The Benidorm BeCiTi hub, located at the El Torrejó Municipal Centre, hosted the presentation of a pioneering tourism innovation project yesterday, Thursday May 7th,. Launched by the Town Council and the Visit Benidorm Tourism Foundation, the initiative titled ‘Benidorm Fun Town Tycoon’ aims to promote the town and strengthen its position as a leading family destination. The game is hosted on the Roblox platform, which boasts 150 million daily users worldwide, and challenges players to build the world’s most fun skyscraper while learning about the local tourism offering and the sustainability criteria of the town’s urban model.
Benidorm Mayor, Toni Pérez, and the manager of Visit Benidorm, Leire Bilbao, presented the project alongside the Regional Secretary for Tourism, José Manuel Camarero. This move makes Benidorm the first destination in Europe and only the third in the world—following Tokyo and Singapore—to establish a presence on the global gaming platform. During the launch, Mayor Pérez highlighted that the town continues to innovate as a reference for the Spanish tourism brand, stating that the game aims to plant a “seed of curiosity” in younger generations regarding the town’s endless leisure options.
The ‘Benidorm Fun Town Tycoon’ experience allows users to become architects of a fantastic skyscraper that grows from a “magic seed” into a vertical city. The game incorporates local landmarks such as the Poniente Beach, Benidorm Island, Serra Gelada, and the Old Town. Iconic buildings like the InTempo tower, Neguri Gane, and the Delfín Tower are also featured. Players progress by completing missions linked to real locations, such as the Sant Jaume i Santa Anna church and the Tossal de La Cala ‘castellum’, earning internal currency to expand their vertical empire.
Sustainability is a core mechanic of the game rather than just a message. Players engage in missions such as recycling waste, managing water cycles, and completing sustainable mobility circuits. Guiding the players through this digital world is ‘Captain Pedro Z’, a character inspired by the historic Mayor Pedro Zaragoza Orts, who was instrumental in designing modern Benidorm. To ensure player safety, the game includes a feature that reminds users every 30 minutes to take a break.
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