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Date Published: 14/01/2026

Alicante sets its sights on China to boost international tourism in 2026

Alicante city is planning fairs, partnerships and promotions to build on last year’s success

Alicante city's government is hoping to build on the record hotel occupancy rate of more than 79% achieved in 2025 by attracting even more international visitors in 2026.

Last year, 69.55% of tourists staying in local hotels and apartments were from abroad, according to the Alicante Provincial Association of Hotels and Tourist Apartments.

The city plans to involve the private sector in the 2026 tourism campaign, which includes defining priorities, organising destination events and signing collaboration agreements. A key focus will be China, a largely untapped market until now. Alicante plans to sign a partnership with the China-Spain Association for Culture and Economy to promote the city’s culture, food and leisure offerings through Chinese travel agencies and campaigns.

The initiative builds on exchanges between September and November 2025, when a business delegation from Alicante, led by Mayor Luis Barcala, visited the Weihai region in China, followed by a return visit by Chinese investors exploring opportunities in Alicante.

Alicante City Council will also continue promoting other international markets. Meetings are scheduled with German tour operator Holidaycheck and French agency Fokalizé to boost visitors from those countries. Alicante is also planning presentations in Sweden and Poland, with Poland already among the top five source markets at Alicante-Elche Miguel Hernández Airport.

The UK remains a priority as always, with discussions underway with Jet2 to improve connectivity and package deals.

At a national level, the city intends to sign tourism agreements with other Spanish cities for joint promotional activities, including Toledo, Tenerife and Burgos, and will continue showcasing its culinary scene at events like Fitur, even after passing the title of Spanish City of Gastronomy to Jerez for 2026.

Other plans include signing agreements with the Spanish Handball Federation to host the final phase of the Copa del Rey in June and with transport company Movelia to promote passenger travel by road.

Also of interest: Tourism in Spain hits the brakes after years of rapid growth

Image: Ayuntamiento de Alicante

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