Visit Benidorm delivered 91 promotional campaigns across 25 countries during the first half of the year

Visit Benidorm Foundation carried out 91 promotional activities in 48 cities across 25 countries during the first half of the current year, according to data provided by the tourism organisation itself. Through these initiatives, the Foundation has strengthened the presence of the Benidorm destination in key source markets while expanding its reach towards new audiences and promotional opportunities.

According to Visit Benidorm, the promotional activities included 30 workshops, 17 trade fair participations, 13 destination presentations, 9 fam trips, 7 press trips and 5 blog trips, as well as other initiatives such as roadshows, collaborations, promotional material distribution and specific street marketing campaigns.

Promotion has focused on ten tourism products and six different market segments, with a strategy aimed both at strengthening the destination’s overall positioning and at promoting specific products. The general destination offering accounted for the largest share of activities, representing 56%, followed by initiatives linked to cycling, sports, MICE, the Film Office, families, sustainability, Smart Destination (DTI) and running.

In terms of segments, the strategy has maintained a cross-cutting approach, with activities targeting the general public, MICE, families, senior travellers, Smart Destination (DTI) audiences and the LGBTQ+ community. This reinforces Benidorm’s ability to adapt to different visitor profiles and marketing channels.

The domestic market accounted for the highest number of activities, with 22 actions carried out in Spain, followed by the United Kingdom with 10, Italy with 6, and Denmark and Poland with 5 actions each. Initiatives were also developed in Ireland, Germany, Belgium, the Netherlands, France, Finland, Norway, the United States, Croatia, Portugal, Austria, Switzerland, Serbia, India and other strategic markets.

During the same period, the Foundation also hosted 267 travel agents, 21 journalists and 6 influencers, while recording 1,203 contacts with travel agencies and tour operators, further consolidating its direct work with tourism professionals in both national and international markets.

Improved air connectivity

During the first half of 2026, Alicante-Elche Miguel Hernández Airport, Benidorm’s main air gateway, recorded 30,800 flights, representing an increase of 9.4%. In addition, 5.73 million seats were made available, with growth of 12.1%. These figures strengthen the destination’s accessibility and consolidate air connectivity with its main source markets, encouraging international visitors and contributing to a more diversified tourism demand.

Meanwhile, according to data from the National Statistics Institute (INE) available up to June 2026, Benidorm’s hotel establishments welcomed 1,123,216 travellers, who generated 5,038,923 overnight stays. According to Visit Benidorm, these figures reflect the destination’s ability to maintain significant tourism activity in the first months of the year, with a considerable volume of visitors and stays ahead of the start of the peak summer season.

Second half of the year

According to the hotel booking monitoring data provided by HOSBEC, based on figures from Biontrend, Benidorm is showing a performance for the second half of 2026 that is very similar to that recorded during the same period last year. Although the current pace of bookings is slightly below the levels reached in 2025, the gap is narrowing as the year progresses and a significant proportion of bookings are made in the weeks immediately before the stay. This is particularly relevant in the current economic climate, where consumers are delaying their purchasing decisions and shortening booking lead times

Digital strategy

In addition to the in-person activities in national and international markets, Visit Benidorm’s digital strategy maintained a high level of activity during the first quarter of 2026, reaching a community of 309,180 followers across the brand’s different channels. During this period, Visit Benidorm’s digital profiles generated 22.61 million impressions, and 2,684 pieces of content were published across social media and its own platforms.

TikTok stood out as a particularly successful channel within the digital strategy, achieving 10.02 million views, 67,219 followers, 99 posts and 58,420 interactions. Instagram, meanwhile, reached 90,640 followers and 6.52 million views, while Facebook continues to have the largest community, with 118,020 followers. The blog lifeinbenidorm.com has also helped strengthen the destination’s online presence, generating 81,960 views, 67,140 visits and 62,610 visitors during the semester. The most consulted content included posts related to Easter 2026, Fallas and Saint Patrick’s Day, as well as Benidorm Fest 2026.