What Visit València does

Visit València is the official destination marketing organization (DMO) for Valencia, Spain, operated by the non-profit foundation Fundació Visit València de la Comunitat Valenciana, established in 1991 and headquartered in Valencia. The foundation is co-founded and supported by the Ajuntament de Valencia, Generalitat Valenciana, and Diputación de Valencia, with registered foundation number CV-90. Its mandate is the strategic planning and promotion of Valencia as a tourism destination across multiple segments — leisure, education, medical, business events, film production, and sports tourism.

The organization operates a web-based tourism information and e-commerce platform (www.visitvalencia.com) that aggregates attraction tickets, guided tours, and the Valencia Tourist Card (available in 24h, 48h, 72h, and 7-day variants) through VLC Shop. The platform is delivered in seven languages and complemented by a mobile app, physical tourism offices, the Valencia Convention Bureau (B2B events), the Valencia Film Office (production support), VLC Health (medical tourism), Study in Valencia (educational tourism), and Sustainable Tourism (eco-tourism) sub-brands. Marketing channels span owned social media (Facebook, Instagram, YouTube, Vimeo, Spotify, LinkedIn, WhatsApp), email newsletters, a blog, paid Google and Facebook advertising, and trade-show presence. The technology stack is conventional: Google Analytics, Google Tag Manager, HubSpot, Microsoft Clarity, and Facebook Pixel — no AI/ML or proprietary APIs are disclosed.

Visit València's revenue model is hybrid: transaction-based commissions on tourist card and attraction ticket sales through VLC Shop, professional services fees from the Convention Bureau, and recurring membership/sponsorship revenue from hotels, venues, and tourism suppliers. The foundation is GDPR-compliant and, in 2020, became the first city worldwide to certify the carbon footprint of its entire tourist activity with AENOR, setting a 2025 carbon-neutrality target. Recent accolades include European Capital of Smart Tourism 2022 and European Green Capital 2024, alongside seven Blue Flag beach certifications. The foundation is anchoring a major event calendar through 2026–2028, including Gay Games XII, Spain Sail Grand Prix, and multiple new museum launches.

Name

Visit València

Legal name

Fundació Visit València de la Comunitat Valenciana

Website

https://visitvalencia.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Visit València is the official tourism promotion foundation for Valencia, Spain, operating the multilingual visitvalencia.com platform, VLC Shop e-commerce, Valencia Tourist Card, Convention Bureau, and Film Office to serve leisure, business, medical, and student tourists across global markets.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Services

NAICS

Convention and Visitors Bureaus (561591), Convention and Trade Show Organizers (56192)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK)

akta.pro secondary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

Keywords

• Destination marketing services
• Tourist card products
• Attraction ticket sales
• Convention bureau services
• Sustainable tourism promotion

Headquarters

HQ city

Valencia

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Tourist Card Sales: Sale of Valencia Tourist Cards in various durations (24, 48, 72 hours, 7 days) providing transport access and attraction discounts
2. Attraction Tickets and Tours: Online sales of tickets to City of Arts and Sciences, Bioparc, bus tours, museums, and guided experiences including paella tours and Albufera boat rides
3. Package Deals (Packs Ahorro): Bundled ticket packages combining multiple attractions at discounted rates
4. Convention Bureau Services: Professional services for business events, meetings, and conference organization through Valencia Convention Bureau
5. Corporate Membership and Sponsorships: Convention Bureau membership fees from hotels, venues, and tourism suppliers

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Visit València promotes Valencia as a tourism destination and sells tourist cards, attraction tickets, and guided tours through its multi-language e-commerce platform (VLC Shop) and physical tourism offices. It also operates B2B services through the Valencia Convention Bureau for corporate events and the Valencia Film Office for production support, while running sub-brands for medical, educational, and sustainable tourism segments.

Product overview

Visit València operates a comprehensive digital tourism platform providing visitor information and booking services for Valencia, Spain. The core offering centers on the Valencia Tourist Card (VTC) - a multi-day pass available in 24/48/72-hour and 7-day variants with optional transport - combined with an integrated Tickets & Tours booking system for major attractions. The platform aggregates tickets to Ciudad de las Artes y las Ciencias, Bioparc Valencia, museums, monuments, and tourist bus services, alongside guided tour products covering historic center, Albufera, and Mestalla stadium. Additional offerings include Paella Experience gastronomic tours, nautical activities, and specialized sub-brands: VLC Health for medical tourism, Study in Valencia for educational tourism, Sustainable Tourism for eco-friendly travel, and Smart Tourism for technology-enhanced visitor services. The mobile App Visit Valencia provides trip planning tools.

Differentiator

Problem solved

Functional benefit

Brands

• Valencia Tourist Card: Official tourist card offering access to attractions, public transport, and discounts in Valencia
• Valencia Convention Bureau
• Valencia Film Office
• VLC Health
• VLC Shop

Products and services

• Valencia Tourist Card (VTC) Digital tourist pass offering discounted access to multiple Valencia attractions and museums, with optional integrated public transport; available in 24-hour, 48-hour, 72-hour, and 7-day variants, and in group pricing for 10+ travelers. Targeted at leisure tourists visiting Valencia.
• Tickets & Tours Shop (VLC Shop) Online e-commerce platform (VLC Shop) for purchasing admission tickets to Valencia's major attractions including Ciudad de las Artes y las Ciencias (Hemisfèric, Museu de les Ciències, L'Oceanogràfic, L'Umbracle), Bioparc, museums, monuments, tourist bus, and theaters. Targeted at individual leisure travelers.
• Guided Tours Professional guided tour services including historic center tours, Albufera natural park tours, Mestalla stadium tours, bicycle tours, and private group tours. Targeted at leisure tourists and groups seeking expert-led experiences.
• Paella Experience Combined boat ride in L'Albufera natural park with traditional paella meal in El Palmar, merging gastronomic and nature experiences. Targeted at leisure and food tourism visitors.
• Valencia Convention Bureau Services

Quantifiable outcome

• Carbon neutral tourism target by 2025
• +2 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Fundación Iberdrola EspañaminorStrategic or Co-development Partner · 23 April 2026Partnership for installing electric charging points for boats at El Palmar and El Saler ports in L'Albufera, supporting transition to electric-powered vessels for sustainable tourism.
• Global OmniumcoreStrategic or Co-development Partner · 10 July 2020Partnered with Fundació Visit València and Valencia City Council to conduct comprehensive carbon footprint measurement of all tourist activity in the city. Study covered 10 different areas including transport, accommodation, dining, and waste management.
• Ajuntament de Valencia (Valencia City Council)coreStrategic or Co-development PartnerPrimary government partner and founding member of Fundació Visit València. City council provides institutional support and coordinates urban tourism development, sustainability initiatives, and major event hosting.
• Generalitat Valenciana (Valencian Regional Government)coreStrategic or Co-development PartnerRegional government co-founding Fundació Visit València, supporting tourism promotion across the Valencian Community and contributing to sustainable tourism strategy development.
• Diputación de ValenciacoreStrategic or Co-development PartnerProvincial government institution supporting tourism promotion and sustainable tourism projects across Valencia province.
• Global Destination Sustainability MovementminorStrategic or Co-development PartnerInternational program with 60+ destination members (including Sidney, Helsinki, Oslo, Bilbao, Barcelona) promoting sustainability as a differential and strategic value. Visit València leads Valencia's participation with collaboration from City Council and Cátedra Nova Transició Verda.
• Global Sustainable Tourism Council (GSTC)minorStrategic or Co-development PartnerIndependent NGO establishing global criteria for sustainable tourism. Valencia participates to protect and sustain natural and cultural resources while leveraging tourism for conservation and poverty alleviation.
• Confianza OnlineminorGTM or Marketing PartnerSpanish online trust association providing dispute resolution for e-commerce, data protection, and minor protection. Visit València adheres to Confianza Online's Code of Ethics for online contracting and advertising.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Visit Dubai: Government-backed DMO for Dubai operating multi-language global marketing, attraction ticketing, convention bureau, and event-driven tourism campaigns. Comparable in structure though larger in scale and budget.
• Choose Chicago: Official tourism organization for Chicago running a comparable city DMO model with convention bureau, ticketing partnerships, and multi-segment marketing (leisure, business, sports). Comparable in headcount scope and breadth of sub-brands.
• Visit Copenhagen: Official DMO for Copenhagen with strong sustainability positioning (Copenhagen Climate Plan) and Convention Bureau. Highly relevant peer given overlapping emphasis on green/smart tourism credentials and Northern European city market.
• NYC & Company: Official DMO, convention and visitors bureau for New York City. Operates NYC CityPASS-like pass partnerships, convention bureau, and film office \u2014 covering the same functional portfolio as Visit Val\u00e8ncia at a much larger scale.
• Turismo de Madrid: Official tourism promotion body for Madrid, Spain. Closest direct peer in scale and structure, operating tourism information, online ticketing, Convention Bureau (Madrid Convention Bureau), and multi-language marketing for a Spanish capital city destination.
• Visit Lisboa: Official tourism association for Lisbon, Portugal. Southern European Iberian peer operating the same DMO/CVB model with Lisbon Card (city pass equivalent to Valencia Tourist Card), Convention Bureau, and destination e-commerce.
• Visit Amsterdam: Official city marketing organization for Amsterdam. Comparable European city-level DMO operating I amsterdam Card, convention bureau services, and multi-language digital platform for a major cultural/urban destination.
• Turisme de Barcelona: Official DMO and Convention Bureau for Barcelona, Spain. Direct domestic peer operating the same destination marketing, tourist card (Barcelona Card), convention bureau, and e-commerce ticketing model for Spain's other major Mediterranean coastal city.

Others

• GetYourGuide: Global online marketplace for tours, activities, and attraction tickets. Not a peer DMO but the most direct commercial competitor to VLC Shop on the consumer attraction-ticketing side, shaping pricing and discovery dynamics for Visit Val\u00e8ncia's e-commerce channel.
• Viator (Tripadvisor): Global tours and activities marketplace operating as a key indirect competitor to VLC Shop for attraction ticket demand. Comparable because both sell tours, experiences, and attraction tickets to leisure travelers in Valencia and globally.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Valenciaturismo
• YouTubeyoutube.com/user/Turisvalencia
• Facebookfacebook.com/turismovalencia
• LinkedInlinkedin.com/company/turismo-valencia/mycompany
• Instagraminstagram.com/visit_valencia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit València