The Valencia Region is promoting off-season travel and a wider range of destinations as it prepares to host several major sporting events in 2027. José Manuel Camarero, a regional tourism official, outlined the approach while representing the region at the World Travel Market in London.
Rather than concentrating visitors in the same places and peak periods, the region aims to spread tourism throughout the year, Camarero told Euronews. He cited November sunshine and temperatures above 20°C as conditions that can support activities such as swimming and diving beyond the summer season.
The tourism board’s campaign, “Could this be happiness?”, encourages visitors to focus on simple experiences, including time by the sea. Camarero also highlighted Castellón as a destination with room to grow, pointing to Vinaròs langoustine, hiking in the Sierra de Irta, cave art in Ares del Maestrat and canyoning in Montanejos.
Valencia and Alicante set for sporting events
Valencia city is scheduled to host the Copa del Rey basketball tournament, the European Indoor Athletics Championships, SailGP and the MotoGP Valencia Grand Prix in 2027. Alicante is due to host the start of The Ocean Race and the IAGTO European Convention. The event lineup was also promoted by WTM London.
Camarero described the golf convention as an opportunity for visitors to explore the region’s courses alongside its food and cultural offerings.
Sustainability is another part of the region’s tourism messaging. Valencia was European Green Capital in 2024, while Benidorm received the European Green Leaf award in 2026. The award recognizes cities with populations between 20,000 and 100,000, according to the information provided by the region.
Clayton Ward