The millions of British tourists who land in the province of Alicante each year will now have a piece of their country just before they leave. As if Benidorm, Torrevieja or the entire Costa Blanca had not been enough, next January the first Wetherspoon in all of continental Europe will open at the Alicante–Elche Miguel Hernández airport. A “100 Montaditos British style”, but installed in the boarding area and designed, paradoxically, for those who are already queuing to return to the United Kingdom.
The very British landing. According to The Guardianthe chain has confirmed that its premiere outside the United Kingdom and Ireland will be in Alicante, where it will open a newly built pub called Castell de Santa Bàrbera (when in Valencian it would be Castell de Santa Bàrbara), in “homage” to the fortress that crowns the city. This is a striking move for the company founded by Tim Martin more than four decades ago and which had never operated on continental European territory.
For its part, as The Independent has detailedthe store will open every day from 6:00 a.m. to 9:00 p.m. and will be located in the departures area, aimed mainly at British people returning from vacation. The space will be about 93 square meters and will have an outdoor terrace. In addition, the menu will replicate 90% of the typical Wetherspoon pub menu: full English breakfasts, fish and chips, burgers and pizzas. Even so, it will also incorporate some typical Spanish dish such as garlic prawns or Spanish tortilla, an adaptation that the company has already confirmed.
The choice is not accidental. British tourism in the province of Alicante is one of the most important in the region; Benidorm is well known for this. According to data collected by La Vanguardiaalmost 90% of English people choose the province as their favorite destination.
Although a decade ago the owner publicly celebrated Brexitthe chain has recently experienced slowing growth in the UK: like-for-like sales of 3.7% in the first 14 weeks of the financial year, lower than in previous years. According to The Telegraphthe company is suffering from the increase in labor, energy and tax costs, which has led its president to explore new markets, and hence its strategy focused on airports: places where traffic is guaranteed and the clientele is usually predisposed to consume, even at times when most bars would not open.
A British icon, almost invisible for Alicante. Despite the commotion that the news has generated in the province, the truth is that this first Wetherspoon on the European continent will be out of reach of the general public. It will be necessary to pass security control to access, which makes it a rarity: a British icon installed in Alicante, but almost invisible to the people of Alicante.
Although Alicante will be the first, it will not be the only one. Tim Martin has reiterated in different British media that his intention is to open “several pubs abroad in the coming months and years, including some in airports”. The new location at Alicante airport will, therefore, be a test by fire.
One last drink before heading home. Alicante can now boast of having the first Wetherspoon on the continent, although only travelers who fly will be able to enjoy it. For British tourists, it will be the last sip of home before returning; For the province, further proof of the weight that this market has in its economy.
Time will tell if this little pub next to the departure gates is the start of a new European conquest or simply a last pint in the sun before heading home.
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