If you thought only the off-the-beaten-track tourists noticed the pressure on areas such as the Costa Blanca, think again. The Spanish have not only noticed it, they are actively exploiting it.
Not far from the coast, a group of 10 councils around the Sierra de Crevillente mountain range has come together to form an area called La Isla de Interior, The Inland Island, with 'the best alternative to the coast' as its catchphrase.
One of the 10 towns is Hondón de Las Nieves, a little gem for those who want to get away from the suntan lotion and buckets and spades. If you don't know what you're looking for, though, you're likely to drive straight past it. Many of the towns around here are easy to miss, with the main roads whisking past the outskirts.
Hondón de Las Nieves is the southernmost town of La Isla de Interior. Even a short visit to the town pays dividends. The small baroque church, dating from 1685, does its best to make up for the lack of grand cathedrals.
In a way, the group's geographical position gives it a great advantage. Only 20km (12.5m) from Europe's palm tree garden, Elche, and 35km (21.8m) from Alicante, there is easy access to a major tourist airport.