• Presentation of the Visit València campaign.
- The City Council strengthens the international tourist promotion of the city with a new campaign in 12 key markets
- It will be developed in Europe and North America with an initial investment of 200,000 euros in actions with tourist operators, booking platforms, and outdoor advertising
- With the slogan ‘Better this life’, the city of València invites you to discover its unique lifestyle: «It’s not just a destination, it’s a way of living that leaves a mark»
After closing the first quarter with good results in the main tourism indicators, the city of València is boosting its promotion strategy to consolidate the sector’s recovery after the dana and strengthen the city’s positioning in the national and international context. The action, carried out by the Visit València Foundation, is aimed at 12 key markets in Europe and North America and includes an investment in its first phase of over 200,000 euros.
The Councilor for Tourism, Innovation, and Investments, Paula Llobet, presented this initiative on Monday, which includes a new creative campaign and various co-marketing actions with tourist operators and travel platforms in Spain, Germany, Austria, Switzerland, Denmark, Sweden, Canada, and Mexico; an outdoor advertising campaign in Italy; and presence in specialized media in France, the Netherlands, Sweden, and the United States. Thus, València will be present in the coming months in media such as Le Monde, The Washington Post, The Wall Street Journal, Elle México, or in the Spanish versions of Elle and Cosmopolitan; and in joint actions with airlines such as Binter, Lufthansa, Norwegian, or SAS.
«With the current recovery of the main tourist indicators, and with the dana where it should be —in the institutional sphere and not in the tourist sector—, we present this new positioning to the national and international market with the aim of telling the world that València is the best city to visit. A benchmark destination in the Mediterranean, sustainable, and with a unique lifestyle. This new campaign represents a strategic evolution: we want to reach a traveler who seeks culture, sports, enjoys good cuisine, or attends conferences; make them attracted to our lifestyle, our way of being, and the authenticity of the city,» explained Llobet.
The new campaign has a slogan as direct as it is inspiring: ‘Better this life’ and includes 15 graphic pieces for outdoor, press, and digital media and 3 audiovisual pieces (generic, culture, and gastronomy) translated into 6 languages. Soon there will be one for sports tourism and another for MICE. More than an invitation to travel, it is a call to share the authentic way of life of Valencians. With a Mediterranean lifestyle, exceptional quality of life, proximity-based gastronomy from our Mediterranean pantry, year-round plans, traditions passed down through generations, and a unique light, València is presented as a healthy, reliable, attractive, fun, and Mediterranean destination, a destination that leaves a mark.
This campaign aims to highlight that those who visit València not only discover a place: they discover a very unique way of living. ‘Better this life’ reinforces what many already know: that València has a unique way of living and understanding life. And that the best thing one can take away from this city doesn’t fit in a suitcase: the memory of a place where they learned to live better.
Good results in the first quarter
This campaign comes after a positive first quarter, in which València reached, according to the National Institute of Statistics (INE), the second best historical figure for travelers and overnight stays. Although there are decreases compared to the exceptional start of 2024, with 6.5% fewer travelers and 9.8% fewer overnight stays —it is worth noting that last year Easter fell in March—, the data show a solid growth compared to 2023, with 4.4% more travelers and 7.1% more overnight stays. The average stay remains stable at 2.3 nights, and both the average price (99.3 €) and the RevPar (67.42 €) improve compared to 2023 and previous years, although they decrease slightly compared to 2024.
All this, despite Easter falling this year in April and March being especially rainy. In this context, València confirms a clear trend of recovery after the DANA, positioning itself above the average growth of the last three years and reaffirming the role of tourism as an economic and emotional engine of the city.
Llobet also indicated that the campaign ‘Seeing you in València warms our hearts’, launched immediately after the storm by the Visit València Foundation, allowed to reactivate the destination’s image and set the foundation for the good results obtained in these first months of the year. «Tourism is a sector especially sensitive to any circumstance, whether meteorological, geopolitical, or social, and therefore requires constant support. It is necessary to maintain and strengthen València’s presence in the traveler’s decision channels,» she concluded.
