València has shared its experience in tourism resilience with international destinations at the world travel market (WTM) in London, one of the leading global tourism fairs. The event features a busy agenda of professional meetings and promotional activities led by the Fundación Visit València.
Paula Llobet, the city’s councillor for tourism, innovation and investments, and president of the Fundación Visit València, spoke at the main stage during the panel titled “Building to last: the resilience of destinations in an uncertain world”. This panel focused on how destinations can anticipate emergencies, address their consequences, and strengthen their recovery capabilities.
During her presentation, Llobet outlined València’s initiatives aimed at creating a more prepared and resilient model, which is based on institutional coordination, collaboration with the sector, and the protection of individuals. Key among these initiatives is Resilientia, València's tourism resilience plan, which includes mechanisms for coordination and communication in emergencies, as well as the establishment of a tourism crisis committee. This plan aims to enhance the destination's response capacity, facilitate the distribution of tourism sector aid to the population, and ensure adequate support for visitors, particularly those who may be more vulnerable due to language barriers, lack of accommodation, or difficulties returning to their home countries.
Llobet also discussed the workings of FOCUS, the tourism intelligence system of the Fundación Visit València, which integrates over 125 million data points and employs artificial intelligence tools to monitor tourism activity, anticipate scenarios, and aid decision-making.
The recovery of tourism following the recent severe weather events was another focal point of her speech. Llobet highlighted collaborative efforts with administrations and tourism businesses, including the international campaign “Verte en València nos alegra el corazón”, aimed at restoring tourists' confidence and contributing to the economic recovery of the city and province. The campaign had a budget of €1.5 million and reached over 20 international markets.
Participation in this forum allowed València to share lessons learned and emphasise the importance of planning, rigorous communication, and cooperation among destinations to navigate uncertainties.
At the fair, the Fundación Visit València also presented the city at the Turisme Comunitat Valenciana stand, showcasing its main attractions, commitment to sustainable tourism, and cultural, sporting, and heritage developments planned for 2027. The presentation highlighted the growth of the British market, which is the third most important for València, with over 88,000 tourists and 278,000 overnight stays. So far this year, the number of British tourists has increased by 26%, compared to a 4.5% rise across Spain as a whole.
Additionally, the economic impact study conducted by the Valencian Institute of Economic Research (IVIE) revealed that tourism generates over €4 billion in economic activity, equivalent to more than 32,000 full-time jobs and around €1 billion in tax revenue.
Simultaneously, the Fundación Visit València is conducting over 20 professional meetings with airlines such as Wizz Air and EasyJet, travel platforms like Tripadvisor, and leading international media outlets such as The Times and Forbes. These meetings aim to strengthen commercial relationships, explore new opportunities for air connectivity and promotion, and enhance València's international positioning.
