George Bernard Shaw said that "There is no better kept secret than the one everyone knows." I remember at a conference on environmental issues, one of the speakers, an American scientist, who was very impressed by the city of Valencia, lamented that we had the “best kept secret in Europe”. All Valencians know that the Holy Chalice is in our city. That the first novel in the world was written here and in Valencian. That the first expedition of Colon was financed by a Valencian. That we have natural spaces with a variety of fauna and flora unique on the planet. A sublime gastronomy beyond the omnipresent paella and so many other things that we believe that everyone outside our borders knows, due to its great importance, but it does not. Thinking that everyone knows what we have makes us not promote it. We sway in complacency and it ends up being a secret. We are that way.