Torrevieja takes another step in its international tourism promotion strategy and presents at FITUR 2026 an innovative audiovisual campaign that focuses not only on the destination, but on the way to experience it.

The Councillor for Tourism, Rosario Martínez, and the Mayor of Torrevieja, Eduardo Dolón, are presenting a new international tourism promotion at FITUR. In an increasingly competitive tourism landscape, where destinations no longer compete solely on climate or scenery, Torrevieja is committed to differentiating itself through its greatest asset: its Mediterranean lifestyle. A way of life that combines well-being, nature, gastronomy, outdoor activities, and authentic experiences.

The new campaign, under the concept “Torrevieja Way of Life,” offers a relatable and emotional narrative aimed especially at an international audience, with a particular focus on the European market. The objective is clear: to evoke the feeling of Torrevieja, not just to showcase it.

A STORY TOLD FROM EXPERIENCE

The main piece of the campaign is articulated through the gaze of a foreign visitor who arrives from northern Europe and discovers, almost without realizing it, how Torrevieja transforms his way of life.
From the cold and stress of everyday life, to the light, the sea and the Mediterranean calm, the protagonist accompanies us on an emotional journey that connects directly with the viewer.

With an original English voiceover and Spanish subtitles, the video conveys a simple yet powerful message: Torrevieja is not just a tourist destination, it's a way of life.

Beaches, salt flats, gastronomy, sun terraces, traditions, sports and nature combine in a dynamic, optimistic and aspirational narrative that culminates in a key message:
“Goodbye stress. Hello Mediterranean lifestyle.”

MICRO-PILLS TO CONNECT WITH NEW AUDIENCES

Alongside the main commercial, the campaign is complemented by a series of audiovisual micro-capsules, short pieces of 30 to 40 seconds designed specifically for dissemination on social networks and digital platforms.

These short videos address the destination's key values through different thematic areas:

• Gastronomy
• Nature
• Sea and beach
• Leisure and traditions
• Sport and active life

Each piece maintains the aesthetic and narrative coherence of the main spot, allowing audience segmentation, message adaptation for markets, and maximizing the campaign's impact across different channels.

A STRATEGY ALIGNED WITH THE NEW TOURISM

This proposal is part of Torrevieja's Strategic Tourism Plan 2025–2029, which aims to attract new profiles such as families, seniors, couples, young people, digital nomads and quality international tourism.

The data supports this commitment: more than 67% of visitors to Torrevieja are international and are increasingly interested in experiences linked to nature, wellness, a healthy lifestyle and participating in the activities that take place regularly in the city.

TORREVIEJA, A DESTINATION TO BE EXPERIENCED

With this campaign, Torrevieja reinforces its positioning as a modern, emotional and authentic destination, capable of connecting with those looking for more than just a holiday.

Because Torrevieja is about experiencing it.