Else Beekman
On Spain’s Mediterranean coast lies a place which during the last decades of the 20th century became the symbol of mass tourism. A former fishing village that transformed into a symbol of modernity without losing its soul. That place is Benidorm, the tourism success of the Costa Blanca. The coastal town is once again in the spotlight this summer, not only for its beaches.
The Guardian, the British newspaper, has declared Benidorm “Europe’s most complete destination” for British travellers. Here, visitors can enjoy sunshine, golden sand, excellent cuisine, vibrant nightlife and tranquillity in equal measure.
Bikini revolution
Over 70 years ago, Pedro Zaragoza Orts, Benidorm’s visionary mayor in the 1950s, championed an urban development plan to put the town firmly on the map for national and international tourism. In the midst of Franco’s Spain, he famously rode his Vespa across the country to ask the dictator for something unthinkable at the time: permission to allow bikinis on Benidorm’s beaches. Against all odds, he succeeded. That pragmatic yet revolutionary gesture changed Benidorm’s destiny. Not only that, it also marked a turning point in how Spain presented itself to the world.
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The acceptance of the bikini meant the entrance of modernity and international tourism. This wave would define Benidorm’s character for generations. It remains an emblematic moment of social and economic transformation.
A city that reinvents itself
Nearly a century later, Benidorm continues to attract millions of national and international visitors. According to The Guardian, despite the passing of decades, the town has never lost its capacity for reinvention, describing it as “the complete package.”
In an article titled Forget the stereotypes, Benidorm is the complete package, the newspaper praised the resort for combining “tradition, modernity, sea, culture, gastronomy, authenticity and future.” It also commended Benidorm as an effective model of a tourist city that has managed to integrate visitors and residents without displacing anyone, thanks to its sustainability plans and constant renewal.
Benidorm is no longer just a destination for retirees or partygoers. It is a vibrant, vertical and strikingly modern city where traditional life coexists with cosmopolitan flair. From its iconic towers overlooking the Mediterranean to cultural venues like Casa Cremà and the Boca del Calvari Museum, which depicts everyday life in the town, Benidorm offers far more than sun and sea.
A Mediterranean all-rounder
Benidorm has everything a visitor could want. Its Mediterranean essence is visible in its beaches and coves. Meanwhile, its gastronomy effortlessly bridges international tastes and authentic Alicante dishes. Here, you can find a full English breakfast in the morning and traditional Spanish rice dishes by lunchtime.
The town also stands out for its cultural and musical life. With the revival of the Benidorm Fest, Spain’s answer to Eurovision, the town yearly drawns fresh creative energy into the resort.
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