Around 16,000 people have enjoyed the Museum & Tour experience at the Estadio de la Cerámica
Inmersión Villarreal marks its first anniversary at the Estadio de la Cerámica. The Yellow Submarine’s immersive Museum & Tour experience has welcomed nearly 16,000 visitors in its first twelve months, since opening its doors at the end of May 2024.
A total of 15,906 people have explored the interactive rooms of Inmersión Villarreal and discovered the most iconic and exclusive areas of the Estadio de la Cerámica through the guided stadium tour.
Who are the visitors? Football-loving tourists and young students
The majority of visitors to Inmersión Villarreal include local schools, partner clubs, international academies, and other organised groups coordinated directly by Villarreal CF’s commercial department.
The busiest months were July and August 2024, when many tourists from the province’s most popular beach destinations came to Vila-real to discover Inmersión Villarreal. April also saw thousands of visitors, coinciding with Easter week and the club’s international youth tournament, Yellow Cup Easter. Across these three peak months, more than 6,000 people visited the experience.
One key figure stands out: 50% of all visitors were not Villarreal CF season-ticket holders, meaning that a large part of the club’s fanbase has yet to discover this innovative space located in the South Stand of the Estadio de la Cerámica. With no official matches until late summer, now is the perfect time to pay a visit and fill that football-shaped void.
A growing tourist attraction for Vila-real and the region
In just its first year, Inmersión Villarreal has become a major cultural attraction for both domestic and international tourists visiting the province’s top beach resorts, including Peñíscola, Benicàssim, Oropesa del Mar and Alcossebre. It offers a unique plan to enjoy alongside days at the beach or outdoor activities in the mountains.
The Yellow Submarine’s Museum & Tour has played a key role in boosting cultural tourism in Vila-real—a city whose own history is featured in one of the exhibition rooms. The experience has helped bring tourism from the coast inland, drawing visitors to the city founded by Jaume I. Naturally, Inmersión Villarreal has become Vila-real’s most visited museum, especially during the summer months.
Designed by Mediapro Exhibitions, the creators of world-renowned immersive spaces such as the FIFA Museum in Zurich, FC Barcelona’s immersive experience in Barcelona, and Manchester City’s in Abu Dhabi, this extraordinary attraction offers a fresh, high-quality tourism option for the Castellón region. It tells the full story of Villarreal CF—its values, identity and heroes—through a cutting-edge, interactive experience unlike any other.
