Benidorm ‘not for the working classes’

IN a bizarre announcement, the Hotel Association for the Costa Blanca (HOSBEC),  stated that following a study by them they have concluded that the image of Benidorm in the United Kingdom as being a haven for the working class is ‘not correct’. And furthermore, they say that Benidorm does not want to be considered as a working class destination.

They also said they would now take steps to ‘reposition the brand’ (of Benidorm). The stated aim is to increase family tourism and so hopefully help boost attendance at the area’s theme parks.

The plan, according to the regional government’s tourism department will be ready for next summer. This year, as ever HOSBEC, forecast an increase in the number of British visitors, after falls over recent years.

All laudable stuff, but perhaps misguided. “It is not the fact that Benidorm is a working class destination – and it is – that causes problems. Even working class folk have family holidays,” says one British resident.

“Rather it is the reliance on hen and stag parties that has tarnished Benidorm’s reputation in the eyes of some, over recent years. The one thing that is cheap in Benidorm is the beer. At €1 a pint it is the most cost effective destination in Europe for lads and ladettes to come to with a view to passing their entire stay in a state of inebriation,” he said.

The catch 22 situation is that without the cheap drinks, the tourists would fade away, yet the type of tourists attracted by such, are apparently not those wanted by HOSBEC. With the best will in the world, a summer advertising campaign is not going to change the image of Benidorm from Blackpool by the Med, to Mustique – and why should it.

It would come as no surprise to many if perhaps next week HOSBEC were to announce that Benidorm wanted to branch out into skiing holidays on the Puig Campana for its newly sought Chinese tourists, or say ban anyone with a tattoo who doesn’t speak Valenciano, such are the wildly off base announcements from this body.

By Paul Deed


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