Consell, after a historic third podium in 27 years following Chanel’s triumph at Eurovision, aims to ride the festival’s current surge. Tourism Managing Director, Herick Campos, announced that starting this Monday, the Generalitat will step up regional promotion—both nationally and internationally—for Benidorm Fest 2023 with the goal of maximizing influence and visibility for the Valencian Community.
Among the initiatives to broaden reach, Campos noted that the Generalitat will intensify promotion of the music competition at trade fairs and at LGBTQ+ music and tourism events. The plan is designed to extend the festival’s reach beyond the capital and into multiple audience segments across Spain and beyond, leveraging the international attention around the event.
Additionally, capacity will be expanded at the Palacio de L’Ila de Benidorm, and a Benidorm Fest Village will be created, allowing fans to engage with the festival throughout the week. The village will host music, guided tours for attendees, cultural activities, exhibitions, talks, and conferences centered on the festival and its history, enriching the visitor experience.
Campos recalled that during the festival’s inaugural edition in January, Benidorm Fest achieved a 21% share of television audiences and peaked at 27.7% during the golden minute of the final, when Chanel was revealed as the winner.
Chanel, captured in a moment of her Eurovision performance, became a focal point for fans and media alike, with the coverage from European press highlighting the event as a defining moment for the competition and its growing celebrity footprint.
The music contest, which selected its entrant through Eurovision social media activity, quickly became a worldwide trend with hundreds of millions of users engaging across platforms. The online activity translated into tangible economic impact, as Twitter engagement generated significant spend on the night and occupancy in various tourist accommodations rose noticeably, signaling a positive tourism spillover for the city and region.
Looking ahead, the tourism leadership emphasized that there will be no covid-19 related restrictions affecting the next edition. Benidorm Fest is positioned to be a full-week celebration, featuring music performances and cultural events throughout the city, enabling visitors to fully experience the festival atmosphere and the local hospitality economy.
In this perspective, the Generalitat will open channels with local and regional businesses to encourage their participation in the event, while nationwide eurofans can anticipate Benidorm Fest becoming a permanently anticipated fixture on the annual calendar. The festival’s inception arose from the initiative of Chairman Ximo Puig, in collaboration with RTVE and Generalitat, with support from the Benidorm City Council. As the general manager noted, the festival placed Benidorm and the Valencian Community at the forefront of the Eurovision landscape, along with other major musical and cultural events.