In recent years, Cullera has seen a number of infrastructural developments aimed at improving tourism services and accessibility. The city has focused on renovating its beachfront promenade, upgrading hotel facilities, and improving public transportation links to Valencia. Additionally, there has been a push towards sustainable tourism, with eco-friendly initiatives such as cycling lanes and green energy projects.
Culturally, Cullera continues to invest in promoting its historical and artistic heritage, with new exhibitions, festivals, and cultural initiatives aimed at attracting a wider range of visitors.