From a free drink to the European capital of costumes. The phenomenon of the British carnival in Benidorm

Superheroes raising a toast with nuns, flocks of pink flamingos, and “Star Wars” characters dancing to the rhythm of samba. Though it sounds like the dream of a mad director, it’s actually the scene at Europe’s largest street costume party. The British Fancy Dress Party in Benidorm is a phenomenon that has evolved from a local joke into a massive festival, attracting tens of thousands of tourists every year.

It all began in the early 1990s, and one man is responsible for this success—Manolo, the then-owner of the Sinatras pub in Benidorm’s so-called British quarter (New Town). The city’s traditional patron saint festivities (Fiestas Mayores Patronales), which lasted several days, always ended on Wednesday, and Thursdays—following days of wild revelry—meant a sharp drop in business for local bars. Manolo decided to extend the festive atmosphere and announced a simple promotion: anyone who showed up at his bar on Thursday in full costume would receive a free drink.

The idea caught on instantly. British tourists, known for their love of pubs and their unique sense of humor, embraced the initiative in droves. Year after year, more bars joined in the fun, and what had started as an intimate gathering for a few dozen people spilled out onto the streets, turning into a massive, unofficial street carnival.

Today, the Benidorm Fancy Dress Party is a massive event attended by about 35,000 people. The golden rule of the party remains the same: no one judges the quality of your costume; all that matters is imagination, a sense of humor, and having a good time. The streets around “British Square,” led by the famous Calle Gerona, are completely closed to traffic, transforming into one giant open-air dance floor. The highlight of the event is a grand parade around 3:00 p.m. Elaborately decorated floats roll through the streets, and live music blares from the speakers. The whole experience is rounded out by performances from orchestras, samba dance shows, and endless photo ops among the crowd of the most bizarrely dressed people at the continent.

Fans of this extraordinary fiesta won’t have to wait long for their next dose of madness. The next edition is set to take place this week—the grand costume festival is scheduled for Thursday, November 12, 2026. That’s when, right after the official end of the Spanish patron saint festivities, the streets of Benidorm will once again turn into the most colorful, loud, and absurd place on the map of Europe.