The white paper on Valencian tourism

Abstract

At the beginning of the 1990s, tourism in the Mediterranean is at the most crucial stage of its dynamic history. The tourist industry has developed up to the present within the general context of a buyer's market and a demand lacking in segmentation. The tasks of communication and sales have traditionally been placed in the hands of intermediaries who have demonstrated little interest in the differentiation and qualitative improvement of the product, while the lack of contact with new demand has produced a stagnation of supply and a scarcity of innovation. In the case of the region of Valencia, which could serve to typify the tourism issues of the European Mediterranean region, a new business culture has begun to emerge, with a tourism strategy which has been agreed upon in the White Paper on Valencian Tourism. The differentiation of regional tourism products occupies a key position within this strategy. © 1992.