Mass tourism was pioneered on the Iberian peninsula as early as the 1960’s. The entire coast is now a continuous urban ribbon. The Costa Del Sol and the Costa Blanca are some of the densest and most populist or “Cheap” holiday zones in Europe. It’s population is denser than New York or Hong Kong. The city of Benidorm itself is almost purely devoted to tourism . It is mono-cultural. In 1998 it had little housing, few office, no industry, no museums, no operas, no universities, no schools just hotels, restaurants and discos.

The research and re design of Benidorm is driven not by statistics but by stories. Approaching the problem of monoculture cities such as Benidorm, cultivated by mass tourism, students engage with this project from the perspective of the visitor. Considering both the visitors and residents needs is a crucial aspect of this project. Benidorm is known for it’s mono cultural environment of wild partying, fish and chips and package holidays. How can Benidorm’s identity be redefined and what can be demolished or rebuilt to create the difference? Students responded to the above brief and presented proposals focussing on elevating the city’s status on a local and global platform.