- The campaign aims to showcase Torrevieja’s tourism offerings with a focus on the city’s identity, sustainability, and future growth.
The mayor of Torrevieja, Eduardo Dolón, together with the city’s Councilor for Tourism, Rosario Martínez, kicked off the International Tourism Fair (FITUR) in Madrid by unveiling the city’s new tourism campaign, “Torrevieja Comes Alive”.
Presented at the central plaza of the Comunitat Valenciana stand, the campaign invites visitors to fully immerse themselves in the essence of this Mediterranean city.
Those attending the presentation included Carlos Mazón, President of the Comunitat Valenciana, Tourism Minister Marian Cano, Alicante Provincial Council President Toni Pérez, HOSBEC President Fede Fuster, and renowned designer Eduardo Navarrete, alongside various dignitaries from neighbouring municipalities.
Torrevieja promises a holistic experience, offering everything from the unique beauty of its salt lagoons and tranquil beaches to the warmth of its people and its vibrant cultural wealth. It’s a destination where tradition meets modernity, providing visitors with more than just a holiday—a connection to the city’s history, identity, and Mediterranean lifestyle.
Mayor Eduardo Dolón described the campaign as more than a slogan. “‘Torrevieja Comes Alive’ is a feeling we share with everyone who visits. It’s an invitation to truly experience the city and, for many, a reason to stay.” The campaign’s promotional video conveys Torrevieja’s vibrancy and appeal as a year-round destination. It emphasizes how both residents and tourists contribute to the city’s vitality and cultural richness.
The Paseo del Mar: Torrevieja’s New Tourism Landmark
Scheduled to open in June 2025, the Paseo del Mar is set to transform Torrevieja’s coastline into its new iconic attraction. This leisure development in the city’s port area is currently the most significant project underway, with public and private investments exceeding €100 million, funded by the Generalitat Valenciana and the Torrevieja City Council.
As one of the largest cities in the Valencian Community by population—and the leading destination for residential tourism, boasting 60,000 vacation homes—Torrevieja’s new Paseo del Mar aims to solidify its status as a top tourist hub. Mayor Dolón highlighted the city’s potential to attract new residents from across Europe and Spain, thanks to its diverse cultural and leisure offerings.
The mayor also shared impressive tourism statistics, such as the 100,000 visitors recorded last year at the Natural Park of Las Salinas. He noted the opportunities for hosting sports events at the city’s extensive sports complex, which spans over 300,000 square meters. In 2024 alone, the complex hosted 199 events, generating approximately 18,000 overnight stays and €8.5 million in revenue.
A Diverse Tourism Offering ‘Impossible to Summarize’
According to Mayor Dolón, Torrevieja’s comprehensive tourism offerings cannot be summed up in a single presentation. However, he highlighted the city’s three ports, which feature marinas and numerous moorings, and the fact that 53% of Torrevieja’s land is protected natural park. He also announced plans to further promote the city’s natural resources, showcasing its picturesque surroundings and unique experiences such as the “Torrevieja Tastes Like Salt” initiative.
Cultural events like the Carnivals, the International Habaneras and Polyphony Competition, the “Torrevieja Weekend” festival, and its leadership in family tourism are also key attractions. These features position Torrevieja as a standout destination in one of the world’s premier tourism fairs.
Torrevieja: A Place that Visitors Long to Return To
Carlos Mazón, President of the Generalitat Valenciana, described Torrevieja as the epitome of a destination that visitors not only enjoy but feel compelled to return to—and many ultimately choose to call home. “In Torrevieja, you live like nowhere else on the Mediterranean. It’s a mature, reliable destination that knows exactly how to grow and attract visitors.”
He praised the city for its expertise in hosting major events, excelling in areas like carnival celebrations, nautical activities, and commerce, making it a top-tier destination. Mazón also highlighted its maritime sports centre, the largest in the Mediterranean, and the renowned cultural venue Las Eras de la Sal.
Additionally, he commended Torrevieja’s family tourism certification, which reinforces its position as a driving force in tourism for both the Valencian Community and Spain.
Alicante Provincial Council President Toni Pérez echoed these sentiments, calling Torrevieja one of the “great strengths” of the Costa Blanca. He emphasized the city’s excellent planning and commitment to quality, as well as its natural allure, “with its sea, salt lagoons, and unforgettable emotions.”
“Torrevieja Comes Alive” is more than just a campaign—it’s an invitation to experience, connect with, and fall in love with the city at every turn.
