The Spanish tourist hotspot of Benidorm is intensifying efforts to regulate shops displaying lewd or offensive items in their windows, aiming to protect the city’s reputation and ensure public decorum. The initiative targets products such as joke t-shirts and souvenirs with sexual innuendos, often found in the area known as the ‘Guiri zone,’ which caters primarily to foreign tourists. Many of these items are advertised in English, reflecting the significant British visitor demographic. Javier Jordá, the city’s commerce head, emphasized the need to shield minors and vulnerable groups from inappropriate public displays, stating that certain commercial practices conflict with local regulations. Benidorm, a renowned Mediterranean resort, attracted nearly three million visitors last year, including over 830,000 British tourists. Local laws prohibit shop windows from displaying products that could offend moral sensibilities, such as ‘sexy articles,’ though items sold inside shops remain unaffected. Authorities are initially reminding shop owners to comply voluntarily, with potential fines of up to €3,000 for non-compliance. Jordá expressed hope that enforcement measures would not be necessary, stressing the importance of maintaining the city’s image. Spain welcomed a record 94 million foreign visitors last year, with Mediterranean resorts like Benidorm remaining top destinations. However, the country is increasingly shifting away from its traditional sun-and-sand tourism model amid concerns about over-tourism and local protests.