In a lively Spanish coastal town, a group of friends finds themselves trapped in the routine of their lives, just like every summer. However, everything changes when a billboard announces the arrival of a new resort complex in the area. The community, divided between tradition and progress, faces a dilemma: to embrace the development that could bring wealth and modernity or to resist change in order to preserve their cultural legacy.
A group of restless young people, eager to make the most of the situation, decides to experiment with "new tourism" in an attempt to attract visitors. As they organize a series of extravagant events, from music festivals to cooking contests, they begin to spark the interest of outsiders and elderly residents who have a deep attachment to the past. Things get complicated when an unexpected rival emerges: a cunning businessman who wants to monopolize the town’s tourism industry.
Amidst laughter, romantic entanglements, and absurd situations, the friends fight not only to save their home but also to find their identity in a changing world. With a backdrop of social critique and a touch of classic comedy, the film explores the tensions between modernization and cultural preservation, demonstrating that sometimes the true value of a place lies in the community that inhabits it. Everything culminates in an unexpected ending where the spirit of friendship and love for the local prevail over greed.