They are angry at plans to turn the beach at El Palmar, which currently has a handful of thatched bars and restaurants, into a five star luxury resort with villas, hotels and the ubiquitous golf course.
The mayor of Vejer claims that the area has to move on to attract more upmarket tourists and property investors. Locals say it will mean more jobs but environmentalists claim it will completely alter the character of the place.
At the northern end of El Palmar permission has already been given for two hotels with up to 580 rooms, a nine-hole golf course and a spa.
However work has stopped due to a lack of finance, and opponents are hoping that the current economic crisis will kill off the development for good.
At Trafalgar plans to build two four-star hotels with 600 rooms by German based tour operator TUI and the Majorcan firm Hipotels is expected to get permission imminently.
Green group Ecologístas en Acción is against the plans. 'El Palmar is one of the few unspoiled beaches that remains on this part of the coast,' said spokeswoman Lola Yllescas. 'This is a really important area in terms of habitat for birds and plants.
'As for this argument about bringing jobs and money into the area – we've heard it all before. Of the 13 hotels in nearby Novo Sancti Petri, only five stay open all year round. So for the majority of the year, these huge buildings are lying empty, unproductive, and certainly not offering any employment.'
'We're trying to plough a middle way,' said Antonio Muñoz, the planning councillor at Vejer ayuntamiento. 'The reality is that El Palmar is not a virgin beach. We have to get some kind of control over what's happening there.'
The opponents, however, have a celebrity backer. Hugh Cornwall, former singer in British band the Stranglers is against development. 'I like it at El Palmar precisely because it isn't developed. It's just in its natural state and so peaceful. There are so few places that are left untouched; this is an absolute gem and they just shouldn't mess with it,' he said.
