The president of the Generalitat, Carlos Mazón, has appealed to the "strength of tourism as one of the main industries of the Valencian Community to generate more employment, resources and wealth that contributes to accelerating reconstruction and a fairer, faster and more sustainable recovery".
The head of the Council highlighted the strength of the tourism sector in “providing benefits for society as a whole thanks to its capacity to attract income and obtain more revenue that translates into better social services and infrastructures”. Thus, he thanked the “extraordinarily supportive commitment of the tourism sector” to those affected by the floods.
In fact, the tourism industry in the Valencian Community represents more than 16% of GDP, employs more than 300,000 people, generates income of more than 20 billion euros and contributes more than 4 billion euros in taxes.
This was stated by the president during the presentation of the new developments in the Valencian Community for the next edition of Fitur 2025, which will take place in Madrid from January 22 to 26, in an event in which the Minister of Innovation, Industry, Trade and Tourism, Marián Cano, also participated.
During his speech, Mazón stated that the tourism sector "has been one of the pillars on which the Valencian Community as we know it has been built", while also stating that "tourism is not just about tourists".
In this sense, he referred to the contribution of the tourism industry in the demand and excellence in catering, innovation in the hotel sector, the creation of leisure and adventure companies or the strengthening of the music industry. He also claimed its contribution to the protection of historical, artistic or environmental heritage.
In addition, the president has stressed the importance of tourism in “improving our connections by land, sea and air”. In this sense, he has once again called on the central government to “improve basic and necessary infrastructures so that the Valencian Community continues to grow, such as the second runway at the Alicante-Elche airport, the expansion of Valencia or quality rail connections”. For this reason, he has demanded “urgent and unpostponable investment for two airports through which almost 30 million visitors arrived in 2024”.
More presence of companies at Fitur
The head of the Council highlighted that the Valencian Community will present "the strength of the Mediterranean Attitude" at Fitur with the aim of exceeding the historical maximum of international tourists achieved until November 2024 with more than 11 million.
The Community is committed to more professionalism, technology and innovation in this edition, with a focus on deseasonalization. In fact, this will be a record edition due to the large presence of companies and entities participating, with a total of 317, which is 27% more than last year's edition.
The tourist offer of the Valencian Community is presented at Fitur grouped by tourist brands, companies and products that will have a large, open and transparent central square, which serves as a meeting point where people can connect and learn about the products and brands of our territory.
Likewise, the seven tourist brands Castellón, Valencia Tourism, Costa Blanca, Valencia, Alicante, Elche and Benidorm have their own space, in addition to allocating work areas for destinations, companies and tourist products.
There will also be a strong commitment to municipalities, not only within the spaces of the tourism brands, but also with specific presentation rooms and an expanded workspace. Thus, Mazón has claimed the role of “all the municipalities of the Community to continue opening our door and expanding our tourism as an international quality brand”.
A homogeneous stand with more resources
The first three days of the event are aimed at the professional tourism sector and on the weekend the fair opens to the general public. For this reason, the Valencian Community stand maintains a double focus in the 2025 edition: during the first three days the objective is to facilitate the full professional deployment of companies, associations and destinations so that they can develop their agenda and present their offer; and on the weekend the stand is converted to show the offer to potential tourists.
Regarding the space, this year it will have 2,645.75 square meters, which represents an increase of 595 square meters of surface area to promote business and show the Valencian Community as a strong and safe destination. The larger dimensions of the stand in this edition allow more space for meetings, while the number of rooms is increased so that tourist brands, destinations and attending companies can make presentations.
In addition, the Valencian Community will be present in different sections of Fitur: Fitur Screen, to promote film tourism; Fitur LGTB+, with specific offers for this segment; and Fitur Sports, with an agenda dedicated to operators and organizers of sports events.
The Fitur 2025 stand will inspire the presentation of the Valencian Community's offer in other trade fairs such as Madrid Fusión, World Travel Market in London, IBTM in Barcelona, and in ITB Berlin where the Valencian Community will participate for the first time in 20 years with its own stand.
A stand that responds to a 'Mediterranean Attitude'
The Valencian Community stand, which will bring together the tourist attractions of Castellón, Valencia and Alicante, draws its creativity from the 'Mediterranean Attitude'. A broad concept that encompasses the way of life, passion and effort, the light and soul of the Mediterranean and that permeates tourists and visitors.
The objective is to show a unified territory, reinforcing the concept of 'Community' based on the way of life, the character of unity of the entire territory that responds to a Mediterranean attitude.
The stand focuses on the concept of the square as an open space where important moments of a typically Mediterranean community are traditionally celebrated, crowned by a circular aerial screen. For this reason, the colors that define the Mediterranean character are used: the blue of the sea, the warm tones of the sand of the beaches and farmland, the greens of the vegetable garden and fields, and the dark blue of the nights of relaxation and partying.
It will also feature the most advanced technologies so that visitors can immerse themselves in the Valencian Community through immersive virtual reality experiences and with orange blossom aroma nebulizers from blooming orange trees.