The first working day of the Costa Adeje political-technical team at the International Tourism Fair (FITUR) has focused on meetings linked to the destination’s strategic plan. In this sense, the local population plays a fundamental role, it is an asset with great potential for the development of a new strategic tourism planning. “We are establishing lines of action for the permeabilization between the local population and the tourist so that both parties feed back and enrich each other. Our people have a lot to contribute, an added value that makes the tourist experience something unique, differentiated from other sun and beach destinations. For its part, tourism provides new opportunities for citizens” explained the mayor of Adeje, José Miguel Rodríguez Fraga.
Another of the aspects outlined in this strategic plan for Costa Adeje is that of sustainability, social, environmental, economic and of the territory. That is why Costa Adeje is working to identify and attract markets that imply a boost in tourist spending, without this implying an overflow of carrying capacity. As detailed by the Councilor for Tourism, Adolfo Alonso Ferrera, “from these actions it is about improving the quality of life of the local population and as well as the experience of visitors, thus closing the circle. With the intention of following the goals for the development of a tourism sector that is increasingly committed to the socioeconomic sustainability of the destination”.
The work meetings with companies and entities linked to sustainability and intelligence have focused a good part of the morning and afternoon. As detailed by the Councilor for Tourism of Adeje, Adolfo Alonso Ferrera, “from the City Council we see tourism as a tool for improvement and growth of the municipality and opportunities for citizens. Otherwise it wouldn’t make sense. We must be in continuous movement to stay at the forefront, anticipate the needs of the visitor and adapt to the standards of quality and excellence at all times”.
The roadmap for the preparation of the Strategic Plan has included the drafting of a diagnosis, which has already been completed and which gives way to a participatory process that Costa Adeje plans to promote this year with the aim of launching it in a few months.
Between January and November 2022, Costa Adeje received more than 1.7 million tourists, with an average cost at the destination of more than 1,500 euros per person. These figures, compared to the pre-pandemic years, indicate a rapid recovery of the destination that has achieved greater profitability with fewer visitors. “These figures would be impossible if the public and private sectors did not go hand in hand. There is a very good harmony with the business sector, and I must recognize their vision when it comes to taking advantage of the pandemic stoppage to remodel, improve and update their establishments while continuing to invest in new investments that have increased our accommodation places”, he remarked Adolfo Alonso.
32% of the tourism that receives the Island of Tenerife chooses Costa Adeje as a destination that currently brings together 40% of the places on the entire Island with an average stay of 7.4 days on average. “Costa Adeje is a Blue destination that has been renewed and updated. To these indisputable questions we add each year those activities that enrich and are a value of our complementary offer. We are focused on the sustainability of the destination, its adaptation to intelligence to reinforce the effectiveness and efficiency of the offer and services. The data supports us and indicates that the chosen path is the correct one”, explained the mayor of the municipality,
The Adeje team has also participated on the first day of Fitur in the inauguration of the stand of the Canary Islands and of the Association of Tourist Municipalities of the Canary Islands, of which the mayor of Adeje holds the presidency.