Evaluation of Urban Accessibility Through Geomarketing Techniques: Case Study in Valencia (Spain)

Urban accessibility is a key factor in the development of sustainable cities, ensuring that residents can efficiently reach essential services such as public transportation, healthcare facilities, educational institutions and recreational spaces. This case study evaluates accessibility in Valencia, Spain, by applying geomarketing techniques within Geographic Information Systems (GIS) to measure how well urban infrastructure aligns with the concept of a “15‑Minute City”.

The 15‑Minute City is an urban planning model that aims to ensure all essential services and amenities are reachable within a 15‑minute walk or bike ride. The research evaluates public transport accessibility, availability of green urban areas (GUAs) and proximity to key public services, providing a data‑driven assessment of Valencia’s urban mobility landscape.

The methodology incorporates network analysis within GIS, using high‑resolution spatial data and influence buffers instead of conventional buffers to assess accessibility more accurately. The study classifies urban blocks based on their level of access to public transport, parks and city services, while also considering population density and urban land use patterns.

Findings reveal that accessibility is unevenly distributed, with central districts demonstrating higher connectivity compared to suburban areas. Public transport accessibility is below optimal levels in peripheral neighbourhoods, highlighting the need for improved bus, metro and tram networks. Additionally, some areas lack sufficient proximity to healthcare centres and recreational spaces, indicating a gap in service distribution.

To enhance accessibility, the study recommends increasing public transport coverage, optimising infrastructure planning and introducing urban interventions such as expanding bike lanes, creating multi‑use community spaces and improving walkability. The integration of real‑time mobility data and smart city technologies can further facilitate better accessibility, ensuring that urban planning decisions are guided by quantifiable, geospatially informed evidence.

This research demonstrates how geomarketing techniques can serve as a powerful decision‑making tool for policymakers, urban planners and stakeholders involved in sustainable urban development. The application of GIS‑based accessibility models provides a practical framework to improve transport equity, social inclusion and livability in cities, aligning Valencia with the goals of the European Urban Agenda and the United Nations Sustainable Development Goals (SDGs).

The produced impact

The analysis identified critical areas with deficient access to transport and services, highlighting the need for improved urban planning policies. Recommendations include optimising public transport routes and redistributing urban infrastructure for better accessibility.

Key lessons learnt

Urban planning must prioritise accessibility to ensure equitable resource distribution. GIS‑based geomarketing techniques provide valuable insights for data‑driven decision‑making, enhancing sustainable urban mobility.