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