Ruta 99 emerged from a collaboration between the Valencia Population Reduction Agenda (AVANT) and the Valencia Federation of Municipalities and Provinces (FVMP). It highlights natural and tourist assets across 24 municipalities with populations under 100, aimed at showcasing the region’s unique environment and attractions throughout the Valencian Community.
The route spans from Herbes to Famorca, connecting 17 municipalities in Castellón, 3 in Valencia, and 4 in Alicante. It concentrates in areas such as Els Ports, Maestrazgo, Alto Mijares, Alto Palancia, Rincón de Ademuz, Vall d’Albaida, and El Comtat.
Tourism against population decline
The central objective is to map towns with fewer than 100 residents and to elevate the appeal of local gastronomy, cultural heritage, and outdoor activities designed for natural and distinctive landscapes. The program champions responsible and sustainable tourism that revitalizes the region while fostering environmental stewardship and social opportunities for development across the towns.
New visitors bring economic growth to the area, giving local entrepreneurs, producers, and traders an opportunity to offer goods and services through tourism as a driver of regional prosperity.
In addition, Ruta 99 emphasizes a mobile-first approach to manage events, prioritizing respect and quality of work. Advanced technologies are used to streamline visits and promote sustainability.
There is a virtual option to facilitate visits and reduce paper usage, with virtual accreditation speeding up check-ins. The Ruta 99 site enables travelers to register, explore each town, and discover must-see spots, with check-in and directions available via GPS to minimize phone data usage.
Route 99 on your mobile
The project prioritizes a seamless user experience for mapping routes, times, and attractions while keeping environmental impact in check. A digital system guides travelers through the towns and links them to the best routes for exploration and discovery, all while supporting sustainable practices.
The platform offers practical ways for families to plan visits, making it easy to discover what each municipality has to offer. A hands-on, game-like experience can engage younger visitors, turning a stroll into a scavenger hunt that reveals local stories and histories.
Tourism for all audiences
The initiative presents family-friendly options designed to welcome all ages. An early pilot in four Route 99 towns introduced activities that broaden the appeal and inspired similar efforts across more communities.
Strolls through Tollos, Sempere, Villores, and Castell de Cabres reveal charming streets and local life, inviting both residents and travelers to explore these small towns with populations under 100. A mobile-based game invites visitors to read town features, solve clues, and uncover a final mystery as they walk, learning the history of each place along the way.
Cyclists who are Route 99’s biggest fans
At the start of November, Cabres Castle hosts Matinal Motera a la Ruta 99, an event that gathers hundreds of motorcycle enthusiasts in the Valencian Community’s least populated municipality. The gathering features a commemorative party and showcases from AVANT municipalities, highlighting local crafts and manufacturing.
Fuentes de Ayódar, a town in the Alto Mijares region, is noted for its role in extending producer programs. The 2023 plan included a touring show across the Community and a maker catalog for AVANT and Route 99 towns, supporting investment in depopulation-prone areas.
Route 99 until 2023
Plans for 2023 were filled with energy. Visitors could experience the Route 99 exhibition in December through February, featuring images and recommendations for must-visit sites. The event aimed to offer a clear guide to the towns and encourage discovery and planning in advance.