From Gastronomy to Sports: Uncovering Valencia’s Best‑Kept Secrets

When most people think of Spain’s east coast they picture endless sand, bright nightclubs and the bustling promenades of Alicante or Benidorm. That image isn’t wrong, but it’s only half the story.

At the World Travel Market in London, José Manuel Camarero Benítez – the region’s vice‑minister for tourism – reminded us that Valencia is trying something different: it’s not just shouting ‘come here!’ but actually steering visitors toward quieter corners and off‑peak weeks. “We’re managing tourism, not just promoting it,” he said, smiling as he pointed to the November sunshine that still hovers above 20 °C, perfect for a dive or a relaxed swim.

That philosophy is alive in the current campaign titled “Could this be happiness?”. The message is simple – happiness can be found in the grainy feel of sand between your toes, the sparkle of the Mediterranean, or the laughter that erupts when you taste a freshly grilled sardine.

While Alicante and Valencia city have long been tourist magnets, Camarero believes the next star is the province of Castellón. “Alicante carried us for six decades; now Castellón is ready for its turn,” he explained. And he’s not kidding – the region offers langoustine‑laden plates in Vinaròs, rugged hikes across the Sierra de Irta, ancient cave art at Ares del Maestrat, and even canyoning adventures in the turquoise pools of Montanejos.

Sports lovers have a lot to look forward to in 2027. Valencia city will host the Copa del Rey basketball showdown, the European Indoor Athletics Championships, the high‑speed SailGP series and, of course, the MotoGP Valencia Grand Prix. Over in Alicante, the opening leg of The Ocean Race will set sail, while May brings the IAGTO European Golf Convention – an invitation to explore the region’s 30 golf sites as a lifestyle, not just a game.

All this activity is wrapped in a strong sustainability vibe. Valencia earned the European Green Capital title in 2024, and just last month Benidorm was awarded the European Green Leaf for mid‑size cities. “Sustainability isn’t a buzzword for us; it’s the present and the future,” Camarero affirmed.

So whether you’re a foodie chasing the perfect paella, an adventurer after hidden mountain trails, or a fan eager to hear engines roar at the MotoGP, the Valencia region is quietly reshaping its narrative. It’s a place where you can linger over a glass of local wine, watch the sunrise over a quiet beach, and still be part of a world‑class sporting calendar – all without feeling like you’re part of a mass‑tourist herd.

Perhaps the real question isn’t “What can you do in Valencia?” but rather “When will you go and let the region show you its own kind of happiness?”