Costa Adeje – the challenges ahead


Rodríguez Fraga: “The challenge for Costa Adeje is to strengthen and maintain its prime position”

The Adeje mayor, José Miguel Rodríguez Fraga, speaking to an assembly gathered to discuss the future challenges for Costa Adeje, said the zone’s main challenge was to “strengthen and maintain the position it currently enjoys. “Maintain the dynamism which sees the introduction of new tourism products as part of the continuous renovation that is part of the market”.

The mayor was speaking at the Hotel H10 Costa Adeje Palace in one of a series of conferences organised by Tribuna Forum. There were over 150 members of the public present as well as the mayors of Guía de Isora and Arona, Pedro Martín and José Julián Mena, Adeje councillors and representatives from the business sector.

Introducing the Adeje mayor, Pedro Martín, paid tribute to his ability to “take the income from the tourism sector and distribute it in such as way as to benefit the society in general. Miguel (Rodríguez Fraga) has manage to widen the frontiers for his residents from social and economic points of view”, he said. He added that given his experience and positions held he could have had his pick of any number of public positions in the Canary Island but had chosen to stay in Adeje “in his home town”, adding that “the Canarias loss is Adeje’s gain, as they have the best mayor in the borough’s history”.

During his address the Adeje mayor outlined the main challenges facing the borough if it wants to remain competitive within the tourist sector and what lines of action needed to be taken. He detailed the work already under way in the repositioning of the Costa Adeje brand, “which is generating new products as well as renovating existing ones…projects such as the Victoria, Barceló and Hard Rock hotels which follow a progression thread in the tourist destination.”

Stability and safety were other elements attracting new investment into the destination and the mayor said the he was interested in reinforcing the value of the brand from this point of view as well as in attracting potential investors. The quality of the service in the sector was another value-adding factor, he said, “with merit to our workers who have adapted to meet the changing situations . We have to recognise how this adds to our value and our competitiveness.” The borough has been active in promoting training among workers in tourism and reminding businesses that the “human capital is how we will develop projects”. He made particular reference to the university campus in Adeje which “allows our young people get the training they need to enter directly into the work force in relevant positions”.


The positive effects of tourism for the local population was also referred to. “Residents see that tourism is a positive thing and has brought wealth to the borough. Social exchanges has also enriched Adeje…in summing up, the theme at the centre of all this is the person: the tourist is a person who comes here to realise a dream holiday and the workers who serve that tourist are also persons with dreams and who see the benefits of tourism, that tourism can mean the distribution of wealth and for that reason each and every one of us works to be more competitive and offer better quality”.

Finishing his address mayor Rodríguez Fraga stated his conviction that “tourism is of great value and offers a great opportunity to promote peace in the 21st century. It’s a tool that promotes exchanges of culture and knowledge. There is more to tourism than economic benefits, there are human benefits too”.
Following the mayor’s address the questions from the floor ranged from those wanting to talk about all-inclusive tourism and the possibility of Adeje and Arona working together in tourism promotions among other things.


Adeje’s local fiestas begin


The finishing touch to the month-long Lustrales celebrations

fiestas patronales

The Adeje Patronal festivals are the finishing touch to the month-long Lustrales celebrations, and will open with a Gala show this Saturday with “Obladí Obladá” and a concert by Fito and Fitipaldis.

The programme of events was presented yesterday by Adeje mayor José Miguel Rodríguez Fraga, the councillor for creative development, Adolfo Alonso and the Adeje parish priest, Honorio Campos.

“These are festivities for everyone”, said the mayor, adding that there were 14 local fiestas in the region but this one was universal as “it is the last in the festival calendar and is in celebration of our Patron”. He also referred to the series of visits as part of last month’s Lustral celebrations, saying they had been very positive “and residents from different communities and groups, who make up Adeje, today participated and came together under the mantle of Adeje’s iconic figure, the Virgin of the Incarnation”.
The mayor said that during the local festivals there would also be a coming together of other towns that have the Virgin of the Incarnation as their patron – La Victoria, Hermigua and Valle San Lorenzo in Arona, “celebrating the historic links with Adeje”. One of the other events that came in for particular mention was the 90th anniversary of the Adeje Patron band, who will celebrate a twinning with the Municipal Band of Agaete (Gran Canaria).

Councillor Alonso referred to the traditional Romería (pilgrim parade) which will take place on October 18th, and the 31st Festival of Folklore which will include invited groups Surco y Arado and Añate”. He added that the programme of events for the week “ensured activities for all the family”, and that this year the quality of events planned was even higher with concerts such as that by Fito y Fitipaldis, top Spanish comic Carlos Latre on stage and a musical for the kids, Los Payasos de la tele (The clowns from the telly). There will be street parties with different bands and orchestras, sports activities, the Spanish domino championships are taking place, and much more.

The first non-religious act will be the Gala Obladí Obladá with people from all over Adeje, taking place in the Plaza de España on Friday October 9th from 10pm (free show).

The church has also thanked the council for the work “carried out in developing this festival, and in particular this year following the Lustral visits”. Parish priest Honorio Campos added that of all the religious events and acts scheduled those on the 11th and 12th of October were of particular importance, with masses in honour of the Virgin of the Incarnation, as well as inviting the faithful to attend mass on October 18th, the day of the Romería.

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“No more abuse, no more cries for help”


No more abuse, no more cries for help”

Adeje hosted an institutional act to celebrate International Day for the Elimination of Violence Against Women

The mayor of Adeje, José Miguel Rodríguez Fraga, joined school students in the town’s Plaza España today to reiterate his and the council’s total rejection of gender violence and to pledge help for anyone who requests it.

“We continue along the path of working to create an awareness of equality, of peaceful co-existence and respect, the pillars upon which we can build a harmonious society that is rich in human values, and is happy. We are in this fight and we will move ahead and must also fight to make sure there are no cuts in services in this area.”

The mayor was speaking during an institutional act to celebrate International Day for the Elimination of Violence Against Women, with members of the council and students and staff of the borough’s schools as well as members of the public. Two students from one of Adeje’s secondary schools read a manifesto rejecting violence. “We have to change this society; we cannot stand idly by when there are human beings suffering at the hands of others because of their gender. We cannot justify such actions by simply saying, ‘it’s always been that way’”. They spoke directly to women who have been abused saying, “we want to send you our support, our strength, no one has the right to hurt you, you don’t deserve this, you are fighters and own your own destiny. No more abuse, no more cries for help”.