The plan is based on a fundamental change of focus. Until now, the sector was only considered as being vulnerable to external threats such as world crises or economic depressions, but it is now becoming apparent that some of the problems begin at home.

Despite all, Tenerife continues to be a leading destination annually welcoming 37% of foreign tourism to the Canaries, 6% of foreign tourism to Spain and 0.4% of world tourism. For this reason, with the presentation of the new tourism plan, the Cabildo wishes to extend an invitation to entrepreneurs and citizens to fully participate in the initiative so that Tenerife will continue to maintain a leadership position in the world of tourism.

Over a year ago, the Cabildo de Tenerife began working on a change of focus, which has finally resulted in a twelve-point document. The new tourism strategy for Tenerife is a result of the collaboration of a wide range of actors involved in the sector. Accordingly, over 70 island businesses and 30 tour operators have contributed their proposals to come up with a structural study of the sector from all angles.

The Cabildo’s twelve proposals include improving infrastructure and remodelling the accommodation sector in Puerto de la Cruz. This exemplary action will also involve extending agricultural and environmental values to visitors by diversifying amenities. It also seeks to strengthen leisure alternatives and to turn the island into a great theme park.

The first working area, in motion since last year, consists of the Convenio de Regeneración de los Espacios Turísticos (agreement), signed by the Cabildo, ASHOTEL (Hotel and Accommodation Association), and the island’s four town councils in tourist areas (Adeje, Arona, Puerto de la Cruz and Santiago del Teide), with the collaboration of the Gobierno de Canarias (Canary Islands Government) and the central government.

Traditional markets will be promoted but new strategies will target tourism from other countries, such as Italy, Russia, Poland and France.

Within the plans set down for the coming years, the Cabildo de Tenerife has targeted promotion and marketing online, and a bid for innovation and new technologies. Along these lines, an agreement with Vodafone has been announced, enabling the provision of a mobile phone-based directory of the island. Another novel initiative is the creation of a travel card valid for the cable car (Mt. Teide), which will also offer discounts at artisan centres managed by the Cabildo.