Smart Tourism with a Local Focus

Valencia’s tourism strategy is guided by the principle that urban tourism should enhance, rather than disrupt, local life. In recent years, the city has introduced a set of targeted regulations to address issues related to housing affordability, cruise tourism, and neighbourhood balance. As Valencia began to enforce tougher zoning and licensing measures, tourist rentals have been largely pushed back from residential areas. Platforms that fail to comply now face the heavy penalties with fines up to 600 000 euro, according to the regional government.

In the port area, cruise ship arrivals are coordinated through time slots and passenger limits to avoid overcrowding in central districts. City authorities have also invested in decentralising visitor flows through new tourist offices and real-time monitoring tools. These measures are shaped by community feedback collected via surveys and forums, ensuring that tourism development aligns with local expectations.

This resident-focused approach represents a shift from a volume-driven tourism model to one that prioritises social sustainability - an objective echoed in EU tourism policy.

Green Mobility for Visitors and Inhabitants

Sustainable mobility plays a central role in Valencia’s tourism transformation. The city has expanded its cycling infrastructure to over 120 kilometres, anchored by the Jardín del Turia - a former riverbed repurposed as a linear park that links key areas of the city, including cultural, sports, and coastal sites.

Public transport has also been modernised. Low-emission buses, improved tram services, and better links to tourist attractions make it easier for visitors to travel sustainably. Informational campaigns, multilingual apps, and integrated ticketing systems promote environmentally friendly choices. During peak months, car-free zones are extended and traffic is managed through smart signalling that responds to real-time congestion levels.

Access to green and blue areas is another component of the city’s sustainable offer. From the beaches to the Albufera Natural Park, visitors can use low-impact transport options, helping to reduce emissions while supporting more balanced mobility during the summer.

Data-Driven Management of Tourism Flows

A defining feature of Valencia’s tourism strategy is its use of data and digital technologies. The city was the first global destination to measure tourism’s environmental impact - including carbon and water footprints - according to international standards. Between 2019 and 2022, Visit Valencia reports an 8% reduction in tourism-related emissions, despite rising visitor numbers post-pandemic.

Sensor data collected across the city feeds into a central dashboard that tracks crowd levels, transport usage, and pressure points. This allows for real-time adjustments, such as redirecting foot traffic or increasing cleaning services. Visitors also receive timely updates through mobile apps, contributing to a smoother and safer experience.

In parallel, Valencia is promoting lesser-known neighbourhoods and cultural assets to distribute tourist activity more evenly. This aligns with EU recommendations to shift from quantity-based to impact-based indicators when assessing tourism performance.

Balancing Summer Demand

Valencia has implemented a set of targeted policies to manage summer tourism while preserving urban functionality. The redevelopment of La Marina, a former industrial port, into a multifunctional public space exemplifies this. The site now combines cultural venues, start-up hubs, and sports facilities with seaside attractions. Programming is designed to minimise disturbance, with controls on noise, hours, and community involvement in planning.

Beach areas are subject to strict environmental standards and accessibility measures. Urban beaches carry Blue Flag certifications and are managed through real-time capacity tools, accessible facilities, and dedicated waste services. Nature-based solutions are being implemented to protect the coastline and mitigate environmental stress.

Cultural programming during high season focuses on low-impact, decentralised activities. Open-air cinema, local festivals, and guided tours offer alternatives to large-scale gatherings. These initiatives aim to maintain Valencia’s appeal while avoiding the adverse effects of overtourism.

A Systemic Approach to Sustainability

Sustainability in Valencia is embedded across sectors rather than treated as a standalone goal. In tourism, circular economy practices are encouraged: restaurants are supported in sourcing local products and reducing waste, while hotels engage in certification schemes that promote energy and water efficiency.

Valencia is also one of the cities selected under the EU Mission for 100 Climate-Neutral and Smart Cities by 2030, reinforcing its role in advancing EU climate objectives. The tourism sector is fully integrated into this transition. The EU-funded FUTOURISM project supports innovation in services, digitalisation, and SME training, illustrating how tourism can contribute to broader policy goals.

These initiatives demonstrate that economic viability and environmental responsibility can go hand in hand - an approach fully in line with the EU’s vision for the future of tourism.

Why It Matters

Many southern and coastal cities in Europe face growing pressures during the summer season. Valencia provides a structured response based on governance, digital tools, and citizen involvement. Its experience shows that tourism can be planned in a way that respects urban limits and serves long-term public interest.

Importantly, the city does not claim to have solved all the issues related to tourism. Rather, it offers a model of anticipatory planning, transparent monitoring, and adaptive management. This practical and process-based approach is likely to be of interest to other EU cities facing similar challenges.

Conclusion

The European Capital of Smart Tourism award is not a reward for popularity, but for systemic innovation. Valencia earned the 2024 title through long-term investment in a tourism model that supports the city’s social, environmental, and economic sustainability.

As of mid-2025, high-season pressures remain a major challenge across the EU. Yet Valencia’s experience demonstrates that meaningful progress is possible when cities align local strategies with EU frameworks and involve both citizens and stakeholders in shaping the future of tourism.