It seems there is no such thing as low-season in Benidorm.
From busy beaches to data-driven marketing, Benidorm heads to London ready to prove it’s the beach city that never takes a break.
It’s impossible to understand British tourism without talking about Benidorm. While Alicante–Elche Airport serves as the gateway for more than 95% of British visitors, it is the city of skyscrapers that manages to consistently keep its hotels, apartments, and campsites full.
That’s why Visit Benidorm is preparing meticulously for the World Travel Market, along with detailed reports on visitor trends and preferences.
“Our goal remains to strengthen the mid-season. In Benidorm, there’s no such thing as low season,” says Leire Bilbao, the organisation’s director.
By the end of September, Benidorm had already recorded 773,908 hotel guests, surpassing even the totals from 2019. Bilbao explains that the months of spring and September offer “an opportunity to increase flight seats due to the availability of beds. This allows the season to be extended with excellent results and helps generate stable employment.” She adds that “records show that every month this year has exceeded 2024’s figures.”
In addition to demographic data, the tourism sector notes that the number of flight seats continues to grow.
At the same time, “while artificial intelligence offers new possibilities for trip planning, travelers’ trust in letting AI book for them remains low, and the value of the human touch continues to be essential.” Travel agents and tour operators thus remain vital players in the tourism experience.
Benidorm goes all in at the World Travel Market
Benidorm heads to London with all its resources. Its data-driven strategies enable targeted marketing campaigns tailored to visitor profiles. Another major advantage is predictability, as British travelers tend to book well in advance, unlike many Spanish tourists.
Benidorm will be one of 20 destinations represented under the Turisme Comunitat Valenciana brand. The regional government will present a £970,000 (€970,000) promotional campaign for the British market at the World Travel Market.
Tourism Minister Marián Cano announced that “more than 20 meetings will be held with travel agencies, tour operators, associations, and airlines such as Jet2, EasyJet, Lufthansa City Center, Explore, Voyages Jules Verne, and the International Association of Golf Tour Operators (IAGTO), among others.”
A key market for Spain
In 2024, over 18 million British tourists visited Spain, spending €22.6 billion, the country’s largest source of foreign visitors. The Valencian Community accounted for 16% of that total, ranking third after the Canary Islands and the Balearic Islands. Of the 3 million British visitors who came to the region, over 80% ended up in the province of Alicante.
