Region of Valencia puts sport in the spotlight at WTM 2026

The Region of Valencia will put sport centre stage at World Travel Market 2026, highlighting a packed calendar of international events alongside new cultural attractions, hotels and tourism investment for 2027.

International sport takes centre stage in 2027

Valencia city is hosting the Copa del Rey basketball tournament from 18–21 February, the European Indoor Athletics Championships from 4–7 March, SailGP on 4–5 September and the MotoGP Valencia Grand Prix from 26–28 November. Alicante is hosting the start of The Ocean Race for the sixth consecutive edition on 17 January, with competitors embarking on a 14,000-nautical-mile opening leg to Auckland, the longest opening leg in the event’s 53-year history. Alicante will also host the IAGTO European Convention, bringing the international golf travel industry to the city from 17–19 May. 

Marian Cano, Regional Minister for Innovation, Industry, Trade and Tourism, said: “2027 promises to be an exciting year for the Region of Valencia, with major international sporting events giving visitors even more reasons to discover our destinations. Alongside sport, continued investment in culture, accommodation and tourism experiences means there will be something new to discover across the region.”

Marian Cano will lead the Region of Valencia’s delegation at WTM, alongside José Manuel Camarero, Regional Secretary of Tourism, and Israel Martínez, General Director of Tourism.

More reasons to visit in 2027

Valencia city will welcome two major new cultural attractions in 2027. The new Sorolla Museum, dedicated to celebrated Valencian artist Joaquín Sorolla, is set to open at the City Museum, while Espai Valdés will feature 30 previously unseen works by internationally renowned Valencian artist, Manolo Valdés. Benidorm sees the opening of the new four-star superior Poseidon Playas de Benidorm in summer 2027, with almost 600 rooms, while plans are progressing for an approximately €50 million transformation of the Levante and Poniente seafronts. In Gandia, the new Holiday Inn Express is scheduled to open in 2027, part of a wider expansion of the city’s hotel offer that has seen its municipal incentive scheme help mobilise more than €40 million in private investment in new hotel projects. 

Media Breakfast at Tapa Tapa – Wednesday 4 November 2026

The Region of Valencia will host a media breakfast at Tapa Tapa for the third year, with a press conference at 9am, followed by breakfast. Marian Cano, along with regional partners will share the Region’s tourism strategy for 2027/8 and the latest developments from across the destination, including the IAGTO European Convention in Alicante, L’Exquisit Mediterrani, the Region’s gastronomy brand, and new investment in international promotion. This is an invitation only event. To apply for an invitation please email: pr@representationplus.co.uk.

The Region of Valencia will also host its traditional WTM gastronomic evening for the travel trade on Wednesday, with attendance by invitation only.

At stand S3-400, the Region of Valencia will be joined by seven regional partners – Costa Blanca, Benidorm, Alicante, Visit Elche, Valencia Turisme, Visit Valencia and Castellón. The UK continues to be the Region of Valencia’s largest international market. In 2025, 3,029,892 British tourists visited the region, accounting for 24.4% of the international market. Almost nine in ten (89.4%) travelled to Alicante province, with Benidorm attracting 49.7% of UK tourists visiting the province. Visitors stayed for an average of seven days and spent an average of €157.30 per day.