ETHICS AS AN ADDED VALUE
Signing the World Tourism Code of Ethics and adapting it in a pioneering way to the reality of our Community is a challenge. The challenge of assuming the construction of a new tourism story based on ethics, sustainability and social responsibility.
We are a society and a Mediterranean territory that founds in the culture of hospitality its tourist vocation. The world changes at breakneck speed, but the tourist attitude must arm itself with the universal values and principles that inspire the Code of Ethics.
Moreover, they are values that absolutely inspire the new Law of Tourism, Leisure and Hospitality, as well as a differentiating factor of our proposal as a singular tourist destination.
This is a time of transformation and change management. New governance, sector leadership, digital revolution, competitiveness, innovation, professionalization … our agenda is as extensive as it needs ethical criteria.
Assuming the code is not an administrative act without more. It is a change of individual and collective mentality: a huge and exciting operation to renew the tourist economy. This code will make us stronger as a tourist destination and as a receiving society.
Francesc Colomer Sánchez
President of Valencian Tourism Board