One of the billboards promoting La Cala

Finestrat Town Hall have launched a campaign to promote itself  - a giant billboard measuring 3 metres high by 8 metres wide welcomes visitors in several languages including English and Russian to the town and directs them to the sandy beach. Many people do not even realise that La Cala comes under Finestrat, assuming that it belongs to Benidorm.

You can just see the buildings on Levante in the distance

Whilst Benidorm has two sprawling beaches - Levante and Poniente, the one in La Cala is much smaller and almost protected in a cove. When looking out from Levante beach you can just about see the jutting edge of La Cala, but the beach is hidden from view.

Sandy cove of La Cala

It is certainly worth a trip down there though - especially if you are not a lover of all things big and loud. It is especially favoured by families and those wanting to hark back to how it use to be - tranquil. You can park your car (for free) virtually next to the beach and along the side there are small bars and restaurants offering cold drinks, helados (ice cream) and menu del dia for when you get hungry. There is even one restaurant actually on the beach...

You certainly won´t hear loud music pumping out of any of the bars like you do on Levante - things here are a lot slower. Last year, during the peak summer months you could hire a pedalo - I would guess that come June they will be back again this year.

Every Saturday there is a busy bustling street market, which starts at the edge of the beach and works its way all the way up the hill. There are hundreds of stalls selling a diverse assortment of goods, plus a good selection of fresh fruit & veg and a spit roast chicken stall - which had a huge queue yesterday!  If you go to the beach on a Saturday you could always get one and indulge in it for your lunch...

Whilst Benidorm Town Hall are busy courting the Russian market, La Cala appears to be concentrating on the loyal British visitors - and there are certainly plenty of those about. Over the last few years Finestrat has been seen as the poor cousin, but the Town Hall are certainly going all out to tell everyone what they have to offer. 

View out to sea

If you don´t have a car then you can either get a taxi or catch a Llorente bus, which run a fairly regular service - the numbers 2, 3, 14, 15 and 25 all go there, obviously dependant on where you are getting it from. 
If you have never been before then I would  definitely recommend you try it - but remember, its the total opposite to Levante... quiet!