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Carlos Mazón: "2024 will open new horizons for the gastronomy of the Valencian Community"

The president of the Generalitat, Carlos Mazón, has indicated that Tourism plans to strengthen the promotion of the Valencian Community destination through the gastronomic product throughout this year, so "2024 will open new horizons for the gastronomy of the our Community".

The aim is to increase the promotion of our gastronomic products and bring their quality and competitiveness, together with the professionalism of our cooks, to international markets where it can become a great attraction for future tourists.

Specifically, the Ministry of Innovation, Industry, Commerce and Tourism has planned to carry out various gastronomic promotion actions in Dubai and Tokyo during the first quarter of 2024, and to coincide with the assistance of IVACE international.

Thus, the objective of Turisme Comunitat Valenciana is to join the participation of Valencian companies in the agri-food sector in the Guldfood Dubai fairs, which will take place between 19 and 22 February, and in Foodex in Tokyo, from 4 to March 8 "It will be the first time that our products travel so far to be promoted. It is a clear commitment by this Council for the entry of our gastronomy into the international market" stressed the head of the Council.

These promotional actions will have the participation of prestigious chefs from the Valencian Community who will have the opportunity to cook for tour operators and travel agents from these countries, with the intention of highlighting the diversity and quality of the gastronomic product, among other attractions of our destination.

For Carlos Mazón, gastronomy is part of "our hallmarks" and, together with the excellence of our products and the professionalism and roots of our sector, "gives tourism in the Community an unparalleled character throughout the world".

The president also wanted to highlight the high esteem that tourists have for the gastronomy of the Community and that, on this occasion, "it will serve as a gateway to increase the number of tourists from more distant countries".

At the moment, 25% of the tourists who come to the Valencian Community are motivated by the gastronomic product and their average expenditure exceeds by 30% that of other tourist segments.

The Exquisite Mediterranean

Turisme Comunitat Valenciana already has its own gastronomy strategy which, with the L'Exquisit Mediterrani brand, carries out actions to promote this product in various areas of action.

This network, which seeks to connect the different gastronomic initiatives in our territory to create synergies and improve our positioning, has more than twenty affiliated public entities and nearly 450 restaurants. All comply with parameters of excellence, authenticity, innovation and sustainability, which reinforces the positioning of the Valencian Community destination in the gastronomic field.

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

Overview

This week across Benidorm, Altea, Albir, Finestrat, and La Nucía is mainly:

Weekly markets and street trading

Live music in bars and small venues

Early spring coastal tourism activity (boat trips, promenades)

Small cultural events and exhibitions

Gradual build-up toward May festivals in Benidorm

BENIDORM – Events and Activity

Markets and street life

Wednesday and Sunday main street markets (large general markets for clothing, food, and goods)
Old Town craft stalls operating in the evenings
Night markets becoming more active as tourist season builds

Cultural activity

Early preparations and signage for the Medieval Market coming soon in central Benidorm
Small pop-up performances in Old Town squares (musicians, street entertainment)

Nightlife and entertainment

Live music every night across the main strips (cover bands, tribute acts, karaoke)
DJ sets and bar entertainment increasing toward peak season
Rooftop bars and terrace venues reopening more consistently

Overall feel

Benidorm is in an active pre-summer phase with strong nightlife and steady tourist flow.

ALTEA – Cultural and coastal atmosphere

Old Town and culture
Art galleries and artisan shops open daily
Small exhibitions and cultural displays in local venues

Live music

Acoustic and low-key live music in bars around Old Town and seafront areas
Occasional weekend performances in Irish and cocktail bars

Sea activities

Boat trips operating from Altea harbour including:
Coastal cruises
Sunset sailing trips
Swimming stops depending on weather conditions

Overall feel

Quiet, scenic, and cultural with a strong focus on relaxation rather than nightlife.

ALBIR / ALFÀS DEL PI – Mixed expat and local activity

Markets

Friday weekly street market with food, clothing, and household goods
Nearby Sunday markets in Altea also attract visitors from the area

Live music

Regular pub and bar entertainment, especially in Irish and rock-themed venues
Weekly live bands and acoustic performances across multiple venues

Cultural venues

Casa de Cultura hosting small theatre events, exhibitions, and community activities
Regular local group meetings and social clubs

Overall feel

Balanced area with both relaxed daytime atmosphere and active evenings.

LA NUCÍA – Local and sporting focus

Markets

Sunday rastro (large flea market with antiques, tools, clothes, and food stalls)
Entertainment
Occasional live music in local bars, mostly weekends

Sports activity

Large sports complex hosting training camps, tournaments, and weekend events

Overall feel

Quiet residential town with activity concentrated around weekends and sports events.

FINESTRAT – Beach and market lifestyle

Markets

Tuesday and Saturday markets in La Cala area with a mix of local produce and goods

Beachfront activity

Beach bars and restaurants increasingly open in the evenings
Sunset dining season beginning again

Entertainment

Low-key live music in beachfront bars rather than organised events

Overall feel

Relaxed coastal town focused on beach life and casual evenings.

OVERALL SUMMARY

Benidorm: busiest area with nightlife, markets, and entertainment

Altea: cultural, scenic, and relaxed

Albir / Alfàs del Pi: balanced mix of live music and expat social life

La Nucía: local, quiet, and sports-focused

Finestrat: beach-oriented and low-key

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Carlos Mazón: "2024 will open new horizons for the gastronomy of the Valencian Community"

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

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