XÀBIA PRESENTS A NEW TOURIST IMAGE AT FITUR 2024

This week, Xàbia Council has presented the new strategy of the Department of Tourism for the next few years, launching a new concept which means a complete renewal of the brand in which the colour blue will be the main component.

The marketing plan in its initial phases but the first ideas of the concept have been revealed at FITUR, the international tourism fair in Madrid. The trigger is the colour blue which suggests “stability and confidence” as well as highlighting both “the blue of the sky” and “the blue of the Mediterranean”. In addition, there is a play on words when translated into different languages: Blue (English), Bleu (French), Blu (Italian), Blauw (Dutch) to affirm the international appeal.

During the presentation, the councillor responsible for Culture, Mavi Pérez (CpJ), explained that culture and heritage are one of the axes of Xàbia’s Strategic Tourism Plan that has been approved by the local council, highlighting a cultural programme that “contributes to the seasonal adjustment of the town’s tourism potential” with festivals such as Arenal Blues, Xàbia Folk and Xàbia Jazz whilst the town’s main fiesta, the Fogueres de Sant Joan, celebrates its 75th anniversary this year.

The councillor responsible for Tourism, José Marcos Pons (Vox), confirmed that the new Xàbia brand for tourism promotion is based on blue because it was recognized that the previous brand image “had become a little outdated.” He stressed that “Jávea is a welcoming municipality” and the local council is betting that this new branding will be in accordance with identity values and “cultural attributes of Xàbia”.

Mayoress Rosa Cardona closed the presentation by highlighting that the brand’s projects “are aimed at capturing the felling that we all have when walking our paths, our coastline, the historic centre or the port zone”. She said that “Xàbia is much more and that is why the commitment is to transmit the great heritage that we have, a heritage that we all take care of, and one which we want visitors and tourists to respect”.

Xàbia has continued to promote itself at the tourism fair, holding meetings with specialist companies in the tourism sector as well as the political leaders from the Generalitat Valenciana and Diputación de Alicante.