Toni Pérez: "They may copy Benidorm, but they will never have our climate, our geography, or our soul"

Mayor of Benidorm, Toni Pérez, attended the Tourism Forum organised by the Vocento group alongside TODO ALICANTE and LAS PROVINCIAS to discuss the future of the sector in the Valencian Community.

-Today marks the opening of the so-called 'North Korean Benidorm', a complex inspired by Benidorm. Do you see it as competition for the city? What does this opening mean?

-It is true that a North Korean delegation visited us. They toured many facilities, eager to understand Benidorm as a compact city, its density, height, land protection, and above all, the global phenomenon of tourism and the democratisation of tourism that our city represents. Clearly, there was much they did not see, which we did not show them. For this new 'Korean Benidorm', tourism will be national, as I am unsure how much international tourism they can attract. They can try to replicate, but there are aspects of our city and destination—geography, climate, a well-thought-out development, sustainability from the outset—that are very difficult to replicate.

-When you visited the Mayor of New York, what impression did you get?

-The important thing is not the visit itself, but what it signifies that the Mayor of New York received us. They explained that since the 1980s, they have been analysing our waste collection and cleaning system, knowing it perfectly, and recognising our water recycling capacity. Many cities look to our model, although they cannot always replicate it due to their urban characteristics.

-What do you consider the main challenges for Benidorm and the Valencian Community to remain leaders in tourism?

-The major challenges continue to be the recognition of the importance of an industry like tourism, which generates real wealth. Every tourist who visits, especially now post-Brexit, is like an import we make. Our industrial fabric innovates to export, but we bring in foreign currency, supporting services like healthcare and education. The major weakness remains the lack of recognition. This affects funding and autonomy for infrastructure development. Ultimately, we have international tourists arriving in Alicante and travelling by road or public transport; without these infrastructures, they could not come. Sometimes it seems that the large numbers in Benidorm make some politicians think it solves itself, but it does not. For example, we struggle to avoid congestion both on the coastal front and at Alicante airport. It cannot be that an airport with such numbers is not connected by train to anywhere. It is a significant deficit.

-What strategies are being implemented to diversify the tourist offer and attract different visitor profiles?

-We are all working very much in alignment. Benidorm is a successful territory with enormous appeal. The city can redirect tourist flows and has practically had no low season since the 1970s. We diversify with gastronomy, sports, musical events, or festivals like Benidorm Pride, which closes the European calendar in September. All this allows us to maintain occupancy throughout the year and cater to different tourist profiles.

-Regarding technology and innovation, Benidorm is a smart tourist destination. What role does technological innovation play in the province?

-Innovation has always been with us. If there is an industry always at the forefront, it is tourism, especially the hotel sector. Benidorm started with room rentals and small establishments, but the hotel industry became its great strength, always leading in sustainability and innovation. For example, in the 1970s, measures were already being applied to optimise water use. Today we have a network that loses only 3.8% of water compared to the national average of 30% or 25% in Europe. Everything is based on innovation, digitalisation, and technology. Since 2015, we have been promoting a strategic plan to become a smart destination, and today the Spanish network of smart destinations includes 600 municipalities, and the Valencian one nearly 300. Being pioneers allowed us to lead this change.

-Besides the actions already mentioned, what other initiatives are being undertaken to ensure more sustainable tourism?

-Every human action has an impact, and if anyone can be transformative and raise awareness in sustainability, it is tourism. In Benidorm, we have a city model that occupies only 40% of the land and protects 60%, making us very efficient. In 1957, we decided to protect our environment, and today that model is considered a global example. Additionally, we are pioneers in the use of reclaimed water, installing a fourth network for street cleaning and public and private irrigation. This closes the water cycle, something fundamental for the future.

-The drought situation is particularly concerning in Benidorm. You have sought help from the central government. What are your thoughts on this?

-It is an absolute lack of sensitivity. Imagine if Benidorm charged for beach use: we have no natural toll, yet we provide happiness and wealth to others. Water should always be guaranteed. We cannot rely solely on nature because we are facing climate change with significant consequences. The Tajo-Segura Transfer is vital, but its importance is not understood. Alicante is the fourth most populous province in Spain, yet it was 52nd in funding for three years. Why do people come to live here? Because it offers a good quality of life and opportunities, but we need infrastructure and resources to sustain it.

-What is needed for the province to stop being underfunded, without drought problems, and with the necessary infrastructure?

-Common sense. We just need to analyse how the world moves and recognise that tourism is one of our great strengths. Tourism does not relocate, it distributes wealth like few sectors and generates high revenues for the State. We must treat well where there is strength and acknowledge its real contribution.

-What are the challenges for tourism in the Valencian Community?

-We are in a constant process of innovation. If a government does not see technology and innovation as the present, there is no future. We must analyse data to manage intelligently, in collaboration with the Generalitat, and always send a message of strength about the importance of tourism. Our reference should be excellence, continuous improvement, and friendliness in welcoming. If the city is well-maintained and offers quality services, we will all be happier and maintain our leadership.

-Today, a tribute to the hospitality sector of Benidorm was approved in the Plenary. What can you tell us?

-It has its history. In the 1970s, on Tomás Ortuño street, there was a restaurant called La Aitona that had millions of customers and was an icon. The Jaime Pérez Saler family has decided to donate the giant paella that was a symbol of the restaurant. It will be a magnificent element for a monumental tribute to Benidorm's hospitality sector, a sector that has been and is fundamental to our tourism industry. We had no materialised tribute until now, and this will be a well-deserved recognition for those who work hard every day in a sector that is essential for the city.