La Ciudad suplantada. Percepciones sobre los nuevos imaginarios (turísticos) de la ciudad de Valencia

Over the past two decades, the city of Valencia (Eastern Spain) has undergone a radical change of image: its urban profile has been modified and it now faces the world with a new countenance. Moved by the race to leave its mark on the new global atlas of touristic excellence, the city has rebranded itself and has appealed to the markets using an array of new technological marketing tools and techniques; in the process, it has eclipsed the local distinguishing features and even posed a threat to urban sustainability. The move has been intense, with a shift from the City of Flowers to the City of Arts and Science. This article sets out to look at how people perceive the changes and the new imagined visions of the capital of the Valencia region in the light of the current crisis.