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CITY TRENDS REPORT -VALENCIA
Tourism numbers in Valencia have been increasing for three years running as people are beginning to
discover this often underrated city on the eastern coast of Spain. At the beginning of the survey period, the
city received just under a million visitors a year, but the latest figures show this has jumped to over 1.4
million.
There are a number of factors that can account for this change. The new Sanchez Museum of Iberian Art
and its nearby conference facilities have proven to be a big draw since opening last year. And updates to
rail services from Valencia to Madrid and Barcelona have reduced travel time significantly. With a major
airport expansion due to be completed before the end of the year, things are expected to get even better for
Valencia.
In addition, the city government's launch of an international advertising campaign two years ago has also
proved beneficial. The city was marketed by television, print, and social media as a tourism destination.
Reaction to the campaign continues to be positive.
Finally, as well as its attraction to tourists and business visitors, Valencia is increasingly being recognized
as an excellent place to live. The consultancy Apollo and Company recently put the city in third place in a
report measuring the quality of life in small European cities. They cited its lovely waterfront location, low
housing costs, and modern infrastructure as reasons for its high place.