Diversified markets have always been one of the main focuses of tourism, especially in the search for more opportunities and above all a larger number of potential visitors to the destination. Each donor settlement has its significance. But it’s important to get one of the world’s biggest population giants to turn their gaze on you, even if the country’s name is the United States and its tourist potential is beyond doubt. This is exactly the reality that the city of Valencia is currently facing. Because since the beginning of the year, the arrival of US citizens has been in full swing. According to the data of the hospitality association Hosbec, in June, the US tourist was the foreign tourist, occupying the most places in hotels in the capital Túria, with 8.6% of the total. Also, by May, ‘cap i casal’ had already moved, according to data from the Visit Valencia municipal foundation. approximately 34,912 American tourists, 40.4% more – equivalent to 10,000 visitors – than in the same period of the year before the pandemic. No other major market is making this progress, a fact that, in the words of Hosbec’s general secretary, Nuria Montes, has “grown so much”. “It’s getting more and more interesting,” I agree from Visit Valencia.
The reason behind this upward success is due to a combination of a number of factors. On the one hand, the economic side of the dollar, resulting from its most equal values with the euro for years, makes the continent of Europe in general, and Valencia in particular, “enormously attractive because it is cheaper,” as Montes summarizes. investment”, but also at the tourist level. “The American presence is becoming more and more important.” At the same time, this episode has a lot to do with the situation in the city, which, according to the foundation, has “clearly improved its location” with a “good tourist moment”. Compared to a “mature in Spain” market already visiting Madrid or Barcelona, Valencia has become “this very strong growing offer” thanks to its offer linked to the “Mediterranean lifestyle”. And the American tourist, Montes emphasizes, “is looking for the city’s cultural, gastronomy, architecture, music, sports… and in all of this, Valencia has a great offer.” Add to this the greatest discovery he has made from Visit Valencia, whether it has been certified as a “sustainable destination” or through appointments such as World Design Capital, media referrals or working with organizations in the tourism industry. Expedia or TripAdvisor. From this mix arises the arrival of various visitor profiles from the North American country. Because both the tour operation and the self-organization attract inbound passengers, who also find a focus on cruise ships – as Montes recalls – Valencia is the “home port” and thus serves as a departure for “a trip around the Mediterranean Sea”. » this is done “with the whole family”. But in other cases, it’s Americans “with a high or very high economic profile and high spending capacity,” who are over 40, arriving as a couple and without children.
But among all this momentum there is still a battle to be resolved. In recent years, the intention to revive direct flight between the United States and the Valencian Community has been reactivated; “Other destinations like Malaga” He reassures Montes, but he’s clear on which Visit Valencia is a link that will be “added” should it happen. It’s all for the increasingly fashionable Valencia, but also for the American visitor.