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May 17th, 2010

One of the big questions I ask myself about Benidorm is “ Why does the Hotel Industry together with the Local Authorities always seem to have to defend the name of Benidorm?

Its incredible , that we still have to go out and defend a tourist destination that continues to be popular , that continues to draw the crowds all year round and is a holiday resort synonymous with a Hotel Industry that has an excellent price/quality relationship and convince the Tourism Industry that we are still a force to be reckoned with and that we can still attract people to come here in the 21st Century.

As I´m writing this ,its Easter Sunday, the temperature is 20ºC, the beaches are full, the street are lively , the shops ,bars and cafes all open for business . Basically this could be August!!

Benidorm is often though of as a predominantly British resort The truth is that over 50% of our visitors are Spanish. They continue to flock to Benidorm because of the atmosphere, the climate and the reassurance that they know what they are going to get. This is why we are virtually full this Easter.

I ,ve worked in many Spanish resorts through the years and my opinion is that Benidorm remains popular because it is still very Spanish. Its a town with history, has a working population with its fiestas , traditions, its own cuisine and yet has the knack of accommodating all nationalities, knowing what they need and ensuring that it keeps up to date with its Theme Parks and Safari parks and Water Parks ,making sure there is something for everyone.

You never feel that you are in a man- made soulless holiday resort . In Winter , Benidorm is not a deserted ghost town like other popular resorts. The two main palm tree lined promenades are still enjoyed by thousands everyday walking up and down enjoying the sun and soaking in the atmosphere created by the music coming from the bars and cafes .

Moreover, I,ve noticed a subtle change over the last few years . Its not just older people that come to escape the bitter winters of their homeland.. I ´ve noticed more younger people and couples who come and enjoy long weekends . Enjoy the Spas in the hotels, dine in the restaurants and enjoy the many walks around the area..


Benidorm is just 3 hours flight away from Northern Europe and a few hours drive from Madrid or Northern Spain .It has climate that is the envy of other western Mediterranean resorts . It has over 2,900 hours of sunshine a year with an average temperature of 14ºC in the winter and 29ºC in the summer and air pollution is virtually nonexistent . For me winter is one of the main attractions that Benidorm has .

Our visitors feel they have escaped the everyday routine of home but are at the same time offered the reassurance of a place that feels like home but has a better climate, still feels foreign , is never boring and on top of everything else still has some of the best beaches in Spain .

Now I know why Benidorm is what it is. Its full of Spanish , British , Dutch, Belgians, Russians and other nationalities and they all feel at home. l When you walk the streets , especially in the old town you can hear all the mix of different languages . All these visitors and residents have one common purpose. To enjoy themselves in a sunny ,safe, Mediterranean environment.

Have I gone back to the old routine of defending Benidorm ? No.

I ,ve just explained and reminded myself why I´ve lived and worked here for over 19 years and decided to bring up my family in Benidorm .

I just feel at home.!

Rincón de Loix Av. Severo Ochoa 3-B · 03503 · Benidorm · España | Teléfono: (+34) 966 830 000
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