From the Scrap Book, these are 1965 newspaper advertisements for holidays to Spain and the Balearics and the cost seems to be an average of about £35 which may not sound a lot now but to put that into some sort of perspective in 1960 my dad took a good job at a salary of £815 a year so that fare would have been about two and a half weeks wages! Each! The average weekly wage in the United Kingdom today is £490 so on that basis a flight to Spain at 1957 British European Airline prices would now be about £1,225 so some things in life have defied inflation and become cheaper.
In the first few years of the 1960s, in the days just before and then during the Freddie Laker days of early package holidays, my grandparents visited Benidorm in Spain several times. For people from London who had lived through the Luftwaffe blitz of the 1940s and the killer smog of the 1950s they applied for passports (which was practically unheard of for ordinary people) and set out with pale complexions on an overseas adventure and returned home with healthy Mediterranean suntans and duty free alcohol and cigarettes.
They brought back exotic stories of exciting overseas adventures and suitcases full of unusual souvenirs, castanets, replica flamenco dancing girls, handsome matador dolls with flaming scarlet capes and velour covered bulls that decorated their living room and collected dust for the next twenty years or so.
In the photograph my grandparents Ernie and Olive were roughly the same age as I am now and they were clearly having a very good time sitting at a bar enjoying generous measures of alcohol, the same sort of good time that I like to enjoy when I go travelling. I’m guessing of course but Grandad, who looks unusually bronzed, seems to have a rum and coke and Nan who looks younger than I can ever remember her appears to have some sort of a beer with a slice of lime and that’s about forty years before a bottle of Sol with a bit of citrus became anything like fashionable. With him is his brother George (no socks, very impressive for 1960) and his wife Lillian. Nan and Grandad look very relaxed and with huge smiles that I can barely remember. I wonder how they managed to be among the first early holidaymakers to visit Mediterranean Spain in the 1960s?
In 1950 a Russian émigré called Vladimir Raitz founded a travel company in London called Horizon Holidays and started flying people to Southern Europe and the package tour was born. Within a few years he was flying to Majorca, Menorca, and the Costa Brava. In 1957 British European Airways introduced a new route to Valencia and the designation ‘Costa Blanca’ was allegedly conceived as a promotional name when it first launched its new service on Vickers Vanguard airoplanes with four propeller driven engines at the start of the package holiday boom. By the end of the decade BEA was also flying to Malaga on the Costa Del Sol.
The flight took several hours and arrival at Valencia airport some way to the west of the city was not the end of the journey because there was now a one hundred and fifty kilometre, four-hour bus ride south to Benidorm in a vehicle without air conditioning or air suspension seats and in the days before motorways on a long tortuous journey along the old coast road. Today visitors to Benidorm fly to Alicante to the south, which is closer and more convenient, but the airport there was not opened until 1967.
I am curious to understand how they were able to afford it? Grandad was a bus conductor with London Transport on the famous old bright red AEC Routemaster buses working at the Catford depot on Bromley Road (he always wore his watch with the face on the inside of his wrist so that he didn’t break the glass by knocking it as he went up and down the stairs and along the rows of seats with their metal frames) and Nan worked at the Robinson’s factory in Barmerston Road boiling fruit to make the jam.
Benidorm developed as a tourist location because it enjoys a unique geographical position on the east coast of Spain. The city faces due south and has two stunningly beautiful beaches on the Mediterranean Sea that stretch for about four kilometres either side of the old town, on the east the Levante, or sunrise, and to the west the Poniente, the sunset, and it enjoys glorious sunshine all day long and for most of the year as well. Today, Spain is a tourist superpower that attracts fifty-three million visitors a year to its beaches, 11% of the Spanish economy runs off of tourism and one in twenty visitors head for Benidorm. The city is the high rise capital of Southern Europe and one of the most popular tourist locations in Europe and six million people go there each year on holiday.
Thanks to http://www.realbenidorm.net/ for the use of the image
Other Benidorm Posts:
Benidorm, Plan General de Ordinacion
Benidorm, The War of the Bikini
Benidorm 1977 – First impressions and the Hotel Don Juan
Benidorm 1977- Beaches, the Old Town and Peacock Island
Benidorm 1977 – Food Poisoning and Guadalest