The tourism board of Alicante City&Beach has garnered international interest at the World Travel Market (WTM) in London, showcasing its cultural, sporting, and event offerings over the past three days. The board held around 15 working meetings and launched a promotional campaign featuring a large screen in Leicester Square.
Ana Poquet, the city’s councillor for tourism, highlighted that “in addition to the British market, which is the largest source of visitors to our city, the WTM serves as an international showcase where we presented the annual golf tourism congress, expected to generate a business volume of up to €45 million over the next three years, the upcoming departure of the Ocean Race in 2027, and the opening of Cigarreras. Grandes Exposiciones before the end of the year.”
The tourism board attended the WTM in collaboration with Turisme Generalitat Valenciana, which supported the promotional campaign in Leicester Square, a busy area frequented by thousands of Londoners and tourists daily. The large screen displays images of Alicante with the slogan “Alicante city, where summer never ends,” creating a significant impact on the audience since November 1, and will remain until November 8.
During the fair, the Alicante tourism board engaged in several notable meetings, including discussions with an Icelandic event management company interested in organising bespoke group trips to the destination, the tour operator Jet2, a television content production company for the USA, as well as national and international market representation agencies from Germany, the Netherlands, and Eastern Europe, alongside British media outlets.
The British tourist market is vital for Alicante, being the leading source of foreign visitors to the city, accounting for nearly 25% of all international tourists staying in hotels, according to data from the APHA association. The number of British clients in the city has shown sustained growth in recent years, increasing from 137,974 in 2023 to 159,491 in 2025. Currently, there are direct flight connections between Alicante-Elche Airport and 23 airports across the UK.
