The Valencian Community has reinforced its international presence in the United States through a strategic institutional and business mission to Miami, designed to forge new collaborations across the tourism, cultural, music, and entertainment sectors. The initiative, led by the Federation of Leisure and Tourism of the Valencian Community (FOTUR) alongside Turisme Comunitat Valenciana, and supported by the Spanish Tourism Office in Miami, the Council of Chambers of Commerce of the Valencian Community, and the Spanish Chamber of Commerce in the United States, underscores the region's commitment to expanding its global footprint.
A highlight of the mission was an exclusive evening aboard the Seafair, which convened institutional representatives, business leaders, artists, and professionals from Miami's music and audiovisual industries. The event served a dual purpose: promoting the Valencian Community's diverse tourism offerings while celebrating culture, entertainment, and business networking. The goal was clear—to build stronger connections between the two markets and position the region as a premier destination for leisure and cultural experiences.
Among the notable attendees were Israel Martínez, Director General of Tourism of the Valencian Regional Government; Víctor Pérez, President of FOTUR; and Belén Alfaro, Consul General of Spain in Miami. Miami institutional representatives included Grisell Marino, Director of the Miami-Dade Hispanic Affairs Board; Helena Poleo, Communications Director for the City of Miami; and Christina Crespi of the Downtown Development Authority. The Florida Valencian Center was represented by Inma Cortes and Marcelo Llobell, while entertainment personalities such as Alicia Machado, Cinthya Bagué, and Vicky Echeverry added star power to the evening.
During the presentation, Israel Martínez invited attendees to explore the Valencian Community's tourism and cultural diversity, emphasizing its rich heritage and the legacy of iconic Spanish music figures like Camilo Sesto, whose museum in Alcoy preserves his memory. Víctor Pérez highlighted the potential of Valencian festival culture and the region's music festival offerings across Castellón, Valencia, and Alicante, stressing the role of live music and major events in elevating the region's international profile. "We want to bring the Valencian Community's festival culture, music, and entertainment industry to international audiences, showcasing the talent and capacity of our sector to generate new opportunities. Miami is a strategic gateway for building partnerships and connecting our festivals and businesses with markets across the United States and Latin America," said Pérez.
The mission also spotlighted strategic tourism segments such as MICE tourism (meetings, incentives, conferences, and exhibitions), wellness, golf, and cruises, along with experiences centered on gastronomy, cultural heritage, the Mediterranean lifestyle, and premium tourism. Music remained a defining feature, with the evening concluding with performances by Valencian DJ Vicente Ferrer and Miami-based DJ Francis King, blending the sounds and festival culture of both regions. Coinciding with the World Travel Expo, the mission capitalized on the presence of international industry professionals to increase visibility and establish new connections in the North American market. As part of the region's broader internationalization strategy, this initiative positions tourism, culture, music, and entertainment as distinctive elements of its offering. For a deeper look, View the promotional video and Watch the FOTUR festivals and activities video.
