The Valencia 2020 Strategic Tourism Plan was born out of the commitment to develop a strategy focused on tourism in this city, and for it to be sustainable over the coming years.
Valencia 2020 Strategic Tourism Plan
This plan outlines the path to follow in order to successfully face the challenges posed by the development of the market and the tourism industry, as well as to take advantage of the opportunities presented by the current situation and the medium-term forecasts.
The Plan has been drawn up at a positive time for tourism growth in the city. This growth responds, firstly, to the diversion of tourists to Spain due to the socio-political instability in competing destinations in the Eastern Mediterranean; secondly, to a growing demand for short breaks and trips, as well as a growing interest in urban tourism; and lastly, to an improvement in the city's air connectivity with the main European cities.
What are the mission and vision underpinning the Valencia 2020 Strategic Tourism Plan?
Mission
The establishment of a new model of collaborative governance, with strong participation and management structures, well-qualified teams, pioneering technologies, intelligence and knowledge, with a marketing approach geared to the new tourist.
Vision
Valencia must aspire to be an internationally recognised tourist destination for its Mediterranean lifestyle, its history, its traditions and its avant-garde, with a collaborative, sustainable and profitable tourism model.
A magnificent place to enjoy, discover, learn or do business, able to satisfy the needs and aspirations of the most demanding tourists and professionals.
The contributions made by the partners through the vote that took place during the preparatory session of the Plan have been decisive in the choice of the objectives mentioned above, but they also mark the four strategic axes with which they will be achieved. These four axes complement and reinforce each other to form a compact whole.
Strand 1: Creating value for the visitor
The first of these four strategies aims to make Valencia a destination with a better defined and more tourist-oriented value proposition based on the articulation of products, with more specialised management and marketing. In addition, it will be necessary to improve the information and attention tourists receive in the city itself so that the tourist experience is extraordinary.
Axis 2: Updating the Valencia brand. More segmented and technological promotion
The second strategy is aimed at driving growth in demand, strengthening brand awareness and positioning. Valencia must grow both in already consolidated markets, attracting segments with greater purchasing power, as well as expanding its objectives to growth markets in Europe.
Axis 3: A smart and sustainable destination
Thirdly, it proposes a commitment to knowledge as a competitive advantage and in the foundations of an intelligent, sustainable tourist destination, where quality of life is enriched and not compromised by tourism.
Axis 4: Efficient, Transparent and Collaborative Governance.
None of this would make sense without encouraging the tourism sector to participate in the tourism management of the destination, through open and collaborative governance. The Fundación Turismo Valencia must pursue evolution, improving day by day to be more useful for the city as a whole.
