Benidorm is making an extra effort in the British market in the face of economic uncertainty for the coming months

Benidorm delegation at the World Travel Market (WTM) in London, led by Mayor Toni Pérez and Visit Benidorm Manager Leire Bilbao, is maintaining a busy schedule of meetings with leading international tour operators, redoubling its efforts in the British market given the general economic uncertainty for the coming months.

Among the highlights of these meetings are those with executives from Jet2 Holidays, EasyJet Holidays, Love Holidays, TUI UK, Expedia, On the Beach, and others, as well as with specialised media outlets and digital booking platforms. “These meetings allow us to anticipate trends, listen to the sector, and continue positioning Benidorm as a solid, competitive destination adapted to the new profiles of tourists,” stated Toni Pérez, who last night participated in an event held at the Spanish Embassy where Marc Tanzer, CEO of the British Association of Travel Agents (ABTA), was recognised.

As the mayor explained, in these meetings, “the tour operators have informed us that, so far, bookings to Benidorm for 2026 are maintaining a stable trend, with a pattern that reinforces the mid and low seasonality (spring and autumn), without losing market share in the summer months.” However, “they have also reported a slowdown in the pace of bookings for the coming months, coinciding with the general economic uncertainty that is keeping the UK population on edge.”

Toni Pérez stressed that “we must anticipate future situations, and we cannot afford to be complacent with the British market,” since it is the main source of international tourists to Benidorm. “These meetings with British tour operators are allowing us to deepen our active listening, which we in Benidorm practice constantly, to define our actions in the coming months should the current economic uncertainty persist,” he added.

Beyond reviewing the 2026 forecasts, meetings with tour operators also assessed the performance of the 2025 tourism year and strengthened strategic alliances with key players in the global tourism sector. Despite the strong presence of the British market, these meetings maintained an international focus, including contacts with operators from other European markets such as Ireland, Belgium, the Netherlands, and Scandinavia, reinforcing the strategy of diversifying target audiences. All participants particularly valued Benidorm's ability to adapt to current demand, with a value proposition based on safety, sustainability, accessibility, and a diverse range of offerings.

In parallel, the marketing campaigns and promotional activities carried out during 2025 by Visit Benidorm Foundation, with the support of Costa Blanca Provincial Tourism Board and Turisme Comunitat Valenciana, were reviewed. These initiatives include participation in B2B workshops in over 20 UK cities focused on active, family, luxury, LGBTQ+, and MICE tourism, which have generated more than 1,000 professional meetings throughout the year, strengthening the destination's business network and improving its visibility in key segments. In addition, there are press trips with prestigious media outlets such as The Telegraph and The Times; familiarisation trips, blog trips, and themed trade shows like the National Running Show in Birmingham; and digital campaigns targeting active, family, and senior tourism.