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Visit Benidorm carries out 92 promotional activities in 41 cities across 16 countries during the first half of the year.

Visit Benidorm consolidates its national and international positioning with a multi-channel, diversified strategy adapted to new tourism segments.

 

During the first six months of 2025, the Visit Benidorm Foundation has carried out 92 promotional activities in 41 cities across 16 countries, strengthening its internationalization and segmentation strategy to consolidate the destination in the main source markets.

These initiatives have included 20 workshops, 19 trade show appearances, 15 destination presentations, 10 press trips, 7 family trips, as well as promotional material shipments, specific collaborations, blog trips, co-marketing, and filming.

The promotion targeted 11 tourism products and 12 distinct segments, with a clearly diversified approach. 51.1% of the initiatives were focused on general products, followed by sustainability (12%), film and MICE (7.6%), sports tourism, gastronomy, cycling, and accessibility, among others. Initiatives were also developed around emerging products such as premium tourism, running, smart tourism destinations (SDT), health and wellness, and the Care Lab project.

The national market has concentrated the largest number of performances (34), followed by the United Kingdom (12), Germany (9) and Italy (8), with presence also in markets such as Poland, France, the Netherlands and Denmark.

During this semester, the foundation has served a total of 888 industry professionals, including 707 travel agents, 11 journalists, and 6 influencers.

This segmentation strategy reinforces Benidorm's position as an innovative, sustainable tourist destination adapted to new visitor profiles, consolidating its leadership in the field of international tourism promotion.

Benidorm, Green Pioneer: Sustainability underpins the 2025 promotional strategy

Benidorm's recognition as a European Green Pioneer of Smart Destination by the European Commission has provided a significant boost to the tourism promotion strategy for 2025. This distinction, which recognizes destinations committed to sustainability, energy efficiency, and the fight against climate change, has become a central focus of Visit Benidorm's promotional agenda throughout the year.

Sustainability has not only been incorporated as a priority tourism product, but also acts as a cross-cutting communication lever at fairs, workshops, international campaigns, and social media. The European award positions Benidorm as a benchmark in responsible, regenerative tourism aligned with the Sustainable Development Goals (UN 2030 Agenda), consolidating its image as a pioneering destination in environmental matters.

 

Increased air connectivity: more flights and seats to Benidorm via Alicante

During the first half of 2025, Alicante-Elche Miguel Hernández Airport, the main gateway to Benidorm, registered a total of 28,200 flights (up 11%) and 5.11 million seats offered (up 10.8%), thus consolidating the sustained growth of air connectivity with international markets.

This improvement in air capacity strengthens the destination's accessibility and facilitates the growth of international tourism, especially from priority markets such as the United Kingdom, Germany, Italy, and the Nordic countries.

 

Tourism in Benidorm: more than one million travelers by May

According to data from the National Institute of Statistics (INE) and HOSBEC, as of May 2025, Benidorm has welcomed 1,047,028 travelers, generating 5,376,113 overnight stays. The weighted average stay was 4.6 days in hotels, 5.5 days in tourist apartments, and 24.9 days in campsites.

These figures reflect the destination's ability to attract visitors year-round, maintaining solid occupancy levels and average stays, especially for long-stay options such as camping.

The digital area strengthens Benidorm's reach with growth in interactions and content 

In addition to its in-person activities in international markets, Visit Benidorm's online promotional strategy has maintained strong activity during the first half of 2025, achieving a total of 16.22 million impressions, 657,950 interactions, and 2,768 posts across the brand's various digital channels.

In terms of impressions, significant increases stand out on channels such as TikTok (+112.40%), which continues to consolidate itself as a key platform for reaching new audiences, as well as Twitter (+217.97%), which doubles its impact thanks to a higher volume of posts.

Global engagement has grown by +9.54%, with particularly notable spikes on TikTok (+284.25%) and Twitter (+232.06%), confirming the positive reception of dynamic audiovisual content and the conversational approach on emerging networks.

In terms of content production, the volume of posts has increased by +12.84%, with significant increases on Facebook (+48.63%), Threads (+15.11%), and TikTok (+19.51%). 

These figures reflect a positive evolution in Visit Benidorm's digital strategy, with a progressive shift toward high-impact and high-attraction platforms, consolidating the destination's online presence and its direct connection with diverse audiences.

Strategic lines, the basis of the results

The results obtained in terms of visibility, connectivity, and traveler volume are directly linked to the strategic guidelines that guide Visit Benidorm's tourism promotion.

Planning has focused on strengthening the destination's positioning in established and emerging markets through consistent and ongoing communication and the pursuit of higher-value tourism, prioritising increased average daily spending and extended stays.

The strategy aims to consolidate a Benidorm that is active year-round, with special attention to the mid- and low-season, contributing to deseasonalization. At the same time, a more diverse offering has been promoted beyond the traditional sun and beach, promoting products such as sports tourism, gastronomy, cultural tourism, health tourism, and tourism linked to sustainability.

Active work has also been done to expand into new source markets, exploring opportunities arising from the evolution of air connectivity. In-depth knowledge of the visitor, along with a clear commitment to cooperation between local governments and stakeholders, reinforces a flexible and adaptive strategy that allows for effective responses to changing contexts and new market trends.

Actions in preparation for the second half of the year

With an annual forecast of 163 promotional activities, Visit Benidorm has already executed 60% of the planned activities during the first half of the year. For the second half of the year, a total of 71 new activities are in the planning or implementation phase, which will strengthen the destination's international visibility and maintain a continued presence in the main source markets.

These initiatives encompass a wide variety of formats, such as new professional workshops, destination presentations, press trips with strategic media, and co-marketing initiatives with operators and digital platforms. The company also plans to intensify its participation in key international trade fairs, as well as activate new collaborations, themed blog trips, and audiovisual productions to continue generating high-value content for the digital environment.