Lorraine Williamson
Costa Blanca’s latest push into the US and Canadian travel market is being presented as a tourism promotion story. It is that — but only partly.
Look closer, and the bigger target becomes obvious: air connectivity. Alicante is not just trying to win more North American visitors; it is trying to build the business case for a future direct route.
That ambition sits at the heart of the province’s 2026 campaign, which the Diputación de Alicante launched as its first coordinated package of actions focused on the US and Canada, explicitly linking tourism promotion to improve air connections.
Why this matters now
Spain is coming off another record year for international tourism, with 96.8 million foreign visitors in 2025, according to the INE’s FRONTUR data.
For destinations like the Costa Blanca, the next phase is not simply about chasing more of the same visitors. It is about diversification: different source markets, stronger off-season demand, and travellers who spend across more sectors than sun-and-beach alone.
That is why the Alicante strategy is so broad. The provincial tourism board is selling a package that combines holidays, golf, cruises, gastronomy, education and residential/investment appeal, rather than a single tourism product.
The workshop in Alicante was a signal to airlines as much as tour operators
The headline event in February — the Costa Blanca Showcase Travel — brought North American operators and platforms to Alicante for meetings with local suppliers. But the message from officials went beyond commercial matchmaking.
José Mancebo, director of the provincial tourism board, said the initiative was also designed to keep drawing the attention of airlines and operators to the possibility of a direct connection between Alicante province and the US, arguing demand is rising.
That changes how the whole event should be read. This was not only a destination sales exercise. It was also a route-development pitch.
Nearly 50 local firms, one coordinated offer
One of the most interesting parts of the strategy is how deliberately mixed the local delegation was.
According to the Diputación, the workshop involved around 50 Costa Blanca companies and business representatives, spanning accommodation, golf, health and wellness, and other tourism-linked sectors. The wider programme also ties in cruise tourism, universities and residential/investment interests.
That matters because North American long-haul visitors often book in layers: a base stay plus experiences, food, golf, cruises, inland trips or property-viewing plans. A destination that can sell those together has a stronger case for both operators and airlines.
Golf is not a side product here — it is the anchor
Costa Blanca’s 2026 North America plan places golf at the front of the strategy, including participation in the Toronto Golf & Travel Show as one of its first actions of the year.
This is a clear bet on seasonality. Golf helps fill shoulder and winter months, and it aligns with the profile Alicante officials say they want: longer stays, higher spending and interest in premium experiences. The Diputación has repeatedly framed the US and Canada as strategic growth markets and highlighted this visitor profile in its January launch announcement.
The challenge is not demand alone — it is proving route viability
A direct transatlantic connection would be a major step for Alicante-Elche Miguel Hernández Airport’s profile. But winning one is difficult, and not only because of demand.
Airlines look for a route that can perform across the year, not just in peak summer. They also compare Alicante with better-established Spanish gateways for long-haul traffic and premium tourism sales.
That is why Costa Blanca’s campaign looks so “joined up”: trade workshops, cruise positioning, golf promotion, educational links and Florida outreach. It is trying to show not just visitors, but consistent, multi-segment demand.
What success would actually look like
The easiest headline would be “Costa Blanca wins direct flight to North America”. But the real measure of success may come earlier.
If this strategy works, Costa Blanca should start seeing deeper commercial ties with North American operators, more bookings outside peak summer, and stronger positioning in premium segments such as golf, cruise extensions and experience-led travel. A direct flight would be the breakthrough. A broader, more resilient visitor mix would be the foundation.
Alicante’s long-haul test starts before any plane takes off
Costa Blanca’s North America push is ultimately a test of whether Alicante can sell itself as more than a short-haul sun destination. The province is betting that climate, infrastructure and product range are already in place — and that what comes next is connectivity.
If airlines buy that argument, this campaign will look strategic. If they do not, it will still have shown where Costa Blanca believes its future growth must come from: higher-value visitors, better spread across the year, and less dependence on a narrow set of European markets.
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