A huge surge in interest in Benidorm has been created by the TV comedy series of the same name, a new study shows.
Figures released today by travel comparison website www.travelsupermarket.com show that searches to the Spanish resort have soared by 159% during the latest run of the programme, which airs at 9pm on Friday nights.
This compares to searches for Benidorm at the same time on other nights of the week. The rise in interest comes despite the show playing on the outdated stereotypes of those who go to the Spanish resort.
Previous company research of more than 1,800 people showed that one in five British travellers (17%) have been inspired to go to a destination after seeing it in a film.
Countries such as New Zealand (Lord of the Rings Trilogy) and Australia (as featured in the Baz Luhrmann film of the same name) have benefited from the impact of so-called ‘screenspiration’ after they received publicity through films.
Travelsupermarket.com travel expert Bob Atkinson said: “People love to be inspired by films, TV and celebrities for their holidays and it’s great to see such a surge in interest to Benidorm.
“Benidorm is enjoying a bit of a renaissance and represents great value at the moment; it’s the perfect recession destination where you can have a good time without spending a fortune and this is clearly demonstrated on the show.”