Spain and certainly the province of Alicante depend on tourism. It is not surprising that many companies adapt or even fully focus on tourists.
It is extra fun to discover shops or businesses that focus entirely on the Spanish market. Here you experience the real “authentic” Spain.
When we visit Altea today we always visit ‘Cere (a small backery)’. A cortado or café con leche with something tasty sweet or savory … depending on the time of day.
Cere on google maps: https://goo.gl/maps/qzJF4hs61JR2