Costa Adeje is working to attract tourists that appreciate environmental values, sustainability and cultural heritage as part of a holiday offer
Adeje, and Costa Adeje, the borough’s tourism ‘label’ had a busy day at Fitur, the Spanish tourism trade fair taking place in Madrid this week. The mayor, José Miguel Rodríguez Fraga, said they were engaged in the work needed to give the world’s travel professionals the information and incentive to sell the destination so that “we can advance and generate opportunities for all our residents in Adeje, thanks to the sector that sustains us and our initiatives as a borough and an economy”.
Adeje, among three of Spain’s destinations with the highest overnight stays, is quite clear, and has stated this in the recent past, that the objective isn’t to bring more tourists but instead give those already visiting us a better quality experience during their stay. “Better value for money with the same number of visitors”, he explained. So, one of the key tools is to make agencies aware of the different and less well-known things on offer in Adeje. Sun and sea are indispensable for any tourist visiting Costa Adeje and the Canarias, “our great strengths” he says, but there needs to be added value on offer, factors that make the difference.
“This is why this year we are emphasising cultural promotions, the celebration of our festivals, and our heritage, all part of the richness of Adeje and its people” Rodríguez Fraga commented. Accompanied by the borough’s tourism and cultural and sport councillors, Ermitas Moreira and Adolfo Alonso respectively, he said the idea was to both underline how culture adds value to the tourism offer but also to show how the economic motor that is tourism “funds our culture offer, protects our heritage, and reinforces the work we do throughout the year for our residents and visitors alike.”
The councillors indicated that there were already 40 important activities planned for 2019, sporting and cultural, including the Adeje motor rally, and the Il Divo concert (June 15th) and the Tenerife Symphony Orchestra concerts, the latter with tenors Celso Albelo and Javier Camarena. The councillors also mentioned events planned in the Hard Rock Hotel, the Easter Good Friday Passion and Costa Adeje Fashion Beach. “These are just a few examples of the offer that includes folklore, jazz, gospel, our traditional riches, crafts, fashion, beaches and beach clubs”, said Moreira.
The councillor for culture added that it was also important to stress that activities in Adeje were not just for tourists but for residents, the people who are behind the ongoing success of the destination.
Il Divo, June 15th
Carlos Marín, the only Spanish member of Il Divo, was at the top table today with the Adeje mayor to announce details of their Adeje concert. Promotor David Navarro told press that tickets are already on sale and were “selling well”, but can still be bought online, www.mastaquilla.com and in El Corte Inglés. The concert, managed by DN7 Events in collaboration with the Adeje council, will be in Golf Costa Adeje.
Il Divo offer a mix of opera and songs from different musical genres, and are considered an iconic ‘crossover’ musical quartet. The four are Spaniard, Carlos Marín, Swiss Urs Buhler, Sebastien Izambard from France and David Miller from the USA. They have sold millions of record since they were formed in 2003. Thier Adeje concert is titled, ‘Timeless 15 th Anniversary’, bringing together songs of love and romance over the ages.
Adeje and Adeje call for tourism boroughs to be covered by statue and to be properly financed
The necessity for proper legal cover or statute for tourism boroughs, recognising their specific singularities, was part of the intervention today in the Madrid Fitur tourism trade fair by both the mayors of Adeje and Arona, José Miguel Rodríguez Fraga and José Julián Mena, when they met the national minister for tourism, Reyes Maroto.
The mayors were taking part in the official presentation of the new Spanish alliance for tourism ‘sun and beach’ boroughs, bringing together eight destinations with shared characteristics. The alliance is calling for their boroughs to be covered by a specific statute with separate financing to allow for proper infrastructures and would allow local authorities offer adequate services for the thousands of tourists who visit annually, and without which residents are likely to suffer more. This would maintain the optimistic perception of tourism as an opportunity rather than a threat.
The alliance members, between them, represent 65 million overnight stays in Spain a year, 20% of the national tourism total. As well as Adeje and Arona, San Bartolomé de Tirajana, Salou, Calviá, Benidorm, Lloret de Mar and Torremolinos make up the membership. During the meeting Rodríguez Fraga called for a proper definition of a tourism borough. He said that such a definition would also refer to the necessities of such boroughs, “including the needs of our residents as well as the thousands of tourists who visit us on daily basis”.
Adeje, for instance, has a registered population of about 50 thousand residents, but on any given day of the year there may be up to 150 thousand people staying in the borough, which means a need for adequate security, “sanitation, services on beaches, in public centres and zones, on our streets and meeting health requirements”, said the Adeje mayor.
Arona’s mayor did have words of welcome for the willingness the minister for tourism seemed to be showing in her relatively brief time in the job so far, “visiting Arona and the south of Tenerife to take stock of the necessities and needs”. He said all of the boroughs in the new alliance shared some characteristics, and all were relying on resources allocated to a medium sized population, but providing resources and infrastructures for thousands more people all year round. In the case of Arona, he said, with a population of just over 100 thousand residents, the council needed to provide infrastructure and services for up to 1.5 million visitors a year, a situation which needed to be properly and adequately financed.
José Julián Mena also outlined the importance these boroughs have for the state of the Spanish economy, so it was only fair that “they could count upon investment and funding to ensure the destinations could continue to be a source of wealth creation, sustainable and competitive, and that tourism wouldn’t stop being been seen by our resident populations as a source of progress and opportunity, rather than a threat”. He added, “if these tourism destinations and boroughs are working well it benefits the Canaries and Spain”.
The Adeje council is taking on the administration of the Tenerife South Equality network – this is a rotating administration between the participating councils of Vilaflor de Chasna (from which Adeje takes over), Santiago del Teide, Arico, Arona, Fasnia, Granadilla de Abona, San Miguel de Abona, Guía de Isora and Adeje. Adeje will continue the on-going projects the network are currently involved in which are developed to assist the residents of South Tenerife as well as to promote the policies of equality in this part of the island.
Created in 2011, the Tenerife South Equality network arose out of a shared dialogue looking at the positive need for mutual training, orientation and exchange of experiences and good practise in equality-based material and events among member boroughs. The network now works to reflect, with one voice, the needs of the wider community regarding equality.
At the recent meeting of the technical staff handing over the secretarial responsibilities, there was a look at current issues and up and coming matters, projects in the pipeline for this year, including a push for better participation from all the member councils, as well as at regional and insular levels.
Training is seen as a fundamental issue this year, and the nine councils will also be working closely with the teams assigned to deal with children and families as well as the Social Services unit assigned to deal with gender violence.
Last year, among other projects, the network published a guide to good practise for councils in preparing local events and fiestas, “La Igualdad, TU FIESTA”, took part in different forums and facilitated training days in different boroughs. The work of the networks is, in essence, to promote and advance equality between women and men in the path to a fairer balanced society.
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This Sunday San Sebastián in Adeje was a celebration of social harmony, a patron saint, and tradition and friendship with up to 10 thousand people in attendance throughout the morning and afternoon, according to official sources.
The mayor of Adeje, José Miguel Rodríguez Fraga, said “San Sebastián is a time and place for remembering the importance of social harmony, togetherness, solidarity. We come together with our animals and remember the importance of sharing peace during the celebrations of what is one of the oldest and most significant celebrations not just in Adeje but in Tenerife”.
The celebrations, which stretch back over 5 centuries, take place in La Caleta and the La Enramada beach, where this year 110 riders and horses (and camels, donkeys, sheep, goats, dogs and cats) were there to take part. Following midday mass, sung by the Santa Úrsula parish choir, the statue of San Sebastián left the church and was carried to the sea, where horse and their riders also bathed. The procession then returned to the square for the traditional blessing of the animals.
With Costa Adeje now accredited as one of the best sun and beach destinations in Europe and one of the most important globally, the authorities look for a different promotional platform annually for the trip to Fitur, the Spanish international tourism fair which is taking place in Madrid next week. This year the tourism department have planned a series of events that will promote the culture and heritage of the destination, and not just those organised by the council, but including private initiatives and events which add to the richness of the Costa Adeje cultural menu.
At the press conference this morning given by the Adeje mayor José Miguel Rodríguez Fraga, the tourism councillor Ermitas Moreira and the cultural councillor Adolfo Alonso, the rich and diverse cultural offerings Costa Adeje has to offer were highlighted as well as the importance of the ‘triple axis’ of sustainability – environmental, social and economic.
The tourism councillor said that “Tenerife Tourism have developed a working guide that, as always, we are following in conjunction with them, to emphasis the value of our cultural offering, one of the most diverse and complete the island has to offer, and to which we can add our patrimony through our traditional fiestas and celebrations”.
Adeje have been happy too with the success of Happy Streets, “360 degrees of fun”, which was presented to the public at last year’s Fitur and has seen the development of many leisure and entertainment activities. This year the council will also be presenting news about two concerts, that of Il Divo, and a Tenerife Symphony Orchestra concert in Adeje with two world-class tenors Celso Albelo and Javier Camarena. Visitors to the trade fair will also be receiving information about the III Tenerife Fashion Beach, the National Leisure Conference scheduled for later this year, and the International Adeje Rally, all promoting the Costa Adeje destination.
For his part the mayor will also be attending the national launch of the new alliance between ‘Sun and Beach Boroughs’, meeting with the national minister for tourism Reyes Maroto, and, in his role as president of the Association of Canarian Tourism Boroughs, participating in a number of different forums and meetings including Foro Fiturtech, which is looking at the personalisation of service to the tourist, creating a unique experience for each and every visitor.
The awarding, by the national ministry for the economy and the EU, of funding for Adeje under the Intelligent Tourism Destination label is also part of the short-term planning for the destination and will be important in finding out the environmental realities and contaminants of the zone in order to increase efficiency and effectiveness in local public services, not just to benefit tourism, but also to improve the quality of life for residents. The money will also be used to optimise and improve resources among other things.
“We are also planning to create a map of our contaminated emissions, throughout the borough, to develop concrete actions to counter these pollutants”, said the mayor, adding that the council was actively working on a number of projects to reduce the borough’s carbon footprint.
The Adeje delegation will be taking part in over 30 different events and presentations throughout the trade fair, which runs from Tuesday January 22nd to Sunday January 27th.
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Women’s art exhibition registration open
The Adeje council have announced that registration is now open for women artists who wish to take part in the 2019 ‘Mujeres Adeje-Creativa’ (Creative Adeje Women) collective expo. Interested artists have until January 31st to present their work for consideration.
The initiative, run through the department of equality, hopes, says councillor Carmen Lucía Rodríguez del Toro, “to continue to underline the importance of the role of women in the art world today, and give them an increased presence in the art galleries generally. We also want to pay homage to those who have gone before, who have fought to overcome social convention and discrimination which sought to stifle their artistic success.”
The selected works will form part of an exhibition in the Adeje Cultural Centre that will take place from February 22nd to March 18th, as part of a series of acts celebrating International Women’s Day 2019.
Participation is open to women over 16 years of age, professionals or self-taught, who are living in the Canary Islands. As the objective of the exhibition is to demonstration the diversity of women artists there is no specific theme required. Over the years artists of many nationalities (including Nikki Attree, pictured above at last year’s exhibition) have taken part.
Interested artists must present a single work of art in any discipline (painting, sculpture, photograph, graphic design, video art, installation, performance, etc), not taller than 1.20 metre. In the case of installations, the organisers will decide whether it can be accommodated or not, depending on size. Video art presentations must be no longer than 180 seconds in duration.
Works submitted must be ready for showing, that is to say with all the necessary elements in place, and if the display requires some form of special treatment the organisers will get in contact with the artist to organise mounting.
The forms to be filled in and submitted are available for download online, www.adeje.es, and you will be asked to submit your personal data and a photograph of the work you wish to exhibit.
From February 1st the department of equality will get in touch with those artists that have been selected for participation to give them full details of how and when their works should be brought to the cultural centre.
A judging panel will also be selecting what, in their opinion, is the best work of the collection, with the chosen artists offered a full exhibition in the Cultural Centre during 2019. The criteria for choosing the best entry will be include technique, creativity and originality.
The collective will also have a virtual catalogue of all the works on display, and the artists.
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The winners of the Adeje talented youth 2019 competition will be going to Ireland
Adeje council, through the offices of department of youth under councillor Zebenzui Chinea Linares, has just announced details of the third year of awards for the borough’s most talented young people, given annually to a number of top students from Adeje’s secondary schools and to those who are being recognised for their contribution to the collective wellbeing of their local community.
“This year we are going a bit further with the prize we will be awarding, as this year we are extending the awards to those who have also dedicated themselves to some form of social service in the community, contributing to a balance of social and educative equality” commented Zebenzui Chinea.
The prize this year has been chosen to reinforce the education of the young winners, and is a two-week summer camp in Cork, in Ireland, accompanied by specialised personnel from the department of youth. The trip will be from the 6th to the 20th of July and the prize includes flights, transfers and the two-week stay.
“We in the department of youth believe that any investment in education is important and language skills are fundamental for further studies these days, even more so when we live in a zone that welcomes millions of tourists every year”, said the councillor.
The winners (up to a maximum of ten persons) are chosen at the end of the 2018/2019 academic year from students who will be finishing studies in either of the Adeje public secondary schools, I.E.S Adeje or I.E.S Galeón based on their studies or ‘social commitment’.
The idea to reward students in the borough arose with the objective being to recognise dedication to studies, place value on excellence, and underline the need for academic progress among students. “We are working to promote quality training for our students in secondary education and incentivise our young people to continue with their studies when they have completed basic obligatory classes”, added councillor Linares. The addition, this year, of the ‘social commitment’ category is in recognition of the fact that this is also a very important facet in the development and education of young people, on the road to a more integrated approach to education.
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