UNWTO Conference in Valladolid to discuss Innovative Tourism Experiences in Urban Destinations

The conference will address the future of urban tourism, with special emphasis on current challenges, technology, governance and public-private partnership models, as well as generating opportunities along the entire tourism value chain of the city and integrating gastronomy and wine tourism in urban experiences.

City tourism is one of the fastest-growing segments in the world. It attracts both business and leisure travellers, generating income that supports socioeconomic and cultural development. In recent years, the growing popularity of city breaks has opened many urban destinations to new markets and segments, increasing the number of visitors, mainly in Europe. With the growing demand for urban tourism, it becomes crucial to guarantee the quality of tourists’ experiences, while at the same time reflecting on key issues such as sustainability, accessibility, connectivity, and infrastructure, as well as dispersing tourism.

The conference will be attended by representatives from cities such as Graz (Austria), Lisbon (Portugal), Turin (Italy) and Seville (Spain), and will serve as a platform for exchanging experiences and perspectives on the positioning of urban destinations, as well as learning how to manage emerging challenges.

The event will take place in Valladolid, a well-known urban destination in Spain that is firmly committed to a tourism strategy that prominently features adventure, wine and cultural tourism, among other segments.