In 2025, Valencia firmly secured its position among the top destinations for tourists from the US and Canada. According to a recent study conducted in cooperation with tourism organizations, the city ranked among the three most desired destinations for North American travelers, surpassed only by Madrid and Barcelona.
Analysts note that interest in Valencia among Americans and Canadians continues to grow. According to the survey, about 70% of US residents plan to travel to Spain in the next three years, with Valencia consistently appearing on their list of priority cities. For Canadians, the situation is similar: the city ranks third, just behind the capital and Barcelona.
Experts attribute this success to proactive efforts in promoting the city on the international market. In recent years, Valencia has focused on developing cultural, gastronomic, and environmentally sustainable tourism. The city regularly conducts major advertising campaigns and organizes special press tours for journalists from the US and Canada. Particular attention is paid to cooperation with major travel agencies and consortia, which helps to broaden its reach.
Among the most notable initiatives are advertising campaigns in leading American publications, as well as vibrant events held in New York, Miami, and California. For example, on New Year’s Eve in Times Square, promotional videos about Valencia were featured. In addition, the city actively engages with tourism professionals, inviting them to key events such as the renowned Fallas festival.
The Valencia authorities emphasize that their strategy is focused on attracting responsible tourists who are willing to spend more and stay in the city longer. This approach not only promotes economic growth but also helps preserve the city’s unique character. Plans include further development of sustainable tourism and maintaining a balance between the interests of residents and visitors.
The North American market is seen as one of the most promising for Valencia. It is considered to offer not only strong growth potential but also an opportunity to strengthen the city’s image as a hub for cultural events and gastronomic discoveries. In the coming years, experts expect a further increase in tourists from the USA and Canada, marking a new stage in the region’s tourism industry development.
