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Visit Benidorm Board approves nearly €1.9 million budget to strengthen destination promotion

 

Benidorm / 13th December 2025

 

195 promotional actions planned across 29 countries in 2025

 

The Board of Trustees of the Visit Benidorm Foundation has approved a budget of almost €1.9 million for the next financial year, reaffirming its commitment to enhancing the city’s tourist appeal and international promotion.

 

The decision was announced during the Foundation’s ordinary Board meeting, at which a comprehensive review of promotional activity carried out during 2025 was presented. Over the course of the year, Visit Benidorm has delivered 195 promotional actions in 29 countries, spanning 87 cities worldwide.

 

These initiatives have showcased 13 distinct tourism products—including beaches, music, gastronomy, nature and sport—targeting nine key market segments, with particular focus on senior tourism, meetings and events, family travel, LGTBIQ+ visitors and youth tourism.

 

By source market, Spain accounted for the highest number of actions (66), followed by the United Kingdom (21), Germany (15), Italy (14), Poland (12) and the Netherlands (8). Emerging markets have also been prioritised, with actions carried out in Japan (3) and the United States (1).

 

The 2025 Operational Plan also included initiatives to attract journalists, influencers, travel agents and tourism professionals to Benidorm, alongside specialists linked to congress organisation, sporting and health events, audiovisual productions, sustainability, environmental initiatives and the Smart Tourism Destination (DTI) strategy.

 

In terms of advertising, Visit Benidorm allocated €600,000 this year to reduce seasonality, particularly during the shoulder and low seasons. Of this, €400,000 was invested in international campaigns. These efforts generated more than 20.5 million impressions through television and physical media, reaching over 1.6 million users, while digital campaigns achieved 82.7 million impressions and 460,275 clicks.

 

Campaigns were run in 15 countries, supporting market diversification and generating an estimated 465,515 overnight stays, with a direct economic impact of approximately €84 million.

 

Tourism performance figures underline the success of these actions. According to official INE data, 2.4 million travellers stayed in hotels, apartments and campsites in Benidorm up to October 2025—8% more than in the same period of 2024. In addition, tourist and day-trip visitor traffic reached 17.2 million people up to September, representing a 9.5% increase year on year, based on mobile network data.

 

The Board also formally approved the 2026 budget, set at €1,890,000, to continue strengthening Benidorm’s position as a leading, diverse and year-round international tourist destination.