From thousands of runners taking over the streets to a familiar cow outside a gift shop, Benidorm’s tourism awards cover very different parts of the city’s success story for 2026.
Benidorm Town Council has selected the recipients of the Premios Turismo ‘Ciudad de Benidorm’ 2026 (City of Benidorm Tourism Awards).
Benidorm Half, McDonald’s España, ALE-HOP and Autocares Grupo Benidorm will receive awards across four categories.
Local tourism businesswoman Antonia Aguilar Masanet will also receive a Special Mention.
The council plans to present the awards on Friday 25 September as part of its programme for World Tourism Day, which takes place on 27 September.
The full council must first approve the proposal at its meeting on Monday 31 August.
Benidorm Half takes the international award
Benidorm Half will receive the International category award.
The race traces its history back to 1984, but organisers TourSport introduced a new format in 2018. They moved the start to sunset, allowing runners to experience Benidorm’s illuminated skyline as they tackle the course.
The event offers a half marathon and a 10K race each November.
More than 9,000 athletes took part in the last edition, with international runners accounting for more than half of them.
The UK provided the largest overseas contingent, with more than 4,000 runners. Ireland, Norway, Belgium and the Netherlands also sent large groups.
The council highlighted the event’s success in combining sport with tourism and attracting runners and their companions from overseas.
McDonald’s campaign puts Benidorm in the spotlight
McDonald’s España will take the National award for its ‘Mitiquísimo’ summer advertising campaign.
The campaign, created by agency &Rosàs, looks back at familiar Spanish summer holiday traditions and includes Benidorm among the country’s best-known holiday destinations.
It features television personality Belén Esteban alongside content creators Aitana Soriano and Elena Gortari.
Benidorm also appears on campaign imagery and packaging, giving the city national exposure.
ALE-HOP wins the regional category
Costa Blanca retailer ALE-HOP will receive the Autonómica, or Regional, award.
The company started in Gata de Gorgos in 2001 and has since grown to more than 360 shops in Spain and other European countries.
Its stores have become instantly recognisable thanks to the large cow figures standing outside.
Although ALE-HOP opened its first shop in Valencia, its fifth store in Benidorm proved particularly important.
The success of that shop showed founder Vicente Grimalt how well the company’s low-cost gifts and impulse purchases worked in busy tourist destinations. The company dubbed this the ‘Benidorm Effect’.
Local transport company recognised
Autocares Grupo Benidorm will receive the Local category award.
The company dates back to 1999, while its current owners took control in 2005.
Since then, the business has expanded its tourism transport services. Alongside brands including Beniconnect, it provides transfers and other transport services for visitors to Benidorm and the wider Costa Blanca.
The council chose the company for its contribution to visitor transport and its long connection with Benidorm’s tourism industry.
Special recognition for Antonia Aguilar Masanet
Benidorm businesswoman Antonia Aguilar Masanet will receive this year’s Special Mention.
Her parents opened Hotel Palmeral in 1956, and she later became its owner.
Her career also includes working as the first manager of Restaurante Ulía and founding travel agency La Cala.
After studying at the Escuela Superior de Hostelería y Turismo de Madrid, she built a career spanning hotels, restaurants and travel.
Her work has particularly strong links with La Cala and reflects several decades of Benidorm’s development as a major Costa Blanca holiday destination.
Bridging the Gap’s recap
- Benidorm will present its 2026 tourism awards on Friday 25 September.
- Benidorm Half will receive the International award.
- More than 4,000 UK runners took part in the last Benidorm Half.
- McDonald’s España wins the National category for its ‘Mitiquísimo’ campaign.
- ALE-HOP takes the Regional award, recognising a company with important links to Benidorm.
- Autocares Grupo Benidorm receives the Local award for its contribution to tourism transport.
- Tourism businesswoman Antonia Aguilar Masanet will receive a Special Mention.
- The full council must approve the awards on Monday 31 August.
- The ceremony forms part of Benidorm’s programme for World Tourism Day.
