Puerto de la Cruz Sees Record Hotel Investment, Tourism Numbers Rise

Puerto de la Cruz is undergoing its biggest hotel renovation ever, with nearly 100 million euros being invested over the past decade. Since 2017, this city, once a pioneer in Canary Islands tourism, has been revitalizing its hotels thanks to private investment. This effort was made possible by a government-approved plan that allowed for significant upgrades to its accommodation options.

The investment has gone beyond just renovating existing hotels; it has also involved bringing back properties that had been abandoned for years and improving facilities to achieve higher star ratings. This has helped reposition the city as a more attractive tourist destination. A prime example is the increase in five-star hotels from one to three. The Radisson Resort & Residences Tenerife, formerly the Hotel Parque San Antonio, will soon join the Botánico and Gran Hotel Taoro as a five-star establishment after a major refurbishment.

Other notable upgrades include Tigaiga Suites, which opened in July 2017 after the renovation of the former Florasol apartment complex. In February 2018, the Bellavista apartments became the Atlantic Mirage Suites & Spa, following a 10 million euro investment. The Marylanza hotel group also upgraded its property, shedding its 3-key rating to become a four-star, adults-only hotel after being bought by Macaronesian Hotels & Resorts.

In May 2018, the Taoro Garden hotel, previously the Hotel Atalaya and closed since 2011 due to economic difficulties, reopened as a four-star hotel. The Miramar hotel, now Atlantic Hills and also managed by Macaronesian, invested over eight million euros in its facilities. In 2022, Macaronesian acquired the four-star El Tope hotel and plans to renovate it, adding attractions like a children's water park.

More recently, the Silken Saaj Mar hotel opened in June after a 3.5 million euro renovation of the former hotel of the same name. It's a 4-star, adults-only boutique hotel. Following this, the Fergus Puerto de la Cruz, formerly Hotel Smy, also opened as a 4-star hotel.

In May of this year, the Meliá Costa Atlantis was renovated and joined the Meliá Hotels & Resorts portfolio, moving from the Sol brand. The Botánico hotel, a luxury landmark, also underwent a three-month renovation this year, demonstrating its commitment to quality. Tigaiga hotel also conducts annual renovations of its facilities.

The Gran Hotel Taoro is considered a significant achievement, with a 35 million euro investment shared between its owner, the Cabildo de Tenerife, and public administration. This property, closed for 20 years, has hosted notable figures like King Alfonso XIII and Agatha Christie.

Local tourism organizations, the Center for Tourism Initiatives (CIT) and Ashotel, praise the private sector's role in elevating Puerto de la Cruz's tourism standards. However, they believe public investment hasn't kept pace with private efforts. They are calling for institutional support to encourage modernization not only in hotels but also in shops and restaurants.

They also urge action on long-delayed projects like San Francisco Park, the expansion of the Botanical Garden, and the future of the Iders building and the old bus station, which they feel detract from the city's improved image. This issue has persisted across different political administrations for decades.

The local mayor, Leopoldo Afonso, shares these concerns and is committed to resolving these stalled projects with sensible public investment. Since taking office 15 months ago, steps have been taken, including acquiring the Chimisay cinema and approving work for new parking lots. He expects the old bus station to be demolished next year.

The mayor is also working to speed up administrative processes with the Canary Islands Government to approve a second modernization plan, which many businesses are waiting for. He is optimistic that necessary resources will be provided to support the city's tourism growth.

These efforts are reflected in the visitor numbers. From January to September, Puerto de la Cruz welcomed 711,805 tourists, a 3% increase from the previous year. This represents 17.5% of all tourists visiting Tenerife during that period.