Costa Adeje catwalk!

On October 26th Tenerife Fashion Beach Costa Adeje is happening on the El Duque beach from 7pm, when 18 different beachwear labels will be taking to the catwalk, courtesy of a host of international models, promoting their products as well as Costa Adeje.

The initiative has the backing of the Adeje council and the Cabildo, and will see a 25 metre long catwalk by the beach, with seating, backstage, etc, and 40 models taking to the stage among them Carolina González, Davinia Pelegri, Evelin Yánez, Nicole White and Kristel Kamp with model Nieves Álvarez presenting the event.  It is seen as an excellent opportunity to integrate the promotion of the destination with the textile and other local industries as well as underlying the excellence of Costa Adeje as a beach destination all year around.

National and international labels will be on show, including Melissa Odabash and Shan (showing for the first time in Spain), Arena Negra, The Knot Company, Noemí Felipe, Javier Aguilar and Lava (from Tenerife Moda), Aurelia Gil (Gran Canaria), Elyte and Kalisy.  Accessory firms Nok, By Loleiro, Roselinde, Néstor Rodríguez, Juan Gil Hammerhoj Desing, Maharani and Abraham Zambrana will complement the swimwear.

At the launch of event details Adeje mayor Jose Miguel Rodríguez Fraga said it was vital to establish synergies between the tourism and fashion sectors and create feedback, both being areas that generate and share economic benefits.
An international press corps will be in attendance prior to and during the event and the organisers will be organising events to promote the island and ensure that reports show off the destination in a positive light.

• Social media connections: Facebook:• Instagram:@tenerifefashionbeach,• Twitter:@tenerifefbca,• Youtube: Tenerife Fashion Beach Costa Adeje,


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Costa Adeje Noise Map created

The borough is generally within normal legal limits

Today Adeje mayor José Miguel Rodríguez Fraga presented the results of a study creating a ‘Noise Map’ for Costa Adeje. The map was created over a year-long period by the AAC Acústica + Lumínica company, specialists in this area, and the results indicate “in general we are meeting the quality acoustic objectives”. The mayor, accompanied by the tourism councillor Ermitas Moreira García, explained that this “radio-graph of the acoustic reality of the borough will be a fundamental tool in future urban planning, the organisation of events, activities, etc”.

The Costa Adeje Noise Map, as well as determining whether the acoustic levels are generally within the limits permitted by law, also focuses on two key issues. The first of those is the need to bring the 1994 municipal regulation into line as it is currently “obsolete, and needs be adapted to meet current state and European norms”. The study recommends that a new ordinance “would establish the limits and indicate clearly that measurement of noise and decibel levels needs to be carried out in the buildings where the noise is being heard”.

Furthermore, in the conclusions it is recommended that the new municipal law would identify zones of areas which are designated for leisure and where exceptions can be permitted, such as, for instance, during local annual patronal festivals. At the same time the new ordinance will include the definition of Saturated Acoustic Zones, and the preventative measures needed to be taken.

Tourism councillor Ermitas Moreira commented, “With this information we in the council can now work to draw up the new ordinance the meet the current situation. In parallel we are working via a mayoral pact on the issue of mobility (traffic) to reduce the noise impact in the borough”.

Areas where the noise exceeds limits

The Noise Map did show that noise levels some areas in Costa Adeje are breaking the accepted limits, in many cases due to excess traffic noise. This situation will require the council to create an action plan to improve the situation in these identified zones.

Certain zones are affected by traffic from the TF-1 motorway and urban street traffic. Therefore the study is recommending, among other measures, some work from the regional government (who has responsibility for motorways for instance) to meet their requirements in noise-reduction measures in the areas beside the motorway. Regarding urban thoroughfares, the council is already working under a Costa Adeje ‘traffic and sustainable urban development plan’ to reduce traffic and speed in these zones.

The specific areas were limits were breached included CC Pueblo Canario, points close to the CC Torviscas and the Terraza del Mar, however as the nearest buildings were deemed far enough away from the epicentre of the noise, they were agreed to be within acceptable limits.

In other areas, there was a noticeable increase in noise during weekend nights created by bars or other leisure-related activities but overall the readings are averaged out so there was now general breach of the limits as laid down.

The development of the Noise Map

A year ago the Adeje council, through the tourism promotion department, requested a study to determine the impact to noise in Costa Adeje, the objective being to know the true state of affairs and design a plan of action to improve the quality of the destination. The study was carried out, based on national legal requirements using European standards, to determine noise levels inside and outside buildings.
In line with the national laws, there are three time blocks when noise is to be measured ; from 7am – 7pm, from 7pm – 11m, and from 11pm – 7am (this division did conflict with previous borough practises which divided the 24 hour period into only two blocks, 8am – 10.30pm and 10.30pm – 8am). There are also different kinds of areas for acoustic purposes – health care, educational and cultural, residential, service, recreational and show zones, industrial infrastructures. Measurements were taken over different durations – shorter and longer, up to 15 days in 18 different points – to create the map and suggest recommendations.

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Work on the Calle Valencia begins

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Work on the Calle Valencia, in Costa Adeje, has begun and will be on-going throughout the year, according to Adeje councillor for Works and Services, Carmen Rosa González Cabrera. She said that the council have had a number of “meetings with the local businesses in the zone to outline the project details and address any questions or doubts they may have. In general the response has been very positive and we are dealing with an area that is quite old and needs attention to bring it up to the standards of a destination of the calibre of Costa Adeje”.

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The work, co-financed by the Adeje council and the Tenerife Cabildo, is part of the covenant to regeneration tourism spaces, and will see a realigning of the street, with all the elements on one level, improvement of the green spaces, the renovation of street benches etc.
González Cabrera said that “experts agreed the zone has a number of problems which need to be addressed, in particular because access to the street from Avenida Ernesto Sarti is a bottleneck with large vehicles such as busses in the zone. Furthermore, the irregular parking along the road is adding to the poor image of this stretch of the urban block” She said the green areas were not well equipped and there were other issues to be addressed, such as the rubbish hut located there and the access to the Hotel Torviscas.
The plans include readjustments by the intersection of Calle Valencia and Calle Ernesto Sarti which will improve access for buses and service vehicles. This will improve traffic fluidity at the bottom of the road, and the roundabout will also be upgraded. There will also be a pathway along the planted space with plans to construct a playground. The existing rubbish hut will be demolished and in its place a circular building will be placed, with its back to the street and using odour extractors to avoid public discomfort. The commercial front will be expanded and separated from the path by a planted section which will also offer shade. And finally the streets will also have lighting, telecommunications, drainage and sewage networks etc, installed
In line with current legislation, the street will also incorporate access to those with special mobility needs.

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Costa Adeje preparations for Fitur


Costa Adeje will have its own stand at Fitur, the Spanish Tourism Trade Fair

Adeje mayor: “We want to stamp our own identity on the event while still part of the overall package, as we are part of Spain, the Canaries and Tenerife”

Costa Adeje will present the main strategies for the destination for 2017 during FITUR, the international Spanish Tourism Trade Fair. Announcing details of the plan to the press, Adeje mayor José Miguel Rodríguez Fraga and tourism councillor Ermitas Moreira García explained the new offers the destination would promote at the fair as well as stressing recent data proving the excellent economic state of the destination and how it is maintaining its position as one of the best locations in Spain in terms of hotel/hotel-apartment occupation and tourism excellence.

The Costa Adeje stand at Fitur, which takes place in Madrid from January 18th – 22nd, will be alongside the Arona stand. “We will have our own individual presence but beside the Arona stand – we are the two big destinations in Tenerife” said the mayor. For Rodríguez Fraga the individual stands don’t, in any way, signify a separation of Adeje from the overall promotions for Spain, the Canary Island and Spain – “we are all under the same umbrellas”, he added. “Each destination had the right to promote their own initiatives, their momentum, to highlight the things that make the destination different and special”. During Fitur Adeje representatives will also be integral to Tenerife Tourism events and meetings.

Regarding the work alongside Arona, the two boroughs worked together on joint offers last year too – “this level of co-ordination with Arona is very important. Geographically we are united, and the effect on the tourist is the same”, said the mayor. “We need to work together to gain the loyalty of our visitors and compete against other destinations”.

Costa Adeje is recognised as a good investment destination too, constantly renovating and improving its tourism infrastructures, public and private, always encouraging innovation and adapting to the changing needs and wants of the visitor. “We have made important changes to public infrastructures and taken on private plans to improve the quality of the destination”, said the tourism councillor Ermitas Moreira, adding that “there is a high level of investment in the destination which has been very important in improvements to Costa Adeje, bettering the offer and helping us move in the right direction. We are talking about investment in the region of 100 million euros from private entities, added to public funds earmarked for the coming years”.

The mayor said the work the team would be undertaking during Fitur would be “intensive…we have a lot to offer and a lot to outline. We are a modern strong destination, one of the most profitable and most popular in Spain”.

Moreira said that the lines of promotion during the fair would include the nature offers, outdoor sports and leisure. “While of course we are a holiday tourist destination we have terrific natural, heritage and cultural strings to our bow, which are also part of our holiday destination, as it is much more than simply sun and sea”. Costa Adeje will present an app that offers three dimensional virtual reality and 360º images of the area, showing the many sides of Costa Adeje.

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A shiver in the dark…


The Dire Straits Experience returns to Adeje next Saturday, the band’s second time playing here – last year over 4,500 people attended the concert in the Magma.  The event is organised with the support of the Adeje Council via the department of tourism as part of the promotion of Costa Adeje.

“The local government are delighted to help private initiatives which assist the local economy and strengthen the Costa Adeje brand”, says tourism councillor Ermitas Moreira García. She added that on this ocassion the council were assisting in the promotion of the event.


The concert is in the Magma and sees the return of the seven extraordinary musicians, two from the original Dire Straits band founded in 1977, Chris White and Chris Witten.

Loyal fans know the opening chords to each of Dire Straits song. This globally popular band was founded in 1977 by musician extraordinaire Mark Knopfler. Last year over 4.500 filled the Magma Arte & Congresos auditórium to hear the ‘Dire’ sounds, and this year they’re back, on November 26th, at 9.30pm.


The Dire Straits Experience will guarantee you ‘shivers in the dark’. Chris White, one of the original band members (sax and flute) says “we are thirlled that we have been asked back to play here. We had a fantastic time last year and the audience was one of the best”.

With an incredible light and sound show promised again this year the public will hear the songs that are now part of musical history; songs that have been Heard by millions of people all over the world, songs that bring together generations, songs that you can hear on November 26th from 9.30pm in the Magma centre. Tickets are now on sale at the Magma box office or online,


Dire Straits, led by Mark Knopfler, split over 20 years ago, leaving behind an outstanding catalogue of music and songs that have grown in stature over time. The band sold over 120 million albums and won the hearts and souls of millions of fans all over the world. Those fans were in need of a replacement so some of the original members – Alan Clark, Chris White and Phil Palmer – formed The Straits, staging a show in The Royal Albert Hall in 2011. Knopfler was now enjoying a successful solo career so Clark called on Terence Reis to be the front man, and within three and a half years they had played 150 concerts in 25 countries around the world.

The members of the Dire Straits Experience are Chris White, Richard Cottle, Paddy Milner, Tim Walters, Michael Féat, Chris Whitten

(Photos: Gerard Zenou )

365 days to enjoy life



The tourism campaign, ‘365 days to enjoy life’ was part of the successful visit by the Adeje tourism department, as part of the Tenerife Turismo stand, at the recent World Travel Market (WTM) in London. According to Adeje’s tourism councillor Ermitas Moreira, following a series of very positive meetings, the firm conviction is that the numbers of British tourists visiting Adeje will continue to rise over the coming years.

Moreira and her team met with representatives from British Airways, Vueling, Monarch, Thomas Cook and TUI as well as conducting interview with local media outlining plans for the destination. As Moreira said, Costa Adeje has value due to “our beaches, the each access to nature zones, direct contact with the environment, gastronomy, not to mention new projects such as the opening of the Hard Rock Hotel in Playa Paraíso”.

Moreira added, “we played an important part in the presentations in London and took time to explain to the British press how we were improving our products and introducing new ones to the market, under the ‘365 days to enjoy life’ campaign”.

The most recent available data shows that the Canary Islands is due to see a rise in the number of British tourists by up to 20% by the end of this year, and the trend is set to continue into 2017. According to the regional department of tourism almost 5 million British visitors came to the islands in 2016, about one million more than last yea

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Brexit not deterring visitors


Costa Adeje travelling to London’s WTM

For another year Costa Adeje will be part of the Canarian stand at this year’s London World Travel Market (WTM), considered one of the most important tourism trade fairs internationally, from November 7th – 9th. And given the excellent high numbers continuing to arrive to the resort from they are looking forward to a positive reception.

“The main indicators within the tourism market are signalling a possible increase in British tourists to the Canaries by up to 20% in 2016 and that also reflects well for Costa Adeje with almost 90% of British visitors who come to Tenerife opting for the destination”, says Adeje tourism councillor Ermitas Moreira. According to the latest available figures from the regional government almost 5 million visitors arrived from the UK to the Canary Islands this year, one million more than last year.

“Historically Britain has been one of our key markets, continuing to visit, to fill the hotels, but our visit to London won’t be simply about working in this particular part of the sector. We will be developing important contacts with businesses, tour operators, and clients that will also be visiting from other parts of the world such as North America and the Asian markets”, said the councillor.

Costa Adeje is part of the Turismo de Tenerife platform which has prepared a busy schedule of meetings for the event. Moreira and her team will be in attendance in a number of working meetings with British Airways, Vueling, Monarch, TUI and Thomas Cook as well as meeting with journalists etc.

Given the market fears that were caused as a result of Brexit, Moreira has commented that “while we are not economists nor is our work that of analysing market tendencies, what is definite is that all the reports and data we have received so far indicate that we needn’t be too worried about what might happen with the UK’s exit from the European Union, and visitors numbers to date are encouraging optimism”.

The British market is vital for tourism and occupation levels in Tenerife and in particular in Costa Adeje, and this trade fair is hugely important in this regard. “With or without Brexit all of the agencies, administrations and private companies implicated need to make the effort to improve our offer on a daily basis as the British tourist needs to have reasons to choose this destination over others every year”.

Five blue flags flying over Costa Adeje

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On Friday June 17th the Adeje mayor José Miguel Rodríguez and the director general of the regional department of health, Ricardo Redondas, along with the representatives of those in charge of the borough’s beaches, raised blue flags over the beaches of Troya I and II, Fañabe, El Duque and Torviscas.

In fact Adeje is the borough with the most blue flags in the provincial region of Santa Cruz de Tenerife and in the Canarias only San Bartolomé de Tirajana (Las Palmas) and Tías (Lanzarote) also have five flags.

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The Adeje mayor said, “The Costa Adeje beaches are a fundamental part of our tourism offer, which is a leader in the trade, and known for its excellence, just some of the reasons we take so much care of our natural spaces – and there are many here in Adeje”. The mayor also reiterated that “this is a job of work of all those working for and in tourism and in the care of our destination. The beaches are spaces used by tourists and residents and it is a mark of their quality that we have received these blue flags, and I want this to encourage us to continue to advance and guarantee a future for what is our economic motor, tourism, with excellent professionals, businesses committed to the industry, and a destination that continues to grow to meet the needs of 21st century tourism”.

For his part the director general of the regional department of health, Ricardo Redondas,indicated that “the beaches are spaces of leisure, of shared conviviality, and earning a Blue Flag reinforces the merits of these public spaces which are there to be enjoyed equally by our residents and visitors”. He also stated that, in conjunction with the national blue flag organisation, they were looking at initiating a new award,“Playas Saludables” (Healthy Beaches) and said the mayor of Adeje was also supporting the idea with the hope that next year “if we continue to work along these lines we could be adding a new element to the Costa Adeje blue flags.”

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The Blue Flag Programme is owned and run by the non-government, non-profit organisation the Foundation for Environmental Education (FEE). Flags are awarded to beaches and marines that meet high standards in areas such as hygienic conditions, water quality, safety, environmental education and information, the provision of services and general environmental management. Beaches and marines are inspected by independent inspectors and flags are awarded or withdrawn annually. The flags are a mark of quality and recognise the effort in tourist destinations which work to defend sustainable development.

The Blue Flag is a voluntary eco-label awarded to more than 4000 beaches and marinas in 49 countries across Europe, South Africa, Morocco, Tunisia, New Zealand, Brazil, Canada and the Caribbean. In Spain almost 600 beaches and marines have won the right to fly the flag, a number which places the country in the top bracket.

Adeje has a long history of quality beach recognition. Troya I and II have received 19 blue flags over the years, Fañabe has flown 13, the El Duque beach 6 and Torviscas was awarded a blue flag for the first time last year. Adeje’s beaches are also adapted to those with special needs, and have lifeguard service and defibrillators on hand for emergency sitautions.

Hard Rock Hotel Playa Paraíso now taking bookings!



The hotel will be open for business from mid-October with a grand opening in December
At a press conference in the FIT centre, in the Adeje Centre for Tourism Development, Sergio Zertuche, Vice President of Sales and Marketing for the Palladium Hotel Group said the Hard Rock Hotel would open on October 15th, “and we already have a reservation for October 16th, so we have to be open by then”. He was speaking to press following a morning session with the Adeje authorities and local Playa Paraíso businesses, discussing the renewal of the area in general and the changes a hotel of this quality and kind would bring to the zone.

The mayor of Adeje, José Miguel Rodríguez Fraga said the hotel would act as a market accelerator in what was already an attractive area, “increasing the competitive element. We have an opportunity to renew the zone with a product that his completely different and focus in a new way, that will complement our move to diversify our tourism offer”. During the morning session the concerns of the local small and medium businesses were taken on board too, with measures discussed as to how best to meet the new kind of clientele the Hard Rock Hotel would bring to Playa Paraíso.

This will the second Hard Rock Hotel in Spain – the first is in Ibiza, and Sergio assured that the new Playa Paraíso wasn’t a copy of the Ibiza hotel, instead adapting to their new surroundings. However many of the elements would be similar, and they would, in the main, be catering for young couples and families.

There will be three pools, a number of different restaurants, a beach club, Rock spa, Body Rock gym and a Hard Rock Roxity Kids Club among the amenities on offer. Residents of Playa Paraíso will also be able to enjoy many of the facilities, restaurants and bars open to the public. Sergio explained that the hotel will also have a Vibe Manager, “who will look after the vibe in each zone, check the music is right”, so you could have someone playing an electric guitar solo at the pool bar, and something completely different in another part of the hotel “and pop-up performances” too.

The Palladium representative said that €70 million euro had been invested in the hotel, which is being built through the renovation of an existing hotel in the resort area, converting from a 3-star to a 5-star hotel, something they have done before very successfully. The number of rooms would be reduced from over 1,000 to 624 but the higher price of the overnight stays would bring different kinds of clients.


A plan developed by FIT (Factory for Tourism Innovation) in partnership with the Chamber of Commerce, the Tenerife Cabildo and Turismo de Tenerife to help renovate the zone with the existing small and medium enterprises in Playa Paraíso, will be in four phases. It will see a series of innovation workshops, point of sales diagnostic, assistance on interior renovations and upgrades and an overall improvement of the tourist spaces in the resort. The aim, with experts in commerce, sales and client reach, is to improve and upgrade the local commercial offer to meet the needs of the new clients and at the same time improve the income potential of the businesses themselves.

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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.