El Sauzal’s Verano de Cuento Festival Sets Benchmark for Sustainable Cultural Events

The 27th edition of the Verano de Cuento Oral Storytelling Festival in El Sauzal has become a model for sustainable cultural events in the Canary Islands. Held throughout July and August, the festival has successfully grown its reach while maintaining the intimate atmosphere that defines it—a difficult balance in an industry often driven by mass appeal.

Supported by the El Sauzal City Council, the Tenerife Island Council, the Canary Islands Government, and the DISA Foundation, the festival celebrates storytelling as a timeless cultural asset in an increasingly digital world. Directed by Juan Reyes, this year’s program featured 12 storytellers for adults, six for children, and 24 participants in freestyle improvisation sessions. These sessions serve as a bridge between traditional storytelling and modern language, connecting different generations.

The festival’s success is also sociological. Data from family sessions shows a ratio of 1.7 adults for every child, suggesting that parents are rediscovering the joy of storytelling through their children. Rather than relying solely on established names, the festival uses an open call process to highlight diverse voices, helping to build a sustainable network of creators.

The festival is deeply rooted in the local community, viewing itself as an organic part of El Sauzal rather than a large-scale, commercial event. This connection was highlighted in 2023, when organizers willingly canceled a day of performances due to weather conditions that helped firefighters battle a forest fire on the island.

Now approaching its 30th year, the festival proves that the spoken word remains a powerful tool for bringing people together. Looking ahead, the organizers remain committed to a simple goal: keeping the event intimate and human-centered, proving that the true power of storytelling lies in the direct, personal connection between the teller and the listener.