Torrevieja is using FITUR 2026 as an international stage to present the results and plans of one of the most visible urban transformation processes in recent years. During presentations in Madrid, the city emphasized the renewal of key infrastructure, stronger tourism positioning, and the development of event, sports and cultural направления.
Torrevieja’s mayor, Eduardo Dolon, подчеркнул in his address that “our city is undergoing a deep urban transformation process – the result of many years of planning, continuous work, and commitment to the city.” According to him, this course is expressed through strategic investments in the coastline, the port, public spaces, heritage, mobility, sports and culture, while the main goal remains unchanged – to improve residents’ quality of life.
What Torrevieja showcased at FITUR 2026
As part of FITUR, the city presented a promotional video demonstrating the scale of renewal while keeping Torrevieja’s recognizable pillars – the sea, the natural environment and its own character. The presentation took place at the Comunitat Valenciana venue with the participation of the mayor, the tourism team and regional authorities.
A separate focus was the international promotion strategy: the program announced new audiovisual material and a campaign built around the idea “Torrevieja, it’s a way of life / Torrevieja Way of Life”, with an emphasis not only on location, but also on the Mediterranean lifestyle – wellbeing, nature, gastronomy and active leisure.
Key projects: investments and urban infrastructure
Torrevieja links the city’s renewal to конкретные projects across different parts of the municipality. Among the largest initiatives announced at FITUR:
- Renovation of the Port of Torrevieja – a project that “opens the port to the city” and creates a new year-round cluster of leisure, restaurants and entertainment (investment – €94.5 million).
- Coastline: re-urbanization of the promenade at Playa de los Locos, improving accessibility and creating wider pedestrian space (estimated investment – €10.1 million).
- Heritage and cultural infrastructure: comprehensive upgrade of Eras de la Sal, including a new auditorium, the Sea and Salt Museum, as well as the rehabilitation of Fábrica de Hielo into a tourist office (investment – €31.1 million).
- Nature and sustainability: projects related to the La Mata and Torrevieja lagoons natural park, as well as the rehabilitation of the La Química complex in Salinas for public use (estimate – €11.1 million).
- City center and commercial environment: renovation of the La Plasa building and re-urbanization of the adjacent shopping area (combined – €9.6 million).
- Education and talent: a new university facility in the city center (the material indicates capacity up to 430 people and investment of €4.8 million).
- Sports and quality of life: investments in sports infrastructure in recent years – €20 million, including upgrades at Ciudad Deportiva and a range of facilities.
The municipality’s official communication emphasizes that all these directions are united by a single logic: to make Torrevieja more accessible, sustainable and future-ready, without losing its identity.
Successful start at the fair and plans for 2026
After the first active program at FITUR, the city called the start successful: among the stated priorities are international promotion, strengthening positions in sports tourism, and expanding media presence through new video materials.
It was also reported that in 2026 Torrevieja may become a filming location infrastructure for the MasterChef project.
Details about the presentation of the city’s transformation at FITUR are available in publications: the official Ayuntamiento de Torrevieja website, as well as materials by Vega Baja Digital, TodoTorrevieja and InfoVegaBaja.
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Photo source: www.todotorrevieja.es
