While is has not aqcuired town status, the resort area of Playa Flamenca is beginning to feel like one in some respects - in range of large shopping centres and supplied by plentiful restaurants - but without the urban industrial dimension. Its neighbouring resort, La Zenia (and further, Cabo Roig), lies immediately south on the opposite side of a dry river valley, Cañada de la Estacas. The resort of Punta Prima is immediately north with Los Dolses and Villamartin to the west. This area is more generally known as Orihuela Costa, identifying it as a coastal expansion of the administrative town Orihuela, which is twenty miles inland.
The economic focus of Playa Flamenca is tourism and vacationing, centred on the fine beaches which enjoy long seasons of very fine weather and offer plenty of opportunities for sunbathing, swimming and diving.