Right in the center of Benidorm, where the tourist flow never stops day or night, shop windows have long become a place to find the most unexpected souvenirs. T-shirts with provocative slogans, magnets with explicit images, and entire collections of items that can hardly be called harmless have become a familiar part of the local landscape. For some visitors, this is just part of the city’s lively atmosphere—for others, it’s a source of bewilderment or even irritation.
The municipality has decided to step in. The Benidorm authorities, led by the People’s Party, have announced a campaign to clear shop windows of products featuring offensive, sexist, racist, homophobic, or simply vulgar messages. Special attention is being given to shops located in tourist areas and on streets frequented by families with children.
In some shops on the main streets, you could see T-shirts with phrases that not everyone would dare translate aloud, as well as souvenirs clearly intended for fans of dark humor. All of this was displayed in prominent spots, alongside regular merchandise—like T-shirts featuring famous football players.
City officials explain that such products not only violate local regulations but also damage the resort’s reputation. Municipal documents clearly state that displaying items that could offend the moral sensibilities of citizens is prohibited. It is especially important that children and adolescents do not encounter such messages on the streets.
For now, authorities are focusing on raising awareness: owners of around twenty shops have already been asked to voluntarily remove the controversial items from their displays. If these requests are ignored, fines will follow—amounts could reach up to three thousand euros. However, officials emphasize that the main goal is not punishment, but to change the city’s image.
The public response has been generally positive. Many believe that Benidorm should not be associated with vulgarity or aggressive humor. Tourists are divided: some see these souvenirs as part of holiday fun, while others consider them an inappropriate provocation. Some visitors from Europe note that the line between a joke and an insult is very thin, and such products can reveal a lot about the local culture.
