tenerife tourism strategy

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UNWTO Supports the Promotion of Tourism in Tenerife

• All Regions
• 21 Sep 2022

UNWTO has welcomed a delegation from Turismo de Tenerife (SPET) to draft a roadmap for future collaborations.

One of the Canary Islands, Tenerife is one of Europe’s most popular destinations, welcoming 2.7 million tourists in 2021 alone. The destination has significant touristic potential, and it is aiming to develop its sector in line with the values and priorities of UNWTO.

The official visit of Affiliate Member SPET to the UNWTO headquarters provided an opportunity to clarify the benefits of resources already available to the Affiliate Members, network and discuss institutional cooperation in the preparation of events.

Tenerife is one of Europe’s most popular destinations, welcoming 2.7 million tourists in 2021 alone

Among the topics discussed, Turismo de Tenerife presented its plans for “Global Summit Turismo” scheduled for 2024, while UNWTO presented the initiative “Best Tourism Villages” recognizing outstanding examples of   rural tourism destinations with recognized cultural and natural assets, preserving and promoting community-based values, products and lifestyle in order to encourage the participation of Tenerife.

Tenerife offers a wide variety of attractions ranging from sports tourism, including hiking, climbing, biking routes and surfing, to astrotourism and gastrotourism.

About SPET - TURISMO DE TENERIFE

SPET - TURISMO DE TENERIFE dedicates its main activity to the realization of actions for the promotion of tourism on the island of Tenerife. Thus, it works in three areas within the island, which pursue the increase of our quality, competitiveness, and sustainability as a tourist destination. We coordinate improvement works with other entities and institutions, we dynamize areas of strategic interest that have reached periods of maturity, and we work in the creation and dynamization of tourist products in accordance with our potential and with the demand of our clients.

https://www.webtenerife.com/

Turismo de Tenerife Meeting #01

Turismo de tenerife meeting #02, turismo de tenerife meeting #03, turismo de tenerife meeting #04, related links:.

• UNWTO Affiliate Members
• Download the Press Release in PDF

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Tenerife aiming to take brits beyond beaches and court new markets.

Tenerife will continue focusing on reinforcing its core markets, as well as expanding into newer ones, as part of its 2024 strategy, the chief executive of the Tenerife Tourism Corporation has said.

Dimple Melwani, who was appointed to the island’s top tourism job in mid-September , told  TTG the destination was investing heavily into diversifying its proposition to offer international visitors a wider range of experiences. 

Speaking at WTM London, Melwani said diversifying Tenerife’s strategy was aimed at strengthening its core market – the UK – as post-pandemic Brits see the island as something more than a beach destination.

According to Tenerife Tourism Corporation data, 75% of the 1.6 million Brits that travelled to the island in the past nine months have chosen to engage in a raft of cultural and sporting activities, including trekking and cycling.

“This change is important because it aligns with our tourism strategy,” said Melwani, describing Tenerife’s objective to attract higher-end customers.

To entice even more Brits, Tenerife has featured at different trade roadshows across the UK, as well as holding face-to-face travel agent training sessions throughout the year, set to continue in 2024.

Tenerife is also looking to expand its reach into long-haul markets such as the Middle East and south-east Asia, while improving connectivity for countries such as France, Canada and the US – with the island welcoming its first direct United Airlines flight from New York last June.

“We have this connectivity with the US because we understand there’s demand for it,” Melwani added.

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Isla de Tenerife

The island of Tenerife is the largest of the islands within the Canary Islands archipelago and is part of Spain’s island network, geographically located in the Atlantic Ocean, off the coast of West Africa.

It spans 2,034.4 km² and has a population of 917,841 inhabitants, making it the largest and most populated Canary Island in Spain. In 2019, the island welcomed more than six million tourists, who spent around 5.7 billion euros.

Tenerife is a pioneering tourist destination worldwide, committed to sustainability, digitalisation and accessibility as its hallmarks.

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Tenerife Tourism : Committed to Sustainability

Mark bibby jackson talks with david perez, ceo of the tenerife tourism corporation, about tenerife's sustainable tourism efforts..

Mark Bibby Jackson talks with David Perez, CEO of the Tenerife Tourism Corporation, about Tenerife Sustainable Tourism Efforts.

MJ: Post-covid there has been a lot of talk about sustainable tourism. Do you think that there has been a major shift in public perception to green tourism?

DP: COVID-19 caused the world to come to an abrupt halt throughout 2020/21, giving people time to look beyond their day-to-day routines and personal agendas. Consequently, issues within our global society became clearer than ever before – one of these being climate change.

The global COVID-19 lockdowns caused fossil carbon dioxide emissions to decline by an estimated 2.4 billion tonnes in 2020*, which naturally led to people rethinking how and why they travel. In regard to the travel industry, consumers became increasingly interested in how they could make their travel either more environmentally friendly i.e. travelling slower, for longer periods to reduce their carbon footprint, or how they could travel more meaningfully, giving back to the local communities they visit.

In 2022, climate change still remains one of our greatest global challenges, and the travel industry is constantly rethinking how it can do better for planet earth, making the idea of green travel more accessible and appealing to consumers. Tenerife Tourism Corporation is committed to working with NGOs to protect its natural environment, through the introduction of initiatives and projects that help to preserve and conserve its land, marine life and wildlife; these are available to learn more about in our mini-dossier .

As you mention you have just produced your sustainability mini-dossier, can you briefly summarise how Tenerife is ‘committed to sustainability’?

Tenerife looks towards the future through an environment-focused lens, we have one eye on maintaining and preserving our natural surroundings (with 48% of our Island being protected areas of nature), and the other on how we can continue to develop in the most sustainable form.

In recognition of this, Tenerife received the certification as a Biosphere Destination in 2021. Tenerife’s commitment to sustainability is evident through its ongoing projects and plans, for example its 2018-2022 Gastronomy and Tourism Master Plan, which focuses on the protection of gastronomy culture under the focus of sustainability.

Looking further into the future, we are committed to using cleaner energy, and this is considered within our 2020-2040 Tenerife Sustainable Mobility Plan. We also recognise the importance of working with the other islands in the archipelago, and one of our collective ecological goals is to achieve a neutral balance in CO2 emissions from all human activity in the archipelago by 2040; Tenerife’s numerous projects and initiatives will contribute to achieving this collective goal.

How would you persuade the growing breed of responsible travellers to choose to visit Tenerife?

Tenerife has worked very hard to make tourism in our island sustainable. To give a better illustration, we have worked with a Charter for Sustainability and Excellence in Activities in Nature. This is a participatory project with the business sector and other departments of the Island Council with land responsibilities, which aims to increase and improve the quality and sustainability of activities undertaken in the natural environment, through maximising the balance between the tourist experience and the conservation of natural resources. We believe initiatives like this will entice tourists who are looking to travel responsibly to choose Tenerife as their next destination.

What do you suggest they do when they are on the island?

We have an abundance of offerings across the Island that travellers can enjoy and simultaneously learn more about our fascinating wildlife and landscapes, or help them leave a positive impact on our environment.

To name a couple, travellers could visit the protected natural pools formed from Tenerife’s volcanic landscape which remain a valuable Island recourse, or enjoy whale and dolphin watching with one of the many companies on the Island that comply with the Sustainability Charter for Whale and Dolphin Watching; a project that works to ensure Tenerife is a tourism space that successfully coexists and cares for the habitat of whales and dolphins at sea while offering a respectful watching experience for consumers of high added value.

You state that tourism is an ally for conservation and preservation, why do you say that?

We believe that if done right, tourism does not have to negatively impact a destination’s biodiversity and conservation, and it can in fact be a force for good. To make sure that tourism is an ally to Tenerife’s conservation and preservation, we always recommend respecting its marine life by visiting with a company that has signed one of our Charters. We want our visitors to help us preserve our environment, ecosystems and traditions by acting respectfully and being exemplary travellers worthy of recognition. For that reason, we have announced that we are working on creating a code of best sustainability practices which visitors can refer to for advice and guidance.

Can you explain further about your commitment to the Sustainable Development Goals (SDGs) giving real examples of your commitment?

Absolutely, it is a priority for us that our commitments are supported by clear actions and official certifications.

We have 17 SDG commitments that make up the 2030 Agenda, for example and as mentioned, we aim to be climate natural by 2040. Another goal is to exceed 50% of GDP in green economic sectors, with regional income, fairness and protection of gastronomy culture; on innovation.

Our Island’s impressive record of certifications and recognitions evidently show our commitment to carry out or SDGs, from the Certification of Tenerife as a “Biosphere” tourism destination; to it being Certified as a Smart Tourist Destination by SEGITTUR in 2021; and its Certification for the Peaks of Tenerife as a Starlight Reserve and of Mount Teide as a Starlight tourist destination – to name a few of the most noteworthy.

What is your plan to reduce GHG emissions in compliance with the Paris 1.5 Agenda?

The Government of the Canary Islands recently came up with a new law on Climate Change that obliges all administrations and institutions to comply with certain objectives related to energy saving and the use of renewable sources; including the usage of solar panels, electric vehicles and so on.

Along these lines, Tenerife also plans on reducing GHG emissions by increasing energy saving and efficiency in buildings and facilities managed by the Cabildo Insular, participating companies and autonomous bodies, as well as in residential and tertiary sector buildings. At the same time, reducing emissions associated with transport, increasing local production and consumption of renewable energies, as well as reducing emissions associated with waste treatment and water consumption and treatment, is a priority for Tenerife.

Tenerife is a biodiverse island, can you explain further about your 20020-30 Strategic Plan on Biodiversity?

As an Island, we are particularly proud to be one of the most biodiverse places in Europe. We boast more than 800 globally unique species of flora and fauna, and we maintain and preserve these species through practising the highest levels of environmental responsibility.

To practise this, Tenerife’s 2020-2030 Strategic Plan on Biodiversity includes: improving knowledge about certain species, combating invasive species, defining climate change mitigation and adaptation strategies, creating wildlife corridors, improving sectoral policies, and inter-authority cooperation and coordination, as well as environmental legislation, education and raising awareness on biodiversity conservation.

Additionally, our certification as a “Biosphere” tourism destination represents our economic, socio-cultural and environmental balance, satisfying current needs of tourists and host regions, reporting significant benefits for the entity, society and the environment, and protecting and improving future prospects.

Finally, are there any other plans that you have in the pipeline in order to make the island’s tourism industry more sustainable?

We are constantly looking for ways to improve and better our Island when it comes to sustainability. Many of these plans not only benefit our tourism industry as regards sustainability, but transcend into benefiting other industries simultaneously. Looking to the future, we have a number of key goals, including but not limited to reducing the emissions associated with transport, waste treatment and reducing the consumption and treatment of water.

Furthermore, we have a sustainable energy action plan in place, as we plan to maximise energy saving and efficiency in buildings and installations managed by the Island Council of Tenerife, investee companies and autonomous agencies, as well as in residential buildings and the tertiary sector.

Another example is the “Tenerife, Island for the Common Good Project”; launched to promote an economic system in Tenerife that is based on not only measuring economic success through monetary indicators but also according to environmental sustainability, human dignity, solidarity, social justice, democracy and transparency values.

To discover more about Tenerife’s sustainability policies in action, read Mark Bibby Jackson’s 4 Eco Things To Do in Tenerife .

For ideas on more sustainable things to do in Tenerife click here , and here to learn more about the island’s sustainability initiatives.

*According to researchers at the University of East Anglia (UEA), University of Exeter and the Global Carbon Project.

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Mark Bibby Jackson

Before setting up Travel Begins at 40, Mark was the publisher of AsiaLIFE Cambodia and a freelance travel writer. When he is not packing and unpacking his travelling bag, Mark writes novels, including To Cook A Spider and Peppered Justice. He loves walking, eating, tasting beer, isolation and arthouse movies, as well as talking to strangers on planes, buses and trains whenever possible. Most at home when not at home.

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Tourism in Tenerife

Tourism is the driving force behind the economy, which also has other sources of income such as port activity - fundamental for both commerce and the services sector -, agriculture, livestock, fishing and, to a lesser extent the industrial sector, limited in practise to small processing centres for goods. Tenerife receives more than 5,000,000 tourists a year; so the hospitality industry and the services sector generate more than 60% of its GDP. The statistics for tourism receivers that can be consulted in “Downloads” list the following tourist areas on the island: Zone 1 : Santa Cruz de Tenerife Zone 2 : La Laguna, Bajamar, Punta Hidalgo and Tacoronte Zone 3 : Puerto de la Cruz and rest of the north Zone 4 : The South

NUMBER OF VISITORS

According to incoming tourism statistics drawn up by the Tenerife Cabildo (Island Government), the following are figures for visitors over the last few years: 2000 = 4.730.290 2001 = 4.880.039 2002 = 4.837.435 2003 = 4.898.003 2004 = 5.016.277 2005 = 5.093.732 2006 = 5.451.013 2007 = 5.278.784 2008 = 5.292.327 2009 = 4.707.782 2010 = 4.831.325 2011 = 5.160.203 2012 = 4.900.817 2013 = 4.973.047 2014 = 5.148.453

2015 = 5.186.307

NUMBER OF BEDS

Hotel and self-catering bed supply currently exceeds 160,000. According to statistics on total tourism accommodation capacity drawn up by the Tenerife Island Cabildo, the following represents the development of capacity: 2000 = 170.137 beds ( 74.193 hotel + 95.944 self-catering) 2001 = 172.417 beds (76.121 hotel + 96.296 self-catering) 2002 = 177.708 beds (78.233 hotel + 99.475 self-catering) 2003 = 179.777 beds (78.763 hotel + 101.014 self-catering) 2004 = 181.874 beds (81.884 hotel + 99.990 self-catering) 2005 = 182.814 beds (84.061 hotel + 98.753 self-catering) 2006 = 185.012 beds (86.353 hotel + 98.659 self-catering) 2007 = 186.027 beds (87.645 hotel + 98.382 self-catering) 2009 = 186.027 beds (87.445 hotel + 97.085 self-catering) 2010 = 175.168 beds (85.983 hotel + 89.185 self-catering)  2011 = 172.391 beds (88.590 hotel + 83.801 self-catering) 2012 = 164.800 beds (88.633 hotel + 76.167 self-catering) 2013 = 163.645 beds 2014 = 160.815 beds (89.549 hotel + 71.266 self-catering)

2015 = 161.220 beds (89.926 hotel + 71.294 self-catering)

Useful addresses:

TENERIFE ISLAND COUNCIL

Web site: www.cabtfe.es/bancodatos Phone 922 239 792 - 922 239 879 Banco de Datos Phone 922 239 756 - 922 239 748 Centro de Documentación Phone 922 239 758 Fax: 922 239 929 - 922 239 979 E-mail: [email protected] 38003 - Santa Cruz de Tenerife

ISTAC (Canary Island Statistics Bureau)

Avda. 3 de Mayo, 2 - 1º (junto a Edif. Usos Múltiples II) Telf. 922 592 730 - Fax: 922 592 749 38003 - Santa Cruz de Tenerife E-mail: [email protected] Web: www.gobiernodecanarias.org/istac

INE (National Statistics Bureau)

Web site: http://www.ine.es/ C / San Antonio, nº 24 Phone 922 245 787 - 922 245 788 Fax: 922 247 415 38001 - Santa Cruz de Tenerife;

Please note: Our website no longer fully supports IE11 , as such you may encounter issues using our website, please try an alternative browser such as Google Chrome, Mozilla Firefox, Microsoft Edge (Windows) or Safari (Mac).

Travelife and Tenerife – working in partnership on sustainability

Island Hosts Travelife Roadshow for 55 local Hotels

An impressive 55 local hotels attended yesterday 25 April, a Travelife roadshow in Tenerife supported by the Tenerife Tourism Corporation  to learn about Travelife, the international sustainability certification scheme for hotels.  The roadshow was co-hosted by the Tenerife Tourism Minister Carlos Alonso who set out his department’s work on the island’s tourism strategy which concentrates on increasing awareness of its spectacular and unusual volcanic landscape away from the main tourism resorts. After the event delegates toured the venue, the Sunprime Coral Suites and Spa which has been certified Gold by Travelife, the scheme’s highest award.

Fiona Humphries, Relationships Manager, Travelife chaired the event which concentrated on demonstrating the benefits of Travelife, how easy it is to get started for any hotelier and how it can make a very real difference to the day to day running of a property as well improving its economic bottom line.

Carlos Alonso, Tenerife Tourism Minister said: “Sustainability is at the heart of our tourism strategy and initiatives such as Travelife are an important part of our plans. We’ve developed a strategy which focuses on Tenerife’s volcanic landscape encouraging customers to see more of the island than just its beaches and allowing them to track their carbon footprint whilst on holiday through our Project E-iffie programme. Hotels play a key role in encouraging holidaymakers to explore and engage with what the island has to offer and so getting them involved in sustainability initiatives is a central part of our strategy.”

Surya Pereyra Kröll, Director Sunprime Coral Suites & Spa said: “Sunprime Coral Suites & Spa was the first hotel within the group to receive the prestigious Gold Award and we were delighted to be given the chance to share our experience with the participants at the Travelife Roadshow. During the event, we had a great opportunity to discuss in depth the objectives we met through the Travelife scheme and how our business benefitted from the membership. Our commitment with Travelife has proved vital to raise awareness about the importance of sustainable practices in the hotel sector in Tenerife. Our ongoing efforts include training staff so they can adapt to the latest technology used in recycling, waste and consumption.”

Sunprime Coral Suites & Spa is part of the Coral-Hotels hotel group, which comprises 7 Travelife Gold Awarded properties located in the south of Tenerife.

Fiona Humphries Travelife Relationships Manager said: “A growing number of holidaymakers are thinking about the impact of their travel and schemes like Travelife enable hotels to communicate the achievements they have made in sustainability. The Tenerife Tourism minister and his department are leading the way on ensuring healthy future development for the island and the strong turnout shows that businesses are recognising the need to take these issues seriously.” 

About Travelife

The Travelife Sustainability System, wholly owned by ABTA, the UK Travel Trade Association, is a practical tool for hotels and apartments to monitor and manage their social and environmental impacts.

Travelife offers properties an opportunity to promote these achievements through its awards scheme. Supported by some of the largest tour operators in the world as well as smaller independents, Travelife is the international certification scheme of choice for the travel industry, and is based on European and International standards.

The Travelife scheme provides a simple step by step on-line checklist to enable accommodation businesses to check their performance, gain advice and monitor progress. An independent auditor conducts a full environmental and social audit of the business and if criteria are fulfilled, properties can be rated with Bronze, Silver or Gold awards - which provides an excellent marketing opportunity as all participating tour operator members flag awarded properties in their brochures and on websites.

To date nearly 17,000 properties have registered with Travelife, 1,500 have completed a full third party audit and well over 500 properties have been granted a Travelife award of Bronze, Silver or Gold.

Travelife hotels can be booked through ABTA Members: to find out more see www.travelifecollection.com – or to find out more about getting started with Travelife at www.travelife.org .

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• Adeje Council is rolling out a new tourism...

Adeje Council is rolling out a new tourism strategy

• Canarian Weekly

The department of tourism for Adeje Council, under Adolfo Alonso Ferrera, is working on a new updated strategy for Costa Adeje in the south of Tenerife, and is looking for input and the opinion of those working in the sector.

The plan involves creating an overall diagnostic of Costa Adeje which will highlight the needs of the different partners, and their expectations regarding input from the public administration. 

To create this the department will be using various consultation tools, including an online questionnaire (in Spanish) directed at local businesses, and will also be hosting group talks for those directly and indirectly involved in the tourism industry.

“The plan is being created in partnership with the consultative company Innovaris S.L. and the different actions will run until the end of March, when the department will be able to obtain conclusions and results from the different consultations”, commented councillor Ferrera.

“We are inviting everyone to take part and assist us in finding out the perceptions different businesses have in the evolution of tourism in Costa Adeje.”

If you are involved in the tourism sector and would to take part online, here is the form: https://forms.gle/5qTQQMwEaFQLJhad7 which only takes a couple of minutes to complete.

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Santa Cruz strengthens the Tourism Board to meet the challenges of the tourism strategy

Santa Cruz de Tenerife strengthens the Tourism Board to meet the challenges set in the Strategic Tourism Plan 2023-2027. This was reported by the CEO of the Development Society, Carmen Pérez, who explained that “after the preparation of the Strategic Tourism Plan, and once we began to develop and execute it, a transformation and empowerment of this body was necessary. , given that governance, key in strategic planning, establishes that these forums are important for the execution of the proposed actions.”

In this sense, Pérez highlighted that “this is a new stage, a new cycle that begins with this strategic document and where the Board is going to take on important challenges” and added that “in this way, we have also transformed the representativeness of this body.” , incorporating public and private entities, among which are the Government of the Canary Islands, the Cabildo of Tenerife, the Port Authority, Ashotel, as well as key representatives in training and research such as the University of La Laguna or the European University of the Canary Islands, among others. ”.

Thus, the Santa Cruz Tourism Board is made up of the mayor of the Tenerife capital, José Manuel Bermúdez, as honorary president; the CEO of the Development Society, Carmen Pérez, as president; the manager of the capital entity, Jacobo Fernández, as first vice president. The Minister of Tourism of the Government of the Canary Islands, Jéssica de León, will act as members; the Minister of Culture and Museums of the Cabildo of Tenerife, José Carlos Acha; the CEO of Tourism of Tenerife, Dimple Melwani; the president of the Port Authority of Santa Cruz de Tenerife, Pedro Suárez.

The vice president of Ashotel, Gabriel Wolgeschaffen, completes the panel of members; the director of the Tourism Chair of the University of La Laguna, Raúl Hernández; the rector of the European University of the Canary Islands, Cristiana Oliveira; the head of the Canary Islands area of ​​Viajes El Corte Inglés, Jesús del Río; and the Destination Manager of TUI, Silvia Cervino.

In this sense, Pérez has pointed out that “the Santa Cruz Tourism Board, promoted by the Development Society, was established in 2020 within the framework of the management of the Comprehensive System of Spanish Tourism Quality in Destinations (SICTED), facilitating participation and collaboration of all the tourist companies and public services of the destination” and added that “this new meeting of the Board took place this Wednesday, before the celebration of the Gastro-Tourist Networking, held at the Museum of Nature and Archeology ( MUNA) and which was attended by more than 150 agents from the tourism and restaurant sector.”

Regarding the content discussed in this meeting, Carmen Pérez stressed that “we began a new stage incorporating new objectives such as, for example, converting the Tourism Board into an effective governance body, where the institutions present here collaborate actively.” and added that “it is the ideal place to debate and propose solutions to the tourism challenges that our municipality faces, to launch, finance and execute joint projects or to make strategic decisions that make us grow as a tourist destination.”

“We have also reported on the situation of the main tourism actions that are underway, such as the current state of execution of the Strategic Tourism Plan, and the plan to promote Santa Cruz as a conference venue, which will begin its execution. in 2024″ highlighted Pérez, who concluded that “in addition, the main topics and issues in which the Development Society is managing in tourism matters were discussed and among which the SICTED project stands out, a strategic project of which 52 companies are already part that have been proposed for distinction to the national Interdestiny Committee.”

The Santa Cruz de Tenerife Tourism Board will have a quarterly periodicity and will share the main milestones and projects to be carried out in the capital of Tenerife to continue working to improve the tourist destination.

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