Spain’s Region of Valencia is preparing for a busy 2027, with major international sporting events, growing interest in gastronomy and renewed efforts to introduce visitors to destinations beyond its best-known coastal resorts.
Alicante and Benidorm have attracted international holidaymakers for decades, while Valencia city has established itself as one of Spain’s most recognisable urban destinations. However, regional tourism officials are increasingly looking beyond these established names, with a particular focus on encouraging visitors to explore less familiar areas and travel outside the busiest months.
Speaking to Euronews Travel at the World Travel Market in London, José Manuel Camarero Benitez, the Region of Valencia’s regional vice-minister for tourism, explained that the region’s approach is based on managing tourism rather than simply increasing visitor numbers.
“It’s not just promoting tourism, we try to manage tourism,” Camarero said.
He explained that the regional strategy does not involve directing large numbers of visitors towards the same destinations and activities at the same time. Instead, officials want to spread tourism across different locations and seasons.
November is one example of the opportunities available outside the traditional summer holiday period. According to Camarero, temperatures can remain above 20 degrees Celsius, allowing visitors to enjoy activities such as swimming, diving and other outdoor experiences.
The regional tourism board is also using its campaign, “Could This Be Happiness?”, to present a different side of the destination. Rather than focusing exclusively on major attractions, the campaign highlights simple experiences, including walking on the sand, enjoying the coastline and spending time beside the Mediterranean Sea.
One of the destinations receiving particular attention is Castellón, a province that has not enjoyed the same level of international recognition as Alicante and Valencia.
Camarero believes Castellón has the potential to become the region’s next major tourism success. He described Alicante as a destination that has delivered six decades of tourism success for the region, suggesting that Castellón could take on a similar role in the years ahead.
Food is an important part of that ambition. Castellón has a strong gastronomic identity, with visitors able to sample langoustine in the coastal town of Vinaròs. The province also offers experiences beyond its restaurants and coastline.
The Sierra de Irta provides opportunities for hiking through a varied natural landscape, while Ares del Maestrat is known for its ancient cave art. Visitors interested in outdoor activities can also explore canyoning in Montanejos, giving the province an appeal that extends beyond conventional beach holidays.
The region’s plans for 2027 will also place sport firmly on the tourism calendar. Valencia city is scheduled to host several major international and national competitions, including the Copa del Rey basketball tournament, the European Indoor Athletics Championships, SailGP and the MotoGP Valencia Grand Prix.
Alicante will also have a significant role in the sporting programme, hosting the start of The Ocean Race. The city is further expected to attract international attention from the golf industry when it hosts the IAGTO European Convention in May 2027.
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The convention will provide an opportunity to introduce international golf professionals and industry representatives to the region’s golf facilities. Camarero said Alicante offers around 30 golf sites and encouraged visitors to consider the wider experience available beyond the courses themselves.
“It’s the best opportunity to come to Alicante to see all 30 sites and discover not only golf as a sport, but golf as a lifestyle, with gastronomy, culture and the other things you can enjoy during your stay,” he said.
Alongside sport and gastronomy, sustainability remains central to the region’s tourism strategy. Valencia city held the European Green Capital title in 2024, recognising its environmental initiatives and approach to urban sustainability.
The region is also preparing for another European environmental recognition in 2028. Benidorm received the European Green Leaf award, announced in October 2026, recognising cities with populations between 20,000 and 100,000 inhabitants for their environmental efforts.
For the regional authorities, sustainability is intended to influence how destinations develop and manage visitors, rather than function simply as a promotional message.
“Sustainability is not just a word for us, it’s both the present and the future,” Camarero said.
The challenge for the Region of Valencia is to maintain the international appeal of established destinations while giving less familiar places a greater share of tourism activity. With its 2027 sporting calendar, gastronomic offer and efforts to extend the visitor season, the region is positioning itself as more than a summer destination built around its most famous beaches.
