Key officials from the local, island, and regional authorities have pledged to enhance resources in 2025 for the Pinolere Craft Fair, commemorating its 40th anniversary.
“From today, the journey to 40 years commences, and Pinolere deserves to celebrate with the finest fair it has ever hosted,” remarked the mayor of La Orotava, Francisco Linares, during the opening of the 39th edition of the event, which boasts a diverse range of activities today and tomorrow, concluding the following day.
The president lauded the event, noting that it has gained “the respect” of Canarian citizens due to its ability to “honour the craft sector”, which is fundamentally necessary to ensure “generational continuity”. It has also emerged as “an open educational unit for three days”, serving as a marketplace for quality artisan products, and has demonstrated resilience through challenging periods, not only post-Covid-19 but also during times when it lacked the support of all institutions, relying solely on the City Council.
Linares expressed these sentiments following the presentation of the Cho Feriantes de Honor, an annual accolade bestowed by the Pinolere Cultural Association to honour institutions, enterprises, or individuals who have collaborated and shown solidarity with numerous social, cultural, and educational initiatives aimed at celebrating the islands’ popular culture.
This year’s accolade was awarded to Gente Radio in the Business category; in the Institutional category, Artenerife (island company Artesanía SA) was recognised; and in the individual category, the honouree was the neighbourhood councilor, Yurena Luis.
On this occasion, the Villa de La Orotava Crafts and Heritage Award, presented by the City Council for the past 21 years, was awarded to the Cultural Collective La Escalera, established in 1995, for their efforts in preserving nature and promoting ecological balance restoration; reviving and dispersing the traditional culture of the towns and participating in initiatives that they advocate.
Its president, Miguelina García Estévez, emphasised the need for ongoing support of popular culture. “Groups require consistent backing to continue their altruistic endeavours,” she stated. She highlighted the vital role of educational institutions, noting that “families enjoy it when we organise activities, just as we did in spaces that have been lost.”
Following a brief expression of gratitude from all the award winners, the Director General of Cultural Heritage of the Government of the Canary Islands, Miguel Ángel Clavijo, took to the podium and made an important announcement: a commitment to digitise all editions of the magazine El Pajar. Cuaderno de Etnografía Canaria, published and promoted by the Cultural Association since 1995. This “extraordinary” work will soon be accessible to anyone wishing to view the documents, either via the City Council’s website or through the Association itself.
Respect beyond political affiliations
The final speaker was the island president, Rosa Dávila, who readily expressed her support for her colleagues and confirmed that the Tenerife Council “will double” its backing for the fair in 2025, which has garnered “the respect” of all institutions, transcending political affiliations, as she remarked on the presence of various councillors in the island Corporation.
She also underscored that since the pandemic, despite the challenges, Pinolere has consistently worked to honour and uphold Canarian culture and traditions.
Rosa Dávila highlighted this year’s focus on traditional Canarian games and toys, “an opportunity to revisit our childhood memories—playing with tops and puppets, recalling our grandparents and ancestors, and conveying to our children that there is more out there than just screens.”
In alignment with Francisco Linares, the Cabildo president accentuated the necessity of valuing artisan work, stating that “they need to be able to make a livelihood.”
After the official inauguration, political representatives from various institutions toured the venue, visited the various stalls, and observed the artisans at work in their craft.
The drizzle that persisted throughout most of the day did not deter visitors from across the island flocking to La Orotava, either in organised groups, by bus, or individually. Many came equipped with umbrellas and raincoats, while others, caught unawares, opted to shelter momentarily in a tavern, seizing the chance for a glass of wine and a bite.
Today and tomorrow, those attending the myriad family-friendly activities are anticipated to enjoy similar experiences, including an introductory workshop on Canarian pelota, a national Canarian palo game meeting, and traditional games led by the La Escalera Cultural Collective.
The schedule also features exhibitions; book launches; tributes; a folkloric twinning between the Parranda Chaboco and Agrupación Princesa Iraya from La Laguna; tastings; and musical performances, such as one by José Luis Estévez ‘Güicho’.
The venue will be accessible from 10:00 to 20:00, allowing the public to enjoy, once again this year, a genuine showcase of the various artisan trades in a small neighbourhood of La Orotava, populated by fewer than 800 residents, yet which has become the heart of craftsmanship in the Canary Islands.
