Valencian launches campaign to reactivate tourism and support sector after floods

The Generalitat Valenciana, through Turisme Comunitat Valenciana, is to launch a new national and international promotional campaign on Sunday 1st December to recover the prestige of the Valencian region as a tourist destination after the flood.

The campaign is aimed at the regional, national and international markets, with actions in 12 different countries and with a special emphasis in the digital marketing strategy.

In addition, the regional government also want to thank the solidarity of all the people who have supported the Comunidad Valenciana after the DANA, while giving an optimistic message and reinforcing the message that the region is ready to receive tourists with all the guarantees.

Meeting of the regional minister Marian Cano with the tourism sector

The regional secretary for Tourism, José Manuel Camarero, presented the details of this campaign to the professionals and representatives of the entire tourism sector of the Comunidad Valenciana during the first working meeting with the new regional minister for Innovation, Industry, Trade and Tourism, Marian Cano.

According to the regional minister, this first contact “has allowed us to analyse the current situation of the sector, especially in the province of Valencia, and to listen to the main demands, in order to draw up an appropriate joint strategy in terms of economic and tourist reactivation”.

Marian Cano has insisted that “the objective now is to promote our repositioning as a destination” and, above all, to convey the real situation in which the Comunidad Valenciana finds itself. In this context, she has stressed that “our destination is in a position to receive tourists”.

‘It is more than a destination. It is an attitude’

To this end, Turisme Comunitat Valenciana has designed a new campaign under the slogan ‘Es más que un destino. Es una actitud’ (‘It is more than a destination. It is an attitude’) and seeks to convey the welcoming and Mediterranean character of the Comunidad Valenciana. Specifically, the new campaign advert, the voice-over of which has been done by the Valencian actor Enrique Arce and which will begin to be broadcast this Sunday, emphasises that ‘this is the land of colour and light, a light that is impossible to extinguish, the light of the Mediterranean’.

The advert also highlights the supportive attitude and character of the Valencian people: ‘We celebrate every day as if it were the last and, if one of us falls, we all get up’. It also aims to convey a message of overcoming and resilience: ‘Yes, it has happened to us, but what we are will always remain’.

In addition to the advert, the campaign includes new graphics that will be promoted during the Valencia marathon as well as advertising on radio, online through collaborations with tour operators such as Edreams, Logitravel, Expedia, Atrápalo and Destinia, among others, as well as actions on social networks.

At an international level, the campaign will include actions in twelve different markets, including the United Kingdom, France, Germany, the Netherlands, Italy, the Nordic countries, Portugal, Poland, Hungary, China, Japan and the United States.

This recovery campaign is part of the General Advertising Campaign of the Comunidad Valenciana 2024-2025, with the claim of Mediterranean Attitude.