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| Tourist Board of the Valencian Community | |
|---|---|
| Name | Tourist Board of the Valencian Community |
| Founded | 1989 |
| Headquarters | Valencia, Spain |
| Region served | Valencian Community |
Tourist Board of the Valencian Community is the official tourism agency responsible for promoting the Valencian Community as a destination within Spain and internationally. It operates from Valencia and coordinates activities across the provinces of Alicante, Castellón, and Valencia, engaging with institutions such as the European Union, World Tourism Organization, United Nations World Tourism Organization, Spanish Ministry of Industry, Trade and Tourism, Diputación de Alicante, Diputación de Castellón, and Diputación de Valencia. The Board liaises with cultural institutions like the Museo de Bellas Artes de Valencia, transport authorities including Renfe and Alicante–Elche Miguel Hernández Airport, and event organizers such as the Fallas, La Tomatina, and the Valencia Open.
The Board traces its antecedents to regional tourism initiatives after the establishment of the Valencian Statute of Autonomy and the consolidation of autonomous community institutions such as the Generalitat Valenciana and the Consell. Early cooperation involved provincial bodies like the City of Valencia, Alicante, and Castellón de la Plana and national agencies including the Instituto de Turismo de España and the Ministerio de Cultura (Spain). Its formation aligned with European frameworks like the European Regional Development Fund and mobility projects tied to the Trans-European Transport Network. Over time the Board has adapted to global trends shaped by entities such as UNESCO (with sites like La Lonja de la Seda de Valencia and El Palmar nearby), the European Capitals of Culture program, and market shifts illustrated by case studies from Marbella, Barcelona, and Mallorca.
The Board is structured with a governing council reflecting representation from the Generalitat Valenciana, provincial deputations, municipal councils including Valencia (city), Alicante (city), and Castellón de la Plana, and sector stakeholders like hoteliers from the Asociación Empresarial Hostelera de Valencia, airline partners such as Iberia and Vueling, and port authorities like Port of Valencia. Executive management coordinates with departments for product development, digital strategy, events, and international markets, collaborating with academic partners such as the University of Valencia, Miguel Hernández University of Elche, and research units at the Polytechnic University of Valencia. Legal and audit oversight references frameworks from the Spanish Constitution of 1978, regional statutes, and procurement rules influenced by European Commission regulations.
Its remit covers destination marketing, product diversification, sustainable tourism policy, quality assurance, and crisis response, coordinating with emergency services like the Protección Civil and health authorities exemplified by Conselleria de Sanitat Universal i Salut Pública. The Board supports attractions including City of Arts and Sciences, historic sites such as Cathedral of Valencia, natural areas like the Albufera Natural Park and Sierra Calderona Natural Park, gastronomy clusters tied to paella traditions and restaurants recognized by the Repsol Guide and Michelin Guide. It advocates for accessibility initiatives alongside organizations such as ONCE and participates in trade fairs including FITUR, ITB Berlin, and World Travel Market.
Campaigns have targeted source markets served by carriers like Ryanair, EasyJet, Air Europa, and market channels including Tripadvisor, Booking.com, Expedia, and Airbnb. The Board has run seasonal promotions tied to events such as the America's Cup (2007) in Valencia, cultural festivals like Las Fallas, and foodie routes spotlighting chefs associated with the Basque Culinary Center and internationally known figures with ties to Valencia. Digital strategy integrates platforms such as Facebook, Instagram, YouTube, and partnerships with media outlets like El País, La Vanguardia, and The Guardian. Collaborative campaigns have involved film commissions, attracting productions connected to Spanish cinema, television series, and international co-productions financed through schemes akin to the Creative Europe program.
The Board maintains ties with regional tourism boards such as Catalonia, Andalusia, Balearic Islands, and Canary Islands as well as international counterparts including Tourism Australia, VisitBritain, Atout France, and Turismo de Portugal. It engages in EU programs like Horizon 2020 and regional clusters exemplified by the Mediterranean Tourism Network. Strategic relationships extend to transport operators including Valencia Metro, cruise lines docking at Port of Valencia, and convention partners at venues like the Palau de la Música de València and Trade Fair Institution of Valencia (Feria Valencia).
Funding sources combine regional appropriations from the Generalitat Valenciana, municipal contributions from Valencia City Council, provincial grants from Diputación de Alicante and Diputación de Castellón, European co-financing such as allocations from the European Regional Development Fund, and revenue generated through commercial activities and public–private partnerships with hospitality chains like Meliá Hotels International and NH Hotel Group. Budgetary oversight aligns with accounting standards influenced by the Spanish Court of Auditors and audits coordinated with EU funding rules administered by the European Commission.
The Board’s efforts have contributed to increased arrivals at airports like Alicante–Elche Miguel Hernández Airport, economic activity in coastal municipalities including Benidorm, and cultural visibility for landmarks such as the Silk Exchange (Valencia), yet it faces criticism from conservationists referencing Albufera Natural Park pressures, resident groups in destinations like Benidorm and Gandia over overtourism, and scholars at institutions like the University of Alicante who analyze sustainability metrics. Debates cite comparisons with destination management in Barcelona, policy tensions involving the Spanish Tourism Act, and concerns raised by NGOs monitoring environmental impacts of mass tourism and infrastructure projects linked to ports, airports, and high-speed rail such as Madrid–Valencia high-speed rail line.
Category:Organisations based in Valencia