Torrevieja took center stage at FITUR 2026, using the international platform to present the impressive results and future plans of one of its most significant urban transformation initiatives in recent years. During the event in Madrid, the city spotlighted the renewal of critical infrastructure, enhanced tourism strategies, and the expansion of its event, sports, and cultural offerings.
Mayor Eduardo Dolón highlighted the depth of the ongoing transformation, stating, “Our city is undergoing a profound urban renewal process— the culmination of years of strategic planning, dedicated effort, and a strong commitment to Torrevieja.” This vision is reflected in targeted investments across the coastline, port, public spaces, heritage sites, mobility, sports, and cultural sectors, all aimed at elevating residents’ quality of life.
Highlights from Torrevieja’s FITUR 2026 Presentation
At FITUR, Torrevieja unveiled a promotional video that illustrated the scale of its urban renewal while preserving the city’s iconic elements—the sea, natural surroundings, and distinctive character. The presentation took place at the Comunitat Valenciana pavilion, featuring the mayor, the tourism team, and regional officials.
A key focus was the city’s international promotion strategy, which introduced new audiovisual content and a campaign themed “Torrevieja, it’s a way of life / Torrevieja Way of Life.” This campaign emphasizes not only the city’s prime location but also the Mediterranean lifestyle, highlighting wellbeing, nature, gastronomy, and active leisure.
Major Projects: Investments and Urban Infrastructure
Torrevieja’s urban renewal is anchored in concrete projects spanning various parts of the municipality. The most notable initiatives announced at FITUR include:
- Port of Torrevieja Renovation: This €94.5 million project aims to "open the port to the city," creating a vibrant, year-round hub for leisure, dining, and entertainment.
- Coastline Development: The promenade at Playa de los Locos will be re-urbanized to improve accessibility and expand pedestrian areas, with an estimated investment of €10.1 million.
- Heritage and Cultural Infrastructure: A comprehensive upgrade of Eras de la Sal is planned, including a new auditorium, the Sea and Salt Museum, and the rehabilitation of the Fábrica de Hielo into a tourist office, with a total investment of €31.1 million.
- Nature and Sustainability: Projects focused on the La Mata and Torrevieja lagoons natural park, alongside the restoration of the La Química complex in Salinas for public use, are estimated at €11.1 million.
- City Center and Commercial Revitalization: Renovation of the La Plasa building and redevelopment of the adjacent shopping district, with combined investments totaling €9.6 million.
- Education and Talent Development: Construction of a new university facility in the city center, designed to accommodate up to 430 people, with an investment of €4.8 million.
- Sports and Quality of Life: Over €20 million has been invested in sports infrastructure upgrades, including improvements at Ciudad Deportiva and other facilities.
The municipality emphasizes that all these initiatives share a unified goal: to make Torrevieja more accessible, sustainable, and prepared for the future, while maintaining its unique identity.
Successful Launch at FITUR and Outlook for 2026
Following a dynamic start at FITUR, Torrevieja declared the event a success. Key priorities for 2026 include expanding international promotion, strengthening the city’s position in sports tourism, and increasing media presence through new video content.
Additionally, plans are underway for Torrevieja to serve as a filming location for the MasterChef project in 2026, further boosting its cultural profile.