Turisme Comunitat Valenciana Strengthens its Strategy at the London World Travel Market with a Packed Schedule of Meetings on the Opening Day

Turisme Comunitat Valenciana has reinforced its international tourism strategy at the World Travel Market (WTM) London 2025, one of the most influential global gatherings in the travel industry, which opened its doors today at ExCeL London.

The Valencian delegation is attending the event with a clear objective: to consolidate its position in the British market through a strategic focus on sustainability, year-round tourism and product diversification, further enhancing the destination’s competitiveness and visibility.

A Sustainable and Diverse Tourism Model

Running until 6 November, this year’s edition of WTM sees the Generalitat Valenciana promote a sustainable, diverse and high-quality tourism model designed to attract British visitors throughout the year. The strategy capitalises on the region’s strong air connectivity with the UK and places emphasis on authentic experiences that highlight the culture, nature and gastronomy of the Valencian Community.

José Manuel Camarero, Regional Secretary for Tourism, explained:

“We have come to London to strengthen our positioning in urban, cultural, rural, active and gastronomic tourism. The sun and beach segment is already well established in the British market, so our efforts are now focused on promoting complementary products that reflect responsible and sustainable tourism—experiences that generate value for visitors and local communities alike throughout the year.”

Camarero added:

“Under the slogan ‘Could this be happiness?’, our stand at WTM London embodies the spirit of the Valencian Community. We aim to create an emotional connection with travellers—inviting them to discover how happiness is shared and lived in its simplest, most authentic forms.”

A Larger Stand and Strong Industry Presence

This year, Turisme Comunitat Valenciana is presenting its tourism offering on a 397-square-metre stand—70 square metres larger than last year’s—featuring dedicated areas for professional meetings, presentations and networking.

The stand brings together 36 co-exhibitors, including municipalities, associations, tourism enterprises and regional bodies, with over 70 professionals representing the Valencian tourism sector.

Strategic Meetings with UK Industry Leaders

During the first day, José Manuel Camarero and Israel Martínez, Director General of Tourism, led a full agenda of meetings with leading UK tour operators, travel companies and media outlets.

Highlights included:

A meeting with Explore Trade, a key adventure travel company operating in over 100 countries and offering cycling and nature experiences across Spain.

Talks with Wexas Travel, a British luxury operator specialising in tailor-made itineraries.

Strategic discussions with Expedia, one of the world’s leading digital travel platforms.

The Valencian Community stand also welcomed Rosario Sánchez Grau, Spain’s Secretary of State for Tourism, and Lloyd Milen, the UK’s Consul General in Madrid, who visited to learn more about the region’s tourism initiatives and ongoing collaboration within the British market.

Later in the day, the Valencian team continued its professional schedule with meetings with:

Wanderlust Media, the UK’s leading sustainable travel magazine, reaching over 100,000 readers and expanding into the US market, to explore joint media initiatives for 2025.

Bradt Guides, renowned for its focus on unique and off-the-beaten-path destinations.

JTA Travel Group, a Birmingham-based operator offering a wide portfolio of travel products, from hotels and flights to cruises and sports travel.