Canet and ASECAM tackle sustainable tourism challenges at a comarca-wide conference
Around fifty experts gathered at the Canet 360° Tourism Planning Conference, jointly organised by ASECAM and Canet d'En Berenguer council, to map out a sustainable growth strategy for the comarca.
The Canet 360° Tourism Planning and Development Conference brought together business representatives, municipal officials and sector experts at the AGH Hotel in Canet d'En Berenguer to debate how to grow tourism without undermining the destination model. The event, co-organised by ASECAM (Camp de Morvedre business association) and the local council, placed public-private collaboration at the heart of the comarcal strategy. Councillor for Commerce María Martínez noted that a Destination Sustainability Tourism Plan has been underway for two years, improving planning and coordination of the tourism offer. Professor Joan-Carles Cambrils of the Universitat Politècnica de València warned of two risks within the next five years: residential pressure — intensified by the incoming PowerCo gigafactory — and seasonal overcrowding, which can be managed by diversifying into wellness, sport and business events. Canet d'En Berenguer is a coastal municipality of 8,297 inhabitants (2025) with an area of 3.84 km², located at the mouth of the Palancia river, with a coastal-tourism-based economy. The municipality is also developing a Strategic Tourism Plan 2022-2025 co-financed with public funds (Canet council website). According to asecam.com, the conference closed with a round table on business opportunities in comarcal tourism.