Benidorm, one of Spain’s most popular tourist destinations, has announced a new clampdown on shops displaying lewd or offensive souvenirs in their windows, amid growing concerns about the city’s image. The decision, officials say, is aimed at ensuring families and minors are not exposed to sexual or inappropriate content in public spaces.
The move comes after repeated complaints about shops in the so-called “Guiri zone,” the central area of Benidorm known for catering to foreign tourists, particularly the British. These stores often showcase joke t-shirts and souvenirs with sexual messages written in English, a practice that local authorities now want to curtail.
Javier Jordá, head of commerce at Benidorm City Hall, said the crackdown was about protecting vulnerable communities. “Certain commercial activities have been detected which can be deemed inconsistent with our regulations,” he explained. “We must guarantee that minors are not exposed to offensive messages and that the right image of Benidorm is presented.”
Under local laws, shop windows are prohibited from displaying products that could hurt “moral sensitivity.” This includes what the law refers to as “sexy articles.” Importantly, the regulation does not prevent stores from selling such products inside; it only affects what can be displayed outwardly to passers-by.
Authorities are starting the campaign by reminding shopkeepers of the rules and encouraging voluntary compliance. However, if businesses fail to cooperate, sanctions will follow, including fines of up to €3,000 (£2,614).
Jordá said he hoped strict measures would not be necessary: “We don’t want it to come to that, but we must guarantee respect for the rule and the image of our city.”
Benidorm, located on Spain’s eastern Mediterranean coast, attracts close to three million visitors annually. Of these, more than 830,000 are British holidaymakers, many drawn to the resort’s beaches, nightlife, and package deals.
Tourism is central to the local economy, but officials are increasingly wary of reputational risks associated with excessive or inappropriate commercial practices.
Spain as a whole welcomed a record 94 million international visitors last year, with tourists from the United Kingdom, France, and Germany leading the numbers. The Mediterranean resorts, including Benidorm, remain the biggest draw, alongside the Canary and Balearic Islands.
However, the Spanish tourism industry is undergoing a shift, seeking to diversify beyond the traditional “sun-and-sand” model amid growing concerns about over-tourism, rising costs, and quality-of-life issues for locals.
For Benidorm, the current crackdown underscores that the city wants to balance its appeal to international partygoers with a more family-friendly environment. The authorities argue that curbing the public display of sexually suggestive merchandise is part of this strategy.
“Tourism is our lifeline,” Jordá concluded. “But with that comes responsibility. We must ensure that the city remains welcoming, respectful, and representative of the best that Spain has to offer.”