Villajoyosa launches new tourism foundation to promote sustainable growth and year-round visitors

Villajoyosa has officially launched the Discover Villajoyosa Tourism Foundation following its first constitutive meeting, creating a new public-private organisation designed to strengthen tourism competitiveness and sustainability in the municipality.

The initiative marks a new stage in the town’s tourism strategy and aims to improve promotion, planning and coordination between the local administration and businesses connected to the tourism sector.

The foundation has been created through a partnership between Villajoyosa Town Hall and private tourism representatives, with the private sector holding 51 per cent participation and the municipality representing 49 per cent.

Public and private sectors unite behind tourism strategy

Local authorities said the new structure will allow tourism projects to be managed more efficiently while improving collaboration between institutions, companies and organisations involved in the municipality’s tourism economy.

Mayor Marcos Zaragoza described the foundation as an important milestone for Villajoyosa and highlighted the need to continue developing a tourism model focused on quality, sustainability and long-term planning.

According to the town hall, the foundation will help coordinate future tourism campaigns, attract investment and strengthen the municipality’s visibility both nationally and internationally.

Officials also said the initiative is intended to create a more flexible and professional framework for tourism management as the sector continues evolving across the Costa Blanca.

Focus on sustainability and year-round tourism

The Discover Villajoyosa Tourism Foundation will focus on promoting a more sustainable tourism model while reinforcing the town’s identity beyond traditional sun-and-beach tourism.

Authorities want to continue strengthening tourism connected to gastronomy, culture, heritage, sports and local traditions in order to attract visitors throughout the year rather than only during the peak summer season.

In recent years, Villajoyosa has increasingly positioned itself as a destination centred on authenticity, Mediterranean culture and slower tourism experiences.

The municipality has also invested heavily in tourism infrastructure, sustainability projects and international promotion campaigns while improving links between tourism, local commerce and cultural organisations.

Tourism remains key economic driver

Tourism continues to play a major role in the local economy across Villajoyosa and the wider Marina Baixa region.

Town hall representatives believe the new foundation will help the municipality adapt to changing tourism trends while improving competitiveness and ensuring tourism growth remains compatible with residents’ quality of life.

The organisation is expected to begin coordinating new projects and promotional strategies in the coming months as Villajoyosa continues strengthening its position as one of the Costa Blanca’s most distinctive coastal destinations.