The city of Cullera has been present at the World Travel Market in London, one of the most important global tourism fairs. This initiative, organized by Visit Cullera, primarily aims to consolidate tourism from the United Kingdom, which ranks as the third largest international source market for the town.
The promotion focuses on Cullera's tourism offerings beyond sun and beach, including its heritage, nature, and local gastronomy. This approach seeks to showcase the diversity of Cullera's offerings, establish contacts with tourism companies and professionals, and attract visitors during the less crowded months.
The mayor of Cullera, Jordi Mayor, emphasized the importance of the British market: “The English market is the leading international source market for tourists to the Valencian Community and the third for Cullera, behind France and Germany. Therefore, we want to continue increasing our presence in this market and boost the number of British visitors choosing us as their destination.” Mayor also highlighted the market's interest in des-seasonalization, as many visitors “seek destinations like ours during the colder months of the year,” a strategy that aligns with Cullera's aim to attract visitors year-round.
During the fair, a professional agenda was developed, including meetings with tourism marketing companies, data managers, content creators, and the Spanish Tourist Office in London to analyze British market trends and define positioning strategies for Cullera.
Currently, visitors from the United Kingdom represent the third most important source market for Cullera. Participation in the WTM offers an opportunity to further promote the city as a comprehensive Mediterranean destination with a varied offering that extends beyond seasonal tourism.
