CIT Sur Marks 60th Anniversary With Strategic Shift Toward Sustainable Tourism

The 60th anniversary of the Center for Initiatives and Tourism of the Southern Region of Tenerife (CIT Sur) is more than just a milestone; it reflects the economic transformation that has shaped the Canary Islands. The organization will host a commemorative event on July 3rd at 8:00 p.m. at the Infanta Leonor Auditorium in Los Cristianos. Nearly 800 guests are expected to gather to review the legacy of an organization founded in 1966 at the Hotel Médano to guide development in the south.

Beyond the formal celebration, the gala will feature a documentary showcasing how the southern municipalities have changed over the decades. Current president Rafael Dolado has emphasized the need to shift toward a model that offers greater value. To achieve this, the organization has launched a new strategic plan that moves away from past habits, focusing instead on sustainability and competitiveness to meet the demands of a global market that prioritizes quality and environmental protection.

CIT Sur’s roadmap for the future includes restructuring its services to focus on business training and technical advice. The organization also plans to expand its reach through trade missions, aiming to grow its influence beyond the island. This strategy is supported by ongoing initiatives, such as tourism education programs in schools and institutional support for events like World Tourism Day and Canary Islands Day at Reina Sofía Airport.

This anniversary highlights how the region’s business community has evolved from basic promotion to strategic management. According to the board, the primary challenge for the coming decades will be balancing economic growth with the quality of life for local residents. Through this event, CIT Sur honors those who drove the region's initial growth while reaffirming its role as a key voice in local tourism governance.