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Thousands of boys and girls eagerly welcome the Three Wise Men in Benidorm

More than 800 people participated in the great Parade of Their Majesties of the East.

The royal procession passed through Los Almendros Avenue, Marte, Venus, Ruzafa and Herrerías streets, Christmas Square (Plaza de Sus Majestades los Reyes de España) and ended at the Julio Iglesias auditorium, in the Parque de l'Aigüera, there they have been received by the 4,000 attendees of the meeting, among them thousands of boys and girls who, despite the humidity, have patiently waited for the arrival of the Kings of the East before they began their magical night tour through the city. Also present were the mayor, Toni Pérez; the Councilor for Festivals, Mariló Cebreros; and a large representation of the municipal corporation.

Toni Pérez, welcomed Melchor, Gaspar, Baltasar on behalf of the city and wished them and their emissaries for 2024 a happy stay, the former president of the Penyes Association 'Verge del Sofratge', Ramón Cano; the former soccer player, Antonio López; and the person in charge of the sports schools of the Benidorm Nautical Club, Gabriel Ruiz.

“We were waiting for you,” the mayor said. "The most wonderful of stars has brought you here and you have seen the faces of the children of Benidorm full of hope." Toni Pérez asked the Three Wise Men for “Solidarity among peoples, peace in the world, and health and happiness in all hearts” before reminding them that they still had “a lot of work” because they had “a visit to all the homes in Benidorm” left. ”, especially “those who need it most.” The first mayor concluded by wishing you that “your light illuminates a prosperous 2024 that we all hope for.”

More than 800 people and 11 floats have participated in the Three Kings Parade. As is traditional, it has been divided into two parts. In the first, of a playful nature, the protagonists have been characters from movies and television series. In the second, the story 'The story of the Three Wise Men of the East' has been recreated.

The Christmas Star, a role played by the Benidorm stylist, actress, designer, presenter and journalist Cristina Rodríguez, opened the way for the Three Wise Men who, as a novelty, this year have completely renewed their wardrobe. A tour in which the Colla de Xirimiters de la Marina, the Bandeta Tropical and the three local musical societies have provided the musical note: Unión Musical de Benidorm, SM l'Illa de Benidorm and SM 'La Nova', performing the symphonic suite 'The Three Wise Men', by Francisco José Rovira Peretó.

La Cabalgata has staged the six sequences into which the story is divided: 'The Star and the Birth', 'Herod', 'The Shepherds', 'The Arab Souk', 'The Royal Entourage' and, finally, 'The Kings'. Wizards'. The public crowded in the streets of Benidorm has especially applauded the passage of the Orihuela Armed Centuria, the animals, especially the geese, or the living Nativity scene, performed by members of the ACR 'La Barqueta'.

The great Three Kings Parade has ended with a spectacular fireworks display. Next, Melchior, Gaspar and Baltasar gave some presents to the small congregation. Subsequently, as the night progressed, Their Majesties said goodbye to the public to fulfill the mission that Christmas entrusts them each year, to make all the boys and girls of Benidorm happy.

The Three Wise Men also visit the Double Love

Before participating in the parade in their honor in Benidorm, the Three Wise Men have been to the Huerta. At 4:30 p.m. they arrived by train at the Camí de les Coves stop where they were also received by Toni Pérez, Mariló Cebreros and other councilors, including the regional deputy José Ramón González de Zárate.

From there Their Majesties went to the Doble Amor centre where they distributed gifts among its users and, later, they did the same at the Hermitage of Sanç where the children of the neighbourhood were waiting for them.

🌴 What's On Across the Costa Blanca

Benidorm & Surrounding Areas | 13–19 July 2026

The Costa Blanca enters another exciting week of the summer season, with beaches packed, festivals in full swing and a busy calendar of sporting, cultural and family events across Benidorm, Altea, Villajoyosa, Finestrat, La Nucía and L'Alfàs del Pi.

With schools now on holiday across much of Europe, visitor numbers continue to rise as the region enjoys one of its busiest periods of the year.

☀️ Benidorm

Beaches & Summer Activities

Benidorm's award-winning Levante, Poniente and Mal Pas beaches continue operating at full summer capacity with lifeguards, beach services and water sports available daily.

Popular activities include:

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

New Seafront Attraction

Visitors are flocking to Benidorm's giant new "BENIDORM" letters on the Tamarindos Promenade, created from 170kg of recycled fishing nets recovered from the Mediterranean, making them one of the city's newest photo hotspots.

International Mermaids & Mermen Convention

Aqua Natura Benidorm is hosting Europe's largest International Mermaids & Mermen Convention, attracting performers, instructors and enthusiasts from across Europe and beyond.

Visitors can enjoy:

Mermaid performances
Underwater demonstrations
Family activities
Marine conservation workshops
Interactive experiences
Benidorm Cable Ski Celebrates 60 Years

The famous Benidorm Cable Ski marks its 60th anniversary with commemorative events celebrating one of Europe's oldest cable ski facilities.

Celebrations include:

Historical displays
Community events
Tribute to the founders
Anniversary activities continuing throughout the summer
Entertainment & Nightlife
Benidorm's nightlife is in full swing every evening with:
Live tribute shows
Comedy, cabaret and karaoke
Beach clubs
Rooftop bars
Live DJs
Sunset boat parties
Summer club events

🌿 Albir & L'Alfàs del Pi

Nature & Coastal Walks

The award-winning Albir Lighthouse Trail, recognised as Spain's Best Blue Trail, continues attracting walkers with spectacular views over the Serra Gelada Natural Park.

Things To Do:

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

🍫 Villajoyosa

Colourful Coastal Heritage

La Vila Joiosa remains one of the Costa Blanca's most picturesque destinations.

Popular attractions include:

Chocolate museum visits
Chocolate factory tours
Historic Old Town
Artisan markets
Seafront restaurants
Beach walks
Summer live music

🏟️ La Nucía

Medieval Market Returns

One of the highlights of the week is the 20th Medieval Market, running from 10–12 July, filling La Nucía's Old Town with:

40 artisan craft stalls
Medieval encampments
Knights and street performers
Traditional music
Fire shows
Children's workshops
Medieval food and drink
Celebrating 321 Years

La Nucía is also marking its 321st anniversary with cultural exhibitions, historical archive displays and an innovative Artificial Intelligence project helping preserve the town's historic documents.

Sport & Family Activities

Camilo Cano Sports City continues hosting:

International training camps
Community fitness sessions
Youth sporting events
Family activities
Outdoor exercise classes

🌅 Finestrat

Outdoor Adventures

Summer conditions make Finestrat ideal for outdoor enthusiasts.

Popular activities:

Hiking Puig Campana
Mountain biking
Guided countryside walks
Scenic village visits
La Cala beach
Photography
Shopping & Dining
La Marina Shopping Centre
Beachfront restaurants
Outdoor terraces
Summer shopping offers

🎭 Altea

Arts & Culture

Altea continues its vibrant summer programme featuring:

Artisan markets
Art galleries
Live jazz
Acoustic concerts
Cultural events around Plaza de la Iglesia
Summer Safety

The town's enhanced summer policing operation continues, with extra patrols across beaches, the Old Town, promenade and shopping areas helping keep residents and visitors safe throughout the busy holiday season.

Coastal Experiences

Catamaran cruises
Sunset sailing
Waterfront dining
Photography workshops

📅 Coming Up

Summer fiestas continue across the Costa Blanca
Outdoor concerts throughout Marina Baixa
More family entertainment during the school holidays
Extended opening hours at attractions
Beach events and evening markets
Live music every night across the region

🌴 Quick Summary

🏖️ Beaches and water sports at full summer capacity
🧜 International Mermaids & Mermen Convention at Aqua Natura
🎿 Benidorm Cable Ski celebrates 60 years
📸 Giant recycled Benidorm letters proving hugely popular
🏰 La Nucía Medieval Market returns with three days of entertainment
🌿 Albir Lighthouse Trail continues attracting visitors
👮 Enhanced summer police patrols continue in Altea
🎶 Live music, nightlife and outdoor dining across the Costa Blanca
☀️ Peak summer holiday season continues

🌤️ Weather Outlook

Expect another week of hot, settled Mediterranean weather.

🌡️ Daytime: 31°C–35°C

🌙 Evenings: 24°C–27°C

Perfect conditions for beaches, sightseeing, outdoor dining and evening entertainment. Visitors are advised to stay hydrated, use high-factor sunscreen and avoid prolonged exposure during the hottest part of the afternoon.