Valencia reinforces its model of responsible urban tourism
7 May, 2025Valencia has presented its Strategic Tourism Plan 2025-2028, a roadmap focused on managing tourism growth through sustainability and respect for the local way of life. The City Council, alongside the Visit Valencia Foundation and the Tourism Service, unveiled this initiative which, as explained by the Councillor for Tourism, Innovation and Investment, Paula Llobet, aims to “decide who visits us, in what quantity, at what times and for what purpose”.
The plan includes 22 strategic challenges and 50 specific measures, developed through a participatory process with key stakeholders of the destination. It is articulated along five axes: sustainability, governance, value proposition, innovation and integration, and introduces a dynamic evaluation system that will allow policies to be adjusted on an annual basis. In addition, a scorecard with strategic and operational indicators is foreseen.
Valencia seeks to consolidate its position as a benchmark in sustainable urban tourism, with actions of accessibility, digitalisation, managed tourist flows and key tourism products such as cultural, family and gastronomic tourism. The approach prioritises citizen well-being and promotes a visitor aligned with local values.