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The mayor defends the “happiness industry” at the presentation of the Hosbec #Yotambiénsoyturista (I am also a tourist) campaign

Toni Pérez and the councillor Nuria Montes point out that this initiative arises as a reaction to tourismophobia

The Mayor of Benidorm, Toni Pérez, has once again defended this morning the tourist activity and tourism as “the industry of happiness” during the presentation of the campaign promoted by the hotel employers' association Hosbec, #Yotambiénsoyturista, (I am also a tourist) which was held in the Levante beach library of the city and which was attended by the regional minister for Industry, Innovation, Trade and Tourism, Nuria Montes, as well as representatives of the entire tourist sector of the province.
This campaign, which is already present in the media of the Valencian Community, was born as a way of reacting to the tourism-phobic movement that is promoted from other places, as both the mayor and the regional minister have made clear.

Toni Pérez, in fact, has highlighted that the initiative “aims to create a link between residents and tourists and, at the same time, to promote responsible tourism”. It is a campaign that covers all areas of the Valencian Community “and that shows how tourists identify with residents”.

The mayor insisted that the city “is once again soaked by tourism, as it is every day”. “I am also a tourist, we all are. Wherever we are. Everyone is a tourist, and they do so thanks to the hospitality and generosity of a territory” said Pérez, who added that “we are tourists thanks to the welcome, we do not forget to be hospitable. And here in Benidorm we open our arms to the world and tell it that tourism is the most wonderful industry”.

In his speech, the mayor also stressed “the social sustainability of the tourism industry” and, at the provincial level, he stated that for the Costa Blanca Tourism Board “it is a pleasure to participate in the Hosbec campaign, with the support of the Ministry, because we are tourism, and we know that the world makes tourism an invaluable industry, as is the industry of happiness”.

For her part, the councillor Nuria Montes has emphasised the objective of the campaign “as a reaction to tourismophobia” and has placed tourism as one of the great achievements of society that we are not willing to abandon”. “Tourism enriches us personally and socially” she has assured before insisting that “the messages of tourismophobia are classist”.

Nuria Montes also stressed that the campaign “reflects the hospitable spirit of the Valencian Community, which has not brought us any harm, but quite the opposite. That is why this is a campaign in favour of tourism and sustainable tourism activity.”

Finally, the councillor referred to the “open debate on the tourist tax” to emphasise that “tourists cannot be criminalised for other problems that the region has, such as economic, health or social ones”. On this point, Montes said that “we have a huge underfunding in the Community and those who now want the tourist tax have not moved a finger to solve it. They are only using demagogy to try to cover up their shame”.

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

Overview

This week across Benidorm, Altea, Albir, Finestrat, and La Nucía is mainly:

Weekly markets and street trading

Live music in bars and small venues

Early spring coastal tourism activity (boat trips, promenades)

Small cultural events and exhibitions

Gradual build-up toward May festivals in Benidorm

BENIDORM – Events and Activity

Markets and street life

Wednesday and Sunday main street markets (large general markets for clothing, food, and goods)
Old Town craft stalls operating in the evenings
Night markets becoming more active as tourist season builds

Cultural activity

Early preparations and signage for the Medieval Market coming soon in central Benidorm
Small pop-up performances in Old Town squares (musicians, street entertainment)

Nightlife and entertainment

Live music every night across the main strips (cover bands, tribute acts, karaoke)
DJ sets and bar entertainment increasing toward peak season
Rooftop bars and terrace venues reopening more consistently

Overall feel

Benidorm is in an active pre-summer phase with strong nightlife and steady tourist flow.

ALTEA – Cultural and coastal atmosphere

Old Town and culture
Art galleries and artisan shops open daily
Small exhibitions and cultural displays in local venues

Live music

Acoustic and low-key live music in bars around Old Town and seafront areas
Occasional weekend performances in Irish and cocktail bars

Sea activities

Boat trips operating from Altea harbour including:
Coastal cruises
Sunset sailing trips
Swimming stops depending on weather conditions

Overall feel

Quiet, scenic, and cultural with a strong focus on relaxation rather than nightlife.

ALBIR / ALFÀS DEL PI – Mixed expat and local activity

Markets

Friday weekly street market with food, clothing, and household goods
Nearby Sunday markets in Altea also attract visitors from the area

Live music

Regular pub and bar entertainment, especially in Irish and rock-themed venues
Weekly live bands and acoustic performances across multiple venues

Cultural venues

Casa de Cultura hosting small theatre events, exhibitions, and community activities
Regular local group meetings and social clubs

Overall feel

Balanced area with both relaxed daytime atmosphere and active evenings.

LA NUCÍA – Local and sporting focus

Markets

Sunday rastro (large flea market with antiques, tools, clothes, and food stalls)
Entertainment
Occasional live music in local bars, mostly weekends

Sports activity

Large sports complex hosting training camps, tournaments, and weekend events

Overall feel

Quiet residential town with activity concentrated around weekends and sports events.

FINESTRAT – Beach and market lifestyle

Markets

Tuesday and Saturday markets in La Cala area with a mix of local produce and goods

Beachfront activity

Beach bars and restaurants increasingly open in the evenings
Sunset dining season beginning again

Entertainment

Low-key live music in beachfront bars rather than organised events

Overall feel

Relaxed coastal town focused on beach life and casual evenings.

OVERALL SUMMARY

Benidorm: busiest area with nightlife, markets, and entertainment

Altea: cultural, scenic, and relaxed

Albir / Alfàs del Pi: balanced mix of live music and expat social life

La Nucía: local, quiet, and sports-focused

Finestrat: beach-oriented and low-key

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The mayor defends the “happiness industry” at the presentation of the Hosbec #Yotambiénsoyturista (I am also a tourist) campaign

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

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