In 2016, Valencia prepared an ambitious strategic tourism plan, which was the result of broad participation and consensus. Major goals and milestones were adopted taking into account important constraints, such as financial balance, responsible decision-making, the distribution of benefits throughout the city, and more. Tourism activity would evolve with a base model that opted for joint decision-making and management, with private collaboration and better coordination among municipalities and with various government tourism agencies on multiple levels.

The result was condensed into the Valencia Tourism Strategic Plan 2017-2020, which underpinned the current model recognized by the European Commission when it named Valencia the Smart Tourism Capital 2022. Some key concepts of that planning document involved profitability, deseasonalization, internationalization, segmentation, authenticity, hospitality, sustainability, accessibility, etc.