In the Valencian Community, the council member responsible for Innovation, Industry, Trade and Tourism outlined the department’s core priorities for the tourism sector: elevating professional standards, managing seasonal demand, advancing sustainability, and boosting promotional efforts.
These initiatives were presented during the unveiling of the region’s new Tourism Secretary, Cristina Moreno, and chief executive Esther Labaig. The councilor underscored challenges such as prioritizing human capital, adapting to fluctuations in visitor numbers across the year, improving professional quality, and addressing concerns about overcrowding in lodging. The overarching goal is to strengthen tourism promotion across both distant and nearby markets, ensuring resilience and growth.
Montes also emphasized a stronger emphasis on sustainable practices and a clear commitment to the quality of destinations and tourism companies. The work plan centers on aligning with market dynamics, modernizing regulatory frameworks, and elevating overall destination governance and stewardship.
Additionally, the minister announced that August is anticipated to be one of the strongest tourism periods in recent history. The message was explicit: the objective is not simply to set records but to support tourism under favorable conditions with sustainability at the core, while ensuring a positive impact on the regional economy and wealth distribution.
Montes noted that the new regional government has already implemented a substantial number of decisions affecting this vital sector within just four weeks. She highlighted measures such as reforming inheritance and charitable tax policy, removing political expenditures, standardizing hospitality rules, and granting greater freedom for outdoor terraces.
She also referenced the launch of a repeal procedure concerning a proposed tax that could take effect early next year, stressing that such a tax could alter the tourist image of the Valencian Community.
The Travel Bonus will continue as a seasonally responsive element of the tourist cycle, reinforcing ongoing support for visitors during peak and shoulder periods.
Regarding leadership, Cristina Moreno, the regional Tourism Secretary, is noted as a gemologist by training with expertise in diamonds from the University of Barcelona, and she has previously served in Gandia’s municipal government as Councilor for Health, Education, Social Services, Equality and Women. Esther Labaig, the new chief executive, holds a law degree and brings three decades of experience in local, regional, and general administration, most recently serving as director of the Castellón Center for Tourism Development for fifteen years.
Source attribution: statements and plans reflect regional government press materials and official communications about tourism policy and leadership changes.