Why Benidorm Holds On to Franco-Era Mass Tourism

Fifty years after the death of General Francisco Franco, Benidorm still embraces the mass tourism model that took shape during his rule. While many other tourist spots in Spain are facing protests against overtourism, Benidorm stands tall, successfully attracting millions of visitors.

A Unique Transformation

Benidorm, once a serene fishing village with just about 3,000 residents, has transformed dramatically into a city of towering skyscrapers and vibrant life. Today, over 400,000 people flock to its sun-kissed beaches during peak months like August. The city’s growth is remarkable; its skyline is dotted with more than 100 high-rise buildings, all testament to its successful tourism industry.

Angela Barceló, a 72-year-old hotelier and proud owner of the Hotel Les Dunes, shares her thoughts on this transformation. Her grandmother opened the hotel in 1957, a time when women in Spain needed their husband’s permission to even open a bank account. “What we have here is a factory of hotels, restaurants, and fun for our visitors,” said Barceló, reflecting on the unique economic landscape of her hometown.

Women at the Helm

Interestingly, the success of Benidorm’s tourism model owes much to local women. Barceló noted that while many men were away at sea, the women of Benidorm managed family resources. They were the pioneers who opened the very first hotels and guesthouses, laying the groundwork for today’s bustling tourism sector.

Pedro Zaragoza Orts, the mayor from 1950 to 1966, played a crucial role in this development. He recognized that foreign tourism could offer a safer economic alternative to the perilous lives of fishermen and farmers. Zaragoza was also an active supporter of the Falange movement, which aligned with Franco’s regime. His vision was clear: make Benidorm a hotspot for holidaymakers.

Changing Perceptions

Despite being deeply rooted in a conservative society, the arrival of foreign women in bikinis shifted perceptions about Benidorm. The influential Catholic Church initially resisted this change, with a bishop threatening excommunication to Zaragoza due to their conflict. However, Franco himself backed Zaragoza by vacationing in Benidorm with his family, signifying an important endorsement that changed the course of tourism in the area.

Famed historian Francisco Amillo, a longtime resident of Benidorm, explained that allowing bikinis on the beach drastically boosted foreign currency income. Zaragoza utilized creative marketing strategies, including inviting a Sami family from Finland for media coverage, and starting the Benidorm Song Festival, where international stars like Julio Iglesias began their careers.

A Destination for All

Today, Benidorm caters to a wide range of tourists. With its seven kilometers of beautiful, wide beaches, about 2.8 million visitors made their way to Benidorm last year alone. Its unique blend of high-rise hotels, drinking bars, and cozy tapas joints appeals to both young partygoers and older tourists.

“Benidorm has something for everyone,” said Stuart Reed, a British tourist visiting with his wife. “You can enjoy the lively bars and also find lovely tapas spots in the old town.” This balancing act has enabled Benidorm to attract a diverse clientele, often overlooked because of its high-rise buildings and perceived overcrowding.

Yet, not everyone sees it in a positive light. Some visitors face judgement from friends when they mention their plans to visit Benidorm. “They think it’s a horrible city,” lamented Maribel Soler, a 68-year-old Frenchwoman. “But they don’t really know it; they’ve never been. They only focus on the buildings!” She even went as far as to compare Benidorm to New York, affirming her love for both cities.

A Sustainable Future

Interestingly, while Benidorm has long been criticized for its towering skyline, there is a shift in perspective. Urban density is being hailed as a model of sustainable tourism. According to Vicente Mayor, deputy chief engineer at the city council, concentrated urban housing uses less land, improves water management, and allows for quicker waste collection. “Vertical growth is an efficient model,” he stated.

As Benidorm continues to evolve, it remains a symbol of what mass tourism can achieve and how it can shift perceptions and lifestyles for an entire region. Despite its complicated roots, the city has carved out a niche that attracts millions each year, making it a unique destination in Spain.

Conclusion

Benidorm’s story is a fascinating intersection of history, resilience, and transformation. While it stands as a reminder of its Franco-era roots, it has also successfully adapted to meet the desires of modern tourists. Whether you’re in search of lively nightlife or serene beaches, Benidorm truly has something for everyone.

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Original Text – https://www.thelocal.es/20251004/why-benidorm-embraces-spains-franco-era-mass-tourism-model