Costa Blanca (Valencian: [ˈkɔsta ˈβlaŋka], Spanish: [ˈkosta ˈβlaŋka], literally in English "White Coast") refers to over 200 kilometres (120 mi) of Mediterranean coastline in the Alicante province of Spain. It describes the shoreline on the southeastern coast of Spain. The name "Costa Blanca" was devised as a promotional name used by BEA when they launched their air service (for £38.16s.-) between London and Valencia in 1957. It has a well-developed tourism industry and is a popular destination for British and German tourists. It extends from the town of Dénia in the north, beyond which lies the Costa del Azahar (Costa dels Tarongers), to Pilar de la Horadada in the south, beyond which lies the Costa Cálida. It includes the major tourist destinations of Benidorm, Alicante, Dénia, La Zenia, Moraira, Altea, Calpe and Javea Xàbia.