Investment in Costa Adeje could top €260 million

Adeje’s municipal tourism council met today in the Hard Rock Hotel with mayor José Miguel Rodríguez Fraga, and Adeje councillors for tourism and the presidency, Ermitas Moreira García and Carmen Rosa González Cabrera, as well as a healthy turnout from representatives of the tourism sector in Costa Adeje, Ashotel (the provincial hoteliers association), CIT, the centre for tourism initiatives, CEST, the South Tenerife business circle, and other areas working in the sector.

The meeting agenda included a presentation of the different projects currently under way in the zone, and those on the point of beginning work on moves to improve tourism, including plans from the International Tourism Forum and the Atlantic Tourism Laboratory. The meeting also discussed sustainable development plans and the recently obtained Biosphere Tourism Destination certificate granted to Costa Adeje.

During the meeting the delegates proposed a number of plans for debate at insular and regional level regarding connectivity and mobility and the vulnerabilities of the borough. This included a need for discussion on the construction of a second runway and terminal at Reína Sofía Airport in South Tenerife and daily congestion problems along the TF-1 motorway.

The Adeje mayor alongside Ashotel’s Victoria López and the head of the University of La Laguna’s department of economics Francisco Calero, held a press conference where they outlined the priorities for the council. Rodríguez Fraga stressed the importance of plans to improve and upgrade tourism infrastructures in Costa Adeje. He said that in the coming years the amount available for investment in the area could reach €135 million and monies had already been sought from PITCAN, the Canarian Tourism Investment Plan. “We are seeking to insure that public investment matches private funding in the areas of renovation and improvements in tourist spaces, the areas that are the economic bread and butter of the region”, he said. He pointed to the positive effects already felt as a result of modernisation projects adding that it was important that public administrations didn’t get left behind. “We have to renovate and create new environments, modern and attractive, for our visitors”. He confirmed that there was already promises of over €130 million from private investors, so with public funding to match that, overall spending could top €260 million in the region.
The mayor made reference to a number of projects already underway in strategic areas of Costa Adeje, including Calle Roma, Calle París, Calle Uruguay and Calle Paraguay, the maritime walkway in Playa Paraíso and the open area in Salytien. “In 2017 we have already seen spending of €15million, almost all of that council funded”, he said, adding that this meant generating spaces for tourists and residents, those who live here, who sustain our economy.

The Adeje municipal tourism council was established in 1988 and has operated through a number of different tourism development phases. Its primary aim is to recognise and work on the premise that the position of Costa Adeje as a leader in the tourism sector is the responsibility of everyone involved and to work and speak on behalf of the borough in seeking private and public support channelled through participative bodies. During the week the body also explained the incorporation of Adeje into the Canarian Tourism Borough Association and the creation of LAT, the Atlantic Tourism Laboratory, whose objective is development and training in the sector, sharing tourism information and knowledge with all relevant agents in the tourism process. This includes ideas exchange among those involved, and making sure that the lives of those who live here are generally improved.
The council also discussed international issues that affect the industry, looking, for instance, at how some competitor destinations are in a process of recovery, and the economic effects Brexit may have on the market sector given the huge importance of British holiday makers.

Members of the council 2017-2019:

President: José Miguel Rodríguez Fraga (Adeje mayor).
Elected representatives: Rafael Dolado (CIT Sur), Victoria López (Ashotel), Javier Muñoz and Iván Brion (Hoteliers), José Barreiro and Roberto Konrad (Extrahoteliers), Pablo Pastor (Hostelry and restoration, Javier Cabrera (Leisure), Anup Aswani and Jordi Esplugas (Commerce), Roberto Ucelay (CEST), José Gregorio Rivero (Transport), Jil Massow, Carmen Batista, Carlos Jiménez and Alfredo Martínez (Tour operators), Bárbara Waldhorf (Travel agencies).
Proposed spokespersons: Eric Viana, Javier Zamorano, Jimy Gómez, Juan Vallecillos, Jacobo Kalitovics, Santiago Yus, César Álvarez, Lucía Mendoza, José Antonio Mesa, Eduardo Parra, Carlos Ludeña.
Department of Communications

​Adeje approves airport motion


At its monthly session today, Friday June 30th, the Adeje council voted on a motion to urge the regional government to tell the state to set in train, as soon as possible, work to build a second runway at Reina Sofia airport. This comes following the seven-hour airport shut down after the tyres on a plane burst on landing earlier this week.

This was what is termed an ‘institutional motion’ with full support from all parties and elected members of the Adeje council and was proposed by the ruling socialists. All those who spoke in favour stated the importance of a second runway and terminal to the area, and included the provision that the regional government offer all necessary assistance to the state in ensuring that this becomes reality.

The party representatives speaking on the issue during the meeting stressed the relevance of the airport as a key infrastructure not just for transport and mobility within the island but also a determining factor in the tourism industry, as the main economic motor of the Canaries.


Adeje signs up to sustainable tourism


The Adeje mayor, José Miguel Rodríguez Fraga, met with the president of the Institute for Responsible Tourism, the ITR, Tomás de Azcárate y Bang, this week and on behalf of the borough signed an official ‘letter of commitment’ to sustainable tourism. This commitment to the ITR will allow Adeje access tools and communication platforms for the promotion and development of new models of production and tourism consumption favouring cultural diversity, peace and sustainable development within the industry, contributing, says the document, to a world based on understanding and a respect for our social/cultural heritage and nature, that is shared by humankind.

The document also underlines a firm commitment to advance a new model of sustainable tourism. This is to be based on the pillars of cultural diversity and social responsibility, sharing a common future and defining a series of strategic actions which will promote international debate on problems relative to such matters and their relation with the tourism industry as well as social, professional and scientific forums.

“This initiative fits perfectly with the philosophy we have already embraced in Adeje: responsible tourism, tourism for the people. Tourism has to contribute, primarily, to the wellbeing of those who live from it, and following on from that, must open up the possibility for collective enrichment, where individuals are more open, show greater respect”, said the Adeje mayor who added, “tourism is also a great opportunity for our world today, and should be linked to the environment, as well as the society, and promote respect for cultures and ways of life.”

He also stated that “training is fundamental in all aspects, and in tourism even more essential. We are determined to defend the premise that tourism is a source of wealth which we have to see diversify and one that at the same time serves to enhance our Canarian identity”.

Tomás de Azcárate y Bank agreed that people have a key role to play in the evolution of inclusive tourism, “where cultures, traditions and local knowledge is respected in all its forms, as well as valuing the development of ethical and sustainable tourism”.

By signing up to the programme Adeje will contribute to and benefit from an exchange of good tourism practises geared towards the formation of a responsible industry. They will be part of a series of programmes for specialised tourism training and education, using cultural diversity as an essential tourism resource.

The ITR was formed following an international conference on global sustainable tourism held in Lanzarote in 1995, and the body was granted permanent status with the backing of UNESCO in 1997.
Department of Communications

I Executive Programme for the Tenerife Tourism Industry


The Hispanic American College, New York, is organising the I Programme for the Tenerife Tourism Industry, in Adeje, from April 24th to 28th. The event will offer participants integrated global-based information on the processes and methodologies in the tourism industry, in particularly those used by leading companies in the sector.

The course is ideal for sector directors, managers and sector heads. Registration is still open online, where you will also find information about course content and the number of modules offered by the programme. The programme will be in Spanish.

According to Adeje’s tourism councillor, Ermitas Moriera García, “this is an important course which is being run by a highly prestigious university institution”, and further enhances the Costa Adeje Tourism Development Centre (CDTCA) as a training and educational centre for the sector.

The programme is supported by leading hotels in the zone and the provincial hoteliers association. It should encourage debate about the sector and industry, the culture of innovation and partnership in the path to success for companies and individuals working in the sector. How to meet new challenges, how to deal with change through innovation and how to identify potential roadblocks and have a plan of action in place to deal with them are just some of the goals of the five-day event.

Participants will receive a diploma upon completion of the programme. The module leaders are professionals at national and international levels in tourism, marketing, bio-urbanism, consumer identification, health tourism, etc.


Executive Program for the Tourism Industry


Professionals and technical experts from the world of tourism, in areas of market development, new trends and new technology, as well as economic specialists will meet in Adeje from April 24th to 28th to take part in the ‘I Executive Program for the Tourism Industry’, organised by the Hispanic American College, in partnership with the Adeje Council, Ashotel and the Melía corporation.

The five day event will bring together people from both public and private institutions to work towards improving excellence in the sector.

At the presentation of the event yesterday were Adeje tourism councillor Ermitas Moreira, Hispanic American College CEO Ray Cazorla, General Manager of Melía Hotels International Francisco Pérez and Jesús Acosta, founder and CEO of Soy Digital Network. Areas to be explored during the five days will include the management of change and leadership, challenges to the hotel industry, financing the sector, digital marketing and aspects of staffing the tourism industry among other things.

We are always looking to improve the destination and this has a lot to do with training, so events like these are very important”, commented the Adeje tourism councillor. She continued, “This is bringing together a particular group in the search for excellence, something of particular importance for professionals in the sector and we are sure that there will be a positive reaction because we are dealing with the basic tools needed to advance the sector and promote the destination, from digital marketing to human resources, and the improvement of the treatment of our client base”.

Ray Cazorla noted that “the programme of activities has an important international side, with speakers coming from Harvard University as well as invited guests such as a former health minister from Chile who will talk about his experience in healthy tourism.” Cazorla also stressed the important role education plays, as well as stating that they were interested in learning about the “circumstances that the tourism industry in the Canary Islands finds itself in, to engage the program that we are developing in Chile, New York, Madrid and Seville and to also allow for feedback about what is happening in the industry”.

Department of Communications

Adeje, Arona and San Bartolomé de Tirajan join national alliance


The mayor of Adeje, José Miguel Rodríguez Fraga, alongside the mayor of Arona, José Julian Mena and of San Bartolomé de Tirajana, Marco Aurelio Pérez, were in Madrid this morning to take part in the foundation of a new alliance of the most imporatant tourism destinations in Spain, a move that has the full backing of the World Tourism Organisation, in whose headquarters the alliance was signed, as well the CEHAT, the Spanish federation of hotels and apartments.

There were five other boroughs also present as founder members, Salou, Benidorm, Calviá, Lloret de Mar and Torremolinos. The national secretary for state for tourism, Matilde Asián, was in attendance, with the WTO director for relations, Carlos Vogeler, and the president of CEHAT, Juan Molas. The eight destinations between them host 10.5 million visitors annually.

The new alliance has a number of objectives, among those being the restoration of a working dialogue between administrations, local, regional, national and European. They also will be working to create a level of participation among the different member destinations in applying for public funding, given their strategic importance for the national economy. This will in turn assist in improving infrastructures and offering quality service, both for residents and visitors.

Rodríguez Fraga said “with this initiative we want to intensify promotion and development and advances geared towards the improvement of the product and the destination. Our main objective will be to improve the destinations, and create local wealth and quality employment, always bearing in mind the wellbeing of the people working and living in the destination”.

He added, “We believe the coming together of these 8 important boroughs will also help in the advanced use of new technologies in development and innovation and promote co-operation between the different administrations, companies and agencies involved in the sector”.

Arona mayor José Julian Mena said “all our destinations play key roles in the local and national economy and they all experience pressure on the resources and the infrastructures available, which in turn has an effect on our residents. This is why we have to look for further investment from regional, national and European authorities”. Marco Aurelio Pérez, mayor of San Bartolomé de Tirajana,added that this was a great step forward and would assist in the work along the Maspalomas-Costa Canaria regions.

Department of Communications

Tourism experts debate the future of the sector



Adeje was host to the XIX AECIT (Tourism experts) Congress this week, with over 200 persons from the sector coming together to discuss new challenges facing the industry from an informed and scientific perspective. The event was organised by the AECIT, FIT Canarias and the Adeje Council.

Speaking to the assembly, the rector of the University of La Laguna, Eduardo Parra López said “it was an honour that this association has one of our professors as its president (Antonio Martinón Cejas)” adding that he hoped by the end of the year to be able to announce an ambitious programme for the years ahead. “We will take advantage of our presence here in South Tenerife, in Adeje, to encourage academic activities, not just limited to the tourism grade either, but investigative projects directly related to the zone and beyond. We don’t have to be competitors all of the time, we can work from a wider platform”, he said.

The mayor of Adeje, José Miguel Rodríguez Fraga, told the attendees that today Costa Adeje was “in a process of renovation in the hotel sector and creating new, interesting complementary products that would open many doors”. He underlined the importance of training and knowledge, “fundamental factors from our – the Council’s – point of view. Knowledge is a fundamental pillar in our competitive strategy in the sector…It’s something we value as we were missing it in the past but today we are a university campus, we now have our first graduate class and we continue in this vein”.

Arona’s mayor, José Julián Mena, told the conference that the Arona borough, which he has been mayor of for just over year now, was “working to evolve a new tourism strategy. We are about to set up a well-researched marketing plan, and we are here to learn and advance, building a space that promotes social harmony as something attractive for tourists as well as creating a borough that is open and caring for our residents”.

Maria Teresa Lorenzo Rodríguez, the regional minister for tourism, culture and sports, asked if there was a new tourism model for the Canarias. “Our destination is currently highly successful and the data reflects that. We hope to end the year having welcomed 15 million tourists maintaining our position as the leading sun and beach European destination for overnight stays and the leading region in job creation. So, we are content but we know that we need to advance our tourism model, adapting to the demands of the 21st tourist without losing our essence”.

Alberto Bernabé, the Tenerife Cabildo tourism chief, said this was a highly relevant gathering as “you couldn’t consider Tenerife without tourism which has been the headline in the region’s development, our spine, affecting everyone”.

The AECIT president stressed how it was important to “recognise the distinct factors and paradoxes if we wanted to find the correct responses. We are in a world of transparent tourism where the whole world is accessible and we can’t turn our back on that. The digital world brings important changes. Training is an element in our competitivity”, he stressed.

Department of Communications

Tourism – much more than just a business

mayor forum2

Why tourism is a tool for peace as well as development!

The mayor of Adeje, José Miguel Rodríguez Fraga, has said, “tourism is a potent tool for local development and peace…in confronting death and terrorism…tourism can bring life, it is people reconnecting. It is our opportunity, as human beings, to promote peace. There’s an economic side too, but a place cannot be a tourist destination or cannot strive to be one without a welcoming atmosphere, without security, etc. So tourism has a value in the peaceful development of different places.”

The mayor was speaking at the International Tourism Forum, held in Arona on Monday of this week, and organised by the Tribuna Fórum. The title of his address was (translated) “Tourism as a key part of inter-population relations”

The Adeje mayor spoke of his firm belief that “tourism is a hugely important tool in the improvement of society and people, and here in the south it has been a blessing, and brought with it the need for co-ordination and co-operation. The south (of Tenerife) is an important contributor to the wealth of the Canary Islands and we cannot allow that to be a one-sided relationship. All need to accept their responsibilities and come together to show other institutions the best way forward, while of course always respecting the individuality of each borough, because that is where the richness lies. All, he added, under the umbrella of the Canary Islands and Spain who have helped create our position (in the world of tourism).”

Given that tourism is the economic motor of the islands, the Adeje mayor based his intervention on calling for co-ordination of the different Canarian boroughs “to advance and promote ourselves”. He also restated his firm conviction that “tourism won’t benefit us if we don’t take into account the well-being of the people who live here – this is very important, a key factor, and ethical. Furthermore it is another way of improving the destination, if those who live and work here are valued they in turn treat visitors in a better way. The discussion about tourism is well laid out, but at times is very financially-centered, and we need to reorient the discussion, make it more humanist”.

In this regard he gave Adeje as an example, “as a tiny metaphor for how tourism has contributed to a better distribution of wealth, evolving from a primarily agricultural society, where ownership of the land was in the hands of the few, to a modern developed society where everyone has the opportunity to grow”.

The current global positioning of Costa Adeje would not have been possible, continued José Miguel Rodríguez, “without the collaboration and support of the business sector, and the decisions made by this local administration, training of workers, etc. This whole process has seen a radical change in our society in just 20 years, and our people have also seen the bigger picture and have been to the fore in adapting to change in the 21st century, taking on board globalisation, new technologies, etc.”

The Adeje mayor also took the participants through the recent integration campaigns, developed in the Town Hall, that have been operating in the borough, from “Adeje nuestro pueblo/Adeje our town”, reinforcing belonging and pride, “Adeje vive adeje convive/Adeje live and let live” to the current ongoing “Adeje, convivencia 10/Adeje, harmonious coexistence 10/10” campaign, whereby the council are promoting mutual understanding among the different cultures that are part of Adeje as an opportunity for human development.

Award for Troya Hotel

troya junior suite terrace

After forty years in existence the emblematic Hotel Troya, on the front line, has renovated its installation as part of the Costa Adeje Modernisation, Improvement and Competitive Growth Plan (PMM)

The Troya Hotel, owned by Alexandre Hotels, with Zoom Arquitectos, were recently honoured as part of the “Re Think Hotel” competition organised by the Future Habitat group at FITUR, the Madrid International Tourism Trade Fair. The hotel won honorary mention for “the best completed sustainable and renovation hotel project in Spain”.
The hotel, which is now 40 years old, carried out the restoration work under the Costa Adeje Modernisation, Improvement and Competitive Growth Plan (the PMM) which promotes a series of renovation proposals that will benefit the tourist destination. According to the Alexandre Hotel director general Josep María Caballé, the building work, which is practically complete, has seen a new façade along the Avenida Rafael Puig Lluvina as well as other structural changes to the hotel interior.

Adeje’s councillor for works and urban areas, José María Álvarez Acosta commented, “FITUR was a very positive event for Adeje, we held a series of meetings during a very intensive working week which is now opening doors to new investors and has reaffirmed the commitment of those already investing in the zone. This award for the Troya Hotel, along with those won by other hotels during the week, is proof of the commitment of not just the council but of businesses. We are on the same page, so to speak, where urban development goes hand in hand with tourist and environmental advancement.
“The reformations and renovations that have been carried out by the Troya Hotel are a fine example and one that can be followed by other hotels both in Adeje and beyond”, he added.

Among the changes are a new entrance, façade and garden areas, the reception has been upgraded and all the 354 rooms have been renovated (standard, family, Club Alexandre and Junior Suites). There is a new restaurant-bar service with show cooking and theme evenings, new furniture, the creation of a ‘Natural’ spa, with pools, a sun deck, massage zones, a shower circuit, sauna, etc. The hotel n now also boasts a new gym with the most modern equipment, and the Magic Park children’s adapted area. For business guests there is a conference room and improved connectivity and WiFi.

troya outside

The improvements both here and in other tourist infrastructures and commercial zones are part of the PMM, working to regenerate existing tourist zones. The Costa Adeje PMM is approved by the regional government via Gesplan (Territorial and Environmental planning and development) which contains a series of renovation measures to upgrade public spaces in centres of tourism. This is usually applied to streets and free public spaces and emphasises the importance of natural spaces in urban environments.
The plan also proposes an improvement in public transport to allow greater mobility, better parking as well as more pedestrian areas.

Arona and Adeje celebrate World Tourism day together


“A thousand million tourists, a thousand million opportunities”

This weekend Arona and Adeje celebrate a weekend of events to mark World Tourism day on Sunday September 27th. The activities will take place on Troya beach, a point where the two boroughs geographically meet. The objective is to emphasise, in the presence of the international community, the importance of tourism and its social, cultural, political and economic value.

Under the slogan, “A thousand million tourists, a thousand million opportunities” both councils have developed the programme through their respective tourism departments led by Ermitas Moreira García in Adeje and David Miguel Pérez González in Arona. The programme is designed to both preserve and heighten the relevance of tourism as the principal economic motor of the Canary Islands. All the events have been planned with the full co-operation of the Tenerife Cabildo via their department of employment, commerce, industy and economic development, led by Efraín Medina.

Adeje-Día del Turista (6)

Adeje tourism councillor Ermitas Moreira indicated that “during the planning of this event, which is of huge relevance for these tourist destinations, the three adminstrations (Adeje and Arona councils and the Cabildo) have worked well together, and the end result is very positive. With this programme we are working on the commitment we have to our citizens and the future of this industry”. She added that they would continue to look at co-hosting events and work towards a synergy between different administrations to increase effecience and guarantee a better service for society locally.

Arona tourism councillor David Pérez, noted the cooperation established with Costa Adeje and said, “we are celebrating this event with a wide programme of events and activities for tourists and residents.” He also thanked the Cabildo, Turismo de Tenerife and Ashotel, and FIT (the Factory for Tourism Innovation) for getting involved in the project, “taking part in meetings during the last month and showing their commitment and capacity to work together”. He added as well as celebrating World Tourism Day the event would also work to energise the Playa de Las Américas zone and to showcase local customs and traditions along the beaches of Arona and Adeje, with activities that will be in Spanish and English.
The activities will begin on Saturday September 26th at 10am, on Troya beach in both boroughs with representatives from all administrations taking part in the official visit, on World Tourism Day on Sunday, to the arts and crafts fair which will take place along the martime path by the beach.

Saturday 26th of September
Sandcastle competition, games, Canarian sports…
17:00 h. -22:00 h. CANARIAN DESIGN MARKET. Arts and Crafts, design and fashion, gastronomy tasting, workshops in Canarian dance, gofio, ceramics and mojo sauces, along the Troya beach maritime path.

20:00 h. -22:00 h. MUSICAL AND FOLKLORE PERFORMANCES. Adeje Folklore school group, singers, musical performances.

Sunday 27th of September
10:00 h. -22:00 h. CANARIAN DESIGN MARKET. Arts and Crafts, design and fashion, gastronomy tasting, workshops in Canarian dance, gofio, ceramics and mojo sauces, along the Troya beach maritime path.

Sandcastle competiton, Canarian sports.
20:00 h. -22:00 h. MUSICAL AND FOLKLORE PERFORMANCES. Adeje Folklore school group, singers, musical performances in the plaza of the Gala Commercial Centre.