This Thursday, 15 May, the mayor of Adeje, José Miguel Rodríguez Fraga, officially launched the welcome guide Adeje Amigable (Friendly Adeje), a digital tool designed to support both newcomers and those already living in the borough. The aim of the guide is to facilitate access to municipal services, enhance integration, and above all, strengthen coexistence among the more than one hundred nationalities who currently call Adeje home. The initiative was developed by the Adeje Town Hall’s Citizen Participation department in coordination with Juntas En la misma dirección, the Tenerife Cabildo, and the Foundation of the University of La Laguna.
'Adeje Amigable' is a participatory digital guide that brings together information on procedures, services, and resources available in the borough. It includes 360º virtual tours of key locations, a directory of useful contacts, and from September will feature a bilingual, AI-powered live chat function available 24/7. The tool is freely accessible online at amigable.adeje.es.
The guide also features a series of short audiovisual episodes starring two characters: Bienvenida, a lifelong resident of Adeje, and Estefan, a new arrival to the town. Through short, narrated scenes—voiced by local residents in both Spanish and English—viewers are guided through everyday processes such as registering on the municipal census or enrolling children in town-run activities.
Mayor José Miguel Rodríguez Fraga commented, “Adeje is friendly because it reflects our way of understanding the world. Our town has been shaped by the contributions of people from many different backgrounds, and that has helped us develop this inclusive view of the world. This governing group is firmly committed to placing people at the heart of everything we do, both individually and collectively. We want Adeje to be a leading destination that improves people’s lives, creating spaces for coexistence—sports halls, cultural centres, and more. We are not overwhelmed by diversity—we welcome cultural, religious, political, and sexual diversity, because we believe it provides an opportunity to build stronger communities.”
The councillor responsible for the area, Adolfo Alonso Ferrera, added, “We are making a powerful tool available to the public. It’s been a long process—we’ve been working on this since 2016—and now it’s ready. It’s a resource directly linked to coexistence, with a strong educational component. Schools, for instance, can use the content in the classroom and then see it reflected in the guide. The same goes for people who move here for work or families looking for practical information about services or activities. We’ve aimed for an attractive digital format, in two languages, with artificial intelligence incorporated. It’s a flexible tool with room to grow as we continue to invest in it.”
Also speaking at the presentation was Adriana Arteaga Padilla, the lead technician for Juntas En la misma dirección in the borough. Arteaga explained that the project was launched in 2016 as part of the Tenerife vive Diversidad programme, the island’s strategic framework for intercultural coexistence. “This tool has been developed through the island-wide strategy for intercultural living, Juntas En la misma dirección, driven by the Tenerife Cabildo (Social Action, Citizen Participation, Volunteering and Inclusion) and the University of La Laguna, through its General Foundation.”
