The Endavant Província initiative, promoted by Villarreal CF through the Foundation, arises with the aim of promoting tourism in the province of Castellón. The yellow club, committed to its land, joins forces and collaborates to promote the economic and cultural activity of the province, one of the basic engines of the economy, making its gastronomy, products, events and most representative destinations known.

Through this project, Villarreal CF has fostered the promotion of tourism in a wide variety of cities and municipalities, taking advantage of the matches held at the Estadio de la Cerámica. In this way, the club has become an ambassador of the province in the highest category of Spanish football, further expanding its horizons with the presence of foreign fans.

In past seasons, the entity has offered an exchange of tickets so that the citizens of each town can enjoy Villarreal CF matches live from the Estadio de la Cerámica. In addition, the authorities of each municipality have been part of the official meal of the clubs’ directives, in which typical products of the area cooked by a local restaurateur were tasted. In these days, the mayor is a special guest and presides over the authorities’ box together with the presidents of both entities. To round it off, the town’s municipal music band is also part of the match party, as it performs some pieces before and after the match on the lawn of the Estadio de la Cerámica.

Finally, during the pandemic, Villarreal CF reinvented itself and opted for the audiovisual format with the production of the documentary series Una Província Única. In each chapter, the club, through the eyes of Marcos Senna, disclosed the charms and tourist, cultural and gastronomic attractions of the towns in the province of Castellón.

Likewise, after winning the UEFA Europa League title, the yellow club took the cup to 43 municipalities in the province of Castellón. A total of 20,000 people went to the visit points of their respective municipalities to take a photograph.