Daniel Hartmann
2027 will be a landmark year for the Spanish region, with SailGP and the MotoGP Valencia Grand Prix among the headline events on the calendar.
The Region of Valencia has drawn visitors for decades, and crowds still head for well-trodden spots such as Alicante and Benidorm.
Yet as holidaymakers increasingly want a deeper connection with the places they visit, other corners of the region are getting their turn in the spotlight.
At World Travel Market in London, José Manuel Camarero Benitez, the region's vice-minister for tourism, explained to Euronews Travel how the area has sidestepped the overtourism troubles facing other parts of Spain.
“It’s not just promoting tourism – we try to manage tourism,” Camarero said. “We are not aiming to promote the same places, and telling people to go do the same things at the same time.
“We try to attract people outside of the peak season. For example, even now in November, we have sunshine and temperatures above 20 degrees so you can enjoy diving, swimming and other activities.”
The tourism board is running a campaign called “could this be happiness?”, which invites visitors to find joy in small things — sand between your toes, the glint of the sea.
Castellón: The next hot destination
Alicante and Valencia provinces already have devoted followings, but Camarero believes Castellón's moment has arrived.
“I always say Alicante has been our success for 60 years in the Valencia region, now Castellón will be the next success,” he added, pointing to the city's food scene in particular.
The experiences on offer are varied: langoustine in Vinaròs, hikes through the Sierra de Irta mountains, ancient cave art at Ares del Maestrat, and canyoning in Montanejos.
A big year for sport
The Region of Valencia is also gearing up for a packed sporting calendar in 2027.
Over the course of the year, Valencia city will host the Copa del Rey basketball tournament, the European Indoor Athletics Championships, SailGP, and the MotoGP Valencia Grand Prix, while Alicante will host the start of The Ocean Race.
Golf fans have reason to visit too: Alicante will host the IAGTO European Convention in May, and Camarero is urging players to explore what the region offers.
“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.
Sustainability as key
Sustainability has been a long-standing priority for the region, and Valencia served as European Green Capital in 2024.
That work continues in 2028: last month Benidorm received the European Green Leaf award, given to cities of between 20,000 and 100,000 inhabitants.
“Sustainability is not just a word for us, it’s both the present and the future,” Camarero said.
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Source: euronews.com
