On October 2, 2026, the Alicante Tourism Board made its debut in Italy with a destination presentation in Milan aimed at enhancing the growing Italian market. This initiative is supported by Turisme Comunitat Valenciana and the Spanish Tourism Office in Milan.
Ana Poquet, the city’s Tourism Councillor, noted that "this is the first time the Tourism Board has conducted a promotional action of this kind in Italy, a country that has become strategic for Alicante due to the profile of its visitors and the good air connectivity."
The promotional event took the form of a workshop to present Alicante’s offerings for congresses, meetings, and events (MICE), as well as cultural and sports tourism, with a special focus on nautical sports.
Approximately 50 professionals attended the event, including event agencies, congress specialists, tour operators, travel agencies, and media representatives, both professional and consumer-oriented. Following the presentation, tourism officials from the city and local hotels had the opportunity to meet with attendees to provide more detailed information about the city’s services and accommodations.
Throughout 2026, Alicante has welcomed several visits from Italian media, reflecting the growing interest in the city among a market seeking experiences related to urban tourism, gastronomy, culture, and beach sports, among other activities. These professional visits have also included the Rai Italia program Kilimangiaro, as well as the website www.viaggiaremangiare.it, which currently features a recent visit to Alicante on its homepage.
According to data from the Provincial Association of Hotels of Alicante (APHA), around 30,000 Italian clients stayed in the city’s establishments in 2025, marking a 3% increase compared to the previous year.
Air Connectivity
Alicante-Elche International Airport offers direct flights to several Italian airports, including Milan Malpensa and Milan Bergamo, Rome Fiumicino, Venice, Catania, and Naples (during the winter season), as well as Bologna, Bari, and Turin in the summer season. The direct connectivity with Italy provides nearly 520,000 seats annually.
