Costa Adeje surprised yesterday at its presentation at Fitur with a risky bet that combined humor with luxury and the variety of offer that distinguishes the destination. With the introduction of the Councilor for Tourism, Adolfo Alonso Ferrera, who indicated that “the best promotion of a destination is to know it and transfer the experiences that are lived in it”, through the dramatization of the actors who give life to the characters of Bertín Osborne and Joaquín in Kiss FM’s Las Mañanas, Costa Adeje has managed to communicate in a unique and fun way the strengths of a destination that continues to bet on quality, excellence and the avant-garde.
The presentation ceremony was chaired by the mayor of the municipality, José Miguel Rodríguez Fraga; the councilor for Tourism and Sports, Adolfo Alonso Ferrera, and the councilor for Community Safety and Well-being, Mercedes Vargas Delgado.
Rodríguez Fraga indicated that “the concept that for us has the transversality of tourism, as a backbone of all policies, because everything that happens in our territory has to do with tourism. The positioning that the Costa Adeje destination has within Tenerife and within the Canary Islands is an advantageous position in the key and fundamental elements, which go through profitability, four points above the average. We have an occupation that has already reached the level prior to the pandemic and the expectations are good”. Regarding the transfer of value, the mayor of Adeje reiterated that “tourism must go towards the local population and vice versa, so that these elements of culture, sports, etc., are good for tourism and are good for our people. In this transfer we risk the authenticity of the experience that our visitor has to configure together with our own idiosyncrasy”.
In this sense, Rodríguez Fraga stressed that “our tourists demand quality, of course excellence, but also identity. We want authenticity, we no longer want fake cardboard worlds, and that is what we want to offer our citizens and our visitors. This is the path we want to travel, convinced that it is a good path that opens opportunities for our people, our youth” remarked the alderman from Adejero.
consolidated destination
Costa Adeje is a consolidated destination whose presence at Fitur endorses its positioning: “Our main strength is firstly the climate; second, a top-level accommodation and complementary offer, and third, a lively and dynamic destination that is constantly reinventing itself because there is a committed business community and because there is a population sector of workers that is beginning to value the pride of professionalism, overcoming old stigmas for move forward”, emphasized José Miguel Rodríguez Fraga. In addition, he added that “the term quality and excellence are dynamic, they are filled with content as we progress and there are new elements that we have to introduce. We remain aligned with the trends of social, environmental and economic sustainability”.
Regarding security, the councilor responsible for the Area in Adeje explained that “no one goes to a destination because it is safe, but if it is not safe, they do not go. We are talking about tripling the population of Adeje with tourism and from there we must assess that security is one more plus to the excellence that Costa Adeje is committed to. That is why the number of troops has increased from the area, with a greater presence in the Costa Adeje area without forgetting the attention of our neighbors, which is essential”. Costa Adeje presented its new infrastructures linked to the permeabilization strategy between tourism and the local population at the Madrid International Tourism Fair. In this sense, works are underway such as the new Adeje theater, the greenway that will link Costa Adeje with the town through a pedestrian and bicycle project, the construction of the false tunnel that will cover the TF-1 motorway or new sports infrastructures .
Within the field of culture, the Fitur framework has served to promote significant events that will take place in Costa Adeje this year, such as the performance of Sting, the Mayántigo folk festival, the Symphonic concert and the Tenerife Fashion Beach Costa Adeje, among others. shows.
As for gastronomy, Costa Adeje has shown off its four Michelin stars, with the restaurants San Ho, El Rincón de Juan Carlos, and Nub, in addition to the numerous and varied offer that is affordable at all levels and that values the own products, such as Montesdeoca cheeses, honey or black pig from El Gorito that will be present at Madrid Fusión next week.
Sport is another of the elements that has been taking shape as a factor to take into account from the tourist point of view. Many athletes, teams and clubs choose Costa Adeje to train not only because of the weather, but also because of the quality of the sports infrastructure, both public and private in the municipality. This has attracted in parallel a series of national and international sporting events that have chosen Costa Adeje.
Data
The data indicates that Costa Adeje will close the year 2022 with 1,800,000 tourists (December still to be computed), returning to and even exceeding the pre-pandemic figures with a growth in spending per visitor that reaches 1,530.81 euros per person. Compared to 2019, the destination received 1.7 million tourists and 1,234.16 euros of spending.
As for the accommodation offer, in Costa Adeje there are 66 hotels and 51 aparthotel complexes, which account for 40% of the beds on the entire island, totaling 12 million overnight stays. Regarding the origin, the foreign market has the highest volume with 92% compared to only 8% of national tourism that receives the destination. These figures come into contradiction when looking at the funding data received by the municipality of Adeje, which is 38% less than the average for Spain.
The City Council renews its support for the Villa de Adeje Rally
The City Council has renewed its support for the Villa de Adeje Rally, which this year celebrates its 32nd edition. This was stated by the mayor of the municipality, José Miguel Rodríguez Fraga, at the presentation of this sporting event, which took place yesterday morning within the framework of Fitur, specifically at the Cicar stand.
The event, organized by the Villa de Adeje Team in collaboration with Cicar, was attended by the president of the Cabildo, Pedro Martín, as well as the vice-president of the institution, Enrique Arriaga, and the Councilor for Tourism of the Adeje City Council, Adolfo Alonso Ferrera. The presentation was also attended by the CEO of Cicar, Mamerto Cabrera Cabrera, and, on behalf of Fred Olsen Express, Jesús Dóniz.
For the president of the Villa de Adeje Team, Poli Delgado, “there are already eight editions that we present at Fitur and we have opened the doors for other engine tests to be presented at Fitur. We understand that our event is sporting and touristic, it is one more reason to visit the south of Tenerife and the Canary Islands”.
Delgado thanked the City Council for the support received since the club was created: “Without the City Council, this test would not be a reality, it is a tremendous effort that has been made, we have been growing little by little until we reached the national championship with international repercussions. ”.
The transfer of value is one of the fundamental aspects in the new phase of the Costa Adeje destination. In this sense, the mayor of Adeje commented on the rally: “Everything that happens in our territory has to do with tourism. Tourism allows us to develop projects like this, which are enjoyed by our people, our fans, and which also gives us tourism projection. It is necessary to do pedagogy to be aware of everyone in the creation of the new tourist culture that we have to have in our territory and it is to understand that tourism has to be a factor that generates well-being for all through sports, culture, services, employment … and the Rally is an example”.
