The meeting took place during the World Travel Market in London, one of the world's leading tourism fairs
Benidorm showcases its leadership in sustainability, inclusion and digital tourism to British media
Up to September, Benidorm has received 10.14% more tourists from the United Kingdom and hosts 72% of those arriving in the Valencian Community
The Mayor of Benidorm, Toni Pérez, today presented to British media outlets specialising in tourism the city's main advances in environmental sustainability, social inclusion, and digital transformation—the three pillars that define the destination's roadmap and in which Benidorm is a leader. Toni Pérez shared these advances during a meeting at the World Travel Market in London, an event organised in conjunction with the Alliance of Sun and Beach Tourist Municipalities (AMT), of which Benidorm has been an active member since its founding, and under the auspices of the Spanish Tourism Office (OET) in London.
During the meeting, framed within the international tourism communication strategy, the Mayor stated that "our tourism model has become a benchmark not only in Spain, but also at the European level, thanks to a strategy based on facts, international recognition, and a shared vision with the public."
The presentation—which was covered by media outlets such as Travel Weekly, The Telegraph Travel, and TTG Media, among others—served to showcase Benidorm's current position as a European Green Pioneer of Smart Tourism 2025 to one of its main source markets, the United Kingdom, as well as its recent selection as a finalist for the European Green Leaf 2027 award for its achievements in urban sustainability.
In the digital sphere, Benidorm's integration into the National Tourism Intelligence Platform (PID) of the Ministry of Industry and Tourism was highlighted. This platform allows for real-time management of mobility, citizen perception, and visitor experience through artificial intelligence tools and open data. The municipal Smart Beach initiative was also emphasised, which will now offer real-time environmental and occupancy information for the beachfront.
Toni Pérez also highlighted the social aspect, noting that Benidorm was the first destination to certify its commitment to senior citizens, a key step in the fight against ageism and in promoting inclusive tourism year-round.
Before this meeting with the media, the mayor, along with the other representatives of the AMT and the president of Hosbec and the Hotel Technology Institute (ITH), Fede Fuster, exchanged impressions about the initial stages of the fair with the Secretary of State for Tourism, Rosario Sánchez Grau; the director of Turespaña, Miguel Sans; and the director of the Spanish Tourism Office (OET) in London, Manuel Butler.
The British market, strategic for Benidorm
The presentation to the British media also served to reaffirm the close relationship between Benidorm and the UK market, the main international source of tourists to the destination.
Between January and September 2025, Benidorm received 773,098 British tourists in regulated accommodations, representing a 10.14% increase compared to the previous year. This figure accounts for 40.2% of all tourists received in the city, and 72% of all British tourists visiting the Valencian Community in hotels and other regulated establishments.
Furthermore, air connectivity between the UK and Alicante-Elche Airport has registered significant growth: a 9% increase in flights and seats until September 2025, with a projected 8.4% increase in October, 10.6% in November, and 6% in December.
Regarding the profile of British tourists visiting Benidorm, they tend to book well in advance (an average of 88 to 92 days), especially during the autumn and winter months. Their travel is concentrated on weekends, with peaks on Thursdays, Fridays, and Saturdays; and they prefer longer stays in the summer and shorter breaks in the spring and autumn.
According to an analysis of active listening on social media, the main interests of British visitors to Benidorm are: sun and beach, gastronomy, and nightlife, followed by active tourism, family tourism, cultural tourism, and shopping.
A city designed for people
Today's meeting is part of the destination's internationalisation plan, designed to reinforce British travellers' confidence in Benidorm as a safe, modern, and sustainable destination, and also to solidify the city's role as a national and international leader in responsible tourism policies among the local public.
"Benidorm leads not only in numbers, but also in vision. This meeting with British media allows us to showcase the quiet but steady work that has been underway for years to ensure that tourism continues to be a source of well-being, cohesion, and pride for our city," the mayor concluded.
