Arona, the most populous municipality in southern Tenerife and a prominent destination for tourism in Europe, features four tourist offices. Until recently, three of these offices were awarded the Q certification by the Institute for Spanish Tourism Quality and Sustainability (CTES). However, a recent decision by the current governing body has resulted in the loss of all three Q certifications, leading to contrasting interpretations from the socialist opposition. The local administration (PP, CC and Más por Arona) states that they chose not to renew these Q certifications, asserting that they are now pursuing a different quality standard, with no further clarification provided by the area’s mayor, Dácil de León. The PSOE believes this illustrates the decline and disorder that has emerged in municipal management since the change in government following the May 2023 elections, lamenting that the municipality, previously boasting the highest number of quality recognitions in the Canary Islands, has now lost them all.
The Arona offices that previously held this quality certification included Las Américas beach, Las Galletas, and Las Vistas, all situated in vital tourist areas of the town, especially the first and third locations. The Institute, which operates under the State, confirms on its website the removal of these facilities from the Q roster, having taken place over the “last six months,” with the specific date being noted as October 15 for all three.
The municipal government has merely justified the withdrawal by stating their search for new endorsements from external organisations, without specifying which ones. Conversely, the opposition views this move as another misstep for the Arona brand, as the Q certification from CTES is the official emblem representing quality within this subsector in Spain. It is recognised by 36% of tourists and users of public tourist services, thereby causing the municipality to forfeit a significant asset.
In reality, the Q for Tourism Quality (as it is referred to in destinations that achieve it) is an assurance that the Service Quality Standards have been met and that there is a commitment to ongoing improvement in meeting travellers’ expectations. Thus, it highlights destinations that uphold a “firm and lasting” commitment to top-tier services. Furthermore, this distinction adheres to the criteria established in the UNE 187003 regulations for municipal tourist information offices.
Concerning these three offices in Arona, the first to receive this certification was Las Galletas in 2008, followed by Las Américas in 2009, and Las Vistas beach was awarded it the subsequent year, situated at the heart of the town’s expansive coastline of coves. Its primary aim is to ensure “complete customer satisfaction” within the Quality System and through a detailed working methodology within this subsector, enhancing the effectiveness of tourism informants.
Among various services provided, personalised information on multiple topics—especially regarding the destination—is available in several languages, either in person or remotely through various channels. They maintain a comprehensive database detailing local recreational and sociocultural events, quality control, and compliance regarding the remaining tourist offerings within the municipality (hotels, apartments, restaurants, etc.), alongside statistics on the utilisation of these services, as well as surveys about the destination, including feedback and suggestions.
Currently, the government asserts that it is pursuing a different type of certification; however, the opposition regards this as a clear oversight. They also remind the public that in 2022, the municipality supplemented this Q with the Safe Tourism Certified seal across these same three offices. According to the PSOE, the loss of the Q certification equates to the demise of the quality brand and is even more detrimental to the image and standing of the Arona destination due to these additional ramifications, given the “prestige, reliability, promotion, differentiation, and rigour” associated with institutions that carry these state endorsements.
