Villena Recognized for Participation in Smart Tourist Destination Programme at FITUR
Villena was recently honored at the International Tourism Fair (FITUR) in Madrid for its participation in the Smart Tourist Destination programme. This recognition comes after the city successfully completed the initial diagnostic and action plan process, which began in June last year and concluded in September.
Throughout this analysis, Villena showcased significant advancements in various areas, including urban infrastructure adaptation to the Urban Agenda 2030, resource utilization, enhanced underground infrastructure, and the diversification of the business fabric, particularly within the tourism and services sector. While there are still certain aspects that Villena needs to develop to fully integrate into the Smart Tourist Destinations category, the city has made significant progress in this direction.
Villena’s Mayor expressed gratitude for the recognition from Spain’s top tourism authority, emphasizing how it will propel the city to further enhance its tourism brand, resources, and destination, particularly within cultural, wine, and historical tourism niches. This complements the traditional tourism offerings of the Costa Blanca while providing a unique escape tourism experience.
The Tourism Councillor highlighted the importance of advancements in tourism being a result of the collaboration between private entities and companies from various sectors, all working towards improving service quality and visibility. Being present and distinguishable in the vast array of tourism offerings is crucial for Villena to attract visitors and stand out in the competitive tourism market.
Looking ahead, Villena’s agenda at FITUR includes the presentation of the 20th Anniversary of the Leyendas del Rock Festival, a milestone celebration marking two decades of this summer music event. The festival, taking place in August, has solidified Villena as a hotspot for fans of this musical genre, drawing crowds to the city year after year.
Moreover, a delegation from Villena’s various Moors and Christians groups will participate in promoting the city’s festivals at FITUR. Dressed in their traditional parade costumes, these ambassadors aim to showcase the September festivals, one of the largest in the Moors and Christians calendar of the Valencian Community, to audiences at the event.
The Moors and Christians Festival of Villena is striving to be declared a Festival of International Tourist Interest, with efforts focused on increasing its presence in foreign markets, particularly in Europe and Latin America. These initiatives aim to elevate the festival’s profile and attract a broader audience, contributing to Villena’s growing reputation as a cultural and vibrant tourist destination.