• València Innovation Capital held this session today at Las Naves with the aim of sharing experiences and innovative solutions in the field of tourism innovation.

• Turis·lab is Valencia Innovation Capital’s tourism testing lab and receives support and funding from the Regional Ministry of Innovation, Industry, Commerce, and Tourism for 2024–2025.

València Innovation Capital’s tourism innovation lab, Turis·lab, presented this morning some of the innovative solutions, pilot projects, and tourism innovation experiences tested throughout 2025. This knowledge-transfer session marked the conclusion of the lab’s first phase, during which it identified, documented, and tested four initiatives that can be replicated in other municipalities within the Valencian Community.

The event brought together representatives from local government, the private sector, academia, and civil society to explore how to transfer, adapt, and replicate models that work in specific contexts.

Four proven solutions ready for implementation

Throughout 2024, Turis·lab, through a funding agreement with the Regional Ministry of Innovation, Industry, Commerce, and Tourism, has mapped and documented initiatives at various stages of development. There have been four in total: the Torres de Serrano Interpretation Center, which transforms a historic site into an immersive experience; EcoTerrazas Sostenibles, promoting community, sustainability, and noise mitigation; Smart Tour Flow, which optimizes visitor flows through data analytics; and Neighborhood Tourism, promoted by the Valencia City Council, which diversifies the tourist experience toward authentic, residential areas.

According to Paula Llobet, the Councilor for Innovation at the Valencia City Council, “each case represents a real challenge for tourism: from visitor management to the viability of sustainable initiatives, including the traveler’s experience and destination governance,” she explained.

A methodology for municipalities, not a one-size-fits-all solution

Turis·lab’s unique value lies not only in its case studies, but also in the toolkit that enables other municipalities to identify local challenges with operational clarity, adapt proven solutions to their specific contexts, measure impact using real indicators, and connect with public administration, academia, private entities, and civil society.

Throughout the day, participants worked in collaborative groups to put into practice how to design a tourism innovation case study from scratch, addressing real challenges and diverse municipal contexts.

With the support of the Regional Ministry of Innovation, Industry, Commerce, and Tourism, Turis·lab is launching a program to share best practices with active municipalities, which will have access to the methodology and case studies needed to implement their own initiatives. This lab is designed to identify, document, and transfer innovative solutions that address real challenges in tourism at the municipal level in the Valencian Community.