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From its Mediterranean beaches to its forward-thinking cities, the Region of Valencia is redefining what it means to travel consciously – blending sustainability, culture and cuisine under the Spanish sun.
At this year’s World Travel Market in London, Euronews Travel spoke to Marian Cano García, the Regional Minister for Tourism, about how Valencia is shaping a new kind of Mediterranean experience.
“We want Valencia to be known as a sustainable, innovative, and inclusive destination,” Cano García said. “Not only our region – our hotels, our restaurants, our companies – they’re all deeply focused on sustainability.”
The region has become a leader in sustainable tourism, becoming the first in Spain to be certified by AENOR – Spain’s national standards and certification body – for its Tourism Sustainability Strategy 2024–2028.
The initiative includes Rewilding Valencia, which is turning forgotten urban plots into lush community spaces like Jardín Trini Simó and a network of 25 community gardens in the Orriols district.
Meanwhile, new biodiversity corridors in the Turia Garden are breathing life into the city and creating safe havens for pollinators and restoring native wildlife.
Further north, Benidorm has been named European Green Pioneer of Smart Tourism 2025, recognising its commitment to sustainable innovation and technological progress.
The city of Alicante has also been named Spain’s Gastronomic Capital 2025, a title that celebrates the region’s rich food heritage and growing reputation for culinary excellence. Across the region, there are now 33 Michelin-starred restaurants.
Next year will also see the region take the spotlight with major international events – from the welcoming of 3,000 athletes for the Gay Games, a 10-day event celebrating sport and culture, with a focus on LGBTQIA+ identities and allies, to unveiling two landmark cultural openings in Valencia City: Espai Manolo Valdés and the Sorolla Museum.
As Cano García put it: “We have something for everyone – beaches, culture, music festivals, gastronomy – and above all, our Mediterranean spirit.”
Check out the video above to hear more from Marian Cano García.
