Benidorm has long been a popular destination for Brits looking for an affordable sun-soaked getaway, with thousands flocking to the golden sand beaches of Costa Blanca every year. Now, research has revealed that, for the first time in seven years, Brits are outnumbering the Spanish when it comes to visiting the ‘New York of the Mediterranean’. One resident has revealed why.
Figures from HOSBEC, the Hotel and Tourism Business Association of the Valencian Community, found that visitors from the UK to Benidormaccounted for 42.5 per cent of all travellers who stayed in the town’s hotels in 2025. In comparison, the number of Spanish visitors made up 38.6 per cent, with HOSBEC describing the UK as an “undisputed leader” during its 2025 hotel results earlier this week.
The data doesn’t appear to come as a surprise to Spaniards. Oscar Lindahl exclusively told the Express: “Benidorm has long been regarded as a British-oriented destination, quite distinct from the cultural or lifestyle travel that most Spanish nationals value.
“Since most of the Spanish population tends to value authentic cultural, natural, or heritage-based travel experiences, Benidorm has not been a mainstream Spanish leisure destination for some time.”
Oscar, who is the creative director at Spanish real estate brokerage MPDunne.com, added: “Most younger and middle-aged Spanish travellers prioritise flexibility, authenticity, and shorter breaks. Rising costs have also increased price sensitivity, encouraging more selective, experience-driven travel choices among Spanish locals.
“Spanish citizens’ travel trends appear to have shifted towards shorter, more frequent trips, with growing interest in urban tourism, cultural, rural, and nature destinations, including gastronomy-focused travel. Apartment rentals and value-for-money experiences are increasingly favoured over traditional resort-based stays, meaning many Spaniards are out seeking unique or authentic experiences, quite distinct from what Benidorm offers.
Explaining why he believes Benidorm appeals so much to the Brits, Oscar said: “Benidorm offers reliable sunshine, accessible beaches, and competitive pricing, all supported by infrastructure tailored to holiday expectations of many Brits. Dining, entertainment, and accommodation are familiar and easy, which makes Benidorm a dependable Mediterranean choice for value-focused beachside holidays.”
So, without the Spanish flocking to the Costa Blanca, where do they head for a staycation? Oscar revealed that one of the main areas to visit for those living in Spain is Marbella, which offers a “lifestyle-driven version of Spain, combining culture, nature, leisure, gastronomy and great beaches”.
He shared: “In Marbella, you get a unique mixture of luxury glitz and glamour, combined with a relaxed lifestyle between the mountains and the Mediterranean that attracts people both visiting or as a permanent home. Many Madrilians, Brits and Northern Europeans also have second homes in Marbella, carrying on decades of holidaying traditions from the 60s or 70s, and as the town developed.”
Oscar added that while Marbella and Benidorm both offer “easy beachside holidays” and are popular Mediterranean destinations, “they offer very different experiences.”
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