ITV’s hit comedy series Benidorm could be gearing up for a sensational comeback with the rumour mill going into overdrive over a possible reboot. While the 11th series hasn’t been commissioned just yet, there are said to be “early talks” taking place.
But ITV producers have been hit with a stark warning from industry insiders given the fact that the show’s initial axing in 2018 came amid a 400,000 viewing decline from the previous year. ITV claimed the series had “run its course,” but the decision was met with disappointment by fans and the cast alike.
TV expert Luana Ribeira says the pressure is on to get it right – or risk a short-lived comeback. “There certainly seems to be an appetite for a Benidorm reboot,” says Luana, founder of Dauntless PR.
“The fact it won Best Comedy at the TV Choice Awards after it was given the chop indicates clearly it was loved as a show and that those behind it had more to give.”
But reviving a show like Benidorm in 2025 comes with new challenges. While its mix of slapstick humour and satirical takes on Brits abroad struck a chord in the late 2000s, the cultural climate has shifted – and so must the show.
“Some of the jokes that landed in 2007 probably wouldn’t get the same reaction now,” Luana cautions. “What was seen as cheeky or harmless back then might come across as lazy or offensive in 2025, especially if it leans too heavily on stereotypes.”
Instead, Luana believes success hinges on a careful balancing act: “Producers would be wise to keep what audiences love about Benidorm – the chaos, the clashing personalities, the holiday madness – but to update the humour so it doesn’t rely on punching down.”
And it’s not just the humour that needs refreshing. A post-Brexit world offers new territory for satire, particularly in a setting like an all-inclusive resort in Spain.
“I’d love to see how the show approaches the post-Brexit world,” Luana adds. “The world has changed a lot in the last eight years, and they could have a lot of fun revisiting the Solana all-inclusive to see how the lives of the holidaymakers have changed.”
Of course, one of the biggest questions looming over the reboot is casting. Fan favourites like Jake Canuso (Mateo) and Sheila Reid (Madge) have long been at the heart of Benidorm’s success – and their return could be crucial.
“I’m sure the producers will be working to get as many of the fan favourites back as they can,” Luana says.
“Jake Canuso was involved in the stage show, which toured the UK after the TV series ended, so he seems a strong contender to make a return. It might also be an opportunity to bring back popular characters from earlier series like Sheila Reid as Madge.”
Whether ITV can recreate the magic of Benidorm or if the reboot ends up sunburned and stranded will depend, Luana says, on one essential ingredient: strong writing.
“Whether a reboot will survive beyond one season will depend very much on the quality of the writing and whether they can attract back popular cast members,” she concludes. “I think there is a lot of potential there.”
Certainly viewers are ready for another trip to the Solana – not least because Sherrie Hewson, who played the formidable hotel manager Joyce Temple-Savage, recently dropped a massive hint on a podcast. “Benidorm is coming back,” she declared, sending fans into a frenzy of speculation.
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