Por Pablo Arranz 
The Generalitat has increased by 33 percent the number of inspections of tourist accommodation in 2024 compared to the previous year, according to the balance of the 2024 Tourism Inspection Plan of the autonomous administration, which also includes a «massive purge» of the Tourism Registry, «with more than 11,000 cancellations due to lack of essential data.»
This was reported on Friday by the Minister of Innovation, Industry, Commerce and Tourism, Marián Cano, during the regular meeting of the Valencian Tourism Council held in the city of Alicante, where she also presented «the main tourism projects» that the Council is working on, «aimed at strengthening the competitiveness, sustainability and innovation of the sector.»
Specifically, regarding the actions carried out in the special plans of the 2024 Tourism Inspection Plan, the Generalitat has specified that more than 450 have been carried out through the program against intrusion and hidden economy in tourist accommodations.
There have also been more than 50 visits in the camping and overnight areas program, while in the travel agencies program more than 200 inspections have been carried out, as well as about a hundred in active tourism and accessibility of tourism companies.
In total, 1,718 inspections have been carried out on tourism activity companies in the Valencian Community. By provinces, 1,095 in Alicante, 379 in Castellón, and 244 in Valencia, as specified by the Ministry of Tourism.
During the meeting, progress was also made in the implementation of the Inspection Plan for the first half of 2025, which introduced as a novelty «random inspections» of tourist accommodations, focusing on verifying, among other aspects, «the existence of responsible declarations of commencement of activity, the unique and individual cadastral reference, and the validity of the favorable municipal report on urban compatibility for tourist use.»
SIX MUNICIPALITIES WITH SANCTIONING COMPETENCE
Likewise, information has been provided on the entry into force of new regulations such as Decree Law 9/2024, which introduces in Law 15/2018 on Tourism, Leisure, and Hospitality the possibility of delegating the exercise of sanctioning competence in matters of tourist accommodation to municipalities that request it.
This possibility has already been joined by the municipalities of València, Benidorm, Faura, Piles, La Font d’en Carròs, and Ayora, while other councils «have also shown interest in joining,» as stated by the Generalitat in a press release.
STRATEGIC LINES AND INVESTMENTS
The Minister has also presented the strategic lines of the autonomous administration in tourism matters for 2025 and has emphasized the challenge of «being leaders» and making the Valencian Community stand out, differentiate itself, and remain «in the memory of tourists so they return» to this destination. With this goal, Turisme Comunitat Valenciana structures its actions in three main areas: competitiveness, marketing and tourist product, and training and innovation.
In the field of tourism marketing, a total investment of 28.8 million euros is planned, aimed at increasing multichannel advertising nationally and internationally, «consolidating the Valencian Community as one of the main tourist destinations in the Mediterranean.»
Thus, «digital campaigns directed at international and niche markets are intensified, and about 90 promotional actions are planned in national and international markets.» Collaborative marketing actions are also carried out with 52 agreements with destinations and entities, and the creation and commercialization of tourist products continue through the Creaturisme program.
In the area of tourism competitiveness, there are projects such as direct grants in competitive concurrence of 2.5 million euros available to tourist municipalities, six million euros for tourist companies in the Valencian Community to present projects to increase their levels of competitiveness, or the 5.1 million euros of the Bono Recuperem Turisme destined for the population affected by the storm last October.
In addition, through the Directorate for the Management of European Funds, more than 184 million euros from funds of the Mechanism for Recovery and Resilience (MRR) will be managed for territorial plans, energy efficiency, digitalization, and social cohesion.
In the field of training and innovation, more than 4.5 million euros will be invested in training activities through the Tourism Center Network, along with more than 200,000 euros for R&D&I projects promoted by Invattur, focused on «sustainability, quality employment, and digital transformation.»
CANO: «QUALITY, DIFFERENTIATION, AND SUSTAINABILITY»
During her intervention, Cano emphasized that the Valencian Community faces an increasingly «competitive and changing» tourism environment and stressed «the need to consolidate a model based on quality, differentiation, and sustainability.»
In this sense, the Minister indicated that «tourism must evolve towards a responsible model.» «Our commitment is for a Valencian Community that not only receives tourists but also builds memorable and sustainable experiences,» she highlighted.
During the meeting of the Valencian Tourism Council, Cano reaffirmed the Generalitat’s «commitment to sustainable tourism» and stated that the Valencian territory is «the first Spanish region with a strategy certified by Aenor.»
She also encouraged all sector agents to «actively participate» in the European consultation to define the future Sustainable Tourism Strategy of the European Union (EU). «Our goal in 2025 is not only to attract visitors but to turn them into ambassadors of our land. We want to lead a sustainable, competitive, and innovative tourism model that enhances all the potential of the Valencian Community,» concluded the Minister.