La Laguna Launches New Cultural Tourism Strategy to Promote Local Heritage

La Laguna City Council’s Tourism Department has launched a new strategy to bring culture to more areas and use digital tools to share the city's heritage. The council has created a schedule of activities that goes beyond traditional sightseeing, focusing on both the historic center and the municipality’s rural communities.

This initiative is part of a growing trend in tourism management: balancing visitor numbers while helping local residents better appreciate their own surroundings. Estefanía Díaz, head of the department, explains that the goal is to encourage people to rediscover Tenerife’s local areas and address the lack of awareness many residents have regarding their own history.

The program is divided into two main parts. The first, La Laguna: Journey to the Past, uses technology to help people explore local history. These sessions are scheduled for September 17, 19, and 24, with additional dates throughout October (1, 3, 4, 8, 15, 22, and 24).

The second part, Tejina: The Land That Beats, focuses on the town’s landscape and collective memory. These activities will take place on select dates in October (3, 10, 11, 17, 24, and 25) and November (14, 21, 28, and 29).

By launching this program, the municipality is not only offering more to visitors but also highlighting its neighborhoods as vibrant, living spaces. The aim is to move away from viewing heritage as something static, instead treating it as a dynamic tool for social connection and economic growth.