Valencia’s main international tourism market is receiving renewed attention, with authorities seeking to reassure British operators and carriers about fiscal policy for the autonomous region. The new Tourism Minister, Nuria Montes, signaled calm by outlining plans to avoid imposing a tourist tax for now. She plans to formalize this commitment in a forthcoming letter, emphasizing the removal of obstacles and inviting continued trust from travel professionals. This stance comes at a moment when British tourism has already rebounded to pre-pandemic levels, though the prospect of a tax still looms over contracts for 2024, potentially impacting planning during the year ahead.
The tax rate, approved by the previous Botànic administration and slated to begin on January 1 next year, has sparked strong enthusiasm in some municipalities but widespread concern within the tourism sector due to its deterrent effect on demand. Nuria Montes, who previously served as general secretary of the Hosbec hotel association, has been among the most vocal critics, highlighting the potential adverse effects of the measure on the region’s appeal.
Since taking on the role of Minister of Innovation, Industry, Trade and Tourism, Montes has moved quickly to address these concerns. One of her early actions was to dispatch letters to British tour operators and airlines operating in the Valencia Community, delivering a message of stability and cooperation.
In the correspondence obtained by this newspaper, Montes notes her election to parliament following May elections that brought a new government to power. She conveys, in partnership with the Generalitat President Carlos Mazón, that the new executive opted to repeal the earlier law enabling the tax’s framework. Montes asserts that the tourism tax cannot be implemented across the entire region in the near term, guiding readers toward a more predictable outlook for the near future.
She also reminds readers that the Valencia Community includes other beloved destinations within the United Kingdom’s reach, such as Benidorm, the Costa Blanca, Alicante, and Valencia itself. The message closes with a clear invitation for British partners to maintain confidence in the region and to work with local authorities to remove any hindrances to their operations and to the continued growth of tourism flows.
The move has drawn praise from employers and industry groups. Hosbec highlighted the significance of the British market for the Valencian Community, especially for Benidorm and the Costa Blanca, underscoring the importance of maintaining a favorable environment for continued travel arrangements. As Mayte García, Hosbec’s newly appointed general secretary, explained, operators are negotiating contracts for next year while hotel managers seek clarity on the tax. The absence of a tax implication would be a welcome signal for a sector eager to restore certainty.
Recent data indicate that a substantial portion of Benidorm’s August visitors originate from the United Kingdom, with English tourists accounting for nearly 29 percent of arrivals in August. Across the broader Costa Blanca, foreigners represent about 55 percent of visitors, with the British share around 7 percent in the region. In Alicante, UK visitors hold notable significance, comprising roughly 7 percent of the total. These figures reflect the substantial weight of foreign, particularly British, tourism in the area and why policy clarity matters for planners and hospitality providers alike.