Alicante is nice - I have a place just down the road a bit - Benidorm is fun but don't expect museums, galleries, local food etc. Its mainly N. Europeans getting drunk a lot...
South from Alicante (35mins) you have Torrevieja which is a bit run down these days and touristy - Just away from there you have places like Quesada and Los Montesinos (where I am) They are much smaller towns with a more Spanish feel but they have facilities for tourists. Also they are only 10 mins from the sea.
Guardamar is nice - It is just up the coast a little from Torrevieja - It has a nice town center and some nice Spanish eateries - Right on a great beach as well.
It gets pretty hot as the other guy said - I have done 2 full summers there and it drives you mad after a while...
Let me know if you decide on heading south from Alicante - I can point in the right direction...
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