There was a time when the standard Benidorm souvenir was fairly predictable. A fridge magnet, a T-shirt, perhaps a bottle of something you bought with every intention of saving for Christmas and opened three days after getting home.
Apparently, some British holidaymakers now consider all of that a little too temporary.
Why take home something that might eventually end up in a kitchen drawer when you can have ‘Benidorm 2026’ permanently tattooed onto your body?
And judging by what the town’s tattoo artists are seeing, plenty of visitors agree.
Benidorm Town Hall’s Commerce Department estimates that there are more than 30 businesses in the city associated with tattooing, including dedicated studios and some beauty salons. The council does not yet have complete figures for 2026, but it recorded growth of around 20% during 2024 and 2025.
British visitors make up a sizeable part of the trade. At one studio in Benidorm’s British area, around 95% of customers are from the UK.
So, what exactly are we having done?
Apparently, we really do get ‘Benidorm’ tattooed on ourselves
This is perhaps the most wonderfully Benidorm part of the story.
Tattoo artist Pablo says one of the popular choices among his overwhelmingly British clientele is simply ‘Benidorm’ and the year of the holiday.
Better still, some customers come back and add another year on their next visit.
You have to admire the commitment.
Most of us have photographs buried somewhere among 14,000 images on our phones to remind us where we went on holiday. These people have developed their own human passport stamp system.
- Benidorm 2024.
- Benidorm 2025.
- Benidorm 2026.
Presumably, after enough visits, the only question is whether you run out of annual leave or arm first.
And they don’t particularly like waiting
Another Benidorm tattoo artist, Patri, has been working from her central studio for 25 years and says British customers have become increasingly important to the business.
But there is something distinctive about the holiday tattoo customer.
They often want it now.
Not this afternoon. Not tomorrow. Now.
Patri says some walk-in customers will simply head somewhere else if they have to wait more than around 15 minutes.
Which does suggest that at least some Benidorm tattoos involve slightly less deliberation than you might normally associate with permanently altering your body.
“What shall we do before lunch?”
“Beach?”
“Nah.”
“Tattoo?”
“Go on then.”
It is difficult to imagine a more efficient holiday itinerary.
Then there are the stag parties
Of course there are stag-party tattoos.
Groups of friends sometimes choose matching designs to commemorate their trip, which can actually be a rather nice idea.
Others take things a little further.
Pablo recalls one British stag-party customer who requested a Superman logo tattoo in a part of his anatomy that Superman’s costume generally keeps covered.
There are several questions here.
We have decided not to ask any of them.
What happens in Benidorm may stay in Benidorm, but unfortunately tattoos have very different terms and conditions.
To be fair, it can be considerably cheaper
Before we blame all of this on sunshine, beer and questionable holiday decision-making, there is a more practical explanation.
Price.
According to Pablo, a small tattoo costing around €50 in Benidorm might cost about €80 in Britain. A larger piece costing around €300 here could reach approximately €600 in the UK.
His prices range from roughly €40 for something small to €2,500 for a full back piece. Other studios quote around €30 for a tiny fine-line design and as much as €3,000 for elaborate work covering the back.
So if somebody was already thinking about getting a tattoo, having it done while on holiday may make financial sense.
Fine-line tattoos are particularly popular at the moment, with small hearts, butterflies and minimalist designs lending themselves rather well to the spontaneous holiday market.
There is quite a leap, however, between saving €30 on a tiny butterfly and deciding that Tuesday afternoon in Benidorm is finally the moment to commission a Viking fleet across your shoulder blades.
Both apparently happen.
Not every Benidorm tattoo involves holiday madness
There is also a much more serious side to the business.
Artists Angelo and Ruth, who have worked in tattooing for around 20 years, see customers looking for everything from Japanese and traditional designs to realistic portraits and fine-line work.
Some tattoos commemorate relatives who have died. Others remember much-loved pets or significant moments in people’s lives.
Those aren’t throwaway holiday decisions. They are carefully considered tattoos which happen to be created while the customer is in Benidorm.
Large pieces can also involve considerable planning, with designs prepared digitally and altered with the customer before the artist begins work.
So it would be unfair to suggest everyone wandering into a Benidorm tattoo studio has made the decision somewhere between the hotel buffet and the first pint of the afternoon.
Some probably made it after the second.
There is one serious issue
The growth in tattooing has created concerns among established artists.
Several say unregulated operators working from private homes are undercutting legitimate studios, which have premises to maintain and health and hygiene requirements to meet.
Professional tattooists also stress the importance of approved inks and proper sanitary procedures.
That is probably the useful bit to remember if the sudden urge for a permanent reminder of Benidorm does strike.
A bargain is only a bargain if you still think it was one afterwards.
The ultimate Benidorm souvenir?
There is something rather fitting about all this.
Benidorm has spent decades sending British holidaymakers home with tans, photographs, improbable stories and occasionally a headache.
Now some are returning with the name of the town written permanently on their bodies.
And some come back the following year and add another date.
Perhaps that is the greatest customer loyalty scheme Benidorm has ever invented.
No points card. No app. No membership number.
Just find a spare bit of arm and write down the year.
Bridging the Gap recap
- Benidorm has more than 30 businesses associated with tattooing, according to the Town Hall’s Commerce Department.
- The council recorded growth of around 20% in the sector during 2024 and 2025, although complete figures for 2026 are not yet available.
- British holidaymakers make up a significant part of the market, accounting for around 95% of customers at one studio in the British area.
- One popular British souvenir is a tattoo saying ‘Benidorm’ with the year, and some regular visitors return to add subsequent years.
- Small tattoos can cost around €30 to €50, while major pieces can run into several thousand euros.
- Local artists say equivalent tattoos can cost considerably more in Britain.
- Some holidaymakers arrive without appointments and want their tattoos almost immediately.
- Established tattooists have also raised concerns about unregulated operators working from private homes.
- And yes, someone really did leave Benidorm with a Superman logo tattooed somewhere Superman himself probably wouldn’t recommend.
