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l’Alfàs del Pi Sees Rising Economic Impact from Tourism in 2025

l’Alfàs del Pi / 7 February 2026

Tourism in l’Alfàs del Pi continues to strengthen its contribution to the local economy, according to the municipality’s 2025 tourism report, driven by higher average visitor spending and the continued loyalty of key international markets.

In a period marked by stabilisation after several years of strong growth, the destination has maintained solid tourism performance. During the first half of 2025, approximately 375,000 visitors were recorded, confirming l’Alfàs del Pi’s resilience in a climate of more moderate growth and increasingly planned travel demand.

“Our first objective has been achieved: building loyalty among our target visitors,” said Luis Miguel Morant, Councillor for Tourism. “At the same time, average visitor spending has increased significantly. This confirms we are on the right path to positioning l’Alfàs del Pi as a leading, high-quality tourist destination.”

Higher visitor spending drives economic return

One of the most notable findings in the 2025 report is the rise in tourist spending. The average booking price increased by nearly 9%, reflecting a visitor profile with greater spending power and a more evenly distributed tourism flow throughout the year, particularly during the summer months.

This trend reinforces tourism’s positive impact on the local economy, especially in key sectors such as hospitality, retail and services, and supports a more sustainable model focused on value rather than volume.

Strong loyalty from key international markets

International tourism remains central to l’Alfàs del Pi’s tourism model, with almost 90% of visitors coming from abroad. The United Kingdom, Norway, the Netherlands and Belgium together account for around 80% of all international arrivals, maintaining a stable presence throughout the year.

This strong customer loyalty consolidates l’Alfàs del Pi’s reputation as a destination associated with quality of life, a mild climate, and a calm, healthy environment—attributes particularly valued by international visitors.

A consolidated and balanced tourism model

Overall, the 2025 figures reflect a phase of tourism consolidation, with a gradual shift away from pure growth towards improved demand management and better integration of tourism with everyday life in the municipality.

This approach aligns with local policies aimed at protecting residents’ quality of life, including initiatives such as the ‘Live L’Alfàs Healthy’ campaign, which promotes active living, balance and well-being for both residents and visitors.

🌴 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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