Benidorm's Transformation
Benidorm experiences major tourist shift, leading to empty sunbeds during peak season.
Empty sunbeds are spreading across Benidorm's famous beaches this summer, even as hotels run at 87% occupancy. Travel expert Frank Robinson, known as Frank the Stag Man, says the Spanish resort is going through a "significant transformation" — and the change is reshaping who goes there and what they do when they arrive. Gazette Live reported his observations after noticing row upon row of unoccupied sun loungers during peak hours.
The shift is visible up and down the main strip. Tribute bars — once packed with Adele and Elvis impersonators — are closing or converting into disco bars, clubs, and open-air terraces. Robinson put it plainly: "The people who used to sit on these sunbeds all day are being priced out or aged out, and the new crowd doesn't want to sit on a plastic bed for six Euros."
Sunbeds Sit Empty While Hotels Stay Full
The numbers tell a confusing story at first glance. Hotel rooms are nearly full — occupancy hit 87.4% in the first half of June 2026. But the beaches tell a different story. Thousands of sun loungers on Levante and Poniente beaches sit untouched during the hottest part of the day, between 11 AM and 3 PM. Renting one costs €6 per bed, plus €6 for an umbrella. A family of four pays €36 before buying a single drink.
Tourism analyst Dr. Elena Gomez says the answer is simple. Tourists are staying at all-inclusive hotels with their own pool clubs. "They have already paid for their sunbed at the hotel," she explains, "so paying an additional €6 on the public beach feels redundant." The beach concession firm RA Benidorm admits there has been a "change in beach usage patterns" — just not one they saw coming this fast.
Tribute Bars Replaced by Disco Clubs and Open Terraces
For decades, Benidorm ran on what locals call "Mass Tourism 1.0." British retirees and families came for cheap sun, warm beer, and cabaret shows. That model is fading fast. Since 2024, around 45% of bars on the main strip have renovated to add open-frontage or terrace-style layouts. Several legacy tribute venues on Calle Gerona have shut down entirely.
One anonymous bar owner summed up the mood on the ground: "The kids don't want a Sticky Vicky show; they want a DJ and a cocktail that looks good on Instagram." Frank the Stag Man agrees. He says Benidorm's famous "British Square" is becoming "unrecognizable," with live shows giving way to nightclub-style venues that draw a younger, louder crowd.
Younger Tourists Arrive as Older Visitors Drift Away
The demographic data is stark. Visitors aged 18 to 35 have risen 15% year over year. At the same time, the 65-and-over crowd has fallen 9% in the Old Town and British Square areas. HOSBEC, the hotel and tourism body for the Costa Blanca, has long pushed for "quality over quantity" — code for higher-spending, younger visitors replacing budget-conscious retirees.
The "Silver Economy" — British retirees who spent weeks at a time in Benidorm — may be heading elsewhere. Secondary resorts like Albir and Torrevieja, which still offer a quieter pace, are expected to pick up those visitors. Back in Benidorm, the new open-terrace clubs charge more per round, but the average spend per head is estimated to be 40% higher than at the old tribute bars.
Benidorm's Image Shift Divides Locals and Tourists
Not everyone sees the changes as progress. Long-time visitors express grief over losing the resort's old character. Social media is split sharply. Older regulars mourn what they call the end of "classic Benidorm." Younger travelers praise the cleaner, more modern feel. The Benidorm City Council is squarely in the modernization camp. A spokesperson said: "The city is evolving to meet the demands of a globalized tourist market."
Local residents' groups, however, are pushing back on one side effect: noise. The new open-air clubs stay active much later than the old cabaret bars did. Groups like Benidorm Libre are lobbying the council over the disruption. Whether Benidorm has permanently pivoted to a youth-market model — or whether its traditional winter visitors return in November to tip the balance back — remains the key question heading into the second half of 2026.
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