Puerto de la Cruz, one of Tenerife’s most iconic tourist destinations, is experiencing a remarkable resurgence in visitor numbers, with expectations to reach one million visitors by the end of the year. This renewed interest follows an impressive influx of over 713,000 tourists in the first eight months, its highest record ever, generating €151 million in tourism revenue.
Record-Breaking Tourism Growth in 2023
In line with the broader growth across the Canary Islands, Puerto de la Cruz has demonstrated a strong recovery as a tourism hotspot. According to data from the Canary Islands Institute of Statistics (Istac), the town welcomed 713,747 tourists between January and August, an increase of 15.7% compared to the same period last year, or 97,317 additional visitors. This growth significantly outpaced Tenerife’s average tourism increase of 6.7%, making Puerto de la Cruz one of the fastest-recovering destinations in the region.
Expectations for a Million Visitors and Future Projects
If the current trend continues, Puerto de la Cruz could exceed the one million visitors milestone by the end of the year. This comes ahead of the eagerly anticipated reopening of the Gran Hotel Taoro after a complete refurbishment, along with other planned tourism investments. However, the town still faces challenges, such as the prolonged closure of Playa Jardín due to sewage contamination and the need for upgrades in public infrastructure, including parking facilities.
Factors Contributing to the Tourism Boom
According to Enrique Talg, Vice-President of Ashotel, several factors explain this resurgence:
- Attracting Quality Tourism: The town has successfully drawn tourists interested in the island’s nature, culture, and history. These visitors are more likely to immerse themselves in the local lifestyle, which has been a target market for Puerto de la Cruz.
- Renovation and Modernisation: Significant investments in refurbishing the municipality’s accommodation facilities have elevated the quality of the destination. This is evident in the increasingly diverse commercial, gastronomic, and leisure offerings available to visitors.
- Upcoming Hotel Projects: The reopening of the Gran Hotel Taoro is expected to be a game-changer, acting as a flagship for other luxury hotels. Other major renovation projects, such as the Hotel Martiánez, the San Telmo, and the Parque San Antonio, are either underway or about to commence.
Call for Public Investment and Infrastructure Improvement
Talg emphasises the necessity of combining private investment with public infrastructure improvements. He argues that the government should complete long-promised projects, such as:
- The expansion of the Botanical Garden
- Improvements to beaches like Martiánez
- Increased pedestrianisation
- Construction of much-needed parking facilities
The continued closure of Playa Jardín since July is a pressing issue, with no clear reopening date in sight.
Boost in Commercial Activity and Employment
Abbas Moujir, President of the Federation of Urban Areas of the Canary Islands (Fauca), highlighted the positive impact of tourism on the commercial sector, with sales increasing by 7% in July and 6.4% in August. This influx of tourists has also translated into a rise in employment, with 15,268 people working in Puerto de la Cruz as of August—an increase of 7% compared to the previous year.
- Employment Distribution: The Services sector accounts for 94% of jobs in Puerto de la Cruz, with 40% linked directly to the hotel and catering industries.
Accommodation Sector Expansion
The accommodation sector has shown signs of recovery, with 64 hotel and apartment complexes currently open, although this is still below the 78 establishments that existed in 2019. Holiday homes are also on the rise, with 1,189 currently available, nearly double the number registered in 2019.
The total bed capacity in Puerto de la Cruz is now 24,317, divided between hotels (15,777), flats (4,433), and holiday homes (4,107).
Path Towards a More Competitive Destination
Puerto de la Cruz is steadily regaining its status as a premier tourist destination, but continued investments in infrastructure and public facilities are essential to maintaining this momentum. By addressing these challenges, the town can enhance its appeal not only for tourists but also improve the quality of life for its residents, ensuring long-term sustainability and competitiveness in the tourism industry.
