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The mayor of Benidorm accompanies Hosbec at his traditional Christmas meeting

The mayor of Benidorm, Toni Pérez, participated this Friday in the traditional Christmas meeting organised by the Hospitality Business Association of the Valencian Community, Hosbec. At the meeting, which was held at the Esmeralda hotel in Calp, the first mayor of Benidorm shared a Christmas toast with the president of the hotel association, Fede Fuster; the general secretary of the entity, Mayte García; the board of directors and a large representation of businessmen, as well as the president of the Generalitat Valenciana, Carlos Mazón; the Minister of Tourism, Nuria Montes; Senator Agustín Almodóbar; and other public positions.

In his capacity as president of the Provincial Council of Alicante, Toni Pérez applauded during his speech the repeal of the tourist tax, thus responding to “a claim from the entire sector as a whole, because this tax was still an ideological tax and sectarian that penalised regulated accommodation.”

For this reason, he has defended that "the elimination of this tax has been excellent news and the fact that it has been a quick and effective process by the Generalitat has offered security and confidence to both the agencies, tour operators and businessmen, as well as to travelers". Once this stage has been overcome, according to Toni Pérez, “now one of our main lines of action must be sustainability, one of the fundamental pillars on which the municipalities of the province are betting, with the support and sustenance of the Provincial Tourism Board.” , as well as “promote public-private collaboration to make cities and small towns friendly and sustainable destinations, both for citizens and tourists.”

Finally, he congratulated Hosbec for the “constant and exemplary work” that it has been developing for more than 40 years and that has made it “the great representative of this industry of happiness and hospitality that offers so many economic benefits to the province and the entire Valencian Community.”

The president of the Generalitat, Carlos Mazón, has highlighted the commitment of the tourist industry of the Valencian Community to continue advancing in new goals such as achieving "the AENOR certificate as the first sustainable destination", a milestone that a sector is working towards "very professional, advanced and self-demanding" that goes for "the highest level of world tourism".

Along these lines, he thanked the sector "for never standing still" and not being satisfied with the positive data, but continues to look for new goals because it is an "ambitious" industry.

Mazón made these statements during the awards ceremony of the Hotel and Tourism Business Association of the Valencian Community (Hosbec) where he was accompanied by the Minister of Innovation, Industry, Commerce and Tourism , Nuria Montes, and the president of Hosbec, Fede Fuster.

During his speech, the head of the Council called for the abolition of the tourist tax, one of the main demands of the sector in 2023. In this sense, he highlighted the "ambition" of the tourism industry to take on new challenges and projects to continue to be benchmarks, especially in terms of sustainability, where an important strategic bet is being made that is obtaining great results.

The president has also insisted on working for reasonable conditions of the Imserso, as well as the "reformulation of the good trip" to adapt it to the current moment in order to promote "deseasonalization" and encourage it to "reach more people".

The head of the Valencian executive highlighted the coordination between the various administrations because "we are convinced and committed" to the tourism sector since "we are a land of open doors" that is demonstrating its capacity for sustainability and its sporting or gastronomic cultural bet. Along these lines, he recalled that it is still necessary to do pedagogy with those who are not convinced that this Community will either "be touristic or not".

President Carlos Mazón has also indicated that the Generalitat will continue to offer incentives to the sector through fiscal efforts such as the repeal of the tourist tax, the abolition of inheritance or donation tax, or new fiscal initiatives to to enhance the sustainability of the tourism sector.

🌴 What's On Across the Costa Blanca

Benidorm & Surrounding Areas | 6–12 July 2026

The Costa Blanca is in full summer swing, with another busy week of sunshine, festivals, sporting events and family entertainment across Benidorm, Altea, Villajoyosa, Finestrat, La Nucía and L'Alfàs del Pi.

With schools now breaking up across Europe and visitor numbers increasing, beaches, attractions, markets and nightlife are all operating at peak season.

☀️ Benidorm

Beaches & Summer Fun

Benidorm's Blue Flag beaches continue to welcome thousands of visitors each day with full summer services.

Activities include:

Parasailing and jet ski adventures
Boat trips to Benidorm Island
Paddleboarding and kayaking
Beach volleyball
Open-air fitness classes
Family beach activities

New Attraction

Visitors can now take photos at Benidorm's brand-new giant seafront letters, created from 170kg of recycled fishing nets, located on the Tamarindos Promenade.

Costa Blanca Cup 2026

The international youth football tournament continues across Benidorm and the Marina Baixa, bringing together:

319 teams
34 countries
Thousands of players, coaches and supporters
Matches are being played throughout the week in Benidorm, Altea, La Vila Joiosa, La Nucía, Finestrat, L'Alfàs del Pi and Calpe.

Entertainment & Nightlife

Live tribute shows every evening
Comedy, cabaret and karaoke
Beach clubs and rooftop bars
Live DJs along Levante and Poniente
Sunset boat parties
Summer club nights

🌿 Albir & L'Alfàs del Pi

Award-Winning Nature

The Albir Lighthouse Trail, recently named Spain's Best Blue Trail 2026, remains one of the Costa Blanca's most popular walks.

Visitors can enjoy spectacular views across the Serra Gelada Natural Park.

Things To Do

Guided nature walks
Cycling routes
Outdoor fitness
Beachfront restaurants
Evening live music
International community events

🍫 Villajoyosa

Colourful Coastal Heritage

La Vila Joiosa continues to attract visitors with its colourful seafront and historic centre.

Popular attractions include:

Chocolate museum visits
Factory tours
Artisan markets
Historic Old Town walks
Beachfront restaurants
Live music
Summer gastronomy events continue throughout July.

🏟️ La Nucía

Sports & Family Activities

The Camilo Cano Sports City remains busy with:
National and international training camps
Community fitness programmes
Youth sporting events
Outdoor exercise sessions

Family activities

Local summer cultural events and evening entertainment continue throughout the municipality.

🌅 Finestrat

Outdoor Adventures

The warm weather makes Finestrat one of the area's top destinations for outdoor activities.

Popular choices include:
Hiking Puig Campana
Guided countryside walks
Scenic village tours
Mountain biking
La Cala beach days
Shopping & Dining
La Marina Shopping Centre summer promotions
Beachfront restaurants
Evening shopping
Outdoor terraces

🎭 Altea

Arts & Culture

Altea continues its lively summer programme with:
Artisan markets
Art galleries
Live jazz
Acoustic concerts
Cultural events around Plaza de la Iglesia

New This Week

Altea has launched a special summer police operation, increasing patrols across beaches, the Old Town and tourist areas to help keep residents and visitors safe throughout the busy holiday season.

Coastal Experiences
Catamaran cruises
Sunset sailing trips
Seafront dining
Photography workshops

📅 Coming Up

Costa Blanca Cup finals approach
Outdoor concerts continue across the Marina Baixa
More beach entertainment throughout July
Summer fiestas gathering momentum
Markets, family activities and evening events across the region
Tourist attractions operating extended opening hours

Quick Summary

⚽ Costa Blanca Cup continues across the region

📸 New giant Benidorm letters now open on Tamarindos Promenade

🏖️ Beaches, water sports and boat trips in full swing

🌿 Albir Lighthouse Trail remains Spain's Best Blue Trail

🍫 Villajoyosa's heritage attractions continue to draw visitors

👮 Altea launches enhanced summer police patrols

🎶 Live music, nightlife and outdoor dining across the Costa Blanca

☀️ Peak summer holiday season is now underway

🌤️ Weather Outlook

Expect another week of hot, settled weather.

🌡️ Daytime temperatures: 30°C–34°C

🌙 Evening temperatures: 23°C–26°C

Perfect conditions for beach days, sightseeing, outdoor dining and evening entertainment. Remember to stay hydrated, wear sunscreen and avoid prolonged exposure during the hottest part of the afternoon.