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:https://www.facebook.com/TenerifefashionBeachCostaAdeje/• Instagram:@tenerifefashionbeach, https://www.instagram.com/tenerifefashionbeach/• Twitter:@tenerifefbca, www.tenerifefashionbeachcostaadeje.com• Youtube: Tenerife Fashion Beach Costa Adeje, https://www.youtube.com/channel/UCvOWc50vHPAHoJJbN71gpWg

 

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Adeje’s quality recognised

 

The council is awarded for its excellent training initiatives and work-seeking programmes

The Adeje department of economic development and employment policies has been awarded a Certificate of Excellence, EFQM, from the European Foundation for Quality Management, for the level of attention offered and given to the public in the areas of training, employment and businesses assessment. The award was presented at an event in the Costa Adeje Tourism Development Centre (CDTCA).

Councillor for the department, Manuel Luis Méndez Martín received the certificate from Francisco Martón Santamaría, from the Bureau Veritas, the agency charged with evaluation and certification in Andalucía and the Canarias. Also present were the departmental head, Mercedes Vargas, and the councillor for tourism, Ermitas Moreira (who headed up the employment department in previous years, when it was first awarded this certificate in 2015).

Méndez Martín said, “Offering a quality service to our users, who belong to the section of society in search of work, and the businesses who are looking for assessment assistance, that’s our daily challenge”. He praised the work of his colleague Ermitas Moreira as well. He said the priority for his department was to ensure that anyone who contacted them in search of a solution to their problems received personal attention and a quality service. “Unfortunately we cannot solve every single problem, we don’t have magic wands to create jobs for everyone, but what we can do is offer professional service and attention, and ensure proper and actual responses to problems and open a door to hope to those seeking assistance”.

The certificate is awarded every two years during which time the Bureau Vertias are evaluating and invigilating the work of the companies in line for certification. That the Adeje department has been awarded for a second consecutive time is rewarding, says the councillor, as it indicated “that we are improving and growing with our commitment to all those who are looking for work or seeking to improve their working potential”.

EFQM (the European Foundation for Quality Management) is a not-for-profit membership foundation in Brussels, established in 1989 to increase the competiveness of the European economy. It looks to establish a global vision in companies to encourage and stimulate improvement and excellence in work practises. According to Francisco Martón Santamaría, in Adeje’s case, “the protagonists are the workers in the Adeje department – we know that in many cases to receive the certificate a second time can be more difficult as it requires an application to the job that is continuous and constant and requires the full commitment of all those involved”. He congratulated the Adeje department, as it is, he said, “a centre for preparation for workers allowing them to choose a route, a path to stability and to gainful employment”.


Department of Communications

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.
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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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Troya’s Q for quality

The Troya Tourism Information is awarded the Q for Quality certificate for the 9th year in a row

The department of tourism, under councillor Ermitas Moreira García, has been informed that the Troya Tourism Information office has been awarded the Q Quality certificate for the 9th year in a row. The qualification is judged by the ICTE, the Spanish institute for quality tourism. “We have received this certificate following a vigorous audit carried out by the company charged to control quality management systems, AENOR, which recognised the excellent management and service that this tourism office gives to all those who visit it”.

There are three tourism information offices in the borough, in the centre of Adeje town, at the top of the Calle Grande, which opened four years ago, one by Fañabe beach, which has been helping members of the public for 14 years and the Troya beach office, in existence now for 19 years. The latter has been granted this certificate year after year, “and the other two offices follow the same management of information”, said the councillor.

As well as offering visitors information about the borough of Adeje and as other parts of the island of Tenerife, the offices also operate a complaints and suggestions service for any tourists who wishes to offer her or his opinion about any aspects of their stay here.

 

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The Troya office deals with the greatest number of visits – over 81,000 last year, the majority of them British, followed by Germans, Spanish, French and others. The most frequent requests were for maps and street directions followed by information on public transport, leisure, visits to Teide, cultural events, rambles, beaches and the weather!

The councillor said that the attention offered by the information offices easily met the basic requirements laid down by the ICTE, and the accolade received by Troya has only been awarded to 5 offices overall in the Canary Islands. All offices are subjects to annual audits with personnel, information technology, access to those with mobility challenges, etc, all rated. The availability of pamphlets/information on events and leisure centres is also important.

In 2016 the Fañabe office welcomed almost 30,000 clients, with similar requests – maps and directions, public transport, information about Teide, leisure pursuits, rambling and cultural events. As in Troya the majority of those seeking information were British, followed by Germans and Spanish. In the Adeje town office the requests followed a similar pattern, but this office welcomed a majority of German visitors, followed by British, French, Spanish, Nordic, Italians and Russians.

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Shaken, stirred, served

The Costa Adeje Cocktail Competition is on April 27th
The Adeje council, through the departments of economic development and tourism (under Manuel Luis Méndez and Ermitas Moreira García respectively) with the Federation of Spanish Barmen Associations and the Association of Barmen, Tenerife, is organising the XII Costa Adeje Cocktail Competition, which will also be a classification for the nationals, to be held in Extremadura in November.

The Costa Adeje Cocktail Competition will take place in the Costa Adeje Tourism Development Centre (CDTCA) on Thursday April 27th from 4pm. This year there will be three categories – Barman (from 26 years of age) Junior barman (up to 25 years of age) and Hotel school.

“Hosting these events create enormous interest in Costa Adeje”, said the council representatives, who added that this kind of event “also adds to the value of our tourism offer and brings the name of the destination to national and international attention”.

“The Costa Adeje Cocktail Competition has become the most prestigious event of its kind in the Canary Islands and is now recognised nationally” commented José Antonio Mesa, the president of the Association of Barmen Tenerife. He added that almost all of the relevant hotel training centres and schools take part in the event which also had commercial value for the sector.

Daniela Garbi (bartender), Adrián Hernández (young barman), Yana Fillipova (skill) and Pablo Jonay (Gin Tonic) were winners in 2016 and Garbi and Hernández represented the Canaries at national competition.

Entry to the event is free, and activities begin at 4pm with an ‘Open Stage’ with Vito Calculli and Petar Marinov. There will be a Master Class with Manolo Martín (World Champion, Poland 2011) before the Estrella Damm sponsored beer pulling competition and the V Schweppes and Rutte Gin Tonic competition. This will be followed by a Master Class from the Tenerife Barmen Association and the trophy ceremony.

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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”.

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Go with the flow!


The Adeje water route event will be in Spanish with simultaneous translation into English

The Adeje councillor for tourism, Ermitas Moreira García, announced details of this Sunday’s Water Route, which will see performances in costume along the way, underlying the important role water has played in the evolution of the borough. The route is scheduled to coincide with World Water day (celebrated this week) and the performances will be by the Adeje Municipal Folklore School. It will be in Spanish with simultaneous translation into English

The councillor explained that “the riches of our heritage are very relevant, not just for residents, but also for those who visit, looking for new experiences. The re-evaluation of our history, a history which unites us, is a fundamental task in the building of a viable tourist destination. For that reason the water route is an excellent way to remember the importance of this natural resource, looking at is use and relevance from an historic perspective”.

The route will start at 11am, from the entrance to the Barranco del infierno, following on to the Arriba mill, the Tres Chorros fountain, the Old Mill, orchards, the Fort House, the Santa Úrsula Church, the Calle Grande, Calle Sindical, and onto the plaza at Cruz del Llano. An addition this year will be a scene showing the lives of the Marquises of Adeje.

Anyone who would like to take part can do so, and participation is free. You will need to arrive on time to the starting point at the Barranco del Infierno.

 

Adeje has always been considered a privileged location, in the past as it is today. The borough had the biggest number of springs along the coast – two higher up where the Erques ravine is, three in the area known as El Aserradero, two in the Barranco del Infierno, one at the top of the Barranco del Agua, another at the foot of the Roque de los Brezos and another beside the Roque de Imoque. The borough was a settlement area for a large group of Guanches, (the local aborigine inhabitants). This was also the home of the ‘Gran Tinerfe’ one of the most important chieftains in Tenerife in his time, whose statue today is at the entrance to the town of Adeje.

After the conquest of the island, in the south, and particularly in Adeje, water played a very important role as a local resource, with the Rio de Adeje (the Adeje river) flowing from the Barranco del Infierno down to the sea.

Berlin and the German tourist

ITB, a trade fair vital to German and North European tourist sales

“To be in Berlin is hugely important for any destination, which is why, this year again, we are going to the Berlin International Tourism Fair (ITB) to consolidate our position as an excellent destination. We also know that German and North European visitors are always looking for added value in a destination”, commented Adeje tourism councillor Ermitas Moreira before the team left for the ITB which runs from March 8th to 12th, and alongside London and Madrid, is one of the most important tourism fairs world-wide.

According to the Canarian Government and Tenerife Tourism, the tourism umbrella organisation, to which Costa Adeje belongs, the German market is one of the best in terms of advance booking. Figures also show that last year German tourists accounted for 42 million overnight stays, an increase of 8% on the previous year. Indications are that this summer the island can expect 3.6 million German visitors, an increase of almost 10%.

Costa Adeje, present as part of the Tenerife Tourism party, will also be promoting its particular charms. Moreira says, “We have to continue to strengthen our image as a destination in these markets, promoting our top range of hotels, the excellent climate, security, and parallel offers in leisure, beaches, etc. These are our strengths. The German market and in general the North European tourist is quite demanding, and is always on the lookout for better offers, and these days greener alternatives”. In this regard, the councillor added, Adeje has much to offer.

During the three-day event Adeje will be meeting with tour operators such as Thomas Cook and TUI and with airlines in talks to increase the number of seats flying to and from the destination.
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Callao Salvaje beach access to improve

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Work to improve the access road to the Ajabo beach in Callao Salvaje has begun and should be complete in 3 months. The work, under the plan to upgrade tourist zones in borough, will see extensive changes to Calle La Lava, “and improve the beach area, guaranteeing improved safety for the public as well as improving sea views” said councillor for works and services, Carmen Rosa González Cabrera.

The work along 140 m of road, will see the existing pavement extended, and an additional pavement for the other side of the road, proper signposting, street benches and bins, green zones, lighting, etc. “This will also be an improvement to the street which is currently in a state of deterioration”, said the councillor, who added they would be using wood, natural stone and picon. The footpath will be up to 3 metres wide, still allowing cars to pass, and improve access to the beach and hotel zones.

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This is also part of a longer term plan to finish the walk between Callao Salvaje and Playa Paraíso. According to tourism councillor Ermitas Moreira Garcia, “we are working simultaneously in various parts of Costa Adeje and one of our ambitions is to unify the whole coastal area with a pedestrian pathway, linking the different villages and neighbourhoods for the benefit of residents and visitors”.

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