Trade in many of the mature sunshine and beach destinations along the northern shores of the Mediterranean Sea faces declining yields year after year as a result of the economic crisis affecting the main source markets and competition from new forms and destinations. In most cases, these are urban centres with local seasonal trade, which is only active during the high short season. The rest of the urban trade barely benefits from the consumption of a tourism that remains in detention in the beach area. This work presents the results of an empirical analysis of the commercial consumption habits of tourists from a destination corresponding to the typology described: the beaches of Cullera on the Spanish Mediterranean façade. Although contextual factors impose a number of limitations on extrapolating the results obtained, the similarities shown by many mature tourist destinations on the Spanish Mediterranean coast make it possible, at least in such cases, to identify common trends in terms of tourist consumption habits, unmet demand, dominant commercial supply models, among others.