The tourist municipalities in the South will participate in the International Tourism Fair (Fitur), taking place from tomorrow until Sunday at the Feria de Madrid Institution (Ifema). Within this context, Costa Adeje will unveil and begin to implement its strategies in response to the new challenges uncovered through analysing the status of this preferred destination on the Island. On Thursday, it will announce its updated marketing and product directives at the position allocated to the Association of Tourist Municipalities of the Canary Islands.
The political-technical delegation from Adeje will attend significant events, including the plenary session of the Innpulso Network to which the City Council belongs. Concurrently, the attending team will oversee the stand at Ifema, while the mayor, José Miguel Rodríguez Fraga, alongside the Tourism Councillor, Patricia Paulsen Fölling; the Councillor for the Presidency, Manuel Luis Méndez Martín, and the Councillor for Equality and Diversity, José Antonio López, will engage in various activities, including the awards presentation for the ReThink Hotel competition, which recognises a venue located in Costa Adeje.
Apart from the opening ceremony and the scheduled meetings for tomorrow, Thursday will be the significant day for Costa Adeje. This will be an opportunity to showcase the efforts made over the past year, the strategy outlined in the new marketing plan, and innovative products that will enhance the luxury segment’s supplementary offerings, particularly related to health.
Prior to this, the delegation will attend the AMT board meeting, participate in a discussion panel at FiturTech, and observe the presentation of the Villa de Adeje Rally at the Cicar stand. Following this, the presentation of the sports quality seal to Adejero City Council will occur, and later in the afternoon, at FiturTech, the municipality’s representatives will join the awards ceremony held by the Alliance of Tourist Municipalities.
Friday will be set aside for addressing media inquiries and conducting various working and concluding meetings. The delegation is expected to return on the same Friday, with AMTC staff present at the stand over the weekend, as the fair remains open to the public. Hence, Costa Adeje will be promoted through the distribution of promotional materials on Saturday and Sunday.
Isora Guide
This year, the Chirche nucleus will take centre stage at Fitur. The representation of its traditions, showcasing a recreation of life in the hamlet of Guía de Isora at the start of the 20th century, is notable for its authenticity and its ability to transport visitors back in time. It will serve as the focal point of the municipality’s involvement in one of the most significant tourism fairs.
The Chirche Traditions will be partially showcased tomorrow at the stand of the Association of Tourist Municipalities of the Canary Islands. It will depict traditional scenes such as wheat roasting, basket weaving, bread making, and the animated procession to a wedding, which is regarded as one of the day’s most poignant moments.
Two promotional videos (one focused on Chirche) will bolster the strategy of the Isorano City Council. Featuring the gastronomy, natural heritage, and the unique character of Guía de Isora as an exceptional tourist destination, this is the theme of one of these videos. Both materials will be displayed at the fair stand, circulated via social media as part of an extensive promotion campaign, and exhibited on screens in the Madrid metro, particularly at the Sol, Bilbao, and Plaza de España stations.
The City Council also aims to position the municipality as a sustainable, accessible destination, equipped to provide an enriching tourist experience, according to statements from the municipal government.
