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 Benidorm's hotels may be doing well this summer, but the same cannot be said for its shops. The Independent Commerce Association of Benidorm, known as Aico, has been canvassing its 400-plus members and the picture they're painting is a concerning one. Sales are notably down, and the association's president Raúl Parra has identified various factors behind the slump.

 

The issue that concerns Aico most visibly is the explosion of small supermarkets aimed primarily at tourists. Parra says supplier data suggests there could already be around 400 of these establishments in Benidorm, though the association is conducting its own census to verify that figure. He's calling on the Ayuntamiento to look at how other Spanish cities have tackled similar problems: Santiago de Compostela has introduced restrictions on souvenir shops, Bilbao has regulated the proliferation of bars, and Salou has placed limits on certain types of businesses. Parra believes Benidorm should consider minimum distances between businesses of the same type.

 

For Aico, the low emissions zone, or ZBE, has been the single biggest blow to trade. Shoppers from nearby towns including La Vila Joiosa, Altea and l'Alfàs del Pi have effectively stopped coming, with the association estimating that this type of customer has fallen by as much as 90%. Fear of receiving a fine of €200 is putting people off, and Parra says the confusion over which vehicles are permitted and how the restrictions work is making the problem worse.

 

The resort's tourist base has also shifted. British tourism has grown from around 45% of the total to approximately 75% over the past six years, and Parra notes that this visitor profile tends to prioritise leisure and entertainment over shopping. Meanwhile extreme heat is pushing visitors away from street-level retail during daytime hours and towards air-conditioned shopping centres. The association is calling for adapted opening hours, concentrated between 6pm and midnight, and shade structures along commercial streets, pointing to Málaga's Calle Larios as a model worth following.

 

Underlying all of this, Parra argues, is the absence of any coherent commercial strategy. The city's Commercial Action Plan has not been updated since 2008. Aico wants it revised and is proposing the creation of a public-private body, modelled on Visit Benidorm, to develop and coordinate a proper retail strategy for the city.

 

"The commerce sector should be central to Benidorm's tourist identity," Parra says. "Other destinations like Altea, Dénia and Calp have moved much further ahead in terms of retail quality."

 

 

Image: AI generated