The presentation was held on Tuesday, October 27, 2026, as part of the institutional and commercial mission developed from the 26th to the 29th of that month by FOTUR and Turisme Comunitat Valenciana. The agenda coincided with World Travel Expo Miami, the travel fair held on the 27th and 28th at the Miami Beach Convention Center.
Víctor Pérez, president of FOTUR, the Valencian leisure and tourism federation, explained to DIARIO LAS AMÉRICAS that it was the first time that his organization promoted the destination’s festive culture in this city. “Leisure and tourism go hand in hand,” he said.
Among its objectives, it mentioned a direct air connection between Miami and Valencia to facilitate travel from south Florida.
“I invite you to come to the Valencian Community 365 days a year,” he expressed. His verbal journey went through the mountains, the beach, the concerts, the festivals and the popular traditions of Castellón, Valencia and Alicante. He also highlighted the climate and its inhabitants, whom he considers the main ambassadors of the territory.
Oranges, marching bands and gunpowder appeared among his references to local identity. To encourage learning about these experiences, he resorted to a comparison: “It’s like pistachios,” he said, with the idea that whoever tries, repeats.
Lucho Pérez, representative of Turismo Benidorm, led the conversation towards the similarities between the Alicante destination and Miami. He described it as the “Spanish Miami”, due to its urban profile and its link with tourist activity. “We share the vision of business, of tourism, of hotels,” he said.
He said that, since his arrival three days before, he had not spoken in English with anyone.
“Although we learn a lot from the people of Miami, we believe that we can also bring a lot of knowledge to do business,” he added when referring to opportunities in hospitality and visitor services.
“Valencia is a bridge between the Mediterranean, Spain, Miami, the United States and Latin America,” Belén Alfaro Hernández, consul general of Spain in Miami, told this newspaper. He stressed the value of international fairs in connecting other regions and countries with the American public.
When referring to the Valencian capital, the diplomat highlighted the coexistence between the medieval historic center and the contemporary architecture of the City of Arts and Sciences. “It is a city of contrasts,” he said.
“What I tell them is to go, to go to Valencia, to go to Spain, to travel,” he invited. His recommendation also included trying Valencian paella in its place of origin.
During the presentation, Israel Martínez, general director of Tourism of the Generalitat Valenciana, remembered Camilo Sesto, born in Alcoy, in the province of Alicante, and the museum dedicated to preserving his legacy.
The program also included wellness, golf, cruises and high-end experiences, along with meeting tourism, incentive trips, conferences and events, known in the industry by the acronym MICE.
The commitment to the American public occurs in a context of growth. According to figures released in September by Turisme Comunitat Valenciana, tourism from the United States increased by 27.1% in 2025 and accumulated an increase of 24.6% between January and May 2026.
The Spanish Tourism Office in Miami, the Council of Chambers of Commerce of the Valencian Community and the Spanish Chamber of Commerce in the United States collaborated in the initiative.
The business delegation was attended by Alejandro Bermejo Fliquete, second vice president of the Valencia Chamber of Commerce; Jorge Linares Ferrán, managing director of that institution; and Federico Fuster López, president of HOSBEC. Visit València, Visit Benidorm, Introducing Castellón and Alcoi City Council were also represented, as well as Valencia Premium, The Best of Valencia and PROMFEST, chaired by Joan Vicent Díez.
Local attendees included Griselle Marino, program manager for the Miami-Dade Hispanic Affairs Advisory Board; Helena Poleo, director of the City of Miami Communications Office; and Christina Crespi, INGAGE consultant and former executive director of the Miami Downtown Development Authority. The Valencian Center of Florida was represented by Inma Cortes and Marcelo Llobell.
In addition to the professional exchanges, the meeting with figures from music, television and fashion was added. Julio Bagué, vice president of peermusic, was present; Peter Robles, of Aquos Entertainment; Hugo Chávez, from Miami Talents; and Martu E. Freeman-Parker, executive director of Fashion Alliance Network, along with Aylin Mujica, Vicky Echeverry and Alicia Machado, who was grateful for the invitation. “Miami is a city where people and communities from all over the world have always converged,” he told DIARIO LAS AMÉRICAS.
The actress found affinities between the so-called “Mediterranean attitude” and the Latin American identity. About Spain, he said he appreciates the authenticity of its people and a way of living that, in his opinion, helps to take things more lightly.
Machado also talked about looking for a potato omelette or “a Valencian-style paellita.” When comparing with the journalist where to find the best version of that dish, he defended the possibility of trying it right there: “Maybe there is a very good one here on the boat.”
Susana Medina, Miss Universe Spain 2026, spoke of the affection with which she was received in Miami. A native of Gran Canaria, he highlighted the historical links of the islands with Cuba, the Dominican Republic and Venezuela, visible in speech and gastronomy, and said that he has Cuban and Venezuelan relatives. “We have a lot of things in common,” he said.
In the midst of her preparation to compete in Miss Universe in Puerto Rico, she acknowledged that traveling has kept her away from her parents and grandparents. The video calls and the support of her family accompany her in a stage in which she hopes to show her natural and empathetic personality, in addition to representing the Spanish woman.
Music closed the evening with a set by Valencian DJ Vicente Ferrer and Miami DJ Francis King. The desire to prolong that rapprochement was expressed in the words of Víctor Pérez: “We want to go hand in hand with a city like this, like Miami.”
