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| Valencian Tourist Board | |
|---|---|
| Name | Valencian Tourist Board |
| Headquarters | Valencia |
| Region served | Valencian Community |
| Leader title | President |
| Parent organization | Generalitat Valenciana |
Valencian Tourist Board is the regional tourism agency responsible for promoting tourism in the Valencian Community, including the provinces of Valencia, Alicante, and Castellón. It operates within the institutional framework of the Generalitat Valenciana and interacts with national institutions such as the Ministry of Industry, Trade and Tourism, supranational bodies like the European Union, and international organizations including the World Tourism Organization and the United Nations. The Board's remit covers coastal destinations such as the Costa Blanca and Costa del Azahar, urban centers like Valencia and Alicante, and cultural sites including the City of Arts and Sciences, the Lonja de la Seda, and the Tabarca Island.
The Board traces its institutional lineage to earlier provincial tourism offices and mid-20th century public initiatives associated with the Tourist and Social Service and postwar planning under the Francoist Spain era, later reformed during the transition influenced by the Spanish transition to democracy and the devolution processes that created the Autonomous communities of Spain. Modernization accelerated following Spain's accession to the European Communities and in the context of events like the 1992 Seville Expo and the 1992 Barcelona Olympics, which reshaped Spanish tourism policy. Subsequent regional strategies responded to shifts marked by the Global Financial Crisis of 2008 and recovery programs aligned with the Europe 2020 strategy and the European Regional Development Fund, while more recent initiatives engage with climate-related frameworks such as the Paris Agreement and the 2030 Agenda for Sustainable Development.
The Board is structured as an agency within the Generalitat Valenciana and coordinates with regional ministries including the Ministry of Sustainable Economy, Productive Sectors, Trade and Work and the Ministry of Culture and Sport at the national level. Governance mechanisms reflect principles in statutes comparable to other agencies like the Tourism of Spain (Turespaña) and echo administrative norms from legal instruments such as the Statute of Autonomy of the Valencian Community. Leadership roles interact with municipal governments including the València City Council, provincial councils such as the Diputación Provincial de Alicante, and sectoral bodies like the Confederación Empresarial de la Comunitat Valenciana.
The Board's activities encompass destination management for landmarks such as the Albufera Natural Park, the Basilica of Santa María, and the Peñíscola Castle, heritage promotion at sites like the Cathedral of Valencia and the Castell d'Onda, and development of product offers including gastronomy circuits highlighting paella and routes associated with culinary institutions such as the Valencia Culinary Center. It provides policy input to regional planning instruments similar to the Valencian Community Strategic Plan and coordinates crisis response frameworks used during events like the COVID-19 pandemic in Spain and tourism recovery programs tied to Next Generation EU funding.
Promotion campaigns leverage international fairs such as FITUR, ITB Berlin, and WTM London and collaborate with broadcasters and media outlets including RTVE and international press delegations from markets like United Kingdom, Germany, France, Italy, and Netherlands. Branding efforts connect to cultural festivals such as Las Fallas, sporting events like the Valencia Marathon, and music festivals including Festival Internacional de Benicàssim. Digital strategies involve partnerships with platforms akin to Google, Tripadvisor, and Booking.com as well as social media channels operated by municipal partners like Alicante City Council and institutions such as the Valencian Institute of Culture.
The Board runs and networks tourist information points at hubs including Valencia Airport, Alicante–Elche Miguel Hernández Airport, major railway stations like València-Joaquín Sorolla railway station and Alicante Terminal, and ports such as the Port of Valencia and Port of Alicante. Services include multilingual materials referencing attractions like the Museo de Bellas Artes de Valencia, guided routes for sites like the Serranos Towers, and accessibility initiatives influenced by international standards from organizations like the European Network for Accessible Tourism.
The Board partners with regional associations such as the Federation of Municipalities and Provinces of Spain, chambers of commerce including the Chamber of Commerce of Valencia, industry federations like the Confederación Española de Hoteles y Alojamientos Turísticos, airlines such as Iberia, and transport operators such as Renfe and Metrovalencia. It engages cultural institutions like the Palau de les Arts Reina Sofía and educational centres including the University of Valencia and the Miguel Hernández University of Elche for research, workforce training, and event hosting. International relations include cooperation with bodies such as the European Travel Commission and city networks like Eurocities.
Funding derives from regional budget appropriations within the Generalitat Valenciana fiscal framework, co-financing via European instruments including the European Regional Development Fund and European Social Fund, and revenues from promotional activities and partnerships with private firms including hotel chains and tour operators such as NH Hotel Group and Meliá Hotels International. Oversight mechanisms correspond to auditing practices employed by institutions like the European Court of Auditors and regional comptrollers such as the Sindicat de Comptes.
Category:Tourism agencies Category:Organisations based in Valencia (city)