The Costa Blanca will be showcased at the next edition of FITUR la wide diversity of its specialized tourismWith a program that combines sports, LGBT+, film and nature events, along with an intense institutional and promotional agenda that will extend inside and outside the Madrid fairgrounds, the event will feature a program that combines sports, LGBT+, film and nature activities, along with an intense institutional and promotional agenda that will extend inside and outside the Madrid fairgrounds. January 21 to 25.
This deployment will be articulated in three major scenarios —the Valencian Community stand in IFEMA, the shares of street marketing en Callao, and gastronomic promotion in Taste the Costa Blanca— and will feature the active participation of dozens of municipalities in the province, reinforcing the destination”s profile among industry professionals and the general public.
three scenarios
This deployment will be structured around three main scenarios —the stand integrated into the Valencian Community space at IFEMA, the promotional activities in Callao and the gastronomic promotion at Saborea Costa Blanca— and will feature the active participation of dozens of municipalities in the province.
At the fairgrounds, the Costa Blanca will have a space designated for professional meetingsThe stand will also feature presentations grouped by thematic blocks and visitor services. digital points for downloading tourist informationspaces equipped for work meetings and a Costa Blanca video wall, which will be moved to one of the press rooms at the fairgrounds with the aim of strengthen the audiovisual projection of the destination during the competition.
La Diputación de Alicante has offered this Wednesday A press conference to detail this participation, in which the president of the provincial institution and of Costa Blanca Board of Trustees, Toni Pérez, has outlined the main strategic lines of Alicante’s presence at the fair.
As he explained, this international event “It will allow testing the sector and closing deals with key players”, in addition to serving to show “Our strength as an accessible, sustainable and innovative destination“in one of the world’s largest tourist showcases.”
Toni Pérez has detailed some of the proposals that the provincial institution will develop at the largest fair in the sector, a roadmap that is articulated through a broad promotional action, structured in different thematic blocks that encompass the sport, crop, fiestas, gastronomy’s most emblematic landmarks, the leisure, nature and beaches, with the aim of reflecting the diversity of the province’s tourism offerings.
The data provided during the appearance reflects a particularly intense agenda, with more than 60 presentations starring 38 Alicante municipalities, 25 gastronomic tastings of 18 towns and the in-person participation of about twenty localities during the days open to the public, with their own technical staff to attend to visitors.
The president of the Provincial Council has estimated that, according to the forecasts the sector is working with, “2026 will be a record-breaking year with favorable growth prospects, driven by increasing demand and personalized experiences.In this context, he emphasized that the activity that the Costa Blanca and its municipalities will generate in MadridIt is intense, extensive, and reaches its peak.“.
Four strategic axes in the thematic spaces of FITUR
The Costa Blanca will have a prominent presence in the FITUR thematic spaces, where it will deploy proposals linked to sports tourism’s most emblematic landmarks, the LGBT+ tourism’s most emblematic landmarks, the film tourism and the training tourism, four segments that reflect the diversity of the provincial tourism model and its ability to attract very different visitor profiles.
This strategy will result in an active presence of the Costa Blanca in several of the official thematic areas of FITUR, entre ellos FITUR Sports, FITUR LGBT+, FITUR Screen y FITUR Languagewhere the Costa Blanca Board will hold professional meetings and participate in presentations and specialized working groups to disseminate the proposals of the Alicante municipalities in each of these segments.
In the field of sports tourismThe program will emphasize the variety of disciplines, events and facilities that the province offers throughout the year, consolidating this segment as one of the pillars of deseasonalization and active tourism.
The presence in the space dedicated to LGBT+ tourism It will allow for the visibility of initiatives and events that reinforce the destination’s commitment to the diversity, inclusion and equalityas well as its positioning as a safe and welcoming territory.
El film tourism It will also play a significant role, with actions aimed at promoting the province as natural setting for filming and as a venue for festivals and audiovisual projects that contribute to projecting the image of the Costa Blanca through film and the cultural industry.
For its part, the Costa Blanca will participate in FITUR Language, the space dedicated to language tourism, where the Costa Blanca Tourist Board has been invited to participate in a panel focused on the local strategies for promoting the learning of SpanishToni Pérez recalled that the province It was ahead of the curve in its commitment to this tourism segmentDeveloping policies and actions related to language tourism before this area gained greater prominence within the sector. This presence will allow the province of Alicante to be valued as a destination for language tourism. Spanish learning tourismhighlighting its educational offerings, its cultural environment and its appeal as a territory for language immersion.
The Costa Blanca Tourist Board has also emphasized the markedly professional character of participation in FITUR, with an agenda focused on “test the sector and close deals with key players”, as well as to to leverage the synergies of tourism in the international arena y schedule professional meetings to finalize agreements, in an event that once again positions itself as one of the main meeting points for the tourism sector worldwide.
The program will open with a prominent gastronomic event in Taste the Costa Blanca, to be held on the day before the start of FITUR and will be focused on the promotion of local products and products with designation of origin from the province.
This meeting will bring together specialized press, gastronomic inspectors and prescribersAs well as institutional and professional representatives from the tourism sector, and will allow the Alicante cuisine to be valued as one of the pillars of the provincial tourism model by 25 gastronomic tastings and the presentation of products linked to the territory.
Furthermore, as in previous years, the promotional campaign will extend to the center of Madrid with promotional activities in CallaoA strategic, highly visible location that will allow the province’s tourism offerings to extend beyond the fairgrounds and strengthen its position with the general public.
From Wednesday the 21st and throughout the weekenda campaign of street marketing supported by a extensive digital support It will take over the iconic square. This space will host continuous audiovisual content showcasing the province’s tourism offerings and will also serve as a stage for in-person actions promoted by municipalities and entities, with proposals linked to festivals, culture, sports and experiential tourism.
In the words of Toni Pérez, “The roadmap we have planned focuses on strengthening our position as a leading tourist destination in diversity, innovation, sustainability, accessibility and excellence”, with the aim of “to consolidate our leadership in one of the world’s largest tourist showcases“.
Tourism context and connectivity
In the context of FITUR, the Costa Blanca Tourist Board highlighted the strength of the destination in terms of air connectivity, with Alicante-Elche Airport closing the last fiscal year with record passenger numbersNear 20 million, driven mainly by international tourism and, notably, by the British market.
However, the president of the Provincial Council took advantage of the appearance to to criticize again the lack of infrastructure associated with the airport, especially the absence of a rail connectiona deficiency he described as difficult to justify given the volume of traffic the facility handles. In this regard, he emphasized the contradiction of advocating for a sustainable tourism model while…The only access to the airport remains the road.“.
Toni Pérez has emphasized that the Alicante-Elche airport is, as of today, one of the few major European airports without a rail connectionThis situation, he argued, limits the destination’s potential and projects a negative image to international visitors.Where would the province of Alicante be if the airport were actually connected?“He raised the issue, questioning the lack of willingness to correct this situation despite the record passenger numbers.”
Regarding market behavior, the president has pointed out a greater strength of international tourism This contrasts with the more restrained growth of domestic tourism, a situation linked to general economic factors and the purchasing power of Spanish households. Despite this, he maintained that the Costa Blanca continues to be a strong competitive positionsupported by product diversification, deseasonalization and internationalization, which allows tourism activity to be sustained even in contexts less favorable for the domestic market.
Events
As usual, the Costa Blanca stand will be integrated within the space allocated to the Valencian Community, located in the pavilion 7 of IfemaThis year it has been included a high-impact audiovisual technology, with large format, high resolution aerial displayswith white as the predominant color and combinations with blue.
The province of Alicante will have an area that will accommodate, in twelve working tablesto professional meetings, both of the co-exhibitors from the province and of the Provincial Tourism Board. This space will also host a tourist information point where information requests from visitors will be addressed throughout the event.
During the weekend, on the days aimed at the general public, the counter will be expanded with additional perimeter counters where the tourist information officers of the municipalities of the province who have requested it – in this case Dénia, Xàbia, Benisaa, Calp, Altea, El Campello, Villena, Biar, Santi Vicent del Raspeig, Crevillent, Santa Pola, Guardamar del Segura, Torrevieja, OrihuelaPilar de la Horadada, Finestrat and Rojales– will publicize their offer.
In addition, the Costa Blanca stand will feature different digital points for downloading tourist information and the videowall Costa Blanca will move to one of the press rooms set up by Turisme Comunitat Valenciana.
Finally, Costa Blanca will also have a presence in FITUR Sports, FITUR LGTB+, FITUR Screen and FITUR Lingua with the aim of disseminating the proposals of the towns in Alicante and holding professional meetings and specialized talks.
FITUR 2025 Data
FITUR is one of the leading global events for tourism professionals and a key showcase for destination promotion. The 2025 edition of the event recorded record numbers with close to 255.000 Attendees -of which more than 155.000 were professionals in the sector-; 100.000 visitors from the general public over the weekend; 9.500 companies from 156 countries and 101 official representations.