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Date Published: 22/01/2026

Torrevieja and Orihuela shine at FITUR 2026

Lifestyle videos, medieval markets and sports events woo international crowds

Torrevieja and Orihuela are making waves at FITUR 2026, Spain's big international tourism fair running from Tuesday January 21 to Saturday January 25 at IFEMA in Madrid. Both spots in the Costa Blanca stand are buzzing with fresh campaigns that blend lifestyle, culture and sport to draw in visitors year-round. It's exciting to see our local gems getting this spotlight, especially for those of us who call the area home.

Torrevieja's Mediterranean vibe

Torrevieja leads with its new “Torrevieja Way of Life” campaign, all about feeling the Mediterranean through wellbeing, nature, gastronomy and real experiences. Mayor Eduardo Dolón and Tourism Councillor Rosario Martínez are unveiling an emotional video told from a Northern European visitor's view. It follows their journey from stress to sea breezes, beaches, salt flats and sunny terraces, ending with the tagline “Goodbye stress. Hello Mediterranean lifestyle.”

Short 30-40 second clips on social media cover gastronomy, nature, sea, leisure and sport too. This ties into the Strategic Tourism Plan 2025-2029, targeting families, seniors and digital nomads. Over 67 per cent of visitors are already international, loving wellness and local activities. They'll also showcase urban upgrades like the port, Playa de los Locos and Sport City, plus festivals such as Low Festival and Bigsound Torrevieja.

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Orihuela's heritage and action

Orihuela matches the energy with a promo video “Orihuela, amidst poetry, palaces and temples”, celebrating its heritage. A highlight is the Holy Week 2026 poster featuring Ecce Homo, for their International Tourist Interest festival. On Saturday, expect a lively Holy Week Announcement with horns and drums at IFEMA and Plaza de Callao.

Sport shines too, with the Volta a la Comunitat Valenciana cycling race and Orihuela Costa's top events like the National Beach Volleyball Circuit and ITF Beach Tennis World Tour BT100. The Medieval Market gets its FITUR debut, its 26th edition from Thursday January 30 to Saturday February 1 boasting five kilometres, 300 stalls and roots back to Alfonso X's 1272 privilege. Plus, a centenary nod to José Soler Cardona's sacred art.

Both ayuntamientos are chatting with pros and the public at the Costa Blanca stand. From cuttlefish show-cooking in Torrevieja to Orihuela's medieval magic, it's a warm invite to experience these spots beyond just the sun.

You might also be interested in: Tourism in Spain hits the brakes after years of rapid growth

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