Valencia: Solidarity, Resilience, and Business Events Driving Reconstruction

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On the occasion of their attendance at ibtm World in Barcelona, Tono Franco Martínez, Managing Director of the Visit València Foundation (pictured above), and Manuel Ferrís Gallego, Head of the València Convention Bureau (pictured below), shared their views with HQ Magazine on Valencia’s resilience, the role of business events in driving economic recovery and the importance of solidarity in overcoming this tragedy. In a climate where sensationalist media, fake news and misinformation have distorted perceptions of the true impact of the flooding, this interview aims to address the concerns of event planners and organisers by bringing to light the actual state of the city.

 

“Despite what many might think, and due to confusion in the media between the province and the city of Valencia, in the city, the damage was mostly concentrated in three southern districts. Yet, our links with the affected areas run deep. Many of our colleagues, friends and suppliers live in these towns. It is now our responsibility to help these areas recover through tourism and events, essential for economic and emotional recovery,” explained Franco Martínez.

 

Tourism and Business Events as Driving Forces for Recovery

 

Valencia’s tourism and business events sector have been identified as crucial players in the city’s efforts to help rebuild the affected areas. Feria Valencia, one of the city’s leading event venues, was quickly transformed into a logistics and humanitarian hub, hosting emergency teams and volunteers. In a city with a thriving culinary reputation, partnerships with organisations such as World Central Kitchen, founded by Spanish chef José Andrés, have been instrumental in delivering supplies – more than 260,000 meals have been served across the region to date.

 

Ferrís Gallego highlights the solidarity shown by meeting planners: “Some events needed to be postponed, but we haven’t had any major cancellations. For example, out of respect for those affected, the launch of the We’re Smart Green Guide has been postponed until December. Still, all the other events are going ahead, showing the sector’s commitment to recovery.” The event, which will bring more than 250 chefs to Valencia on 10 December, shows how the city continues to host high-profile events even in difficult times.

 

Also, in the gastronomic world, renowned Spanish chefs Dabiz Muñoz, Ricard Camarena, Begoña Rodrigo and Quique Dacosta have joined forces. Their initiative will culminate in a solidarity dinner on 14 December at the Hotel Villamagna in Madrid, where attendees will donate €1,000 per person. The funds will be used to support small businesses and family enterprises, especially those run by parents with young children, to prevent child vulnerability and protect jobs in the hardest-hit areas. “While disasters bring devastation, they also bring out the most human and caring side of all of us,” said Franco Martínez.

 

This collective effort goes beyond immediate crisis management and represents a long-term commitment to recovery. The Visit Valencia Foundation, headed by Franco Martínez, has announced a new communications campaign under the slogan “Welcoming you in Valencia warms our hearts”. This initiative aims to attract visitors to the city and increase spending in local shops and restaurants, thereby helping to boost the economy. At the same time, the Foundation has launched a roadmap for December that focuses on strengthening Valencia's presence in international markets, participating in key events such as ILTM in Cannes (dedicated to luxury travel), and organising workshops, press trips and activities that reinforce Valencia's status as European Green Capital 2024. These actions, supported by strategic partners such as the Generalitat Valenciana (Valencia’s regional government), Turespaña (Spain’s national tourism board) and the Diputación de Valencia (Provincial Council of Valencia), are stimulating the local economy and positioning Valencia as a resilient destination capable of leading the recovery efforts in the affected areas.

 

At the same time, initiatives such as the Valencia Marathon Trinidad Alfonso Zurich, which takes place on 1 December under the slogan “Valencia Runs X Valencia”, reinforce the narrative of recovery through sport. This year, the funds raised by the event will be used to rebuild sports facilities and schools in the most affected communities, consolidating Valencia's commitment to combining tourism and solidarity to accelerate economic recovery.

 

Resilience and Lessons for the Future

 

The previous experience of the Visit València Foundation and the València Convention Bureau in managing extreme weather conditions during events enabled the quick activation of response protocols. Franco Martínez explained how buses were organised to transport passengers stranded at the airport, temporarily cut off by road closures, and how FAQs were updated in real-time and made available via QR codes in hotels, restaurants and other establishments to answer questions about transport and city operations. These measures were critical to ensuring the safety of tourists and event attendees and showcased Valencia’s ability to respond effectively.

 

However, Franco Martínez and Ferrís Gallego acknowledged that the floods were unprecedented and taught essential lessons about improving resilience to future emergencies. Business events also have a key role in this process of resilience and prevention. Ferrís Gallego Gallego noted that many organisers are already exploring ways to incorporate charity programmes into their events. Coordinating these efforts with the València Convention Bureau can maximise their impact and ensure that funds raised go towards projects that leave a lasting legacy – such as rebuilding homes or supporting small businesses. “Tourism and business events have a massive impact on the economy and people. They are powerful assets for reconstruction,” added Ferrís Gallego.

 

The city’s recent participation in ibtm World 2024 demonstrates the ongoing international interest in Valencia as a destination. Led by the Convention Bureau, the Valencian delegation held more than 500 meetings with international buyers, successfully promoting the city and its province as a destination ready to host world-class events. “The response from the industry has been one of trust and optimism. We’ve shown that Valencia is ready to be at the forefront of the economic recovery,” concludes Ferrís Gallego.

 

For international organisers, Valencia offers its usual strengths (modern infrastructure, strategic location, sustainability and a thriving cultural and gastronomic scene) and an additional mission: contributing to the recovery of the affected areas. “The better the city performs, the faster recovery will be for the most affected areas. Now, more than ever, visiting Valencia and holding events here can have an added purpose and a direct impact on the rebuilding process,” concluded Franco Martínez.

 

A Commitment to the People Affected by the Floodings

 

It is impossible to overlook the profound loss caused by this tragedy in the affected communities. The loss of 221 lives and the displacement of thousands of families is a wound that will take time to heal. The city of Valencia, together with its MICE sector, is committed not only to being an economic engine for the region but also to honouring the memory of those who could not overcome this disaster.

 

There is no ignoring the profound loss this tragedy has caused in the affected communities. The loss of 221 people and the displacement of thousands of families is a wound that will take time to heal. Valencia and its MICE sector are committed to being an economic powerhouse for the region and honouring the memory of those who did not survive this catastrophe.