The port of Valencia expects to close the year with almost 200 cruise ship calls and around 443,500 passengers, which represents further growth over the 416,938 cruise passengers who arrived in Valencia in 2017.
Article from CruisesNews magazine , issue 46 – ICS 2018 special edition
To maintain this growth rate, there is a constant need for innovation and enrichment of the offering, both to maintain the destination's appeal to repeat passengers and to adapt to new customer demands.
In addition to the wide range of excursions available in the city of Valencia, its province also offers a remarkable array of options, based on history, nature, caves, wine, rice, or oranges. An impressive wealth waiting to be discovered.
Changes in Demand:
Changes are being observed in the demands of cruise passengers. They prefer to be more independent, seek information online, and be more self-organized, thus depending less on excursions organized and sold on the ship. Repeat passengers are the most likely to manage their own activities, booking excursions outside the cruise itinerary, using rental cars, public transportation, or taxis.
The province of Valencia offers a wide range of optional excursions
Newer generations of cruise passengers are getting their information primarily from their mobile phones and tablets. There is a clear trend, especially in the premium and luxury sectors, towards greater immersion at the destination, with longer port calls, including two-day stops. These two factors—longer port calls and greater self-management—offer a promising outlook for a wide range of new excursion options for cruise passengers.
Analyzing this phenomenon, Valencia responds to this new situation with a wide range of offerings in the city. However, the offerings in the province, given the abundance of attractions of all kinds, can and should be improved by the cruise lines. For example, the most popular excursion is a visit to the Lladró porcelain factory/museum in Tavernes Blanques, just 15 minutes from the center of Valencia. It's an experience that combines shopping, relatively close to the port, and can be combined with other activities both in the city and the province. But Valencia offers much more.
Background of the excursion offerings in Valencia:
Geographically, sun and beach tourism in Valencia extended as far south as Cullera and as far north as Sagunto, resulting in a coastline with less growth than the rest of the region. Consequently, this led to a focus on inland tourism and a lack of development of the tourism industry in that area. A shift in the tourism model is beginning to take place.
Since the 1980s, it has been understood that tourism is an economic activity that generates wealth in the region. This has led to a strong desire to enhance the tourism offerings, improving everything from roads to monuments and festivals, moving towards a new kind of tourism. From the beginning of the century until now, there has been a great deal of activity, such as the "Tomatina" festival, and according to Evarist Caselles, "there's a real desire for people to come to my town, to my festival, to see my church.".
Simultaneously, the city of Valencia is putting itself on the map for many reasons. And for good reason. It has a large port, excellent road access, an interesting landscape, a safe city, and a wonderful climate. Furthermore, it has the AVE high-speed train and an airport that, as has happened in other cities, is very inexpensive for airlines, especially for such a large city. And without forcing it, Aena (the Spanish airport authority) has managed to fill it. And not just low-cost carriers, although they are also present, but airlines like KLM, Lufthansa, and others. Just eight years ago, there were few connections: Paris, Madrid, and little else. Currently, Valencia has 94 direct flights. The AVE also emerged at that time, and the port of Valencia appeared on cruise ship itineraries.
Therefore, with the shift in the tourism model, and the resulting increase in supply, a significant demand arose for the region's attractions, such as the bell tower and the rice fields, rather than the sunny beaches. Furthermore, Valencia's geographical features make it very easy to reach Xàtiva (30 minutes away), Bocairent (a rocky outcrop in the mountains, less than 100 km away, a 45-minute drive), Gandía (also less than 100 km away), Requena, Lidia, and other towns, which have become potential tourist destinations accessible from the Port of Valencia, with its hotels and cruise ships. Efforts are being made to ensure these destinations offer services, experiences, and so on, and this has grown in quality over the last five years. As a result, the current offerings are generally of high quality.
Requena, an interesting wine destination.
Located between Madrid and Valencia, between the Turia and Júcar rivers, Requena was once known as the Castilian Valencia. It's a verdant oasis, a unique entity in itself, at an altitude of 600 meters. It marked the border of the Kingdom of Valencia, remaining part of Castile until the 19th century, and is situated just 40 minutes from the capital. During the reign of Charles I, silk artisans settled in Requena, and when the silk trade collapsed at the end of the 19th century, coinciding with the phylloxera plague in France, they decided to transform the land to produce wine. The villages began to be inhabited, and large wineries appeared in the countryside; Berlanga was born in one of them.
These wineries still exist and produce increasingly better wine, offering a fascinating way to tell stories about it. A fascinating architectural style is reappearing, for example, with Eiffel-inspired structures, a style that flourished in the late 19th and early 20th centuries, built with the very money they now want to showcase.
Today the offering is spectacular. Within the Utiel-Requena designation of origin, which even produces cava, being one of the areas that can receive this designation besides Catalonia, there is a very important wine-related offering, with many places to tell interesting stories.
To maintain this growth rate, there is a constant need for innovation and enrichment of the offering, both to maintain the destination's appeal to repeat passengers and to adapt to new customer demands.
Two shipping companies (Seabourn and P&O) offer excursions to the Requena region, mixing its wine-related attractions with caving, both with an excursion that shares the name "Cava & Caves of Requena".
Rice Fields and Orange Groves:
The central region of Valencia is dominated by orange groves and rice paddies. In Carcaixent, where orange production was industrialized from the beginning of the century until the 1920s, and also in Alzira, a great deal of money was generated, and many Modernist-style houses were built in the countryside. During World War I and the period of autarky, oranges were the only exportable commodity. A large amount of money came in from orange production, and this is reflected in the architecture.
There's an annual Art Nouveau fair, but more importantly, there are three or four companies that offer tours of the countryside, the orange groves, and the orchards, providing a spectacular experience. They also explain how one of the 18 farmhouses in the surrounding area works. These companies sell tours, either just the tour or a package including lunch, etc., all perfectly geared towards tourists and cruise lines.
In the rice-growing region, there are also two or three companies located in Silla and Sueca that offer tours and experiences of rice cultivation. Autumn is the driest season for the rice paddies, but it's still quite charming because it allows you to see the entire irrigation system, which is hidden when the paddies are flooded. It's a product available year-round, and it's best enjoyed with a traditional meal.
The story of the Valencian rice farmers who settled in certain areas of Seville and Huelva in the 1970s can also be understood from this perspective. According to Evarist Caselles, “it’s a very engaging, very interesting story, in the style of Silvana Mangano’s “Bitter Rice.”.
However, only Regent Seven Seas (“Paella Tradition: become a Local”) and P&O (“Paella with Toni Montoliu”) currently offer that attractive deal.
The Albufera of Valencia
: This is currently one of the most popular optional excursions. Valencia has two distinct areas: one related to the Albufera, a natural park, and the other to the Turia River. The Albufera is part of the Valencia municipality and is therefore very close to the city (11 km). It offers spectacular views, such as from the viewpoint (the fisherman's hut) on the road from Valencia through El Saler to El Perelló. Here, boats are available for trips through the natural park, and the sunset from the dock itself is spectacular. It is a busy place in summer, but the rest of the year it is known for its tranquility. There is a significant abundance of birdlife; it is, after all, one of the country's most important wetlands. It has two interesting sections. One is related to the fishing community, which is generally associated with visiting the lake by boat, with stalls selling rice dishes and eels, such as El Palmar; But it's also the source of water for the farmers who live along the lake's shores: rice paddies, orange groves, orchards, and so on, in towns like Catarroja and Silla, primarily. And the relationship between the two hasn't always been smooth. The fishermen wanted an open lake so that fish like eels could swim in; but that would make the water saline, which isn't good for the farmers.
The inland, more humid offerings are closely linked to Blasco Ibáñez's "Cañas y Barro" (Reeds and Mud). Meanwhile, the riverside offerings are more productive, more similar to those found in places like Sueca. Some companies offer tours of the Palmar area, including visits to a rice drying shed and paella tastings, as well as demonstrations of how all i pebre (a traditional Valencian dish) is prepared. There are also excursions along the riverbank that showcase rice cultivation, the rice-growing process, and the history of the rice fields. Two ways of telling the same story. This is the Valencia of Blasco Ibáñez.
Valencia is becoming a benchmark port for shipping companies in the Premium and luxury sectors.
The rice begins to ripen at the end of summer. The harvest finishes in mid-September. The rice is then placed in large silos to dry. Previously, this was done manually in large drying sheds. These sheds have now been transformed into wide open areas, which now serve an educational purpose, with companies demonstrating how rice is grown and how to prepare it. Visitors can also purchase new products such as rice cream, beer, and more. It's a very attractive offering that already exists and is perfectly suited to a cruise ship stop.
The Caves
of Vall d'Uixó, located approximately an hour by coach from Valencia, were one of the first products to generate enough value to be sold by cruise lines. The tour offered by Azamara Club Cruises lasts 3.5 hours and costs €105.78, perfectly meeting the requirements for any optional excursion. These caves were formed by the longest underground river in Europe, which can be explored by boat and is fully equipped for visitors. The caves are open almost every day of the year. Excursions often include a rice tasting in the surrounding area, or in the nearby beach towns of Xilxes or Canet.
Valencia offers a wide range of excursions, close enough to see in a day, and far enough away to offer a journey.
Cullera, located just 40 minutes by car from Valencia, is famous for its beautiful beaches and its castle, which offers stunning views of the entire coastline. It also boasts "Les Coves del Dragut" (The Dragut Caves), where the pirate invasions of the Mediterranean coast, and especially Cullera, by the feared pirate Dragut, a corsair of Barbarossa, are recreated.
Tavernes de Valldigna, 40 minutes from Valencia, boasts remarkable archaeological sites open to the public. They offer a fun, complementary show called "In Search of Fire." The Bolomor Cave is an archaeological site located 2 kilometers southeast of Tavernes de Valldigna, on the northern slopes of the Mondúver Massif. The use of fires has been documented there for 250,000 years, evidence of controlled fire that ranks among the oldest in Europe. Also in Gandia is the Parpalló Cave, one of the most important Upper Paleolithic caves.
Gandía and the Borgias
: Gandía, often thought of only as a beach destination, boasts one of the finest palaces in the entire Valencian Community. The Ducal Palace, the Borgia residence, which currently belongs to the Jesuit religious order, is an absolute must-see. You can visit independently or with a guided tour, which ranges from theatrical performances to dinners with Michelin-starred chefs. There, you can begin to understand not only the intricacies of the residence and the family, but also those of more distant places like Rome. Pope Alexander VI is intimately linked to the history of Spain (through his relationship with the Catholic Monarchs), and his reign marks the turning point between the Middle Ages and the Modern Era. His influence is so profound that modern Rome would be incomprehensible without the Borgias. The influence of this figure in southern Valencia is evident; it's palpable in the streets: Gandía is home to numerous Borgia-era residences. And we can also find the counterpoint to the Borgia family's dark legend in the figure of Saint Francis Borgia, a native of Gandía and Duke of Gandía, whose portrait with a skull in his hand has been for generations the symbol of renouncing the world to embrace the Gospel. He was the man who brought the Jesuits into the world.
Valencia boasts up to eight golf courses, providing a powerful additional attraction for the premium and luxury cruise segments.
In Gandía, all the hotels specialize in cycling. It's an area ideal for training and pushing yourself on the bike, with short distances to steep climbs and excellent roads. Several companies offer very attractive cycling packages, which can be combined with cruises.
Rotova, located 8 kilometers from Gandia in the La Safor region, offers several places of interest, along with the beautiful landscapes surrounding the town. Undoubtedly, its most important attraction is the Monastery of San Jerónimo de Cotalba, which stands atop a hill in a privileged natural setting. Privately owned, it has been open to the public since 2005. It is one of the most remarkable and best-preserved monastic buildings in the Valencian Community. Construction was begun by the father of Ausias March and completed by María Enriquez. This complex is the most beautiful example of Valencian Gothic architecture after the Lonja de Valencia. Furthermore, it offers activities such as classical music concerts almost year-round, in conjunction with the Ducal Palace. It provides an ideal setting for a private performance with dinner included, in the style of the "AzAmazing events" offered by Azamara Club Cruise. It is easily accessible from Gandia and Xàtiva.
Xàtiva, the city of the Popes, located about 80 kilometers from Valencia and also the birthplace of the Borgia family, boasts a magnificent historic center, including the Almudín Museum and its impressive castle. Highlights include the Collegiate Church, the Royal Hospital, and several hermitages and churches, as well as the birthplace of Pope Alexander VI and numerous palaces belonging to the nobility from different eras.
Exploration vessels that stop in Valencia send all passengers to the Albufera to enjoy its landscape and wildlife.
Xativa was and remains one of the gateways to Castile, the southern route of Castile. This route offers many attractions: it offers wine, the Terres dels Alforins region, with twelve wineries that tell a fascinating story about wine. They have their own wine varieties, and all share a common landscape, which they call the "Valencian Tuscany." Located less than an hour from Valencia, it offers a relaxed, uncrowded tourist experience, presenting a bucolic image of Mediterranean wine. It also boasts a Wine Museum and complementary nighttime tours under the stars or among the stones of an Iberian archaeological site.
Seabourn and Viking Ocean Cruises offer optional excursions to Xàtiva with the Borgia theme: “Xàtiva and the Borgia dynasty” and “Xàtiva home of the Borgias”, respectively.
Bocairent, 45 minutes from Valencia, is not only the epitome of traditional charm, but also a town where you can stroll through the historic center and hike to enjoy its mountain landscapes. It offers a range of activities, from visiting "Les Covetes dels Moros" (Moorish Caves), believed to have been built during the Moorish period and later used as refuges, to hot air balloon rides. It provides a comprehensive experience of rural life in a meticulously maintained environment designed specifically for this purpose. This town surprises visitors with its diverse offerings: Moors and Christians festivals, local celebrations, and more. However, it is currently only featured in the Regent Seven Seas Cruises excursion catalog ("Bocairent: A Glimpse to the Medieval"), indicating significant potential for growth.
Sagunto, a Millennial History.
The Valencian orchard is today the foundation of the Valencian gastronomic system, and there are companies dedicated to highlighting its importance. This gastronomic element is deeply linked to the land, to the produce, to the fruit that springs from the Valencian soil. Therefore, the producers are fundamental. The intermediary between the producer and the consumer (whether renowned chef or individual) is the market. From the field to the plate, from the orchard to the plate, is one way to understand this Valencian reality. All Valencian gastronomes owe their reputation in part to access to these products, to the Mediterranean diet, to the local market. There are some excellent chefs with media presence, but the majority of Valencian chefs are capable of offering the "from the field to the plate" experience, especially in the north and northeast, with farmhouses that provide this experience, with visits to orchards.
Potential. Valencia has companies capable of generating products of the scale required for an optional excursion by a shipping company.
Sagunto is a city of Iberian origin, although it is primarily known for its Roman period, even though it was the Carthaginian general Hannibal who brought it the most renown. Located just 25 kilometers from Valencia, its Archaeological Museum is very interesting, as are the Roman Theatre and its Castle. It also offers industrial archaeology, showcasing one of its old blast furnaces from the late 19th century, as well as an old pier over a kilometer long, which is open to visitors. It is a city that blends the old and the new, alongside the surrounding orchards. You can also sample the famous tarongino, a wine made from oranges. Near Sagunto is El Puig, a town where you can discover the earliest traces of King James I the Conqueror and visit the Printing Museum. The Turia River is the second largest natural park in the Valencian Community, offering everything related to active tourism: hiking, climbing, mountain biking, via ferratas, etc., in towns like Chulilla and Chelva.
The table below shows that the best excursion options in the province of Valencia are offered by Regent Seven Seas Cruises, a super-luxury cruise line that includes excursions in the ticket price, followed by Viking Ocean Cruises, the leader in the upper premium segment. This makes sense given that their passengers have high purchasing power and can afford these optional excursions, which are generally more expensive than those limited to the capital city. They also offer longer port calls, allowing them to easily reach the far reaches of the province.
Vicente Blasco Ibáñez was the first Spaniard to circumnavigate the globe in the 1920s. And he carried images of the Albufera lagoon to the ends of the earth.
In general, the range of excursions is reasonably broad on cruise lines in the luxury and premium segments. However, cruise lines in the popular or standard segment only venture as far as the Albufera lagoon or the caves of Vall d'Uixó.
