Comunidad Valenciana steps up its game at London’s World Travel Market 2025
More space, a new campaign, and a focus on sustainability and year-round tourism mark the region’s biggest push yet to attract British visitors.
The Generalitat Valenciana, through Turisme Comunitat Valenciana, is strengthening its presence this year at London’s World Travel Market (WTM) 2025 with a larger exhibition space, a new promotional campaign, and a work agenda focused on sustainability and breaking seasonality.
The international fair, held from November 4th to 6th, will serve as the launchpad for the region’s new advertising campaign, including its adaptation for the British audience and its rollout plan across UK media. The campaign will also include high-visibility actions in London, such as press placements and outdoor ads in hotspots like Paddington Station and Leicester Square.
Marián Cano, the regional minister for Innovation, Industry, Trade, and Tourism, announced that “the Valencian Community will take part in a new edition of the WTM, with an investment of €970,000 to keep strengthening our position as one of the UK market’s favorite destinations.”
She added that more than 20 meetings have been scheduled with agencies, tour operators, associations, and airlines including Jet2, EasyJet, Lufthansa City Center, Explore, Voyages Jules Verne, and the International Association of Golf Tour Operators (IAGTO).
Showcasing the Region
This year, Turisme Comunitat Valenciana will feature its own 397-square-meter stand, which will be 70 square meters larger than in 2024, designed to showcase the region’s full tourism offering, host presentations, and facilitate business meetings between companies, destinations, and operators.
More than 30 destinations and companies from across the region will join the stand, including 25 co-exhibitors such as associations, municipalities, and tourism organizations. The seven regional tourism brands – Turismo de Castellón, Visit Valencia, Valencia Turisme, Visit Benidorm, Costa Blanca, Alicante, and Elche – will also be represented.
Key Events and Presentations
On Tuesday 4th November, a breakfast with British and Spanish media will share the latest data on tourism trends in the Comunidad Valenciana, particularly focusing on British travelers, along with new developments in the region’s tourism offer.
On Wednesday 5th November, a special presentation for British agents and operators will highlight the region as a gastronomic destination, complete with a tasting session. Then on Thursday 6th November, Turisme Comunitat Valenciana will officially present the new advertising campaign, its English version, and the media launch plan at the WTM stand.
British Market Remains Vital
British visitors account for nearly 25% of all international tourism in the Comunidad Valenciana, around three million travellers annually. In 2024, British arrivals grew by 10.8%, and the upward trend continues in 2025, with a 2.8% increase up to September and almost 2.39 million UK tourists recorded in the first nine months of the year.
In terms of spending, British tourists spent €2.59 billion in the region by September, 3.9% less than during the same period in 2024. Despite inflationary pressures at home, UK travellers still prioritize holidays, and 46% say they plan to take more trips in 2026 – with Spain remaining their top international destination.
