Turisme analyzes summer 2022 trends in the Comunidad Valenciana

The data is showing that tourist figures and interest in the destination are returning to pre-pandemic levels.


Friday 3rd June 2022 – Mike Smith
Source: press release – GVA Turisme


A conference entitled organised by Turisme Comunitat Valenciana, through the Valencian Institute of Tourism Technologies (INVAT·TUR), has studied the trends for the summer of 2022 and has concluded that this year is likely to be the year of the recovery of tourism in the region.

The regional tourism secretary, Francesc Colomer, opened the conference by stating that “if the script doesn’t change, 2022 will be a year of comeback” although he did add a word of caution that “we must also consider other metrics such as the ability to be more profitable since inflation will be affecting costs“. However, he also underlined the effort and generosity of the tourism sector in not passing on the rise in costs in a tremendous rise in prices to the tourist.

And with regards to trends for 2023, Colomer said that “we must continue working on diversifying products, markets and strategies to be resilient and adapt quickly to changes that may occur“.

During the conference, representatives from Madrian, a leading tourism intelligence company, presented their findings for summer 2022 with regards to trends for the Comunidad Valenciana which shows that tourism is returning to normal and to pre-pandemic levels.

Focusing on Alicante, València and Castellón, the study detected a strong demand from the main issuing markets with levels of interest in travelling to the region higher than those of 2019. Among these markets, there is growing interest from the British market which has been reactivated in recent weeks.

With regards to the global air capacity of the three major airports in the Comunidad Valenciana, it is at the same level as 2019 for the period from June to October in terms of seats. The region is connected directly to 131 airports, with a strong growth in supply in the domestic market, as well as the international markets such as the Netherlands, Belgium, Norway and Switzerland. The United Kingdom continues to be the main market, although it is still below the figures for 2019 in terms of the offer of places.

The study also shows that the length of stay in the Comunidad Valenciana is returning to normal levels, an average of 6.7 days, whilst there has been an increase in prices detected in all categories, including hotel accommodation and flights.

Hotel demand tends to increase in 4-star hotels over 3-star hotels with the superior category remaining stable. The average reservation period has also stabilized at an average of 68.6 days in advance.

Finally, the study shows an increase in overall satisfaction has been detected, many thanks to the increase in the perception of safety and satisfaction with the quality fo accommodation offered.

Regarding attractions to the tourist, interest in culture and sun and beach remains, although it has slightly decreased compared to 2019. Gastronomic interest has climbed and is in second place, passing the interest in sun and beach whilst there has also been an increase in environmental and active tourism.


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