Sustainability, a pillar of Valencia's tourism strategy
Since 2016 sustainability has been an important part of our strategic plans. Since then, we have been gathering information from entities that are working on the subject and have put it into practice by participating in various national and international projects. (link to past projects)
But in the face of the new tourism paradigm, we are faced with a new context. On the one hand, the 2030 agenda, where tourism is one of the six priority sectors of activity for a circular Spain. On the other hand, the climate emergency demands changes in the tourism strategy of any destination due to the impacts it entails and a circular economy tactic that will also involve a new "green" taxation, where the best adapted destination will be the most competitive. Finally, the COVID pandemic19 has generated many reflections on the extreme sensitivity of tourism and the need to contemplate destinations in their entirety, moving from marketing to management, taking the citizen more into account.
Objectives for achieving top-level competitiveness
So that all the components of the public and private sector are competitive, we are committed to contributing to the fulfilment of the Sustainable Development Objectives of the city of Valencia.
To this end, we have aligned ourselves with the international strategies of the World Tourism Organization and Habitat III and created our own initiative, Missions 2030, in order to join the European vanguard of cities that focus their research and innovation on city missions that improve the lives of people and those visiting us.
The actors of sustainability
1. Sustainability working group in the Municipal Tourism Council, to guarantee the participation of all actors.
2. Technical assistance: Visit València ha s allied with the Fundación Aguas de Valencia to provide the sector and the administration with tools and to make progress in the area of sustainability
3. Sustainable tourism task group of the Visit València Foundation (administration, companies and universities).
The sustainability roadmap in Valencia
After a diagnosis of the economic, social and environmental sustainability of tourism activity, we have calculated the carbon footprint it generates in order to become an emission-neutral destination by 2025.
We have designed the sustainability strategy according to how we are and where we want to get to, through a control panel with 151 indicators that unify those of the European Commission, the UNE standard, the Generalitat Valenciana, the Global Sustainable Tourism Council and the United Nations' Sustainable Development Goals.
The development of this new framework will highlight Valencia's capacity to respond to the needs of a new model that is more inclusive and integrated, more ethical and collaborative, more visitor-friendly and fair, but above all, responsible.