Visit Benidorm carries out 92 promotional activities in 41 cities across 16 countries during the first half of the year

During the first six months of 2025, the Visit Benidorm Foundation carried out 92 promotional activities in 41 cities across 16 countries, strengthening its internationalisation and segmentation strategy to consolidate the destination in the main source markets.

These activities included 20 workshops, 19 fair participations, 15 destination presentations, 10 press trips, 7 fam trips, as well as promotional material shipments, specific collaborations, blog trips, co-marketing, and filming.

The promotion targeted 11 tourism products and 12 distinct segments, with a diversified approach. 51.1% of the activities were focused on general products, followed by sustainability (12%), Film Office and MICE (7.6%), sports tourism, gastronomy, cycling, and accessibility, among others. Actions have also been developed around emerging products such as premium tourism, running, smart tourism destinations (SDT), health and wellness, and the Care Lab project.

The Spanish market has hosted the largest number of initiatives (34), followed by the United Kingdom (12), Germany (9), and Italy (8), with a presence in markets such as Poland, France, the Netherlands, and Denmark.

During this semester, the foundation has served a total of 888 industry professionals, including 707 travel agents, 11 journalists, and 6 influencers.

This segmentation strategy reinforces Benidorm's position as an innovative, sustainable tourist destination adapted to new visitor profiles, consolidating its leadership in the field of international tourism promotion.

Benidorm, Green Pioneer: Sustainability underpins the 2025 promotional strategy

Benidorm's recognition as a European Green Pioneer of Smart Destination by the European Commission has provided a significant boost to the tourism promotion strategy for 2025. This distinction, which recognises destinations committed to sustainability, energy efficiency, and the fight against climate change, has become a central focus of Visit Benidorm's promotional agenda throughout the year.

Sustainability has not only been incorporated as a priority tourism product but also acts as a cross-cutting communication lever at fairs, workshops, international campaigns, and on social media. The European award positions Benidorm as a benchmark in responsible, regenerative tourism aligned with the Sustainable Development Goals (UN 2030 Agenda), consolidating its image as a pioneering destination in environmental matters.

Increased air connectivity: more flights and seats to Benidorm via Alicante

During the first half of 2025, Alicante-Elche Miguel Hernández Airport, the main gateway to Benidorm, registered a total of 28,200 flights (up 11%) and 5.11 million seats available (up 10.8%), thus consolidating the sustained growth in air connectivity with international markets.

This improvement in air capacity strengthens the destination's accessibility and facilitates the growth of international tourism, especially from priority markets such as the United Kingdom, Germany, Italy, and the Nordic countries.

Tourism in Benidorm: more than one million travellers by May

According to data from the National Institute of Statistics (INE) and HOSBEC, as of May 2025, Benidorm has welcomed 1,047,028 travellers, generating 5,376,113 overnight stays. The weighted average stay was 4.6 days in hotels, 5.5 days in tourist apartments, and 24.9 days in campsites.

These figures reflect the destination's ability to attract visitors year-round, maintaining solid occupancy levels and average stays, especially for long-stay options such as camping.

The digital sector strengthens Benidorm's reach with growth in interactions and content.

In addition to in-person actions in international markets, Visit Benidorm's online promotional strategy has maintained strong activity during the first half of 2025, reaching a total of 16.22 million impressions, 657,950 interactions, and 2,768 posts across the brand's various digital channels.

In terms of impressions, there were significant increases on channels such as TikTok (+112.40%), which continues to consolidate its position as a key platform for reaching new audiences, as well as Twitter (+217.97%), which doubled its impact thanks to a higher volume of posts.

Global interactions grew by +9.54%, with particularly notable peaks on TikTok (+284.25%) and Twitter (+232.06%), confirming the positive reception of dynamic audiovisual content and a conversational approach on emerging networks.

In terms of content production, the volume of posts increased by +12.84%, with significant increases on Facebook (+48.63%), Threads (+15.11%), and TikTok (+19.51%).

These figures reflect a positive evolution in Visit Benidorm's digital strategy, with a progressive shift toward high-impact and high-attraction platforms, consolidating the destination's online presence and its direct connection with diverse audiences.

Strategic lines, the basis of the results

The results achieved in terms of visibility, connectivity, and traveller volume are directly linked to the strategic lines that guide Visit Benidorm's tourism promotion.

Planning has focused on strengthening the destination's positioning in established and emerging markets through consistent and ongoing communication and on the pursuit of higher-value-added tourism, prioritising increased average daily spending and extended stays.

The strategy seeks to consolidate a Benidorm that is active year-round, with special attention to the mid- and low-season, contributing to deseasonalization. At the same time, a more diverse offering has been promoted beyond the traditional sun and beach, promoting products such as sports, gastronomy, culture, health, and sustainability tourism.

Active work has also been done to expand into new source markets, exploring opportunities arising from the evolution of air connectivity. A deep understanding of the visitor, coupled with a clear commitment to cooperation between local governments and stakeholders, reinforces a flexible and adaptive strategy that allows for effective responses to changing contexts and new market trends.

Actions are being prepared for the second half of the year.

With a planned annual forecast of 163 promotional activities, Visit Benidorm has already executed 60% of the planned plan during the first half of the year. For the second half of the year, a total of 71 new activities are in the planning or execution phase, which will strengthen the destination's international visibility and maintain a continued presence in the main source markets.

These activities include a wide variety of formats, such as new professional workshops, destination presentations, press trips with strategic media, and co-marketing actions with operators and digital platforms. It is also planned to intensify participation in key international trade fairs on the tourism calendar, as well as activate new collaborations, themed blog trips, and audiovisual productions to continue generating high-value content for the digital environment.