Benidorm, one of Spain’s most famous holiday destinations, has unexpectedly found itself in the spotlight this summer due to a sharp decline in tourist activity. Videos shared on social media show nearly empty streets, restaurants and beaches — an unusual sight for the peak holiday season.
Ahead of the 2026 summer season, when travellers are becoming increasingly selective about where to spend their holidays, the situation in several European destinations raises concerns. While some countries discuss the challenges of overtourism, Spain is showing the opposite trend.
Benidorm, a resort that has attracted millions of holidaymakers for decades, is now being referred to as a “ghost town”. Footage filmed in August this year shows the usually vibrant resort looking surprisingly quiet. According to the author of the video, the streets remain almost deserted even during the peak season, a time when they are normally packed with visitors.
Eyewitnesses report that many restaurants are operating with very few clients, and some beaches appear nearly empty. Representatives of the tourism sector also express concern: according to the head of the nightlife association, “a significant share of the tourists we rely on are choosing other destinations where they feel more welcome.”
Analysts suggest that the shift may be linked to changing travel preferences, growing competition from cheaper destinations, fluctuating demand and rising prices in Spain’s most popular regions.
Why Benidorm remained a favourite for so long
Wide accommodation options. From budget apartments to luxury hotels.
Well-maintained beaches. Long sandy coastlines and clean waters.
Active nightlife. Bars, clubs and entertainment venues.
Cultural and historical attractions. The Old Town, Mediterranean Balcony, churches and museums.
Convenient location. Close to Alicante, Valencia and other major cities.
Mild Mediterranean climate. Attractive year-round.
Good value for money.
Easy communication for foreign visitors.