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On the sidelines of WTM London 2025, Travel Media Daily sat down with Marián Cano, Regional Minister for Tourism of the Region of Valencia, to discuss what she calls a new era of “sustained and sustainable growth.” With visitor spending up 58%, international arrivals up 25%, and North American travellers rising an unprecedented 59% since 2019, Valencia isn’t simply recovering — it is redefining what a Mediterranean success story looks like. Below are edited excerpts from our conversation.
TD: The Region of Valencia has seen remarkable post-pandemic growth, particularly from long-haul markets. What is driving this momentum?
MC: Hospitality is part of our identity — what we call the Mediterranean attitude — and visitors feel welcome instantly. But strong results come from strategy. We have increased international arrivals by 25% and spending by 58%, with exceptional North American growth and loyal confidence from our UK market. Connectivity has been key, with nearly 12 million passengers a year, as has our certified sustainability strategy and the quality of our offer: more than 500 km of coast, over 140 Blue Flag beaches, 16 UNESCO recognitions, and exceptional gastronomy, including 32 Michelin stars. We are not only growing — we are growing with intention.
TD: Valencia is the only destination in Spain with a certified tourism sustainability strategy. What does that mean in practice?
MC: Our sustainability model is independently audited by AENOR and aligned with the UN SDGs. We renewed certification again in 2025, ensuring accountability and trust. We have invested more than €150 million in climate-resilient tourism infrastructure and services. This commitment is already recognised internationally — Valencia was European Green Capital 2024, and Benidorm was named European Green Pioneer of Smart Tourism. Our goal is clear: tourism must support quality of life and long-term resilience, not only in the places visitors see first, but across the entire territory.
TD: Much of your strategy focuses on spreading tourism beyond the capital. How are you expanding into inland and rural regions?
MC: Our ambition is to ensure the entire territory benefits from tourism, all year round. Through our CreaTurisme programme, more than 1,000 companies are developing high-value experiences across the region. Wine tourism is a major growth driver, with more than 200 curated experiences launched across Castellón, Valencia and Alicante. We are also seeing strong momentum in nature-based experiences such as hiking and birdwatching. Importantly, tourism is helping revitalise small villages at risk of depopulation by supporting local businesses, heritage and culture. Inclusive growth is central to our mission.
TD: Digital intelligence is becoming essential to destination management. How are you using technology?
MC: We operate a Tourism Intelligence System that integrates real-time data from public and private sources. This supports informed decision-making and a better visitor experience. Our Smart Tourist Destinations Network — now more than a decade in development — means destinations across Valencia apply innovation, accessibility and sustainability standards guided by data. Technology strengthens governance and reinforces our commitment to responsible tourism.
TD: What are your priorities at WTM London this year?
MC: The UK is our most strategic international market, representing 25% of our arrivals — nearly three million visitors. WTM is the ideal platform to reinforce airline and trade partnerships. We are spotlighting sustainability, gastronomy, active tourism and nature-led experiences, and promoting Valencia as a year-round destination. With its mild climate, rich culture, and strong connectivity, the region is perfectly placed for shorter, more frequent leisure trips, as well as longer cultural stays.
TD: What travel trends will define the Mediterranean moving forward?
MC: Travellers are prioritising authenticity, sustainability and meaningful, experience-driven travel. We expect to see more frequent trips across the year, with a rise in nature, sports, wellness and cultural tourism. Valencia is ready for this evolution: climate, connectivity, diversity and a high-quality offering position us not just to adapt, but to lead.
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Source: traveldailymedia