During the final ‘professional’ days of Fitur, the Spanish International Tourism Trade Fair held annually in Madrid, Costa Adeje's delegation were involved in promoting several top-tier events that are held in the municipality. On Thursday it was the turn of the Rally garnering attention from specialised media and various tourism agents, and a number of music festivals that have become firmly established in recent years at various venues in Adeje.
The mayor and councillors attending the fair represented the municipality at the awards ceremony of the Sun and Beach Tourist Municipalities Alliance (AMT) and the Hotel Technological Institute (ITH), recognising the best innovative solutions and new technological tools that help destinations better manage the environment, and service the industry more effectively. Together with the Minister of Tourism, Jordi Heredia, and other mayors from across Spain, Adeje's mayor, José Miguel Rodríguez Fraga, participated in a roundtable discussion. He explained how implementing Smart Tourism Destination (STD) initiatives is enabling Adeje to manage crucial resources like water, beach usage, and other services more efficiently—services that impact both tourists and residents, such as cleaning and parking.
"Our commitment is to care for and preserve these strengths by using technological tools that allow for more efficient and sustainable management, benefiting both our tourists and our residents. We are implementing new technologies in Adeje to enhance water reuse and control, ensuring cleanliness and quality in real-time. Additionally, we are working on beach comfort and sustainability through tools that manage capacity, accessibility, and prevent overcrowding. As part of the 'smart tourism destination' project, we integrate technological solutions as part of a joint effort toward decarbonisation, while preserving more than 70% of protected territory, including unique landscapes such as the cliffs of Adeje and a coastal pathway that encourages sustainable enjoyment of the environment.”
Meanwhile, tourism councillor Patricia Paulsen Fölling was on hand to present the award to the winner of the AMT-ITH competition for the most innovative proposal to help companies in the sector become more sustainable in terms of resource savings and energy efficiency. Paulsen was accompanied by Adeje’s councillor for equality and diversity, José Antonio López Delgado, who also attended various meetings related to his area of work. Both were at the presentation of details of the main music festivals held in Tenerife, which each year attract thousands of people from around the world to the area. One of these is the Sunblast Festival, which on August 9 will bring the world's top Techno, Tech House, urban music, and Drum and Bass artists to Golf Costa Adeje.
On Wednesday afternoon, there was a meeting with representatives of the World Network of Religious and Spiritual Tourism, which connects destinations worldwide, from Argentina and Brazil to Portugal and Hungary. The network, which has representation in the Canary Islands, expressed interest in Adeje's well-known Holy Week. This event, in addition to its significant cultural and religious history, has become a tourist attraction thanks to the re-enactment of the Passion of Christ on Good Friday every year, and notable artistic pieces in local parish churches.
The presentation of the well-known Villa de Adeje Rally was attended by both the mayor and sports councillor Adolfo Alonso Ferrera, along with the councillor for territorial planning, Manuel Luis Méndez Martín. Together with Poli Delgado, president of the Villa de Adeje motorsport club, the event organisers highlighted the importance of this sports event, not only for its significance on Spain’s motorsport calendar but also for its tourist appeal to those seeking high-performance competition experiences. In 2025, the rally, a scoring event for the Spanish Asphalt Rally Championship, will take place from May 2 to 4, traversing various municipalities in the region and starting and finishing in Adeje.
In another sports-related development, Fitur was the setting chosen by the Spanish Sports Quality Institute (ICDE) to present the Adeje Town Hall with the “Sports Quality Seal” for its management in this area. The recognition was accepted by the mayor, accompanied by the Adolfo Alonso Ferrera. This distinction endorses the effective management and quality of services the Adeje Town Hall offers its residents, an aspect that has historically characterised municipal management in Adeje.
Finally, the councillor for territorial planning and the mayor, participated in an innovative presentation at the fair led by the Chasna Isora Region Association. The Rural Development Centre for Southern Tenerife (Chasna-Isora Region) consists of nine southern Tenerife municipalities (Adeje, Arico, Arona, Fasnia, Granadilla de Abona, Guía de Isora, San Miguel de Abona, Santiago del Teide, Vilaflor de Chasna), covering the island's entire southern half. Their primary goal is the socio-economic development of Tenerife's southern midlands. At Fitur, they had the opportunity to showcase projects developed over the past year and highlight the key shared attractions of these municipalities. The event was a occasion where efforts to revive traditions, heritage, and gastronomy were celebrated.