New up-market tourism strategy for 2012-2016
Update 29 May: The “recharge your batteries” campaign now has its own multi-lingual Shine Again website. Have a look HERE at the English version (HERE for the Spanish) … it even gives a chance to win a holiday to one of the Canary Islands!
Update 27 May: And now to the national market, “to recharge your batteries” …
Update 25 April: The upmarket trend continues. The luxury travel magazine Condé Nast Traveller has released its own guide to Tenerife. Check out its website HERE.
Update 15 March: Adeje joins the upmarket video trend, with golf, spas, fine dining, Siam Park, dolphins, nature walks, culture … not a Brit bar in sight. The above Costa Adeje promotional video was unveiled this morning in the Magma Centre.
Update 27 February 2013: The upmarket push continues, with Puerto de la Cruz passing new municipal regulations that will outlaw plastic terrace furniture in restaurants, hotels and bars, and require the leisure sector across the board to provide furniture made from aluminium, wrought iron, or wood. There is to be a colour branding exercise in the town too, with toldos and umbrellas being required to match – either natural colour or burgundy.
Councillors for Urbanismo y Desarrollo Económico, Sebastián Ledesma (PP) and Lope Afonso (PP), yesterday presented the details of the new bylaw which, they said, would require all establishments with a terrace to seek a new municipal authorization, in the granting of which the technicians will also determine the number of square metres authorized for each terrace. The rules officially came into force last November, but the Ayuntamiento has until now given a period of grace for adaptation.
edit: And within minutes of posting the above, I came across THIS from the Telegraph on hiking in Tenerife. Niche holidays are the way the government wants to go, and the policy seems to be working!
Update 23 October: And now it’s Arona’s turn. Following Guía de Isora’s video below, Arona has released the above film. Once again, watch it with half a mind on what the Government wants to stress; once again we have spas and golf, retirees, special interest holidays, and now nature, walking, diving, culture, upmarket shopping … this is becoming a well and truly established theme now. And not a “full English” or a cheap pint in sight.
Update 25 September: As a clear example of what’s in the minds of the politicians when they talk about “up-market tourism strategy”, have a look at the above video, focusing on Guía de Isora. While you’re watching it, remember what the Government wants to stress: spas and golf, retirees, special interest holidays like golf and cycling, eco-tourism … . This is what they’re after.
Update 3 July: As evidence of the Government’s mindset on upmarket tourism, it has today released statistics showing that golfers spend an average of €161.66 daily, 35% more than other types of visitor. Ricardo FPA, viceconsejero de Turismo, released the figures at the opening of the Asociación Internacional de Touroperadores de Golf convention, being held this week in south Gran Canaria, where he stressed that the Canaries is being converted into the international capital for golf.
Original post 12 June: In a clear statement that Turismo wants the Canaries to go up-market, the new tourism promotion strategy for 2012-2016 that has been unveiled today by the viceconsejero de Turismo del Gobierno canario, Ricardo Fernández de la Puente, will take the islands back to their roots, namely the scientific and irrefutable fact that they have “the best climate in the world”. The central strategic themes of the new plan are to promote culture and a touristic awareness in residents, to improve information and touristic knowledge, to encourage training and increase co-operation in touristic administration.
The strategic plan points out that the Canaries are losing out to the competition but that the causes are not just based in current problems, but are due to the increase in rival destinations, the limitations of air connectivity, and the need for an overhaul of the islands’ image, including becoming increasingly specialized with a particular identity. Sr Fernández said that the Canaries therefore needed to consolidate a recognizable image. This image was based, he said, in the climate, “the best in the world”, and it needed to be linked to and complemented by specialist offers, e.g. marriages and honeymoons, diving, cycling, conventions, cruises, golf, and environmental and thematic offers, among others.
The key markets that this message will be taken to are Germany, Britain, Spain, Norway, Belgium and Ireland, where the intention is to overhaul and upgrade the islands’ image. Other markets where special attention will also be paid are Sweden, Denmark, Poland, Switzerland, Austria, Holland, Finland and the Czech Republic. The message for all will be that the Canaries is a place for families and senior citizens to come for rest, relaxation and awareness.