Visit Benidorm will carry out 195 actions to promote the destination in 29 countries during 2025

Visit Benidorm Foundation has carried out a total of 195 promotional activities for the destination in 29 countries this year, as revealed today at the foundation's Board of Trustees' meeting. A summary of the actions undertaken during the current year to improve tourist attractions and Benidorm's visibility in various tourism markets was presented.

These activities took place in 87 national and international cities, promoting thirteen distinct tourism products, such as beaches, music, gastronomy, nature, and sports, targeting nine tourism segments, particularly senior tourism, conferences and events, families, LGBTQ+ tourism, and youth tourism.

In terms of source markets, Spain accounted for the largest number of activities, with a total of 66. Following the domestic market were the United Kingdom (21), Germany (15), Italy (14), and Poland (12). The Netherlands (8) was the most visited country, followed by others with a smaller presence but where Visit Benidorm has already focused its efforts, such as Japan (3) and the United States, where an initiative was also carried out.

The 2025 Operational Plan has also worked to bring journalists, influencers, travel agents, and tourism professionals to the city, as well as professionals from other specific sectors, such as the organisation of congresses, sporting or health events, audiovisual productions, and initiatives related to sustainability, the environment, and Smart Tourism Destination (STD), among others.

Regarding the promotional campaigns developed this year, Visit Benidorm allocated €600,000 to further reduce the seasonality of the destination, especially during the shoulder and low seasons—or "peak" season—of which €400,000 was focused on international campaigns. The sum of this work has resulted in a total of 20,531,245 impressions and more than 1.6 million users reached through television and other physical media, while the online campaigns have obtained more than 82.7 million impressions and generated 460,275 clicks.

Both campaigns have been present in 15 countries, reinforcing the commitment to market diversification and generating reported sales of approximately 465,515 overnight stays, which translates into a direct impact of around €84 million.

This report on Visit Benidorm's activity throughout 2025 also highlights that all these promotional actions resulted in 2.4 million travellers staying in the city's hotels, apartments, and campsites up to October, according to official INE data, exceeding the previous year's figures by 8%.

Furthermore, up to September 2025, the number of tourists and day-trippers—people who come to Benidorm for a day but do not stay overnight—reached 17.2 million, according to official data from mobile phone antennas, a 9.5% increase compared to 2024.

At the meeting held this morning, the budget for 2026, amounting to €1,890,000, was also approved.