Benidorm’s New Tourist Robot Welcomes Visitors to the Future

Benidorm, Spain — Benidorm has officially launched its most futuristic tourism project yet — Xato Cube, a high-tech visitor centre combining artificial intelligence, immersive screens, and real-time data to help travellers make the most of their stay.

Located near the Town Hall, the new facility is designed to be an interactive experience centre rather than a traditional tourist office. Inside, visitors are greeted by a robotic assistant that provides personalised recommendations — from quiet beaches to local gastronomy — all in multiple languages.

“We want to use technology not just for convenience, but to make tourism in Benidorm more sustainable and enjoyable for everyone,” said Mayor Toni Pérez during the inauguration.

The Xato Cube’s digital wall shows live information on weather, events, and crowd levels at beaches and attractions. The system draws data from Benidorm’s Smart Destination Platform, which monitors everything from water use to mobility.

The initiative aims to distribute tourist traffic more evenly across the city and nearby destinations such as Altea, La Nucía, and Finestrat — reducing pressure on Benidorm’s busiest spots during the high season.

The Xato Cube project aligns with Benidorm’s ongoing European Green Pioneer of Smart Tourism 2025 programme, highlighting its commitment to innovation, accessibility, and responsible tourism.

With its mix of hospitality and high-tech, Benidorm once again proves why it remains one of Europe’s most forward-thinking holiday capitals.