Xàbia promotes its origins with new tourist branding

The Department of Tourism in Xàbia has presented a new tourist branding campaign to the Economic and Tourism Promotion Advisory Board, an image that promotes the origins of the town and the extensive use of tosca stone. It will be implemented progressively as the local council renews its tourism promotion material.

During the presentation, the company contracted to redesign the tourism brand explained that the image consists of the two letters XÀ above an inverted arch, suggesting ancient wisdom and the reality of an authentic town. The arch evokes the shapes of the bay of Xàbia, the mountain of Montgó and the arches of the typical buildings of the town. It is the common link between the realities of Xàbia, the territory, the sea, the mountains and the architecture. Furthermore, it is a smile that invites positivity and kindness.

The XÀ is in a bright blue colour which represents the Mediterranean Sea whilst the arch is in the colour of tosca stone, a construction element so deeply rooted in the entire history of Xàbia.

The renewal of the tourist branding was one of the proposals included in the Strategic Tourism Plan approved in November 2023 and led by the Department of Tourism, although an interdepartmental commission was put together to carry out many of the actions detailed in the document over the past few months.

Several of these actions follow the five core objectives of the Strategic Plans, such as “Tourism Management and Tourist Intelligence” which has included the installation of CCTV in parks and public spaces, access control and surveillance in the two popular coves of Portitxol-Barraca and Granadella, and a training plan for security forces and companies in the tourism sector in terms of safety and acceptance (a talk was recently given to businesses and residents of the two coves with regards to fire prevention). In addition, another core aim is to create a working group on the regulation of tourism accommodation.

Core Objective 2 of the Strategic Plan – “Green and Sustainable Transition” – includes an awareness campaign aimed at tourist accommodation, providing owners with documentation in several languages which will be available for holidaymakers who rent their property detailing responsible tourism, the rights and duties of the tourist, the responsible consumption of water, proper waste recycling, and a tourist plan. In addition, electronic panels are being installed to give live information about the parking situation in the beaches and coves of the municipality, one at the Consum roundabout, one at the access to Cala Barraca, and a third next to Restaurante Trovador at the access to Cala Granadella.

Information panels installed to avoid traffic jams on access roads to popular coves – javeamigos.com

Core Objective 5 – “Quality in Destination and Competitiveness” – includes actions to promote family tourism, such as membership and collaboration with the Tour&Kids incentive of the Family Tourism Association, the promotion of “La Villa Family Experience” which is now open as well as theatrical guided tours.

Xàbia to host Villa Family Experience this summer – javeamigos.com

This objective has also included measures for the preservation of the cultural and historical heritage of Xàbia which includes the project to upgrade the Riurau d’Arnauda in Parque Montaner which is scheduled to begin in the first half of September as well as steps to protect the natural heritage of the bay with the marking out of bathing and mooring areas along the coast.

In addition, an agreement has been signed with the Ministry of Environment and Territory at the Generalitat Valenciana for the control and surveillance of the Cap de Sant Antoni Marine Reserve and the coordination with the surveillance services to monitor the use of anchors within Posidonia meadows and the bathing zones.

Xábia joins surveillance of Cap de Sant Antoni Marine Reserve – javeamigos.com

The councillor responsible for Tourism, José Marcos Pons (Vox), stressed that the whole government body and local council was committed to applying the guidelines of the Strategic Plan and highlighted that the renewal of the status of the tourist municipality by the Generalitat Valenciana is linked to the achievement of the different objectives demanded.

Xàbia achieves the distinction of Tourist Municipality – javeamigos.com

One of the other issues approved by the Economic and Tourism Promotion Advisory Board was the creation of the panel to address the situation of tourist accommodation in Xàbia and propose solutions. The panel would have representatives from the different sectors of the municipality as well as residents and business people.

Mayor Rosa Cardona explained that the local government has been working to address this issue since she took office, first through the Town Planning Advisory Board and now through the Economic and Tourism Promotion Advisory Board, to achieve the creation of this new panel to address the issue and find out more about both the benefits and the harm that it causes to our municipality.

Xàbia is the second most expensive place to buy a property in the Marina Alta – javeamigos.com