From Humble Fishing Village to Mediterranean Metropolis: The Transformation of Benidorm

Benidorm, once a quiet Spanish fishing town, now attracts millions of tourists each year, earning the nickname “the New York of the Mediterranean.” This remarkable transformation began in the 1960s when 23-year-old Ramon Martinez Martinez left Madrid in search of better opportunities. What was once known for its tuna fishing and orange groves soon became a hotbed of tourism, offering Martinez and his family the chance to build a better life.

As the tourism boom began, Benidorm’s future was forever changed, although even Martinez could never have predicted the scale of what was to come. By 2023, nearly 2.7 million tourists flooded the town—36 times the size of its permanent population.

Today, Benidorm is a towering city of skyscrapers and busy streets, a symbol of Spain’s rapidly growing tourism industry. Yet it also remains a flashpoint for both admiration and criticism, with some hailing its economic success and others pointing to its over-commercialization. The story of Benidorm’s rise is now the subject of a fascinating new book by British photographer Rob Ball, who has captured the town’s unique landscape and thriving tourist culture.

Benidorm’s most noticeable feature is its appeal to British tourists. In fact, nearly a third of all visitors come from the UK. This has led to a unique blend of British culture and Spanish traditions, with British pubs, English breakfasts, and even horse races from England shown on giant outdoor screens. In March, thousands of Brits descend on Benidorm to watch the Cheltenham Festival, a beloved horse racing event.

Despite its popularity, Benidorm is often divisive. For some, it’s the ideal getaway—hot weather, familiar comforts, and a bustling nightlife. For others, it’s a symbol of everything that’s wrong with mass tourism—rowdy tourists and an inauthentic experience. Ball, however, chose to focus on the town’s positive aspects, highlighting its natural beauty and the happy tourists who gather on its sandy beaches.

Some Brits even refer to Benidorm as “Blackpool with sun,” comparing it to the British seaside town known for its working-class tourists. The nickname is used both affectionately and disparagingly, depending on perspective. As Ball notes, the town’s appeal is simple: it’s a place where hard-working people can unwind and have fun without judgment.

When Ramon Martinez arrived in Benidorm, the town was still relatively quiet. But Martinez, like many others, was seeking new opportunities, and he found them as a painter working on the newly built hotels along the coast. These hotels were being constructed by ambitious developers who couldn’t afford to pay him with cash, so instead, they offered shares in their businesses or apartments in their buildings. Martinez’s gamble paid off.

Behind Benidorm’s growth was the vision of Pedro Zaragoza, the town’s mayor from 1950. Zaragoza recognized the town’s untapped potential and set about turning Benidorm into a tourist hotspot. In 1959, he took the bold step of legalizing bikinis on the beaches—a move that shocked Spain’s Catholic establishment. Zaragoza even traveled to Madrid to secure the support of General Francisco Franco, who gave the green light for Benidorm to become a major tourist destination.

As package vacations became popular in the 1960s, foreign tourists flocked to Benidorm, bringing with them a new wave of growth. The town’s economy boomed, and with it, the number of high-rise buildings, including Spain’s tallest skyscrapers outside Madrid, such as the Gran Hotel Bali and Residencial Intempo.

As Benidorm’s popularity soared, so did its architectural growth. Situated between the mountains and the sea, there was little room to expand horizontally, so the town began to build upwards. The result is a skyline filled with towering structures, a stark contrast to the modest fishing village of its past.

Despite the rapid development, Benidorm has avoided the large-scale protests against mass tourism that have occurred in other parts of Spain. While the town has faced issues such as rising rents, the local attitude remains welcoming. Jaime Martinez Gallinar, CEO of the Hoteles Benidorm Group, explains that tourism is essential to the town’s economy. “During Covid, it was like a ghost town. We discovered how much we depend on the people who come here,” he says.

Gallinar is proud of Benidorm’s lively atmosphere, where people from all over the world, including Spaniards, Brits, and others, gather to enjoy the town’s unique charm. However, he is also aware of the challenges that come with such rapid growth. “The challenge now is how to grow with the natural environment. The land is almost used up. Benidorm is almost full all year round,” Gallinar reflects.

Benidorm’s transformation is a tale of ambition, vision, and opportunity—but it also brings with it the pressure of sustainability. As the demand for its beaches, bars, and high-rise accommodations continues to rise, the town faces the challenge of maintaining its natural beauty while accommodating millions of tourists.

If Benidorm is to remain a top destination, it will need to address the environmental concerns that come with such rapid expansion. However, for now, the town shows no signs of slowing down. It remains a place where the sun never sets on the tourist season and where people either love it or hate it—but can’t seem to stop visiting.

Key Takeaways:

• Benidorm’s transformation from a quiet fishing village to a bustling tourist city has drawn millions of visitors, particularly from the UK.
• The town’s rapid development, driven by visionary leaders like Pedro Zaragoza, has resulted in a skyline full of skyscrapers.
• While some view Benidorm as a symbol of uncontrolled mass tourism, others embrace its vibrant and welcoming atmosphere.
• Balancing growth with sustainability will be key to Benidorm’s future, as the town continues to grapple with the demands of a thriving tourism industry.