British tour operators visit Costa Blanca and Benidorm on a familiarisation trip

A group of travel agents from the United Kingdom specializing in business and meetings-focused travel (MICE) are visiting the Comunidad Valenciana on a familiarization trip organized by the Generalitat Valenciana through Turisme Comunitat Valenciana, together with the Benidorm Convention Bureau, Costa Blanca, Alicante Convention Bureau, and Turespaña.

From March 28th to 30th, ten British travel agents will have the opportunity to learn firsthand about the destination’s MICE tourism options as well as discover the more experiential tourism of the Costa Blanca and Benidorm. The event will showcase the diversity of the tourism offerings and its potential, enabling them to offer them to their clients.

This weekend, the group will explore places like Benidorm’s Old Town, Alicante and Altea as well as enjoy experiences such as a 4×4 tour of Benidorm’s main viewpoints, an electric bike ride through the Sierra Helada Natural Park and birdwatching in the Hondo de Elche Natural Park. They will also explore the Salinas de Santa Pola Natural Park and sample the best of the area’s cuisine.

Among the tour operators participating in this ‘fam trip’ are American Express Company (AMEX); HelmsBriscoe, an international leader in meeting and event planning for the hotel sector; and Intouch Events, specializing in business in the pharmaceutical and medical sectors.

Commitment to diversifying international demand

This action is part of the Generalitat Valenciana’s strategy to strengthen the promotion of the Comunidad Valenciana in its main international market, the United Kingdom, which grew by 10.9% in 2024 in the number of arrivals and by 23% in tourist spending. Furthermore, in 2025, the United Kingdom started the year as the international market with the greatest growth in this region, with an 18.5% year-on-year increase.

Thus, the objective of this ‘fam trip’ is to maintain the dynamism of this market and to introduce visitors to the diversity and multiple quality alternatives to sun and beach tourism offered year-round by the Comunidad Valenciana, and specifically the province of Alicante.

Through this promotion, Turisme CV seeks to promote the diversification of international tourism demand and increase deseasonalization.