Costa Blanca at Fitur: Air Connectivity, Xi’an Warriors, and Virtual Reality Exhibits

Costa Blanca readies for Fitur with enhanced air links and new cultural offers

Costa Blanca faces renewed pressure as Fitur centers on strengthening air connectivity to established destinations while opening routes to emerging markets, leveraging the sector’s recovery. Carlos Mazón, president of the Alicante Provincial Assembly, outlined the autonomous body’s contributions to the world’s largest international tourism fair, set in Madrid from January 18 to 22. The province anticipates fresh cultural offerings, including the Xi’an warriors arriving at MARQ, alongside metaverse and virtual reality initiatives that will enrich the program this year.

José Mancebo, director of the Provincial Tourism Board, highlighted the main strategic lines for the event. He explained that after years of effort, the agreement with the Chinese government and the disruptions caused by the pandemic, conflicts, and diplomatic hurdles will culminate with the original Xi’an terracotta warriors displaying from late March for an estimated ten months.

Mazón praised the technical team for its dedication, noting that MARQ’s exhibition would serve as a powerful promotional message, exposing the province to hundreds of thousands of visitors.

On Thursday, January 19, Julia Parra, vice president for Culture, is expected to present the exhibition details, acknowledging the negotiation challenges involved. Mazón emphasized that the aim is to reissue original artifacts rather than merely certified copies, describing the news as a milestone for tourism and culture in Alicant. This development is framed as excellent news for the province.

To rebound from the pandemic, the City Council will showcase offerings from 141 Alicante municipalities, organized by product lines and themes such as sports and active tourism, gastronomy, culture, nightlife, new projects, technology and innovation, and the standout Made in Costa Blanca stand, all while celebrating sun, sea, and sand.

Mazón asserted that the province enters Fitur with strong expectations, citing meticulous preparation and a belief in quality services across the sector. He described Fitur as a historic opportunity to boost development and visitor numbers, suggesting the event could become a catalyst for record tourism figures as indicators progress.

AVE stops and the first discussions in Alicante County Council

The fair will feature nearly one hundred audiovisual presentations and promotions, almost twenty culinary experiences, tastings, and showcookings across twelve thematic blocks, alongside about thirty meetings with operators, agencies, tourism companies, and airlines. Fitur marks the first global gathering of tourism professionals in the industry. A total of 27 municipalities will participate in person with technicians from various stalls, while 51 towns and four small local units will be represented in other formats, with more than 127 locations contributing proposals and tourist information.

Mazón stated that the province is a standout tourism destination with both national and international markets drawing attention. The professionalism and range of offerings give confidence in ongoing plans to increase tourist arrivals.

Costa Blanca Day

The Provincial Tourism Board will run a stand exceeding 200 square meters in IFEMA’s Hall 7 and will celebrate Costa Blanca Day on Wednesday, January 18, the fair’s opening day. A central event will take place in the plaza area, where a new Augmented Costa Blanca project will be showcased at noon, featuring holographic dissemination of the province’s proposals.

Parallel activities include an immersive experience to access multimedia catalogs of brochures and videos, with a virtual environment enabling visits to all city destinations. The director notes that this navigation technique blends interactivity and video-game culture, while ultimately preferring face-to-face encounters during visits.

The director explains that Costa Blanca will provide a zero-waste area for digital brochure downloads. That afternoon, the Alicante State Assembly will host a networking session organized with the business community to present Costa Blanca’s technological innovations and discuss the digitalization of tourism.

Costa Blanca Agenda

Throughout the fair, Mazón and Mancebo, along with Costa Blanca technicians, will seek lines of collaboration with buyers, airlines, travel portals, and influencers, aiming to hold working meetings with strategic partners to revitalize tourism activity. The Alicante presence also includes a wide range of activities, including the Torrevieja Drag Queen Gala, which will extend to venues such as Fitur Gay in Pavilion 3, featuring a dedicated 18 m2 stall for Costa Blanca LGBTQ+ proposals alongside Benidorm Pride, and other regional festivals.

Within Fitur Screen (Hall 6), the Provincial Board promotes the province as a filming location under the brand Costa Blanca Film Commissions. Innovation focus for the year includes Fitur Sport (Hall 10), with a panel titled Bike as a Lever for Development: MBT Road Cycling, Gravel, and Cycle Tourism. The discussion highlights Alicante as a prime cycling destination on an international stage.

Additionally, Julia Parra will unveil details of a new temporary exhibition at MARQ. Torrevieja Carnival festivities will be highlighted across the fair, especially on Wednesday the 19th when parades will traverse Madrid’s center streets.

The weekend will feature a series of events emphasizing Alicante’s knowledge economy, with winners receiving accommodation and destination experiences within their municipalities, an initiative supported by local associations and industry partners.