Spain’s most-visited coastal destinations—Benidorm, Barcelona, and Málaga—drew a combined 47.5 million visitors in 2025, according to travel booking platform Omio. New research from the company highlights lesser-known beach alternatives within 90 minutes of these hotspots, all reachable by public transport for as little as £3.
Alternatives for Barcelona, Benidorm, and Málaga
For travel professionals advising clients seeking a quieter seaside experience, Omio’s data points to Sant Pol de Mar, roughly an hour from Barcelona. This coastal town offers whitewashed buildings and uncrowded beaches, a contrast to the city’s bustling shoreline. Near Benidorm, Villajoyosa—a short tram ride away—features colourful seafront houses and a relaxed atmosphere, appealing to those who prefer local charm over high-rise tourism.
In the Valencia region, Cullera provides broad sandy beaches and a hilltop castle, reachable in 40 minutes by train. Near Málaga, Playa de las Viborillas is a secluded cove surrounded by rocky cliffs, ideal for snorkelling enthusiasts. For clients based in Alicante, Playa de la Coveta Fumà offers smaller coves and calm waters, just 35 minutes away by tram.
Omio’s research underscores that travellers can access less crowded beaches without sacrificing convenience. The platform’s findings are particularly relevant for tour operators and travel agents looking to diversify itineraries beyond Spain’s saturated coastal zones. As the travel industry continues to see demand for off-the-beaten-path experiences, these alternatives present opportunities for curated day trips or extended stays.
Industry players such as Hilton and JW Marriott have recently expanded beachfront properties in other markets, but Spain remains a core European destination. Omio’s data could inform partnerships with local transport providers or hotel groups seeking to promote secondary beach locations.
The research also aligns with broader trends in travel technology, where platforms like Agoda and Fliggy have reported surges in searches for alternative destinations. For travel-tech vendors, integrating such data into booking engines could enhance personalised recommendations for clients seeking quieter escapes.
Omio’s analysis did not disclose specific booking volumes for these alternatives, but the company emphasised the potential for travellers to explore less crowded beaches without sacrificing convenience. The findings are based on public transport routes and fares, making them actionable for budget-conscious travellers and those prioritising sustainability.
For destination marketers, the research offers a data-driven case for promoting secondary coastal towns. As Spain’s tourism board continues to manage overtourism in iconic spots, these quieter alternatives could help distribute visitor flows more evenly across the year.
