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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 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.