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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.

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

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