Benidorm´s popular Levante beach

When anyone mentions that they are going on holiday to the "Costa Blanca", the assumption is that they are going to Benidorm. But as Steve Heapy, Managing Director of Jet2Holidays said "Benidorm is popular, but we have noticed a surge in demand to the surrounding areas such as Altea, Albir and Calpe".

British tour operators have said that "customers are becoming more discerning and are demanding new destinations and other things to do. The beaches in Benidorm are fantastic, but what about the rest". It was thanks to the package holiday back in the 70´s that Benidorm became the popular destination that it is today, and continues to be so, but an increasing number of customers are looking at holiday rentals outside of the town.

Last stop destination for many!

Most of those Brits that come to Benidorm never venture outside of the town. I have heard of people that come for a week and spend it in the bars on Calle Gerona during the day and in The Square for the entire night! They come specifically to make the most of the cheap booze and free entertainment.... great if thats what you want, but such a shame that they don´t get to sample what else Benidorm and the Costa Blanca has to offer. It is for this reason that it has become such a magnet for Stag & Hen weekends... One recent holiday maker said "Most afternoons were spent catching the sun with a beer in  the Secret Fountain - it is a great sun trap, then the nights always ended up in Cafe B as the last port of call, never getting back before 8"... will definitely be returning next year".

Here to enjoy the beer...

Although tour operators want to expand their offering, they also need to make sure that they do not alienate those that are happy to come and just chill out in the town. They make up the majority of visitors and if you look at any of the travel forums such as "Benidorm Lovers" or "Trip Advisor" the most frequently asked questions are "where can I get the cheapest pint" and "where is the best entertainment". Very rarely people ask "where can I go besides Benidorm". Strange that the Benidorm Tourism Department is trying to attract visitors from Russia yet some of the UK tour operators are trying to push British toursits out of Benidorm!

Popular activity - Cable Ski on Levante

For those coming to Benidorm you can hop onto the number 10 bus and head out to Albir and Altea for only 1.40 euro! Culturally they are about as far as you can get from Benidorm, yet only a few km down the road. Altea old town is like a typical Spanish village, with cobbled streets and white washed houses - you can even see the bright lights and sky scrappers of Benidorm from there. Alternatively get the tram which stops at both of these towns or head further out to Calpe or Denia.

In previous years the Provincial Tourism Board included towns such as Alicante, Calpe, Denia & Javea  at trade fairs and noticed a significant increase in enquiries. But it is all down to costs and budgets, which like everything else have been slashed. Alicante however manages to maintain its visitor numbers thanks to the cruise passengers. This weekend alone will see 8000 tourists arrive - on Sunday the Royal Caribbean liner "Independence of the Seas" will dock at 7am before sailing off to Malaga at 5pm and on Monday the "Ventura" will stop with 3,600 en route from Naples to Gibraltar  ... it is a good opportunity for local businesses to make some extra cash.

Last Summer when the "USS Gettysburg", an American warship docked in Benidorm for 4 days, the 400 marines came ashore and spent significant amounts in local bars and shops - something that the Mayor and business owners hope will be repeated!