Amidst discussions about the tourism model and upcoming protests in several Canary Islands, Santa Cruz de Tenerife has introduced the initiative Hotel Thursdays, with a budget of 80,000 Euros from public funds, benefiting seven hotels. The subsidy, advanced to the Ashotel tourist association, includes 20,000 Euros (a quarter) for project coordination, spearheaded by former Canarian Coalition senior official Alberto Bernabé.
The City Council (led by the Canarian Coalition with support from the PP) presents this initiative as an opportunity for city residents to explore these tourist spots as leisure destinations, only having to pay for the drinks they consume (such as a cocktail priced at nine Euros). “Hotels aim to offer more than just attracting tourists,” stated the city’s mayor, José Manuel Bermúdez (CC).
During the initiative’s presentation, Ashotel’s Vice President Gabriel Wolgeschaffen highlighted that hotels are often overlooked in the city, aiming for residents to see them as vibrant hubs. It’s worth noting that this is the same individual who recently expressed the sentiment that “The cash cow should be left alone” concerning protests calling for a reassessment of the tourism model. Also present at the event was former Canarian Coalition official, Alberto Bernabé, seen alongside the city’s mayor.
The project, originally named Terraces in the Capital, indicates that 20,000 Euros of the subsidy are allocated for “coordination,” involving former Tenerife Council Canarian Coalition councillor Alberto Bernabé. The PSOE councillor, Patricia Hernández, confirms his role as the project coordinator and, when questioned, mentioned several individuals involved in coordination, including himself, associated with Ashotel.
Bernabé asserts that the coordination responsibility lies with the employers’ association and clarifies that 17,900 Euros constitute the actual budget allocation, though deferring economic clarifications to others. Santa Cruz de Tenerife’s hotel management also mentions a team of individuals under Ashotel’s leadership, yet they haven’t disclosed the project coordinator’s identity.
In 2015, Bernabé served as Tourism Councillor for Tenerife Cabildo and held positions in Santa Cruz de Tenerife, managing the city’s Development Society from 2004 to 2011. In 2020, while in opposition at Cabildo, he resigned citing “personal reasons.”
“Let’s focus on specifics, is Mr. Bernabé the one receiving the 20,000 Euros?” posed PSOE councillor Patricia Hernández in the Santa Cruz de Tenerife City Council oversight committee. She questioned whether Mr. Bernabé, present at press conferences and events, was earning the 20,000 Euros as an independent contractor.
Hernández also highlighted that the subsidy initially aimed at establishing a tourism office. “Not for hotel nights, terraces, and drinks, but for the community’s benefit and public interest. Such allocation wasn’t in the subsidy plan,” remarked the socialist councillor. “Is it appropriate to grant 80,000 Euros for an association to distribute?”
Hotels Welcomed Without Resentment, Says Councilor
The councilor commented that hotels were welcomed without any ill feelings.
.@PatriciaHdezGut discussing the actions and expenses related to the “Hotel Thursdays” project. pic.twitter.com/a1tl8qoNaR
— PSOE Santa Cruz de Tenerife/❤️ (@PSOESantaCruzTF) April 11, 2024
According to the project report presented by Ashotel, €24,000 of the subsidy would be utilised for engaging suppliers for activities and the marketing plan would cost almost €30,000. The subsidy file outlines that the eligibility for subsidies would cover personnel hired for project coordination, expenses for work meetings with hotel representatives, and hiring service suppliers for various activities like cultural, leisure, gastronomy, sports, fashion, and children’s workshops. Ashotel is also permitted to subcontract up to 100% of the subsidised activity.
The timeframe for conducting the subsidised activity will be extended until June 30, 2024, and the justification period extended until September 30, 2024. Despite being designed for the low season, the initiative could be extended.
Enhancing Hotel Presence
Ashotel’s project titled Terraces of the Capital highlights that Santa Cruz residents are generally unfamiliar with the city’s hotels, except during specific events. The report emphasises that these establishments could contribute to diversifying the city’s leisure and tourism offerings, adding value due to their urban character and strategic location in a tourist hotspot with over 5 million annual visitors.
The report also addresses tourists who visit the city but do not stay overnight and the significant number of cruise passengers, amounting to 759,918 as per 2022 municipal data.
The initiative coincides with positive tourism data in the capital, with near-full hotel occupancy during Holy Week. According to the mayor, the city has seen the best hotel occupancy rates in a decade and ranks as the second most visited destination in Tenerife, after Mount Teide.
Benefits for Seven Hotels
In the Hotel Thursdays programme, Hotel Contemporáneo, Taburiente, AC Marriott, NH Tenerife, Urban Anaga, Silken Atlántida, and Innside Meliá are participating hotels.
The project aims to stimulate economic activity in the city’s tourism sector by creating an umbrella brand to support all establishments, with the objectives of increasing tourism income for the city’s economy and diversifying business models in Santa Cruz to generate new revenue streams.
