Living Chess, a landmark of family tourism at FITUR Madrid
The presentation in Madrid showcased Xàbia’s special event which takes place each July.
Xàbia has shone with its own light this Thursday at FITUR 2025 in Madrid after a spectacular official presentation was held at the stand of the Comunidad Valenciana. The protagonist of the event was the ‘Living Chess’ event – el Ajedrez Viviente – one of the most iconic traditions in the municipality, recognized as a Fiesta of National Tourist Interest since 2002.
During the presentation, attendees were able to enjoy a striking video that summarised a documentary about this unique event. Through images and stories, it was highlighted how the ‘Living Chess’ transcends the board, combining theatre, strategy and tradition in an unrivalled setting. In addition, its commitment to the dissemination of socially relevant issues was highlighted, making it a unique cultural experience that excites and leaves a mark.
The event was attended by key figures: the director of the event, Raquel Violero; the president of the Mare de Déu de Loreto Fiesta Committee, Álvaro Monfort; the councillor responsible for Tourism, José Marcos Pons, and the mayor of Xàbia, Rosa Cardona.
In her speech, Rosa Cardona stressed the importance of the ‘Living Chess’ event within the tourist offer of Xàbia, which currently focuses on family tourism. She also took the opportunity to express her gratitude to all the people who make this event possible, both in its organization and in its representation, describing it as a real source of pride for the municipality.
Xàbia’s ‘Living Chess’ is not just a game, but a show that combines music, theatre and social awareness. Its celebration, on the last weekend of July, attracts and enchants all attendees, consolidating itself as an essential event in the cultural and tourist calendar of the town.
SOURCE: Ajuntament de Xàbia
