# Valencia Region Shifts Focus Toward Sustainable Tourism and Diverse Experiences Spanish officials promote off-peak travel and new destinations to manage tourism growth effectively. - **Source:** [Euronews – Travel](https://www.euronews.com/travel) - **Published:** 2026-11-06 - **Topic:** [culture](https://brifing.si/c/culture) - **Original article:** - **On Brifing:** https://brifing.si/s/c5c7fde9-02aa-446f-a313-e3fe9469b2b7 ## Strategic Tourism Management The Region of Valencia is actively shifting its tourism strategy to manage visitor flow rather than simply promoting high-traffic areas. Regional vice-minister José Manuel Camarero Benitez emphasizes that the goal is to avoid the overtourism challenges seen elsewhere in Spain by encouraging travel during off-peak seasons and diversifying destination options. ## Promoting Castellón Province While Alicante and Valencia have historically dominated the region's tourism sector for six decades, officials are now positioning Castellón as the next major destination. This province is being highlighted for its unique gastronomic offerings, including local langoustines in Vinaròs, alongside diverse outdoor activities like canyoning in Montanejos and hiking the Sierra de Irta. ## Major Sporting Events Calendar The year 2027 is set to be a significant period for the region, featuring a dense schedule of international sporting events. Valencia city will host the Copa del Rey basketball tournament, the European Indoor Athletics Championships, SailGP, and the MotoGP Valencia Grand Prix, while Alicante will host the start of The Ocean Race. ## Golf as a Lifestyle Alicante is preparing to host the IAGTO European Convention in May, aiming to showcase its thirty golf sites to an international audience. Officials are framing golf not merely as a sport but as a comprehensive lifestyle experience that integrates local gastronomy and regional culture to enhance the overall visitor stay in Spain. ## Commitment to Sustainability Sustainability remains a central pillar of the region's development strategy, building on Valencia's tenure as the European Green Capital in 2024. This environmental focus continues into 2028, as Benidorm was recently awarded the European Green Leaf, a recognition designated for cities with populations between 20,000 and 100,000 that demonstrate strong environmental commitment. ## Off-Peak Travel Advantages Tourism authorities are actively encouraging visitors to explore the region outside of the traditional summer peak season. Even during November, the area maintains mild weather with temperatures consistently above 20 degrees Celsius. This climate allows for year-round outdoor activities such as diving and swimming, helping to distribute visitor numbers more evenly throughout. ## Happiness Campaign Initiatives The current regional tourism campaign, titled 'Could this be happiness?', focuses on encouraging travelers to appreciate smaller, sensory experiences. By shifting the narrative away from mass tourism hotspots, the campaign highlights simple pleasures like the feeling of sand or the visual appeal of the sea to foster a deeper connection with the destination. ## Future Tourism Outlook By balancing major sporting events with a focus on sustainable, year-round travel, the Region of Valencia aims to maintain its appeal while protecting its local environment. The transition from traditional coastal hubs to emerging provinces like Castellón reflects a broader effort to ensure long-term viability for the region's vital tourism industry. ## 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._