Costa Adeje looks to the East

Photo: Adeje Ayuntamiento

The Russian market may be faltering somewhat, but Adeje has its eyes rather further afield, and rather further east. To China, indeed! Adeje mayor José Miguel Rodríguez Fraga and Vice President of the China Council for the Promotion of International Trade, Leticia Chen, have signed an important accord which will see Adeje Ayuntamiento and the China Council explore ways of expanding Chinese tourism in the municipality, and begin to develop mutual action action plans over the next few months.

In presenting the accord, Adeje Ayuntamiento recognised the potential for luxury tourism as far as the Chinese holiday market is concerned, and committed to playing a full part in ensuring that Adeje is recognised as a luxury tourism and investment destination. José Miguel Rodríguez Fraga said that the council is “extremely interested in opening up the market to Chinese tourism – the very many Chinese who like to travel also like to spend when they are abroad. The challenge is now up to us. Today we have established first contact with Leticia Chen, who is a person in authority, a person excellently placed and with vast experience in this regard. We are sure that as a result of this agreement we can work together to place Costa Adeje in a prominent place in the Chinese tourism market. The intitiative has been very well received by businesses and I do believe it opens up many prospects and possibilities. We will continue to move forward in the belief that the future lies in this direction, getting to know and explore strong markets such as China and count upon allies such as Leticia Chen who is very well known in this country precisely for her work in developing the links with China.”

For her part Leticia Chen said she was extremely glad to be invited by mayor Fraga. “I have never been in the Canarias before”, she said, “and am surprised because the basics are excellent although there is still much to be done. If we want to earn a place in the Chinese tourist market first we have to recognise what is tourism in China. We won’t be selling sun and sand because the Chinese tourist isn’t interested in that, the Chinese tourist wants culture, gastronomy and luxury shopping. This is what has to be on offer, otherwise you’re losing money in the promotion. From what I have seen so far there is still a need for more in the complementary offer area, more 5 star hotels and luxury commercial centres. At the moment 10% of international tourism is Chinese, but they are visiting other places. When they come here there is still not enough in terms of infrastructure”.

Chen urged business representatives to create a mutual alliance and work together with the council “all working in the same direction to promote a package that is Costa Adeje for the Chinese tourist. For that reason we are signing this accord, with the intention of establishing an action plan for the promotion of Costa Adeje as a tourist destination of excellence for the Chinese market”, she said. As part of her visit, Chen was given a number of key tours during the weekend, taking in some of the destination’s top infrastructures including the Magma Arte & Congresos centre, Siam Park, the Gran Hotel Bahía del Duque and the Plaza del Duque Commercial Centre. At the same time she was given all the relevant information regarding the luxury hotel offer, and the gastronomy of the zone, something of huge importance to the Chinese tourist. Leticia Chen was also shown some of the borough’s historic sites including the centre of Adeje town, the Santa Úrsula Church (which has an official tourist site of interest label), the award-winning Plaza España, the Fort and the San Francisco Convent.


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