Competitiveness, Innovation, and Sustainability: Valencian Tourism Rethinks Its Future

Tourism competitiveness, technological innovation, and sustainable economic development will be the starting points driving the dialogue at Terra Mítica tomorrow, Monday, June 30. Todo Alicante and LAS PROVINCIAS, part of the Vocento Group, are jointly organising the Tourism Forum in Benidorm, an event that will bring together key players in the sector to reflect on how to strengthen one of the main economic engines of the Community. According to EPData, the number of tourists arriving in the Valencian Community by April 2025 was approximately 3.24 million.

The meeting will commence at six in the evening in the Nefer Room at Terra Mítica and will feature Toni Pérez, President of the Alicante Provincial Council and Mayor of Benidorm, in an inaugural interview discussing the strategic role of tourism for the present and future of the province.

Following the interview, two round tables will focus on current major challenges. The first will debate how to strengthen regional tourism competitiveness through hotel and provincial collaboration. Participants will include Alejandro Benito, Director of Advertising and Communication at Servigroup Hotels; José Mancebo, Director of the Provincial Tourism Board; and Maria José Marcos, Director of Communication at Terra Mítica-Aqualandia-Mundomar Group, to analyse expectations for the high season and strategies to de-seasonalise demand or avoid saturation in key destinations.

On the other hand, the second panel will focus on technological innovation applied to tourist experiences and will feature Isaac Vidal, Marketing Director at AR Hotels; Nuria Montes, General Secretary of Hosbec; Fermín Crespo, General Director of Ciudad de la Luz; and Raúl García Lopez, Founder and Director of Digital Tourism Marketing. Topics will include artificial intelligence, service personalisation, sustainability, and digitalisation as a growth driver for SMEs in the sector.

Additionally, Raúl García López, an expert in tourism marketing, will deliver a presentation on trends and challenges of tourist destinations and the role of artificial intelligence in the Valencian Community.

This forum will conclude with a speech by the Regional Secretary of Tourism, José Manuel Camarero, and a cocktail with views of the theme park, in an environment designed to share ideas, projects, and new synergies.

With this Tourism Forum organised by Todo Alicante and LAS PROVINCIAS, Benidorm once again becomes the best setting to reflect on the future of a sector that supports the economy of the Community and faces the challenge of continuing to grow with innovation and sustainability as hallmarks. Registration is free and offers a unique opportunity for those wishing to learn first-hand where Alicante and Valencian tourism is heading.