Governance and Dynamisation

1.BACKGROUND TO THE TOURISM DYNAMISATION AND GOVERNANCE PLAN

On the 14th of August 2022, a lightning storm resulted in a fire that endured for two weeks. The conflagration affected a substantial portion of the Valls de la Marina Alta inland and the Vall de Seta region in Comtat proximity.

The forest fire blazed over a total of 13,000 hectares, significantly impacting the region's environmental and scenic value. Marina Alta is an exceptionally biodiverse region due to its abundant natural spaces, making it a prime location in the Iberian Peninsula. This indicates that it supports a significant portion of Valencian plant and animal species. Denia and Jávea ranked seventh and eighth, respectively, among municipalities with the greatest number of species in the Valencian territory, according to the Biodiversity Data Bank (BdB). Alcoi is the only location in the Denia region with a greater number of species.

The abundant protected areas (as specified in Infographic "Figures of Protection") aid in preserving ecological corridors linking coastal and inland territories, thus fostering a congenial habitat for the growth of endemic species, singular to La Marina Alta. As a matter of fact, this region has the utmost concentration of exclusive species in Valencia. According to the report by BdB on national parks, Montgó is ranked as the sixth location in País Valencià and third in Diània, trailing Font Roja and Serra Mariola. The high number of species present is the reason for its ranking.

A total of 66 protected areas cover Marina Alta, distributed as shown on the regional map. The area affected by the fire comprises a substantial portion of the CSI Les Valls de la Marina and SBPA Muntanyes de la Marina.

The affected municipalities, which are integrated into the Mancomunitat Comarcal de la Marina Alta (referred to as MACMA from this point on), have been identified based on the data collected by the technical team. Pego, L'Atzúbia, La Vall de Gallinera, La Vall d'Alcalà, La Vall d'Ebo, Castell de Castells, Tormos-Sagra, Orba and La Vall de Laguar are the municipalities affected.

Consequently, the Valencian Community Tourism Section's Presidency has authorized the Mancomunidades with funding for three annual payments. This budget line, S0870012 "Plans territorials de Governança i Dinamització Turística de la Comunitat Valenciana", was approved in 2023 with the objective of implementing actions to revitalise tourism in the region affected by the fires of summer 2022. The current year's funding for MACMA is €50,000.00.

2. OBJECTIVES

The aim of "Pla de Dinamització i Governança Turística de Les Valls de la Marina Alta" is to conduct actions aimed at revitalising and enhancing the resources and tourist activity in the territory using the principles of sustainability, environmental and heritage tourism, endogenous development, quality, innovation, and competitiveness.

The plan envisions a range of projects that seek to achieve the following general objectives:

• Develop strategic plans to reconstruct tourism following the fires in 2022.
• Enhance the quality and diversity of tourist services provided within the destination.
• Undertake landscape recovery and improve the urban and natural environment of the area.
• Enhance and diversify the tourist products and experiences provided to meet demand, guided by the Creaturisme strategy of Turismo Comunidad Valenciana, with particular focus on the natural and rural Mediterranean and the active/sporting Mediterranean.
• Increase the value of heritage tourism resources in the area.
• Develop new final tourist products.
• Improve the positioning of the tourism brand "La Marina Alta".
• Develop effective promotion and communication strategies.
• Support tourism marketing efforts.
• Raise awareness and engage the local community and stakeholders in promoting sustainable tourism practices.
• Establish La Marina Alta as an Intelligent Tourist Destination.
   

3. 2023 ACTIONS PROPOSAL