Valencia’s Sustainable Tourism Awareness Campaign

Valencia, Spain, is known for its rich cultural heritage, vibrant festivals, and scenic landscapes. However, with increasing tourist numbers, the city faced challenges balancing economic growth with environmental sustainability. In response, Valencia launched the Actitud sostenible (Sustainable Attitude) campaign to promote responsible tourism practices and minimize the environmental impact of travel, with a focus on water conservation. Led by Turisme Comunitat Valenciana, the campaign aims to “launch a message of awareness about responsible and sustainable tourism that leaves no trace in the environment.” The Sustainable Tourism Awareness Campaign was designed to engage tourists, locals, and businesses in fostering a more sustainable tourism ecosystem.

The new campaign consists of two videos of 30 and 70 seconds, both in Valencian and Spanish showcasing responsible water use, particularly in hotels and tourist hotspots like Benidorm (video example). The campaign was distributed on TV, social media networks, and via newsletters to subscribers of the Valencian Tourist Board. With over €300,000 invested, the campaign also features QR codes that direct viewers to the tourism portal of the Comunitat Valenciana for more information. Broadcasted some 800 times on the main national channels at the regional level, the campaign encourages locals and tourists to adopt water-saving behaviors.

Aside from their water-focused tourism campaign, Valencia launched an online guide to encourage visitors to make their travel more sustainable by providing resources and suggested activities on the official tourism website. Some examples from the guide include:
Educating tourists about sustainable travel practices (practice ecotourism).
Promoting eco-friendly transportation and encourage energy efficiency (reduce emissions).
Fostering stronger connections between tourists and local businesses to benefit the local economy (shop locally).
Positioning Valencia as a smart destination (Valencia, a smart destination).

Valencia’s Sustainable Tourism Awareness Campaign demonstrates the city’s proactive approach to balancing tourism growth with environmental responsibility. By focusing on water conservation and encouraging responsible travel, Valencia intentionally engaged both tourists and locals in responsible tourism. The campaign’s extensive reach through various media channels and the availability of an online guide highlights its commitment to educating visitors on minimizing their environmental impact.