Toni Pérez argues that “a destination cannot be considered truly successful unless that success translates into a better quality of life for its residents.”

Benidorm Mayor Toni Pérez today argued that “a tourist destination cannot be considered fully successful unless the success of its tourism activity also contributes to improving residents’ quality of life”. He stressed that this reflection “does not call tourism into question; on the contrary, it encourages us to strengthen it and better prepare it for the future”.

Toni Pérez shared this vision during the opening of the 23rd Benidorm International Tourism Forum, held on Friday morning in the Alfredo Orts Lecture Hall at the University of Alicante (UA).

The forum was organised by Benidorm City Council and the Pedro Zaragoza Orts Chair of Tourism Studies at the UA, with the support of Turisme Comunitat Valenciana, Costa Blanca Tourist Board, Visit Benidorm and Hosbec. Under the title ‘Beyond Growth: The Social Value of Tourism’, the event explored the social dimension of tourism.

In his address, the mayor expanded on this idea, stating that “there is no truly sustainable tourism unless it is economically viable, environmentally responsible and socially integrated”. He also emphasised that the challenge is to ensure that tourism and quality of life “move forward together”.

Toni Pérez noted that “the social value of tourism is also reflected in the opportunities it creates for people: in employment, training, equal opportunities and the inclusion of those facing greater difficulties”. For this reason, sustainability “cannot remain a statement of principles; it must translate into concrete action and tangible results”.

In this regard, he highlighted that “in Benidorm and the Costa Blanca, we know that tourism is much more than an economic activity”, as “it means jobs, opportunities, business activity, prosperity and openness to the world”. However, he added, “it must also be a source of well-being for those of us who live in these destinations all year round and for those who work every day to keep our cities running”.

He emphasised that “the aim is to strike a balance that allows tourism to continue generating wealth, jobs and opportunities” while “enhancing its contribution to the city that welcomes it”. “That balance,” he added, “is built every day through planning, investment, dialogue and the ability to improve”.

“We have always said it: we will only be the best destination to visit if we are the best city to live in,” he concluded.

Also taking part in the opening ceremony, alongside the mayor, was Juan Llopis, Director of Institutional Relations and Projects at the University of Alicante.

Following the welcome address, the opening keynote lecture, entitled ‘Understanding the Responsible Traveller: New Profiles and Opportunities for European Tourism’, was delivered by Miguel Gallego, Head of Marketing and Communications at the European Travel Commission. Josep Ivars, from the UA’s University Institute of Tourism Research (IUIT), chaired the session.

Next, Issa Torres, Public Policy Analyst at the OECD’s Tourism Policy and Analysis Unit, and Óscar Perelli, Executive Vice-President of Exceltur, discussed ‘How to Address the Challenges of Tourism’s Social Sustainability’. The session was moderated by Leire Bilbao, Managing Director of Visit Benidorm.

The programme continued with the academic panel ‘Taking the Pulse of Social Perception Data: An Academic Perspective’, featuring María Jesús Salado, researcher at the IAES and lecturer at the University of Alcalá de Henares; José Francisco Perles, honorary associate of the IUIT and the UA’s Department of Applied Economic Analysis; and Carlos Mora, Director of Market Research at Likert Investigación Social Aplicada. The panel was moderated by Ana Ramón, Director of the Pedro Zaragoza Orts Chair at the UA.

Another discussion followed, focusing on ‘The Social Inclusion of Tourism in Benidorm’. Participants included Rafael García, Director for the Levante and Balearic Islands region at Ilunion Hotels; Isaac Vidal, Head of Marketing and Sales Office at AR Hotels & Resorts; a representative of the Magic Costa Blanca hotel group; and Elisa Fernández, Sustainability Director at Casual Hoteles. María Jesús Such, from the IAES at the University of Alcalá, moderated the session.

Finally, José Mancebo, Managing Director of the Costa Blanca Provincial Tourist Board, part of the Alicante Provincial Council, and Nuria Montes, Secretary General of Hosbec, brought this edition of the forum to a close. Throughout the various presentations, Benidorm’s designation as European Green Leaf 2028 was repeatedly highlighted as an example of success.