Puerto de la Cruz Launches "Moving Three" to Drive Localized Tourism Sustainability

Sustainability in Spanish tourism is shifting away from abstract theories toward practical, local management. This week, the Puerto de la Cruz City Council launched "Moving Three," a new strategy designed to make environmental and social responsibility a personal commitment for everyone in the community.

Supported by the Moving The Planet Foundation and designed by the agency Kikazaru, the project introduces a "three-meter radius" concept. This isn't just a physical measurement; it is a management tool that encourages businesses, employees, and residents to identify and improve their immediate surroundings. The process follows three clear steps: assessing the space, determining what can be improved, and taking direct action.

Councilor Desiré Díaz and foundation representatives introduced the initiative at the Mirador de San Amaro. The goal is to involve the hospitality and retail sectors in a system of measurable results. By turning good intentions into small, consistent changes, the city hopes to reduce its overall environmental footprint. To encourage participation, the council will award badges to businesses that meet specific sustainability standards, linking their success to social responsibility.

Mayor Leopoldo Afonso describes the project as a major shift in local governance. Instead of relying on broad, global policies, the city is empowering individuals and businesses to take ownership of their destination. The aim is to move away from viewing tourism as an outside force and instead recognize it as something shaped by daily habits.

This approach reflects modern trends in "smart" destination management, where sustainability is defined by how well local people manage their own resources. By bringing these small, private efforts under one umbrella, Puerto de la Cruz hopes to turn everyday actions into a powerful tool for the city’s tourism brand.