Benidorm Old Town, is a nice as anywhere in Spain mate and that`s the end of the beach you want to be on too.
Famous for the vibrant Tapas Alley, ( a glass of decent wine / tapas 5 euro ), a mix of locals, Spanish tourists, gay couples and decent English people.
Some truly authentic and decent places to eat and drink, with no hassle or dickheads / kids on coke.
Two very old Everton pubs / bars there too - Morans ( tiny and open until dawn, keeps weird hours though ) and Vincents on the edge of the old town and the area that the locals live.
I love the place mate, as does my missus, who`s now goes a couple of times a year with her mates.
It`s still very reasonably priced too, just keep away from the " strip " which is nasty.