Vilafamés presents its tourism campaign at FITUR

Vilafamés was present at the International Tourism Fair (FITUR), held last week at IFEMA
Madrid, within the Castellón stand together with the Plana de l’Arc region, where it
showcased its commitment to a tourism model based on quality, sustainability and local
identity. In addition, it is worth highlighting that the town also took part in the space of The
Most Beautiful Villages in Spain, where a promotional video was screened to reinforce its
positioning as a cultural destination.
From the Plana de l’Arc region, Vilafamés is presented as a destination offering a tourism
proposal in which art, heritage and landscape are naturally integrated into an authentic
experience. In this context, FITUR also served to unveil the 2026 tourism campaign under
the slogan ‘Vilafamés always has a first time’, inviting visitors to discover the town from
new perspectives and to be surprised by its essence.
The Vicent Aguilera Cerni Museum of Contemporary Art (MACVAC) is the central axis of this
narrative and one of the main cultural attractions in inland Castellón. “Vilafamés and the
MACVAC form an inseparable partnership,” stated Councillor for Tourism Raül Forcadell.
“We are committed to tourism that values art, our historic centre and the village’s identity. We
do not change Vilafamés for visitors; what we offer is exactly who we are.”
The campaign links the MACVAC with the town’s most emblematic spaces, such as La Roca
Grossa, the Castle, the Church of La Sang, the Hermitage of Sant Miquel and the Caracol
School. These historic landmarks engage in dialogue with works by internationally renowned
artists such as Miró, Picasso and Warhol, integrating contemporary art into the visitor
experience.
The presentation also featured the documentary series ‘Artists’ Route’, a project that
strengthens Vilafamés’ cultural strategy and its positioning as a tourist destination. The
documentary’s director, Àlex Falomir, accompanied the Town Council during this meeting
with the international tourism sector.
Vilafamés’ tourism offer is completed by a strong commitment to reducing seasonality,
highlighting the value of its natural surroundings and heritage throughout the year.
Eco-tourism routes, cultural festivals, film screenings and sporting events make Vilafamés a
lively, authentic destination fully integrated into the Plana de l’Arc region.