Valencia continues to establish itself as one of the most attractive urban destinations in the Mediterranean, but the way of traveling is changing. More and more visitors are looking for more than just visiting the city's main monuments: they want to explore the surroundings, discover less obvious spaces, and have experiences that allow them to connect with Valencian culture in a more authentic way.
This trend is also reflected in bookings for Valencia&Go, a Valencian company specializing in tours and excursions with local guides, whose clientele is mainly composed of international travelers. Among its key markets are visitors from the United Kingdom, Poland, Germany, Italy, and France, as well as Spanish visitors. The periods with the highest booking volume are concentrated particularly during the summer and Las Fallas, two times of the year when Valencia receives a significant flow of travelers.
“"Visitors seek more than just touring the main monuments: they want to explore the surroundings and have more authentic experiences."
Among Valencia&Go's most booked experiences are currently the Art and Architecture Tour, the Albufera Tour, and the excursion to the Caves of San José.
Three proposals, very different from each other, precisely show how the interest of those visiting the city is diversifying. While some travelers seek to delve into Valencia's heritage and architecture, others take advantage of their stay to venture out of the city center and explore the natural and cultural spaces of the Valencian Community.
Three proposals, very different from each other, precisely show how the interest of those visiting the city is diversifying. While some travelers seek to delve into Valencia's heritage and architecture, others take advantage of their stay to venture out of the city center and explore the natural and cultural spaces of the Valencian Community.
Within this evolution, one of the clearest trends for Valencia&Go is the growth of the Art and Architecture Tour, which has become the experience with the most increased bookings.
- The interest in this type of visit points to a traveler who not only wants to photograph the most well-known places but also to better understand the city's history, urbanism, heritage, and identity. For international visitors, taking this type of tour accompanied by a local guide also allows for contextualizing what they are seeing and discovering stories, details, and places that may go unnoticed during a self-guided visit.
“"A local guide provides context and allows for the discovery of stories, details, and places that often go unnoticed."
- Travelers from the United Kingdom, Poland, Germany, Italy, and France form a significant part of Valencia&Go's audience, along with Spanish visitors.
This diversity means that local experiences must also adapt to an increasingly informed tourist, who organizes part of their trip before arriving in Valencia but seeks recommendations and activities once they are at the destination.
The City of Arts and Sciences, the historic center, or the beaches continue to be some of Valencia's major attractions. However, more and more travelers are extending their itinerary with experiences in other parts of the region. The Albufera, the Caves of San José, or proposals related to art and architecture allow for the discovery of different facets of the destination and a better understanding of the connection between Valencia and its surroundings.
At Valencia&Go, they observe this evolution particularly among international visitors, who seek activities that they can easily integrate into a multi-day stay. More than accumulating visited places, many travelers want to return home with the feeling of having truly known the city. And this search for local experiences is gradually transforming the way of discovering Valencia.
