For an insight into the surprisingly varied options available on a holiday to Alicante, let The Co-operative Travel be your guide.
Far from being just the touchdown point for the thousands of holidaymakers who pass through annually en route to the big playgrounds of Benidorm and the Costa Blanca, Alicante is a rapidly developing holiday resort in its own right.
Having retained far more of its 'Spanishness' than the renowned tourist traps, Alicante offers a more authentic holiday experience, and has beaches to rival even the best further north.
As a bustling city, it has attracted settlers from many other cultures, whose influence is reflected in the cafes, bars and restaurants, while Spanish dining here is far more authentic than many of the offerings targeted at the masses who head further up the Costa del Sol.
Cheap holidays to Alicante offer a wide appeal, with beaches catering for families, sun worshippers and a wide range of other visitors.
Sports-wise, golfers and water sports enthusiasts will benefit from basing themselves in the Alicante area, with the long beaches and modern golf courses making ideal playgrounds.
Alicante is actually drier than the hotspots further north, due to being further from the mountains, and its temperatures are less volatile, so your walking and shopping - the latter a rich source of locally-produced shoes, bags and leather goods - are far less likely to be interrupted.
So even if the Costas don't cut it any more for you, there's still plenty more to discover, if you choose an Alicante package deal or all-inclusive holiday from The Co-operative Travel.