Benidorm renews its strategic plan to deepen sustainability and data sharing

Visit Benidorm Foundation's Board of Trustees unanimously approved its 2025 strategic plan today, which delves into sustainability and data sharing. The body approved the document in a meeting in the plenary hall, chaired by the Mayor, Toni Pérez.

As the Mayor stated and evidenced in the plan, "after a decade of effort, Benidorm has not only consolidated its transformation but has also achieved international recognition as a global leader in sustainability and tourism governance." This assertion is further supported by the European Commission's Green Pioneer for Smart Tourism award.

In this "mature" situation, it is "essential to commit to quality, sustainability, digitalisation, and diversification to remain a leader." And to achieve this, the company has opted to "take a further step in this evolution" with the #INSIGHT2025 plan (Intelligence, Sustainability, and Innovation for Hybrid Tourism Governance).

This strategic plan "continues with the diversification of source markets, and advancement in digitalisation and knowledge," and is aligned with the evolutionary phase of Visit Benidorm and the city's management, with the introduction of technology, new projects, and the use of artificial intelligence."

Toni Pérez explained that "this strategic plan is also being approved at a time when Benidorm faces the great opportunity represented by the Smart Destination Platform (PID), promoted by Segittur and based in the city, and the linked Open Innovation Platform (PIA)." At this point, he noted that the "Benidorm DTI Integrates with the PID" project, which aims to qualitatively change the technological platform currently in the implementation process, has convinced the Secretary of State for Tourism, who has decided to grant the city €3,131,094 for its development. This platform "will be available to the foundation."

As a noteworthy point, the implementation and scope of this INSIGTH plan will be measurable through a monitoring system and indicators. The latter will form Visit Benidorm's dashboard to evaluate the actions carried out and, where appropriate, reorient them annually toward the initial objectives set.

Aside from the strategic plan, the board's management reviewed the promotional activities promoted by Visit Benidorm in 2024. Specifically, throughout the year, they carried out 205 initiatives in 25 countries, including attendance at 37 trade fairs, organising 33 press trips and blog trips, and participating in 33 workshops.

They also carried out 32 presentations, 23 family trips, and 31 co-marketing campaigns, generating more than 100 million impressions.

Since its founding, 63 journalists have been served, generating more than 130 national and international publications. The influencer communication strategy has been maintained, with nine campaigns and nearly fifty content creators. According to Visit data, these collaborations have resulted in more than 2,000 publications, more than 130 million impressions, and a return on investment estimated at over €1 million.