Lorraine Williamson
Benidorm’s high-rise skyline once symbolised the classic British holiday in Spain — sun, sangria and a sense of familiarity. But that era is quietly shifting. Increasingly, British holidaymakers are trading the bustling Costa Blanca for the slower rhythm of the Canary Islands.
Gran Canaria, in particular, has emerged as the new favourite, offering a blend of winter warmth, affordability and authenticity that Benidorm can no longer match.
A softer kind of sunshine
Unlike the crowded Mediterranean resorts, Gran Canaria offers space — and serenity. Its golden dunes at Maspalomas, rugged inland hills, and palm-shaded villages feel worlds apart from the urban sprawl of Benidorm. Visitors talk of a gentler atmosphere: one that invites wandering rather than rushing, and afternoons spent in small family-run cafés rather than neon bars.
What draws many, especially older travellers, is the weather. While Britain shivers through winter rain, Gran Canaria basks in temperatures that hover around 26°C. For retirees and remote workers seeking a dose of light during the UK’s grey months, it’s an easy escape — and increasingly, a seasonal home.
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Easy flights, low costs, big appeal
Accessibility has helped drive this quiet migration. Budget airlines now connect the UK and Ireland to Gran Canaria with year-round routes, while accommodation remains surprisingly affordable compared to other Spanish islands. In fact, holiday packages to Gran Canaria often undercut Tenerife by a noticeable margin. With options ranging from beach apartments to small eco-lodges in the mountains, the island attracts travellers seeking value without compromise.
Social media’s sun-soaked shift
The power of social media has also accelerated the trend. TikTok and Instagram feeds are flooded with #GranCanariaHoliday clips showing turquoise coves, cliffside villages, and sun-drenched breakfasts — often tagged with captions like “cheaper than Benidorm”. British influencers have been quick to champion the island’s quieter charm, helping reshape perceptions of what a “typical Spanish getaway” looks like.
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Tourism boom reflects changing habits
These shifts are showing in the numbers. In the second quarter of 2025, Gran Canaria welcomed more than 890,000 visitors, generating a record €1.18 billion in tourism revenue. Travellers are staying longer too — nearly ten nights on average — and spending more than €1,300 per trip.
It’s not just Brits driving the boom. Dutch and Belgian holidaymakers are following suit, drawn by direct flights from cities such as Amsterdam, Eindhoven, Brussels and Charleroi. Many cite the island’s year-round mild temperatures, its balance of nature and modern comfort, and its slower pace as deciding factors.
The rise of conscious travel
Gran Canaria’s rise fits a wider trend reshaping post-pandemic tourism: travellers are choosing smaller, more personal experiences over crowded resorts. After years of package tourism fatigue, the Canary Islands now represent not just sunshine but something rarer — simplicity.
For Benidorm, this evolution poses a challenge. For Gran Canaria and its neighbours, it signals opportunity: the chance to redefine Spanish holidaymaking for a generation that values peace, authenticity and year-round warmth.
Sources: AS, Canarian Weekly, Amadores Beach