An image for nostalgia, which began to fade with the arrival of the first tourists, back in the 50s of the last century. The implementation of the sun and beach formula and, with it, mass tourism, changed the face of this small cove, located between the cliffs of Benidorm and Villajoyosa. A house, located on the hill of what is now a beautiful viewpoint, and another, at the foot of the beach, were all the buildings that were in this space that a few years later would become a coveted place for visitors who came from all over Spain and Europe in search of the benefits of the Mediterranean.

La Cala is a small bay of just 270 metres in length, bounded by La Barreta and the Xoriguer, a rocky ridge that marks its limit to the south and draws a beautiful landscape that once had this shape that can be seen in the photograph. The awakening to tourism meant a before and after and this cove, virgin of buildings, began to be left behind. In the 1960s, the La Cala hotel began to operate, a benchmark in the area, and the Calafín apartments were also built, on the ground floor of which the El Arenal restaurant was opened. It was the beginning of a new era that forever transformed the physiognomy of La Cala de Finestrat.