These territorial strategies aim to support research and innovation in the Valencian tourist sector. They mainly focus on two fields. On the one hand, professor Joan Carles Membrado of the Department of Geography is in charge of the project for ceramics. On the other hand, professor Chelo Mata of the Department of Prehistory, Archaeology and Ancient History is in charge of the plan for Iberian Archaeology.

The agreement, signed by the Department of Tourism of the Valencian Community and the Office of the Vice-principal for the Territorial Projection and Society of the Universitat de València, takes into account all three general plans signed in 2017. The General Plan of Tourism in the Valencian Border, that is a route through the landscapes of the castles and valleys of Ayora-Cofrentes and Vinalopó, is led by professor Gregorio García. The General Plan to promote Cave Art in the Mediterranean arch as a tourist and cultural value is led by the researcher Oreto García. The last one is the General Territorial Plan of Tourism for the Natural Park of Turia, led by professors Clara Martínez and José Nácher.

The agreement in 2018 will add new locations to the project “Valencian tourist landscapes: valuable and appreciated”. It started in 2016 and aimed to show the tourist potential of the Valencian landscape in order to promote a competitive and sustainable tourist strategy in the Valencian Community. It was born as a project that selected the most emblematic landscapes of the Valencian Community based on its beauty, uniqueness, cultural value and natural wealth. The initial selection was increased in 2017 to 112 locations and it will reach the number 125 in 2018.

The Vice-principal of Territorial Projection and Society, Jorge Hermosilla, stated that it was necessary to include these locations in the project because they were symbolic and rich landscapes of the Valencian Community. In addition, they can work as perfect tourist attractions because of their beauty, cultural importance and uniqueness.

New locations have been chosen. In the province of Castellón, the landscape of Cérvol River in Maestrazgo, the surroundings of the reservoir of Sitjar and the town of Vilafamés have been added to the list. In Valencia, the reservoirs of Loriguilla and Chulilla, the surrounding of Buñol, Anna and its lagoon, the lands or the River Magro in Vall d’Alcalans, the Moorish-style orchard of Cortes de Pallás, the Valley of la Valldigna and Castellar de Meca in Ayora have been added to the project. In Alicante, the castle of Villena and the environment of Vila Joiosa have been added to the list.

The agreement in 2018 includes several dissemination strategies such as the Congress for Innovation, Landscapes and Tourism; sessions that address the Valencian territory; formative courses and the dissemination of culture in different platforms.

The Regional Secretary of Tourism, Francesc Colomer, highlighted the necessity to use the Valencian landscapes to introduce a pack of products and services that guarantee a unique and satisfactory experience by means of an investment for the future that implies a change of mentality, because tourism must serve as a lesson to recover our heritage, history, landscape and identity.