Llíria's council has greenlit the Strategic Tourism Plan 2026-2028, which includes 27 new initiatives and prioritises local tourism and sustainability.
The Llíria City Council has approved the new Strategic Tourism Plan for the period 2026-2028, a document that sets the roadmap for the sector in the Camp de Túria locality for the next three years. The plan includes 27 new initiatives and replaces the previous one, which was in effect from 2023 to 2025, and whose results the governing team considers positive.
The Councillor for Tourism, Paco García, explained that the previous plan succeeded in “consolidating a wide range of musical activities in the local heritage,” as well as “developing various festivals with international projection” and securing “various lines of European funding.” He also highlighted Llíria's entry into the network of Smart Tourist Destinations of the Generalitat and the growth of hotel and tourist accommodation offerings.
The new strategic model prioritises local tourism from the Valencian Community and the nearest metropolitan areas, before progressively strengthening the attraction of national and international markets. The plan is supported by specialised demand segments and products linked to culture, music, nature, and gastronomy.
Cultural tourism remains the main product of the destination, with historical and archaeological heritage as a significant asset. Alongside this, Llíria's designation as a UNESCO Creative City of Music stands out as a differentiating factor, along with nature tourism — including cycling, hiking, and horseback riding — and gastronomic tourism, tied to local tradition.
Among the specific proposals in the new plan is the creation of a caravanning area in the municipality, as well as experiences like “Candlelight” or “Birding,” which combine music and nature. In gastronomy, Llíria will participate in the summer campaign of the L’esmorzaret Route and will join the “L’Exquisit Mediterrani” brand.
García also announced that work has begun on cruise tourism alongside the Valencia Provincial Council and the Port Authority, a medium-term project. Additionally, a marketing plan is being considered to ensure that local products and resources appear in the catalogues of tour operators.
The plan is available for consultation on the municipal website, on the specific page for the Strategic Tourism Plan. With this approval, Llíria aims for a tourism model that is “balanced, sustainable, and competitive,” preserving its authenticity and improving the quality of life for residents.
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