Winners of the Innovation Award in Destination Promotion

The Alicante Bullring continues to establish itself as one of the main cultural and tourist attractions of the city, especially among cruise ship passengers visiting the port. This emblematic venue, with more than a century of history, not only stands out for its neo-Mudejar architecture and its rich bullfighting tradition, but also for its ability to adapt to new times, integrating innovative technologies to offer unique experiences to its visitors. Recently, the bullring Alicante Tour experience has been recognized with the Award for Innovation in the Promotion of the Destination, awarded by the Alicante Costa Blanca Association for Cruise Tourism. This award, presented at the Episcopal Palace of Orihuela during the second edition of these prestigious awards, highlights the commitment of the bullring to quality tourism and innovation. The bullring Alicante Tour is an immersive proposal that has won over visitors, especially cruise ship tourists. The experience includes rotating cubes with virtual reality glasses that allow users to “fly over” the bullring from the perspective of a drone. In addition, visitors can explore the different spaces of the venue and experience unique sensations, such as delving into the life of the bullfighting arena, experiencing what it is like to bullfight or touring the pasture with a herd of fighting bulls. This initiative not only enriches the visit, but also offers a complete and exciting view of the bullfighting culture of Alicante. The tourist association, chaired by Francesco Balbi, stressed that this immersive experience is “unforgettable” for cruise passengers, who find in the Bullring a place where tradition and innovation merge to offer a unique perspective of the local culture. This recognition is part of an event in which seven other awards were awarded in various categories, underlining the importance of the bullring as a point of reference within the tourist panorama of Alicante. The proximity of the Bullring to the port of Alicante also makes it easier for cruise passengers to visit it comfortably, immersing themselves in an experience that combines history, culture and technology. Furthermore, its transformation into a multifunctional space, capable of hosting cultural events, concerts and exhibitions, makes it an essential place for both locals and tourists.