Benidorm was a sleepy fishing village 50 years ago; today it stretches just over 3 mls along the coast from E to W and 1¼ mls inland from N to S at its widest point. The old town - with its blue-domed church, port, esplanade, white houses and narrow streets - struggles to retain any traces of character in a forest of tower blocks and unsightly, post-1950 developments. Away from the old town, the heaviest concentration of skyscraper hotels is at Rincon de Loix and a ¾-ml-wide strip behind the Playa de Levante. There is more to Benidorm than the popular idea of sun, British-style bars and restaurants, and its large expatriate community, but not very much. The appeal of its beaches, lively nightlife and almost year-round sunshine, though, is strong for a sizeable sector of the holiday market.

Young, fun-seeking singles, couples and families looking for beaches, plenty of evening entertainment and a place that caters to the British tourist. Not for those seeking an upmarket holiday or local culture. From Nov to April, the age profile rockets up to retirement age.

A heavy concentration of high-rise holiday hotels and apartments, mainly good but of no great quality, specialising in bulk bookings. Few 5-stars.

Rated among the best in mainland Spain for those who like them big, sandy and often crowded. There are 2 main beaches, separated by the old town, both with attractive promenades, and sunbeds and parasols for hire in summer. E of the old town is Playa de Levante, about 1½ mls of clean sand and safe bathing, stretching to the Rincon de Loix. The other main beach, Poniente, W of the old town, reaches as far as the area known as La Cala, some 2 mls away. There are fewer hotels this side, and the beach is much quieter and less congested.

Concentrated in the old town. No shortage of souvenir outlets. Open-air market on Weds. Shoes and leather goods are particularly good buys. Alcohol and cigarettes are bargains compared to the UK.

Daytime: water-skiing by cable tow, fishing, scuba-diving, boat trips (including semi-submersible). Drier activities include tennis, squash, riding, golf, go-karting and rambling in the nearby hills. Wax museum, aquarium and water theme park. A huge theme park, Terra Mitica (Mythical Land), just outside the resort, is divided into themed areas such as ancient Rome, Greece, Egypt etc, and includes rides, shows and interactive games. Nightlife: the town throbs to the beat of dozens of discos. Amusement arcades; hundreds of bars. An entertainment centre with shows, 3 mls SW. Most attractions are lively and noisy, catering for the UK market. More sophisticated choices are in the old town.

Throughout the resort are fast-food outlets, as well as local and international restaurants. Seafood, rice dishes and tapas are typical local specialities. British food is easy to find. Upmarket restaurants in the old town. Prices are very reasonable compared to the UK.

12 relatively easy-to-use and efficient bus routes cover the resort. Buses run regularly to nearby towns and cities. A delightful narrow-gauge railway runs along the coast between Alicante and Denia. Taxis and hire cars are readily available and reasonably priced.

Guadalest Castle; the Algar waterfall; Aitana Safari Park. Cactus-landia at Altea and beauty spots in the mountains are popular. Shopping and cultural trips to Alicante and Valencia.

In SE Spain, on the Costa Blanca, directly on the Mediterranean Sea. 65 mls S of Valencia. 26 mls NE of Alicante and 32 mls NE of its El Altet airport.

Against a backdrop of some low, gentle, barren mountains, the coastal plain shelving gently to a S-facing Mediterranean shore.

Post Code: 03500
Website: www.planetbenidorm.com

Airport : Alicante
Airport Code: ALC
Flight time from ther U.K.: 2 hrs. 15 mins