In 1964, Ramon Martinez Martinez, a 23-year-old painter from Madrid, moved to Benidorm, a small seaside town in Spain, to seek new opportunities. At the time, Benidorm was known for its tuna fishing and orange groves, but it was on the cusp of a tourism boom that would dramatically transform it into one of Europe’s most famous resort cities. Martinez’s decision to relocate was a bet on the future, and he soon found work painting the new hotels popping up along the coastline. With limited cash, hotel owners often paid him with shares in their businesses or apartments in their buildings, helping him build a portfolio that would flourish along with the city.
By the 1960s, Benidorm’s tourism scene was booming, thanks to a combination of affordable package vacations and the vision of Benidorm’s then-mayor, Pedro Zaragoza. Zaragoza had the foresight to promote Benidorm internationally, and his bold decision in 1959 to legalize bikinis on the beach helped set the stage for the city’s growth. He even sought approval from Spanish general Francisco Franco to support his progressive tourism policies. The area’s transformation accelerated, and by the 21st century, Benidorm had become a sprawling metropolis, home to Spain’s tallest buildings outside of Madrid, including the Gran Hotel Bali and Residencial Intempo.
Tourism continues to be the lifeblood of Benidorm, with millions of visitors each year. In 2023, the town hosted 2.7 million tourists, many of whom are British. Known for its nightlife, all-night bars, and an abundance of British pubs, Benidorm has a reputation for being both a party town and a haven for tourists seeking sun and relaxation. While some criticize the town for its inauthentic experience, others love the vibrant atmosphere and the diverse crowd it attracts. Benidorm’s appeal is undeniable, with its beaches and constant sunshine making it a prime destination for holidaymakers.
However, rapid growth has its consequences. Local concerns about the environment and overdevelopment have started to emerge as the town faces the challenge of balancing tourism with sustainability. Despite these concerns, Benidorm remains one of Spain’s most popular destinations, continuously attracting new visitors who either love or loathe its unique atmosphere.
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