In 2025, Valencia found itself in the spotlight due to an unexpected shift among international visitors. The city, long considered a stronghold for British tourists, is now welcoming more travelers from Italy than any other country. This change has become evident not only in statistics but also on the streets: Italian is heard more frequently, while familiar British accents are giving way to new voices.
Recent data show that in June, Italians accounted for 15.5% of all foreign visitors. By comparison, the British made up only 11.8%, followed by the Dutch and Germans. Just a year ago, Valencia was the third most popular destination for Italian tourists in Spain, but their numbers have risen sharply in recent months. Now, they make up the largest group of international visitors to the city.
The changes in tourist flows aren’t driven solely by Italians. The number of Swiss visitors to Valencia has nearly quadrupled over the past three years, placing them among the city’s top five international guests. Interest is also growing among travelers from both Americas: North Americans now represent 8.4% of all overseas tourists, while South Americans make up 3.5%.
The impact of these changes is felt everywhere—from the beaches to public transportation. Valencia is becoming increasingly international, and this is noticeable even to those who don’t follow the statistics. City authorities note that modern analytical methods, such as tracking mobile devices with foreign SIM cards, allow for a more accurate understanding of who is spending time in the city and how. This approach is especially effective in densely built-up areas with advanced communications infrastructure.
Overall, European countries still lead in the number of tourists visiting Valencia, but the range of visitors is expanding. The city is steadily strengthening its position as one of Spain’s most attractive urban destinations, and the changing ranks among foreign travelers only underscore its growing prominence on the world stage.
