Visitors with fashionista leanings should pop into bargain shoe shop Botticelli (Avenida Maisonnave 9) or indulge in a spot of window shopping at Plaza Mar 2 Shopping Centre (Avenida de Denia 1).
A combination of cosy tavernas and beachside cafes dominate the food scene in Alicante, with tapas the main cuisine of choice.
Gateway to the Costa Blanca and party capital of the Valencia region, Alicante is defined by its delectable white-sand beaches.
This is where local traders hawk their fresh produce, and it backs onto a pretty little square full of flower stalls.
Local street markets Campoamor, Carolinas and Benalua y Babel take place on Thursdays and Saturdays, while the Town Hall Square hosts a Sunday morning flea market of epic proportions.
For a tasty budget lunch, head to Ibericos (Calle Gerona 5), which does fabulous Iberian-style sandwiches as well as a good tapas selection.
February Kicking off with the Don Carnal and Dona Cuaresma plays, this action-packed festival lasts for a full three weeks.
The main event is on 2 February, when a colourful parade winds through Alicante's main thoroughfares.
April On the second Thursday after Easter, around 200,000 pilgrims from all over the world gather together in Alicante to worship at the Monastery of the Santa Faz.
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La Taberna del Gourmet (Calle San Fernando 10) serves up some of the best tapas in the city, but you'll find a more contemporary menu at El Portal (Calle de Bilbao 2).
Alicante's coastal location makes fresh seafood an abundant commodity - classy Restaurante Darsena (Muelle de Levante 6) takes full advantage of this availability with its incredible paella and fish dish selection.
Hotel Bahia (Calle de Gravina 16) is more basic, but still has that all-important coastal location.