New ownership has taken the helm at Marina d’Or and Magic Costa Blanca, aiming to reshape the business model for the Oropesa property and its real estate offerings. The plan centers on expanding the entertainment lineup, staging a wide range of shows and concerts to boost tourist appeal within the Holiday City complex.
While it is premature to declare this the definitive strategy to relaunch Marina d’Or, Magic Costa Blanca brings substantial tourism experience to the table. Their track record offers a potential path for revitalizing the destination without launching a new project from scratch.
The company will operate a structure employing roughly 500 workers with a capital near 115 million euros.
Established as a family business rooted in Alicante and Benidorm, Magic Costa Blanca has built a reputation for managing hotels and water parks—assets already leveraged at Oropesa. Previously scattered across Benidorm, the wider Marina Baixa area, and Gandia, these properties will now consolidate under the umbrella of the Holiday City, a concept envisioned by Jesús Ger. The consolidation signals a coordinated strategy for a comprehensive leisure hub.
Circles
Oropesa is set to include a residential sector with 15,000 flats, complemented by Europe’s largest seawater spa and a suite of sports facilities. These enhancements present opportunities for guests to enjoy added value, while the group aims to restore the prestige of Marina d’Or after the prior owners faced questions about the community’s health and vitality.
Assets
Magic Costa Blanca will assume responsibility for a structure with approximately 500 employees and near 115 million euros in capital. The organization brings a rich portfolio of assets, representing a significant challenge for the Garcia family, who lead Magic Costa Blanca. This venture also marks a first for Castellón, strengthening the company’s footprint in the Valencia region despite the associated risk, signaling a bold expansion move.
Address
In recent times, Marina d’Or’s management explored a mix of offerings that included large events such as the Reggaeton Beach Festival. The new owners bring seasoned event experience as well, evidenced by their involvement with the medieval parks at Robin Hood Magic Camp in l’Alfàs del Pi and the Primavera Sound projects. Primavera Sound has hosted Weekender, a compact gourmet festival where groups and attendees share space over a weekend. This year, influential acts from the past at Castellón and Benicàssim are anticipated to join the festival circuit, alongside a proven track record of diverse leisure programming at Marina d’Or. The aim is to renew the Oropesa brand and refresh the overall visitor experience.
Javier García Cuenca is positioned to be a central figure in Marina d’Or’s future. As the son of Francisco García, founder of Magic Costa Blanca, he steps into a leadership role as the devolution of the Oropesa entity progresses. García, who holds a Marketing degree from ESIC and an Executive MBA from the Instituto de Empresa Business School, has already become the most visible face of the Benidorm operation. The company’s ability to adapt offerings to evolving tourism tastes remains a core strength as it moves toward 2023 and beyond.
Eventually, García is expected to take on responsibilities within Marina d’Or, where he will serve as vice president of Hosbec, the Valencian hotel and tourism employers association. At the same time, he will oversee his role with the Spanish Institute of Hotel Technology (ITH), which is dedicated to advancing R&D in the sector. In discussions during his MA in Hotel Management, García emphasized the importance of a meticulous approach to defining a hotel concept and value chain, noting that clarity in strategy directly influences profitability.