Puerto de la Cruz is enjoying one of its most successful years in terms of tourist arrivals. Mirroring the trend across the Canary Islands, where unprecedented records are being set, this town, a trailblazer in Spain’s tourism sector, appears to be regaining its appeal, not only reflected in the soaring income from tourism but also with optimistic forecasts for further improvement. However, it still faces several significant challenges that hinder its competitiveness and allure.
Data from the Canary Islands Institute of Statistics (Istac) reveals that from January to August, a total of 713,747 tourists stayed in hotels and apartments within the municipality, marking a 15.7% increase compared to the same timeframe last year (an additional 97,317 visitors).
During these months, the overall tourism growth in Tenerife averaged 6.7%, a promising figure, yet considerably below the surge experienced by Puerto de la Cruz. The northern tourist town has already surpassed the figures of 2018, previously its best year in at least the past fifteen years.
If the current trend persists, the Port may conclude this year with visitor numbers approaching or even exceeding one million, especially with the imminent reopening of the Gran Hotel Taoro following its comprehensive renovation and various ongoing tourism investment schemes. Nonetheless, it is also grappling with the closure of the iconic Playa Jardín since early July due to wastewater contamination and faces pressing needs for updates and enhancements to public facilities, including parking options.
Ashotel’s vice president, Enrique Talg, points to several factors accounting for these impressive results, such as the ability to attract tourists interested in the Island’s nature, history, and culture through quality initiatives that encourage engagement with local life. “This is a niche market we have been striving to capture and are gradually achieving,” he explains.
Talg underscores that the ongoing improvement of the municipality’s accommodation facilities is also pivotal, elevating the destination’s standard, which is demonstrated through a continuously enhanced commercial, gastronomic, and leisure offering.
“The reopening of the Gran Hotel Taoro will mark a significant moment for the Port, and we are confident it will become the flagship of other five-star offerings that will enhance an already appealing accommodation selection.” He also mentioned renovations currently in progress or soon to commence at the long-closed Hotel Martiánez, San Telmo, and Parque San Antonio, alongside other projects in the pipeline.
He affirms that “the enhancement of infrastructure and amenities has been, and must continue to be, vital, as it has inspired many businesses to restore their confidence in the product and invest in Puerto de la Cruz.”
Consequently, he stresses the urgency for “private initiatives to be matched with investments in public spaces, benefitting not just tourists but also the local residents who wish to see our surroundings clean, well-maintained, and in optimal condition for use.”
Concerns
In this regard, Ashotel’s vice president notes “the necessity for public officials to complete their commitments and finalise as promptly as possible the projects that have been promised for years, such as the expansion of the Botanical Garden, enhancements to beaches like Martiánez, pedestrian improvements, and the provision of much-needed parking.” Compounding these issues is the ongoing closure of Playa Jardín for the past three months, with no confirmed date for its reopening.
Enrique Talg also draws attention to the second Plan for Modernisation, Improvement and Increased Competitiveness, which, despite the excellent outcomes of its predecessor, has been stagnant for years and is regarded as crucial by industry leaders for the municipality.
Meanwhile, the president of the Federation of Urban Areas of the Canary Islands (Fauca), Abbas Moujir, highlights that the commercial sector is witnessing positive figures, thanks to the influx of tourists, which has driven a 7% increase in sales in July and 6.4% in August across the Islands.
Employment Growth
Abbas Moujir emphasises the importance of encouraging expenditure beyond accommodation and promoting the upgrading of public spaces, ensuring that the revenue generated from tourism also benefits shops and restaurants, ultimately aiding the local community.
This year’s favourable tourism results are mirrored in employment figures, with 15,268 individuals employed in the municipality by the end of August. This is the highest level recorded since 2008, reflecting a 7% rise compared to August of the previous year (+895 individuals).
The services sector plays a crucial role in the Port, accounting for nine out of ten jobs created, comprising 94% of the total workforce.
Within this sector, hospitality-related activities employ 6,687 individuals, meaning that 40% of jobs are within tourist accommodations or restaurants.
Currently, there are 64 hotel and apartment complexes operational, a number still trailing behind the 78 that were open in 2019, prior to the pandemic, and significantly lower than the 92 accommodations noted 15 years ago, in 2009, according to Istac data.
Holiday homes are also becoming increasingly prominent in the municipality, with a total of 1,189 currently registered, representing the highest figure recorded and nearly double the amount noted in 2019.
At present, the Port’s accommodation facilities offer 24,317 beds, the majority of which are in hotels (15,777), while the remainder is almost evenly distributed between apartments (4,433) and holiday homes (4,107 beds).
The new openings and the completion of restoration processes will contribute to a tourism offering that increasingly bolsters Puerto de la Cruz’s competitiveness, even though the sector calls for infrastructure and public amenities that cater not just to business needs for economic development but also to enhance the quality of life for residents.
