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Countdown to Benidorm Fest as 2025 edition delivers €243 million in media impact

 

Madrid / 25 January 2026

 

With just three weeks to go before Benidorm Fest 2026, Benidorm City Council has revealed that the 2025 edition of the festival generated an estimated €243 million in total media impact, further consolidating the event as one of Spain’s most powerful cultural and promotional platforms.

 

The figures were presented at the International Tourism Fair (FITUR) in Madrid by the Mayor of Benidorm, Toni Pérez, alongside the Councillor for Events, Jesús Carrobles, following the publication of a report by the ‘Pedro Zaragoza’ Chair of Tourism Studies. Also attending the presentation were RTVE’s Director of Communications, María Eizaguirre, and Benidorm Fest winners Blanca Paloma (2023) and Nebulossa (2024).

 

According to the Media Assessment Report, compiled in collaboration with media monitoring company Onclusive and social media analytics firm Atribus, the analysis covered a period extending beyond the festival itself, from 7 November 2024 to 15 February 2025.

 

During this period, the impact generated across digital media and online platforms reached €210 million, while television advertising was valued at over €29.5 million and print media at €3.6 million. The study identified more than 11,000 media references, generating over 38 billion audience impressions.

 

For the first time, the report also included a detailed analysis of the digital economic impact of social media, which added a further €15 million in value.

 

Data collected from platforms including X, Facebook, Instagram, YouTube, TikTok and Reddit, as well as digital news outlets, forums and blogs, showed that social and digital media generated an estimated €15,050,468 in economic impact. TikTok emerged as the most influential platform, accounting for more than one third of the total impact, followed by X, with 21%, confirming its role as the main space for real-time conversation during the event.

 

The analysis also highlighted that Benidorm Fest has strengthened its identity as a contemporary cultural event, associated with values such as diversity, feminism and pluralism, while achieving high levels of participation driven mainly by fan communities and everyday users rather than large influencer accounts.

 

“These results clearly demonstrate that the City Council’s investment in Benidorm Fest delivers an exceptional return in terms of international visibility and destination promotion,” said Mayor Toni Pérez. “It allows us to reach audiences that would otherwise be impossible to attract through conventional campaigns.”

 

New trophy and parallel events

Another highlight at FITUR was the presentation of the festival’s new trophy, the Golden Little Mermaid, a tribute to the historic Benidorm International Song Festival. The trophy is now on display at the Benidorm stand, where visitors can view and photograph it throughout the weekend.

 

Preparations are already underway in Benidorm for the 2026 festival, with stage construction beginning at the Palau d’Esports l’Illa, which will host the live shows on 10, 12 and 14 February.

 

Once again, Euroclub and Tapafest will run alongside the festival. Euroclub will include a fan zone in Plaza SSMM Reyes de España from 11 February, before moving to the Julio Iglesias Auditorium on 13 February for a full programme of music and performances by artists from previous editions.

 

Meanwhile, Tapafest, organised by Abreca, will take place from 7 to 15 February, with 20 local restaurants offering tapas creations designed to showcase the quality and diversity of Benidorm’s gastronomy during one of the city’s busiest promotional periods of the year.