The Mayor of Adeje, José Miguel Rodríguez Fraga, together with the Councillor for Tourism, Patricia Paulsen Fölling, unveiled Costa Adeje's new roadmap this Thursday during FITUR 2025, the International Tourism Trade Fair taking place this week in Madrid. Under the slogan ‘In Body and Mind,’ the new campaign aims to create an emotional connection with tourists by offering transformative experiences based on health, well-being, and self-care, aligning with the new demands of the global market.
The presentation also featured Victoria López Fuentes, president of Grupo Fedola, and Eduardo Vera Barrios, a renowned psychiatrist, health advisor to Adeje Town Hall, and president of the Canary Islands Mental Health Association. Both detailed their business projects focused on the well-being of tourists and staff in the hospitality sector. According to the Adeje mayor, “Our model is one of quality understood as a global concept, where material offerings are important, but what sets us apart is the emphasis we place on human relationships formed within the destination”. He also stressed the value of tourism sector workers and Adeje residents. “Workers must be happy, and the local population must also benefit from the advantages that tourism brings.” He acknowledged some of the main challenges and needs for improving the model, citing housing issues and the importance of minimising resource consumption. “A high-quality and excellent tourism destination must be deeply committed to its people, focusing on social sustainability and addressing the needs of both the local population and professionals,” he concluded.
For her part, the councillor reviewed the new marketing plan and some of the municipality's strategic objectives, announcing infrastructure improvements such as Avenida España, Ernesto Sarti Street, and the coastal promenade between Unterhaching Street and Puerto Colón. “These are important works that not only enhance the tourist destination but are also designed for the enjoyment of Adeje residents, for whom we are ultimately working.”
Tourism as Therapy
A central theme of Costa Adeje's presentation at FITUR was the concept of tourism as therapy, where health and wellness experiences take centre stage. Hotels and local businesses have begun implementing innovative proposals, such as spas and self-care activities, not only to meet the demand for more mindful tourism but also to open new market niches targeting high-spending visitors.
Victoria López commented, “The biggest tourism revolution is yet to come, and we are preparing for it. Cooperation between hotel companies, tourism businesses, and local administrations like Adeje will be key. Adeje understands that we have a marvellous tourism area, fantastic hotels, culture, sun, and beaches, but we needed to find a different level, to talk less about tourist numbers and economic profits. We want to talk about happiness, well-being, and satisfaction for tourists, workers, and society as a whole, creating a new model with courage to change the tourism sector here, because no matter how much innovation might influence the market, we want a more human and sustainable future.”
Meanwhile, Eduardo Vera Barrios outlined the mental health initiatives carried out by Adeje Town Hall post-pandemic, such as the Mentalízate program. “In a hyper-connected world, we must return to empathy,” he stated, presenting his U-Presence project. This is the first part of a preventive health and multi-therapy wellness innovation, with a team of professionals already working in some Costa Adeje hotels. Vera Barrios explained that, besides focusing on tourists, the project also targets hotel staff, offering health and wellness workshops. This is a new addition to Costa Adeje’s tourism offering, designed to change the model to address the physical and mental well-being of both visitors and workers.
Innovations and Challenges 2025-2027
“Costa Adeje is not only looking to the present but also projecting its vision into the future with an ambitious three-year marketing plan. After an exhaustive study and analysis of the destination, this plan outlines key challenges such as consolidating the destination as a benchmark for health and wellness, improving strategic infrastructures like the coastal promenade, and reinstating key initiatives such as the a tourism police force”, explained Paulsen Fölling.
In 2024, Costa Adeje cemented its position as one of the strongest and most stable tourist destinations in the Canary Islands, achieving sustained growth and adaptability to market demands. The municipality recorded an impressive 12.7 million overnight stays, marking a 2.1% increase over the previous year. It also maintained an average occupancy rate of 86%, confirming the stability of the market.
The municipality has become an undisputed leader in generating tourism-related jobs in the Canary Islands, creating over 21,000 positions and reducing unemployment by 11.4% in 2024. Furthermore, the average tourist expenditure in Adeje, at €1,528, reflects the destination's focus on attracting visitors who value quality and exclusivity.
Economic indicators also showed notable progress: revenue per available room (RevPAR) grew by 12.1%, while the average daily rate increased by 13.8%. This performance not only underscores Costa Adeje's strength as a high-quality destination but also highlights its positive impact on the local economy. Key sectors such as restaurants and leisure experienced income increases of 14% and 7%, respectively, directly benefiting small and medium-sized businesses in the municipality.
These achievements demonstrate Costa Adeje's commitment to a balanced tourism model that prioritises both economic well-being and the sustainable development of the community.
