Benidorm Showcases Its Leadership in Sustainable and Smart Tourism at London’s World Travel Market

Benidorm strengthens its ties with the UK market and highlights its status as a smart, inclusive, and eco-friendly destination

Benidorm has presented its pioneering efforts in sustainability, digital transformation, and social inclusion to British tourism media during the World Travel Market in London—one of the world’s leading travel fairs. The city is recognized as a benchmark in these areas, having recently been named European Green Pioneer of Smart Tourism 2025 and finalist for the European Green Leaf 2027 for urban sustainability achievements.

At the event, British media such as The Telegraph Travel, Travel Weekly, and TTG Media learned about Benidorm’s innovative projects, including its participation in Spain’s National Smart Tourism Platform, enabling real-time data-driven visitor management. The “Smart Beach” initiative, which offers live beach occupancy and environmental information, was also highlighted.

Benidorm also leads in inclusive tourism, being the first destination to certify its commitment to older travellers—a key step in combating ageism and promoting year-round accessible tourism.

The UK remains Benidorm’s top international market, with over 773,000 British tourists staying in local accommodations between January and September 2025—a 10.14% increase from the previous year. These visitors represent 72% of all British tourists arriving in the Valencian Community.

Benidorm’s ongoing strategy focuses on building a people-first destination that is modern, safe, and connected, with key visitor interests including sun and beach, gastronomy, nightlife, family fun, shopping, and cultural experiences.