Orihuela’s tourism team is modernising its approach to attract younger visitors by launching new digital channels on TikTok, Spotify, and Wikiloc. This initiative seeks to embrace contemporary social media habits while showcasing the unique culture and natural beauty of the city. As Councillor for Tourism Gonzalo Montoya notes, tourists are inspired by content on platforms like TikTok and Spotify, which is why Orihuela aims to be present where potential visitors seek ideas for their travels.

The new TikTok channel features engaging and playful videos that highlight key landmarks and local experiences within Orihuela. Meanwhile, the Spotify podcasts provide a deeper dive into the city’s rich history, with discussions on its customs and traditions. The first podcast celebrates the Virgen de Monserrate festival, taking place from September sixth to twenty-first, with future episodes dedicated to celebrated poet Miguel Hernández, aligning with his birthday.

In addition to the social media strategy, Orihuela has partnered with Wikiloc, an outdoor enthusiasts’ app, to share geo-located hiking and cycling routes around the area. This effort not only enhances the tourist experience but also reinforces the city’s commitment to promoting sustainable tourism throughout the year. All these initiatives fall under the umbrella of the ‘Orihuela Turística’ brand, which represents the city’s dynamic identity and vision.

Funded by the European Union’s Next Generation Funds, these changes aim to keep Orihuela a vibrant and welcoming destination for all ages and interests. With these exciting new additions, Orihuela is stepping confidently into the digital age, making it easier for both locals and tourists to discover the city’s distinctive charm and attractions.