# Valencia Region Shifts Focus Toward Sustainable Tourism and Sports Events Spanish officials promote off-peak travel and new destinations like Castellón to manage tourism. - **Source:** [Euronews – Latest](https://www.euronews.com) - **Published:** 2026-11-06 - **Topic:** [culture](https://brifing.si/c/culture) - **Original article:** - **On Brifing:** https://brifing.si/s/0a121061-7ee2-48b1-857d-0f73f1aacd49 ## Strategic tourism management approach The Region of Valencia is actively shifting its tourism strategy to prioritize management over simple promotion. Regional vice-minister José Manuel Camarero Benitez emphasizes that the goal is to avoid the overtourism issues seen elsewhere in Spain. By encouraging visitors to explore beyond peak seasons, the region maintains a balanced flow of travelers. ## Diversifying beyond popular hotspots While Alicante and Benidorm remain established favorites, the tourism board is now highlighting the province of Castellón as the next major destination. This area offers unique experiences ranging from local gastronomy in Vinaròs to hiking in the Sierra de Irta. Ancient cave art in Ares del Maestrat provides additional cultural depth for visitors. ## Major sporting events scheduled The year 2027 marks a significant period for the region as it hosts several high-profile international sporting events. Valencia city will welcome the Copa del Rey basketball tournament and the European Indoor Athletics Championships. Additionally, the region will host the prestigious SailGP and the MotoGP Valencia Grand Prix throughout the calendar year. ## Alicante as a golf hub Alicante is positioning itself as a premier destination for golf enthusiasts by hosting the IAGTO European Convention in May. Officials are promoting the region’s thirty distinct sites not merely as sporting venues, but as lifestyle hubs. This integration combines golf with local culture, gastronomy, and leisure activities to enhance the overall visitor experience. ## Commitment to environmental sustainability Sustainability remains a central pillar of the region's long-term development plans. Valencia city was recognized as the European Green Capital in 2024, setting a standard for the area. This momentum continues into 2028, as Benidorm recently received the European Green Leaf award, which honors smaller cities for their commitment to environmental excellence and sustainability. ## Off-peak travel advantages The region actively promotes travel during the autumn and winter months to alleviate pressure on infrastructure. Even in November, temperatures often exceed 20 degrees, allowing for outdoor activities like diving and swimming. This approach helps the local economy thrive outside of the traditional summer peak, ensuring a more consistent and sustainable revenue stream. ## The happiness campaign initiative The current tourism campaign, titled 'could this be happiness?', encourages travelers to appreciate the smaller, sensory details of their visit. By focusing on experiences like feeling the sand or observing the sea, the board aims to foster a deeper connection between tourists and the local environment, moving away from mass-market, high-volume tourism models. ## Future outlook for tourism By balancing major sporting events with a focus on sustainable, year-round exploration, the Region of Valencia aims to set a new standard for Spanish tourism. The transition from established hubs to emerging areas like Castellón suggests a long-term vision that prioritizes both resident quality of life and the preservation of regional cultural assets. ## Sources covering this story - https://www.euronews.com/2026/11/06/from-gastronomy-to-sports-what-to-discover-in-spains-region-of-valencia — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._