The first is the attitude of the local population towards tourists: if they do not have a positive attitude, this will have a negative impact on the sector. Secondly, those who come face to face with tourists must have a strong and positive attitude towards tourists. For example, when you visit a destination, you want the shops, post offices, bars, hotels and all other businesses that come into contact with tourists to have a positive attitude. The third point of awareness is market awareness. The destination and its image must be strong, positive and firmly rooted in the tourist's mind. Valencia has a strong market awareness, uses the right images and targets the right market to make Valencia more attractive, therefore attracting more