The authorities of the Valencian Community have announced sweeping changes in tourism and commerce. The new strategic plan, which runs until 2030, aims to promote a more balanced and sustainable approach to tourism development. As part of this initiative, the region plans not only to update its promotional strategy, but also to review current tourist accommodation regulations and modernize the laws governing shops and retail establishments.
According to Marián Cano, head of the Department of Industry, Tourism, Innovation, and Commerce, the region intends to introduce a modern tourism model focused on smart solutions and local community involvement. Officials believe this will help Valencia become one of the few autonomous communities to independently develop its tourism strategy at the governmental level.
A key aspect of the plan is the creation of a unified brand system to boost the region’s visibility in the European market. In addition, accommodation regulations will be reviewed to ensure balanced development and compliance with European standards. Authorities emphasize that all changes will be implemented with respect to the interests of businesses, residents, and tourists.
Economy and Employment
In her speech, Marian Cano noted that the main priorities for her department remain supporting industry, fostering entrepreneurship and innovation, and rebuilding the economy after recent natural disasters. She emphasized that cooperation between different levels of government and open dialogue with the business community will be the foundation for further transformation.
In October 2025, the Valencian Community reached record highs in the creation of new businesses. Foreign investment inflows in 2024 exceeded 1.1 billion euros. The region’s industrial sector continues to lead Spain in job creation: just in the last quarter, 17,500 new jobs were added. Major projects include the expansion of Stadler’s production in Valencia, as well as the launch of new Edwards Lifesciences facilities in Moncada and PLD Space in Elche.
Commerce and laws
Regional authorities are preparing an update to the trade law, which determines the operating hours of stores and shopping centers. Plans include revising opening and closing times and introducing new sales formats to meet modern market demands. Municipalities will be granted greater authority to regulate retail operations if this serves the interests of the local community.
Among the new measures are expanded opportunities to open shops on special days and the introduction of new rules for online commerce. The goal is to give businesses more flexibility and make life easier for entrepreneurs. Authorities emphasize that all changes will be discussed with industry representatives and local authorities to ensure the interests of all parties are considered.
Investment and Innovation
As part of the new strategy, efforts to attract strategic investors and speed up administrative procedures will also be stepped up. To this end, the Territorial Development Coordination Plan is being reactivated, which will help accelerate major projects and create new jobs.
The Valencian Community became the first region in Spain to adopt a special decree promoting geographical indications for artisanal and industrial goods. This will enable local producers to better protect their brands and access international markets. Authorities expect these measures to boost the region’s competitiveness and attract additional investment.
Recovery After Natural Disasters
Special attention is being paid to rebuilding the economy after the devastating floods that recently affected the region. According to Marian Cano, the administration acted as quickly as possible to support affected entrepreneurs and prevent businesses from shutting down. Measures were taken to swiftly restore infrastructure and provide assistance to small enterprises.
Overall, the authorities in Valencia are focusing on a comprehensive approach to regional development, combining support for industry, innovation, and tourism with a flexible trade policy. These steps are expected to help the region strengthen its position both nationally and across Europe.
