The Valencian Community will see a high-level trade mission to the United Kingdom led by Nuria Montes, who heads Innovation, Industry, Trade and Tourism. The delegation will include business leaders and regional representatives with the aim of strengthening ties in tourism and innovation between Valencia and the United Kingdom. A key item on the agenda is the reopening of the Edinburgh to Alicante air route, after some carriers reduced their seat allocations. Montes underscored that a significant amount of latent demand exists, especially in the coming winter months, which could translate into meaningful traffic for both sectors.
The participation will take place this week, from October 11 to 13, with the presence of Felipe Carrasco, Valencia’s Regional Minister of Industry; Paula Llobet, Valencia City Council’s Tourism Councillor; and delegates from the Valencian Community’s Chambers of Commerce, along with a broad spectrum of business and tourism organizations. Delegates from apex tourism groups such as APHA, Hosbec and Benidorm will also be involved. [Citation: Regional government press release]
Montes highlighted that the program features a dense lineup of events and meetings designed to connect with innovation agencies, tour operators and travel agents in London and Edinburgh. She also noted that the Valencian Community will be highlighted as the guest of honor for Hispanic Heritage Day in the United Kingdom, aligning with the national holiday on October 12. [Citation: Public communications]
The consultant also announced a special Edinburgh initiative, where the Valencian delegation will meet with key regional tour operators. The plan includes a street marketing drive aimed at recreating a Valencian beach in one of Edinburgh’s major tourist hubs. [Citation: Promotional brief]
The United Kingdom remains the primary foreign source market for visitors to the Valencian Community. Frontur data show a 16.5 percent year-over-year rise in arrivals during the first seven months of 2023, totaling more than 1.43 million British visitors, with British tourists spending around 1.45 billion euros in that period. [Citation: Frontur statistics]
Showcasing Valencia in London
The corporate journey is designed to attract more travelers from the UK to Valencia, with a coordinated effort involving Tourism Chambers, the Valencia agency and Turespaña. A dedicated destination presentation will convene roughly 600 British professionals and media at the Spanish Embassy in London on Thursday, October 12. [Citation: Tourism official calendar]
In parallel, Valencia will participate in the Hispanic Heritage Festival in London. The event will feature representative Valencian cuisine prepared by renowned chefs using three Michelin stars, including Quique Dacosta, who will demonstrate paella and seafood pilaf. [Citation: Culinary showcase]
The promotion will also spotlight L’Exquisit Mediterrani, with academics from the Valencian Community’s Network of Tourist Centers (CdT) contributing. Attendees will be offered Valencian wine tastings, horchata with fartons, oil tastings, and traditional desserts made with Xixona nougat and local citrus. [Citation: Cultural showcase]
On Friday, October 13, the trade delegation will move its program to Edinburgh to continue engagements in the Scottish capital. [Citation: Itinerary]
Engagements with British firms and tour operators
Over the three-day trade mission, Nuria Montes is scheduled to meet with leading UK tour operators, including ABTA, the British Travel Agents Association, and executives from Innovate UK and the Green Hydrogen Alliance, among others. [Citation: Agenda]
The itinerary also includes visits to Valencian design and furniture companies with a permanent London showroom, such as Actiu, Andreu World and Porcelanosa, located in the Clerkenwell district. [Citation: Trade mission logistics]
The program features a meeting with the director of the Fifty Best organizing company, along with Eduardo Barrachina, president of the Spanish Chamber of Commerce in London, and Álvaro Nadal, the Spanish Minister for Economy and Trade based at the Spanish Embassy in London. [Citation: Stakeholder schedule]