Adeje looks East


Adeje has all the essential ingredients for Chinese holiday makers 

On Saturday the mayor of Adeje José Miguel Rodríguez Fraga, and the vice-president of the China Council for the Promotion of International Trade, Leticia Chen, signed an important accord which will see both bodies explore the possibility of tourism expansion. The signing took place in the Town Hall in the presence of members of the council and business representatives of the zone.

According to the agreement both parties will begin to develop lines of work in partnership and action plans in the coming months. The document also recognises, as voiced by the Chinese representative, that Adeje has all the essential ingredients for Chinese holiday makers and she committed to the promotion in the Chinese market of the borough as a top class tourist resort destination.

For its part the Adeje council also recognises its interest in having the destination recognised as a luxury tourism and investment destination within China and commits to offering Leticia Chen assistance in that promotion.

José Miguel Rodríguez Fraga said, “We are extremely interested in opening up the market to Chinese tourism – the very many Chinese who like to travel also like to spend when they are abroad. The challenge is now up to us. Today we have established first contact with Leticia Chen, who is a person in authority, a person excellently placed and with vast experience in this regard. We are sure that as a result of this agreement we can work together to place Costa Adeje in a prominent place in the Chinese tourism market. The intitiative has been very well received by businesses and I do believe it opens up many prospects and possibilities. We will continue to move forward in the belief that the future lies in this direction, getting to know and explore strong markets such as China and count upon allies such as Leticia Chen who is very well known in this country precisely for her work in developing the links with China.

For her part Leticia Chen said “I extremely glad to receive this invitation from the mayor. I have never been in the Canarias before and am surprised because the basics are excellent although there is still much to be done. If we want to earn a place in the Chinese tourist market first we have to recognise what is tourism in Chain. We won’t be selling sun and sand because the Chinese tourist isn’t interested in that, the Chinese tourist wants culture, gastronomy and luxury shopping. This is what has to be on offer, otherwise you’re losing money in the promotion. From what I have seen so far there is still a need for more in the complementary offer area, more 5 star hotels and luxury commercial centres. At the moment 10% of international tourism is Chinese, but they are visiting other places. When they come here there is still not enough in terms of infrastructure”.

Chen urged those business representatives present to create a mutual alliance and work together with the council “all working in the same direction to promote a package that is Costa Adeje for the Chinese tourist. For that reason we are signing this accord, with the intention of establishing an action plan for the promotion of Costa Adeje as a tourist destination of excellence for the Chinese market. ”

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Getting to know the destination
The mayor of Adeje and other councillors hosted the Chinese Chamber of Commerce representative to a number of key visits in Costa Adeje during the weekend, taking in some of the destination’s top infrastructures including the Magma Arte & Congresos centre, Siam Park, the Gran Hotel Bahía del Duque and the Plaza del Duque Commercial Centre among others. At the same time she was given all the relevant information regarding the luxury hotel offer, and the gastronomy of the zone, something of huge importance to the Chinese tourist.

Leticia Chen was also shown some of the borough’s historic sites including the centre of Adeje town, the Santa Úrsula Church (which has an official tourist site of interest label), the award-winning Plaza España, the Fort and the San Francisco Convent.

Leticia Chen
Leticia Chen (Taiwan, 1966), has been based in Spain since 1987, and is the vice president of the China Council for the Promotion of International Trade (CCPIT) and in 2013 was named by her government as among the top ten Chinese business persons in the world. Among her numerous titles and job descriptions she is president of the Association of Chinese Businesses in Spain.

Leticia Chen is also a member of the Chinese Tourism and Lesisure Investigation Body which is currently preparing a White Paper for UNESCO on Chinese Tourism Tendencies, commissioned by the international body..