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UK Press Release: Benidorm expands digital tourism strategy with Roblox launch

Benidorm / 9 May 2026

Roblox, one of the world’s largest interactive gaming platforms with hundreds of millions of monthly users, has become the launchpad for a major new tourism innovation as Benidorm introduces “Benidorm Fun Town Tycoon”—a branded gaming experience designed to showcase the city as a leading family destination and sustainability-focused urban model.

The project, developed by the City Council and the Visit Benidorm tourism foundation, positions Benidorm as one of the first destinations globally to establish a permanent presence inside Roblox’s ecosystem, alongside pioneering cities such as Singapore and Tokyo.

A tourism destination rebuilt as a playable world

Presented at the Benidorm BeCiTi hub in El Torrejó Municipal Centre, the initiative was unveiled by Mayor Toni Pérez and Visit Benidorm manager Leire Bilbao, alongside tourism officials and digital creators from immersive gaming studio Fleeverse.

The game transforms Benidorm into a fully interactive “tycoon” experience where players build a futuristic skyscraper that evolves from a single seed into a multi-level entertainment city. The gameplay combines construction, exploration, and mission-based challenges inspired by real locations across the city.

Players can unlock attractions and environments referencing:

Poniente Beach and Levante Beach
Serra Gelada Natural Park
Benidorm Island
Old Town and El Castell
Tossal de la Cala

Landmarks such as InTempo Tower and Delfín Tower

Across roughly 500 interactive build elements, users construct entertainment spaces including water parks, aquariums, theme zones, restaurants, and cultural attractions.

Sustainability embedded into gameplay

Unlike conventional promotional games, “Benidorm Fun Town Tycoon” integrates sustainability directly into its mechanics. Players must complete missions involving recycling, water conservation, and eco-friendly mobility routes.

The concept of the “seed”—from which the skyscraper grows—acts as a metaphor for responsible urban expansion, echoing Benidorm’s real-world vertical development model and environmental planning strategy.

According to Visit Benidorm, this approach is intended to communicate that tourism is not only about visiting destinations but also understanding how they are maintained and preserved.

Captain Pedro Z and digital storytelling

A central feature of the experience is “Captain Pedro Z”, a narrative guide inspired by historical figure Pedro Zaragoza Orts, widely credited with shaping modern Benidorm’s tourism identity.

The character guides players through missions, reveals city facts, and frames Benidorm as a Mediterranean destination built on openness, innovation, and leisure culture.

Industry context and global trend

The launch reflects a wider shift in tourism and branding strategies. Industry commentary across digital media and tourism tech reporting has highlighted that platforms like Roblox are increasingly being used by global brands such as Nike, Gucci, and Spotify to reach younger audiences through immersive experiences rather than traditional advertising.

With Roblox reporting engagement across hundreds of millions of users globally, destinations are now entering what analysts describe as a “playable marketing ecosystem,” where tourism promotion becomes interactive, participatory, and continuous.

Benidorm’s entry into this space positions it as one of the first European destinations to adopt gaming as a core tourism communication channel.

Strategic goals

The initiative is part of Benidorm’s wider digital transformation strategy, aimed at:

Attracting Gen Z and Gen Alpha audiences

Extending destination engagement beyond physical travel
Promoting sustainability awareness through gameplay
Strengthening international tourism branding
Creating shareable digital content and avatar assets

The platform also includes child safety measures, including periodic reminders for players to take breaks.

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

Regional overview: steady pre-summer momentum

Across the Costa Blanca, including Benidorm, Altea, L’Alfàs del Pi (Albir), La Nucía and Finestrat, the region is entering a strong early-season phase with increasing visitor numbers, expanding nightlife, and a growing calendar of small cultural and leisure events ahead of the main summer period.

Markets, live music, coastal tourism and community events continue to dominate activity this week, alongside ongoing infrastructure improvements such as new sustainability and mobility projects.

BENIDORM – Markets, nightlife and tourism growth

Weekly street markets in Benidorm remain a key attraction, including Wednesday and Sunday general markets offering food, clothing and local goods.

The Old Town continues to host craft stalls and informal street entertainment, while evening activity is increasing as the summer season approaches.

Live music is now a nightly feature across main entertainment zones, with tribute acts, DJs and bar performances contributing to strong visitor activity.

Tourism officials also note continued preparation for upcoming seasonal events, including the build-up toward traditional spring and early summer festivals.

ALTEA – Culture and coastal leisure

Altea continues to focus on cultural tourism and relaxation, with art galleries, artisan shops and small exhibitions operating throughout the Old Town.

Live acoustic performances and low-key entertainment are taking place across seafront bars, while boat excursions from Altea harbour are operating regular coastal and sunset sailing routes depending on weather conditions.

ALBIR / L’ALFÀS DEL PI – Community events and live music

L'Alfàs del Pi and the Albir area maintain a steady mix of expat and local activity.

Weekly Friday markets remain popular, while Irish pubs and live music venues continue to host regular bands and acoustic performances.

The Casa de Cultura is also hosting community exhibitions, theatre and social events throughout the week.

LA NUCÍA – Sports and weekend activity

La Nucia continues to centre around sports tourism, with its major sports complex hosting training camps and competitive events.

The Sunday rastro flea market remains a key attraction, drawing visitors from across the region.

FINESTRAT – Coastal leisure and markets

Finestrat is experiencing growing beachfront activity as beach bars and restaurants reopen for the warmer season.

Markets in La Cala continue on Tuesdays and Saturdays, offering local produce and artisan goods, while sunset dining and relaxed evening entertainment are becoming more frequent.

VILLAJOYOSA – Culture, coastline and local life

Villajoyosa is experiencing steady early-season activity, supported by its historic old town, colourful seafront and growing cultural tourism offer.

Local markets and small artisan trading continue throughout the week, while the seafront promenade is seeing increased footfall as warmer weather returns.

The town also maintains its reputation for traditional fishing heritage, chocolate production history, and quiet beach tourism, offering a more relaxed contrast to nearby resort centres.

INFRASTRUCTURE UPDATE – Benidorm EV expansion

Alongside tourism growth, Benidorm is also continuing its sustainability rollout, including new electric vehicle charging infrastructure in the Levante area as part of its broader mobility and climate strategy.

The project forms part of EU-backed funding aimed at supporting low-emission transport across major Mediterranean destinations.

REGIONAL SUMMARY

Benidorm: busiest hub with nightlife, markets and entertainment growth
Altea: cultural, scenic and relaxed
Albir / L’Alfàs del Pi: balanced social and live music scene
La Nucía: sports-led and residential
Finestrat: beach-focused and seasonal lifestyle
Villajoyosa: coastal heritage, relaxed tourism and local culture

The Costa Blanca continues its gradual transition into peak tourist season, with activity levels rising steadily across all major towns.

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UK Press Release: Benidorm expands digital tourism strategy with Roblox launch

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