Valencia showcases sustainable and diverse tourism at London’s World Travel Market
The region highlights authentic, year-round travel experiences under the theme “Could this be happiness?” to strengthen its appeal in the UK market.
Turisme Comunitat Valenciana is taking part in the World Travel Market (WTM) in London, one of the world’s leading tourism fairs, which opened its doors on Tuesday. The goal: to strengthen the region’s presence in the British market with a strategy focused on sustainability, seasonality reduction, and diversification of its tourism offer.
This year’s edition, which runs until Thursday 6th November, has seen the Generalitat Valenciana promoting a sustainable, diverse, and high-quality tourism model designed to attract British visitors throughout the year. The region aims to make the most of its excellent air connections with the UK, while showcasing authentic experiences and the emotional richness of Valencian life.
The Regional Secretary for Tourism, José Manuel Camarero, explained: “This year we’ve come to London to promote urban, cultural, rural, active, and nature tourism, as well as our gastronomy”, explaining that, since sun-and-beach tourism is already well established among British travellers, the current focus is on promoting new experiences and responsible, sustainable tourism that generates demand year-round and supports local communities.
He added: “At this year’s World Travel Market, we want to share how life is enjoyed in the Comunidad Valenciana – how we live, share, and find happiness in simple things.” The regional stand, themed ‘Could this be happiness?’, reflects the essence of the Valencian lifestyle, aiming to create an emotional connection with visitors through stories, sensations, and real-life experiences.
Turisme Comunitat Valenciana’s stand covers 397 square metres, 70 more than in 2024, and features dedicated spaces for presentations and business meetings between companies, destinations, and tour operators. A total of 36 co-exhibitors, including associations, municipalities, businesses, and tourism organizations, are taking part, representing over 70 professionals.
First Day Key Meetings
Camarero and Israel Martínez, the Director General of Tourism, kicked off the fair with a busy schedule of meetings with major UK travel agents, tour operators, and media outlets, as the British market remains one of the most important for the region.
Highlights include a meeting with Explore Trade, a company specializing in small-group adventure travel operating in over 100 countries, including cycling tours across Spain. They also met with Wexas Travel, a UK-based luxury and tailor-made travel operator offering bespoke itineraries to Spanish destinations, and with Expedia, one of the world’s leading travel distribution platforms.
The Valencian stand also received visits from Rosario Sánchez Grau, Spain’s Secretary of State for Tourism, and Lloyd Milen, the UK’s Consul General in Madrid, who explored the region’s tourism offerings and its promotional initiatives for the British market.
Later in the day, Turisme Comunitat Valenciana planned further meetings with Wanderlust Media, a leading British magazine focused on sustainable travel with over 100,000 readers and a growing US presence, as well as with Bradt Guides, a renowned travel publisher specializing in unique destinations, and JTA Travel Group, a Birmingham-based operator offering flights, hotels, cruises, excursions, and sports travel packages.
