Volver al blogConnecting with those who design, recommend and sell travel experiences is key to taking the excellence of the Region of Valencia ever further. This September, Valencia Premium strengthened its international presence with professional actions in Pamplona, Helsinki and Naples, bringing the diversity of its premium offer closer to European agencies, tour operators and travel advisors.
The tourism excellence of the Region of Valencia continues to gain visibility in international markets. During September, Valencia Premium carried out an intense promotion and sales agenda with a common goal: positioning the Region of Valencia as a destination able to offer singular premium experiences all year round and creating new opportunities for its member companies.
Pamplona, Helsinki and Naples hosted different professional meetings that brought the destination closer to agencies, tour operators, buyers and advisors from various European markets, in both the leisure and MICE segments.
Beyond attending international trade fairs and meetings, these actions are an essential part of Valencia Premium’s work: acting as a bridge between international tourism demand and the Region of Valencia’s offer of excellence.
Listening to what each professional is looking for, identifying their needs and putting them in touch with the member companies and experiences best suited to them turns every meeting into an opportunity for business and positioning.
Pamplona: direct connection with buyers from Europe’s main markets
The first event was Spain Travel Market Europe 2026, organised by Turespaña in Pamplona from 14 to 18 September.
The meeting brought together 72 agents and tour operators from 17 European source markets and 69 representatives of Spanish destinations, companies and tourism professionals, with more than 4,000 B2B meetings scheduled. The international buyers specialised in areas such as food and wine, premium experiences, culture, nature and other ways of discovering destinations.
For Valencia Premium, this format allowed an intense agenda of professional contacts, presenting the Region of Valencia and showcasing the diversity of its members’ offer.
The key lies precisely in listening first in order to connect afterwards: understanding what each agency or operator is looking for and presenting the members whose offer can best meet their needs.
Helsinki: Valencia Premium hosts a working breakfast to boost the MICE segment
Helsinki was the next stop on this international agenda and a particularly relevant action given the role played by the association itself.
As part of the promotion of the Region of Valencia in Finland, Valencia Premium organised, with the support of Turisme Comunitat Valenciana, a working breakfast aimed specifically at the MICE segment, also attended by José Manuel Camarero, Regional Secretary for Tourism of the Region of Valencia.
Under the concept “Experience Valencia. Connect. Inspire. Create.”, the meeting brought together agencies and professionals specialised in business and events tourism to present the possibilities Valencia offers for meetings, incentives, conferences and professional gatherings.
A close, professional format that made it possible to establish direct contact with advisors from the Finnish market, learn about their interests and show them the possibilities of a destination able to combine infrastructure, services and high-level experiences.
Valencia Premium was accompanied at this breakfast by representatives of some of Valencia’s leading hotels: Hotel Las Arenas Balneario Resort, Only YOU Hotel Valencia, SH Valencia Palace, Hospes Palau de la Mar and Novotel Valencia Lavant, who were able to present their offer directly and make new connections with participating professionals.
The presence of these hotels showcased an important part of Valencia’s MICE capacity, while also building a much broader destination story.
The MICE breakfast organised by Valencia Premium was also part of a wider promotion of the Region of Valencia in Helsinki. The initiative brought together nearly 70 Finnish operators, travel agencies, advisors, media and influencers, combining professional meetings, a destination presentation and gastronomy.
In this way, the action strengthened the positioning of the Region of Valencia in Finland as a specialised destination and encouraged direct contact with market advisors, while Valencia Premium gave visibility and created new connection opportunities for its member companies.
Naples: strengthening the presence of the Region of Valencia in the Italian market
The international agenda continued in Naples, where Valencia Premium took part on 21 September in a promotional action aimed at the Italian market.
The initiative was organised by Turisme Comunitat Valenciana, in collaboration with Turespaña through the Spanish Tourist Office in Rome, the Spanish Chamber of Commerce in Italy and the Council of Chambers of Commerce of the Region of Valencia.
The aim of the day was to present and market the tourism offer of the Region of Valencia to Italian tour operators and media, strengthening the destination’s presence in this market.
The event, held at Palazzo Petrucci, combined a workshop with Italian tour operators, a presentation of the Region of Valencia’s tourism offer and a cocktail with a tasting of Valencian food products, rice dishes and wines.
A new opportunity to hold direct conversations with industry professionals and show the Region of Valencia from a perspective that brings together destination, experiences and gastronomy.
From international promotion to opportunities for our members
Pamplona, Helsinki and Naples represent different markets and formats, but share the same strategy: turning the international promotion of the Region of Valencia into professional relationships, visibility and opportunities for Valencia Premium’s member companies.
In Pamplona, through an intense B2B sales agenda. In Helsinki, going a step further by organising, together with Turisme Comunitat Valenciana, a working breakfast specifically designed to connect Valencia’s MICE offer with Finnish professionals. And in Naples, by taking part in a promotional action to strengthen the presence of the Region of Valencia in the Italian market.
Behind each of these actions there are meetings, conversations and, above all, listening.
Because Valencia Premium’s work is not only about presenting a destination. It is also about understanding what each international professional needs and connecting them with the member companies that can meet those needs.
Valencia Premium thus continues to bring the Region of Valencia closer to the world and, at the same time, to bring new international opportunities closer to its members.
