adjust its tourism policy for future editions of FITUR, the global tourism fair. The party’s spokesperson, Bárbara Soler, criticized the current approach under the Valencian People’s Party (PP), which removed individual municipal representation within the Generalitat’s stand at FITUR, leaving cities like Torrevieja without a dedicated space to promote themselves.
Key Issues Raised by the PSOE:
Loss of Visibility for Non-Branded Municipalities
Only seven designated “tourism brands” (Castellón, València Turisme, Costa Blanca, València, Alicante, Elche, and Benidorm) now have prominent positions within the Comunitat Valenciana’s FITUR stand. Other municipalities, such as Torrevieja, Altea, Gandía, and Cullera, are relegated to peripheral zones or left to independently organize costly events outside FITUR.
This centralized approach limits the visibility of smaller destinations, which tourists often seek out by name rather than by regional brand.
Political Influence in Tourism Promotion
The PSOE claims the Generalitat’s strategy prioritizes political symbolism over effective promotion, relying heavily on the overarching “Valencian Community” identity while neglecting individual destinations.
Lack of Long-Term Planning and Dialogue
The changes were implemented without consultation with municipalities or industry stakeholders. The PSOE advocates for coordinated public-private governance, long-term strategies, and professionalization of tourism promotion.
Disruption of Proven Models
Past FITUR editions focused on promoting small businesses through programs like CreaTurisme, which supported over 1,100 experiential tourism companies. The PSOE fears the new approach undermines this framework.
Proposal for Torrevieja as a Tourism Brand
Soler argues that Torrevieja, with its high summer occupancy rates and significant tourism appeal, should be recognized as the eighth official tourism brand of the Valencian Community. Establishing Torrevieja as a standalone brand would allow for focused promotion as a top-tier destination and support efforts to combat seasonality through sustainable, inclusive, and forward-thinking strategies.
Conclusion
The PSOE views the Generalitat’s current tourism policy as politically motivated and detrimental to smaller municipalities. The motion calls for meaningful dialogue, better planning, and recognition of Torrevieja as a critical player in the Valencian tourism sector, deserving its own space and brand to attract year-round visitors.
