The Region of Valencia will present its latest initiatives in gastronomy and sustainable tourism at World Travel Market 2025, highlighting its growing reputation as a destination that combines culinary excellence with forward-thinking tourism innovation, and a spirit of diversity and inclusion, celebrated during the XII Gay Games in Valencia.
The spotlight will fall on two recent international accolades – Alicante, named Spain’s Gastronomic Capital 2025, and Benidorm, awarded the European Commission’s ‘Green Pioneer of Smart Tourism 2025’ – demonstrating the region’s leadership in both quality and sustainability.
Leading the delegation will be Mr Carlos Mazón, President of the Region of Valencia, and Mrs Marian Cano, Regional Minister for Innovation, Industry, Trade and Tourism, who will present the region’s Tourism Strategy for 2026 and host two high-profile events during WTM.
Media Breakfast at Tapa Tapa– Wednesday 5 November 2025
Mrs Cano will host an exclusive media breakfast at Tapa Tapa, providing an in-depth overview of the region’s sustainable and innovation-driven tourism strategy 2026. The session will offer trade and media representatives insights into how Valencia is integrating environmental responsibility with growth in international tourism.
Gastronomic Showcase at Arros QD – Wednesday 5 November 2025
That evening, Mr Mazón will welcome trade and media guests to a gastronomic showcase at Arros QD, London, renowned for its wood-fired Spanish paella and tapas. Guests will experience a curated culinary journey celebrating Alicante’s Gastronomic Capital 2025 title, featuring Michelin-starred Valencian chefs cooking live over the restaurant’s iconic six-metre wood-fired stove.
At stand N7-300, the Region of Valencia will be joined by seven regional partners – Costa Blanca, Benidorm, Alicante, Visit Elche, Valencia Turisme, Visit Valencia, and Castellón – to highlight the breadth and diversity of the region’s tourism offering.
The delegation will also include Mr José Manuel Camarero, Regional Vice Minister of Tourism, and Mr Israel Martínez, General Director of Tourism, who will be available to meet with media and trade representatives.
The UK continues to be the Region of Valencia’s largest international market. In 2024, almost 3 million British travellers (2,940,930) visited, making up 24.7% of all international arrivals. The vast majority – 90% – opted for the province of Alicante, with Benidorm alone attracting more than half (54%) of British tourists.
Looking ahead, 2026 will mark the 10th anniversary of Valencia’s Fallas Festival as a UNESCO Intangible Cultural Heritage of Humanity, giving international visitors even more reason to explore the region’s vibrant culture. The world-famous festival will take place from 15–19 March 2026.
For further information contact: Karin Jones /Alison Cryer, Associate Account Director, Managing Director, Representation Plus Tel: 0208 877 4500 / 07908 488 492. Email: pr@representationplus.co.uk
About the Region of Valencia
The Region of Valencia is a singular destination within Spain, celebrated for its prime location along the Mediterranean and its exceptional climate. Its vibrant, luminous charm radiates through every corner, offering a unique blend of sea and mountain, sand and clay, tradition and modernity, culture and leisure. With over 500 towns spread across 3 regions and a plethora of events, there’s something for everyone, whether you seek cultural experiences, outdoor adventures, or the perfect balance of both. There are 7 place brands in the Region: Costa Blanca, Alicante, Benidorm, Visit Elche, Valencia Turisme, Visit Valencia and Castellón.