The Costa Adeje delegation kicked off its busy schedule this Wednesday at Fitur, the Madrid based International Tourism Fair, one of the most important in the world. During its various meetings and interviews, the team emphasised its strategic goal for the destination: to remain among the most profitable in Spain while ensuring that wealth is distributed as equitably as possible throughout the municipality. Costa Adeje promotes the message of enhancing economic permeability, in other words, enabling the financial benefits from tourism to flow from the coastal areas to every corner of the municipality.
“Our commitment to improving the destination is directly tied to enhancing the quality of life and well-being of our residents. Tourism without this goal would make no sense,” stated the Mayor of Adeje, José Miguel Rodríguez Fraga, during interviews with media attending the trade fair. He added, “We want the significant benefits generated by tourism to directly improve the well-being of our residents. We are pleased because data from the end of 2024 shows an increase in tourist spending in small businesses and sectors that directly benefit the people of Adeje, one of our major objectives.”
Costa Adeje’s presence at the fair began on Wednesday, 22 January, with the delegation on hand for King Felipe VI’s visit to the Canary Islands pavilion, followed by the official unveiling of the Canary Islands stand. The mayor was accompanied by Adeje’s tourism councillor Patricia Paulsen Folling, equality councillor José Antonio López Delgado, and technical staff from various departments. Costa Adeje’s official presentation is scheduled for Thursday, where they will provide details on the 2024 destination analysis, the new marketing plan, and strategies and products for Costa Adeje, including an ambitious health, wellness, and personal care initiative involving both private ventures and municipal efforts.
Mid-morning the Costa Adeje team also participated in a meeting of the Association of Tourist Municipalities of the Canary Islands (AMTC), chaired by Rodríguez Fraga. The mayor also met with various political representatives from across the country, including the Minister of Territorial Policy, Ángel Víctor Torres, whom he invited to the AMTC stand. Rodríguez Fraga explained to Torres the legislative proposal aimed at legally defining tourist municipalities, their duties, and obligations, and their specific impact on local territories.
The Adeje mayor also met with the Vice-President of the Canary Islands Government, Manuel Domínguez, and Tourism Councillor Jéssica de León, detailing municipal projects supported by the regional government and Adeje’s plans for the coming months. The mayor highlighted the need to address critical infrastructure and coastal issues, such as road improvements. All parties expressed willingness for future meetings to formalise agreements.
The delegation’s activities began on Tuesday with parallel events and meetings ahead of Fitur’s official opening. Councillor Patricia Paulsen attended the plenary session of the Innpulso network at the Ministry of Innovation, Science, and Universities. Adeje has been a member of this organisation for a decade and, alongside Las Palmas, is one of only two Canary Islands municipalities in the Science and Innovation Cities Network. The forum brings together councils with this distinction to advance innovative local policies.
Tuesday’s work also included a technical inspection of the stand, followed by councillor Manuel Luis Méndez representing the municipality at the Re-Think Hotel Awards, which this year honoured the Gran Hotel H10 Costa Adeje. Established in 2014, the awards aim to promote sustainability and hotel refurbishment practices.
For the first time, Fitur also hosted an event by the World Network for Religious and Spiritual Tourism, uniting cities and faiths that attract religious tourism. Adeje, renowned for its Holy Week celebrations, including the Good Friday Passion Play, which draws thousands to the main street, was highlighted by the mayor during the event.