The ITV hit comedy series "Benidorm" and Channel 5’s “Bargain Loving Brits in the Sun” give the impression that Benidorm is suited solely to those looking for a budget break. But the resort is not just full of All Inclusive hotels serving copious quantities of cheap booze and eat as much as you can buffets as portrayed on the television at the moment – there are many upmarket hotels, swanky restaurants and culture available here too! Perceptions of Benidorm are changing, and much of the impulse behind this appears to be coming from the businesses themselves.

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