Diversification of the tourism offer is shaping how Alicante attracts more visitors. A working day organized this Friday by the Provincial Hotels and Touristic Accommodation Facilities Association (Apha) analyzed the challenges facing the sector within the framework of the European Union Intellectual Property Office (EUIPO). Presentations emphasized delivering more than sun, beach, or hotel rooms by marketing experiences and promotional packages. From excursions to wine tastings, culinary delights, and even accessibility for people with disabilities, the agenda aimed to broaden appeal. The event drew up to 120 business professionals and attracted participation not only from the hotel sector but also from various associations and Alicante’s civil society.
Luis Castillo, president of Apha, welcomed the strong turnout and noted that the engagement of other associations creates momentum toward a federation of tourism-related groups. The discussions encouraged collaboration between companies and associations to push for higher quality and broader offerings. Sign, José Alberto Cortes, CEO of Esatur, highlighted a company that operates at the Santa Barbara Castle. The castle, the most visited monument in the Community with around 800,000 annual visitors, anticipates opening a hospital suite this year and plans to adapt programs to accommodate cruise passengers, along with hosting scheduled activities, concerts, experiences, and entertainment. The Marq representative, who highlighted this year’s exhibition, recalled the presence of Xi’an warriors, reminding attendees that it is the first museum to earn the Q seal. Cortes underscored the commitment to quality and pointed to rock art sites and related venues and their impact on nearby dining experiences.
José Palomares, CEO of Padeluxe, spoke about their facilities that offer personalized, 24-hour, and self-service options, with all-inclusive packages featuring accommodation, paddle sports, and gastronomy. Tatiana German, an accessibility consultant, reminded attendees that reducing obstacles allows more people to participate and that an accessibility diagnostic system is valued for corporate strategies and planning.
Airport
Laura Navarro, director of Alicante-Elche Airport, highlighted the record number of passengers reached this year, surpassing 15.7 million in 2023. Navarro addressed questions about a controversial rate increase she had proposed. Aena and the Government will assume office on March 1. She stressed that the measure is not a tourism tax; its purpose is to cover services provided to airlines. She added that the 40-cent increase per passenger remains lower than the level seen in 2019, before the pandemic disrupted traffic.
In the discussion on rates, Augustine Almodóbar, the Alicante senator from the PP, introduced a motion urging the Government to withdraw the increase, labeling the measure irresponsible and potentially damaging for the sector.
Navarro attributed 2019 figures to seasonality adjustments and atypical tourism behavior outside peak months. She emphasized that Alicante is the airport with the highest share of British travelers. She noted that Ryanair remains the airport’s parent company, handling about 40% of air traffic, and that easyJet plans to open a base in Alicante next summer.
Carlos Bano, president of the Chamber of Commerce, underscored the institution’s financial sustainability, supported by voluntary corporate contributions and successful public programs. Tourism Regional Secretary Christina Moreno highlighted the sector’s strength, reporting a 73% occupancy rate in the Community in 2023.