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
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.