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Turisme signs the collaboration agreement with Hosbec to disseminate the offer of the Valencian Community

Turisme signs the collaboration agreement with Hosbec to disseminate the offer of the Valencian Community
The objective is to spread the offer of the Valencian Community in national and international markets during this year 2024.
The agreement includes promotional actions through tourism sustainability, innovation and digital transformation
The regional secretary of Tourism, Cristina Moreno, and the president of the Hotel and Tourism Business Association of the Valencian Community (Hosbec), Fede Fuster, signed this Tuesday in Benidorm the collaboration agreement between both institutions for carrying out advertising actions , promotion and co-marketing, to disseminate the offer of the Valencian Community in national and international markets.

Through this agreement with Hosbec, the Generalitat allocates a total of 875,000 euros this year in 2024 to promote the tourist offer through three axes of action: destination promotion actions, promotion through tourism sustainability, and actions in matter of innovation and promotion through innovation and digital transformation.

In this way, and within the framework of the first axis of action, actions to promote the destination and tourism products are planned. Co-marketing campaigns will be carried out with tour operators, agencies and airlines in the national and international market; advertising campaigns; social media campaigns; press trips and media appearances; in addition to merchandising.

In the second axis of action, promotion through tourism sustainability and destination safety, two projects are contemplated. On the one hand, the project to offset the carbon footprint, which pursues the objective of positioning the Valencian Community as the first destination that is committed to voluntarily involving tourists in offsetting the carbon footprint of their trip, and for which different actions will be promoted.

The second project contemplates promotion through health security, and to this end, a computer tool has been designed to cover the needs of any tourist accommodation regardless of the number of water facilities it has or its size. Throughout 2024, the pilot project for the use of the tool will be launched, which will allow the maintenance, inspection and treatment programs to be described in a personalized way and for each of the establishment's facilities.

Likewise, through the third axis of action contemplated in this agreement, promotional actions will be carried out through innovation in the sector, promoting Big Data. Thus, work will be done on the implementation of data visualization systems and on expanding products that promote digital transformation.

In this way, different actions will be carried out such as a new phase of BionTrend , a tool for improving the commercial positioning of the hotel and tourism offer in the Valencian Community. The Destination Insight tool that monitors the supply of tourist homes displayed on marketing platforms will also be promoted, among other actions .

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

Regional overview: steady pre-summer momentum

Across the Costa Blanca, including Benidorm, Altea, L’Alfàs del Pi (Albir), La Nucía and Finestrat, the region is entering a strong early-season phase with increasing visitor numbers, expanding nightlife, and a growing calendar of small cultural and leisure events ahead of the main summer period.

Markets, live music, coastal tourism and community events continue to dominate activity this week, alongside ongoing infrastructure improvements such as new sustainability and mobility projects.

BENIDORM – Markets, nightlife and tourism growth

Weekly street markets in Benidorm remain a key attraction, including Wednesday and Sunday general markets offering food, clothing and local goods.

The Old Town continues to host craft stalls and informal street entertainment, while evening activity is increasing as the summer season approaches.

Live music is now a nightly feature across main entertainment zones, with tribute acts, DJs and bar performances contributing to strong visitor activity.

Tourism officials also note continued preparation for upcoming seasonal events, including the build-up toward traditional spring and early summer festivals.

ALTEA – Culture and coastal leisure

Altea continues to focus on cultural tourism and relaxation, with art galleries, artisan shops and small exhibitions operating throughout the Old Town.

Live acoustic performances and low-key entertainment are taking place across seafront bars, while boat excursions from Altea harbour are operating regular coastal and sunset sailing routes depending on weather conditions.

ALBIR / L’ALFÀS DEL PI – Community events and live music

L'Alfàs del Pi and the Albir area maintain a steady mix of expat and local activity.

Weekly Friday markets remain popular, while Irish pubs and live music venues continue to host regular bands and acoustic performances.

The Casa de Cultura is also hosting community exhibitions, theatre and social events throughout the week.

LA NUCÍA – Sports and weekend activity

La Nucia continues to centre around sports tourism, with its major sports complex hosting training camps and competitive events.

The Sunday rastro flea market remains a key attraction, drawing visitors from across the region.

FINESTRAT – Coastal leisure and markets

Finestrat is experiencing growing beachfront activity as beach bars and restaurants reopen for the warmer season.

Markets in La Cala continue on Tuesdays and Saturdays, offering local produce and artisan goods, while sunset dining and relaxed evening entertainment are becoming more frequent.

VILLAJOYOSA – Culture, coastline and local life

Villajoyosa is experiencing steady early-season activity, supported by its historic old town, colourful seafront and growing cultural tourism offer.

Local markets and small artisan trading continue throughout the week, while the seafront promenade is seeing increased footfall as warmer weather returns.

The town also maintains its reputation for traditional fishing heritage, chocolate production history, and quiet beach tourism, offering a more relaxed contrast to nearby resort centres.

INFRASTRUCTURE UPDATE – Benidorm EV expansion

Alongside tourism growth, Benidorm is also continuing its sustainability rollout, including new electric vehicle charging infrastructure in the Levante area as part of its broader mobility and climate strategy.

The project forms part of EU-backed funding aimed at supporting low-emission transport across major Mediterranean destinations.

REGIONAL SUMMARY

Benidorm: busiest hub with nightlife, markets and entertainment growth
Altea: cultural, scenic and relaxed
Albir / L’Alfàs del Pi: balanced social and live music scene
La Nucía: sports-led and residential
Finestrat: beach-focused and seasonal lifestyle
Villajoyosa: coastal heritage, relaxed tourism and local culture

The Costa Blanca continues its gradual transition into peak tourist season, with activity levels rising steadily across all major towns.

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Turisme signs the collaboration agreement with Hosbec to disseminate the offer of the Valencian Community

🌴 What’s On This Week – Costa Blanca

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