Satocan and Grupo Fuertes Open Adults-Only Hotel in Tenerife

The opening of The Salmar in San Miguel de Abona marks a major milestone in Satocan’s expansion into Tenerife. Developed through a strategic partnership with Grupo Fuertes, the project highlights a growing trend in the tourism industry: transforming coastal properties into specialized, "adults-only" destinations.

The four-star superior hotel is the result of an extensive renovation that balances modern facilities with local heritage. As part of this effort, the statue of Saint Blaise, the town’s patron saint, was relocated to a spot accessible to the public—a move designed to maintain community access in a popular tourist area. The hotel’s interior is designed to feel like a home, and its Camarote restaurant features a separate entrance to welcome both locals and visitors, helping to integrate the hotel into the local promenade connecting to Los Abrigos.

Economically, the project reflects a shift toward higher-value tourism. By hiring 80 staff members to provide personalized service, the hotel meets the demands of today’s travelers. For Satocan, this project builds on its success in Gran Canaria and Fuerteventura, while for Grupo Fuertes, it strengthens its presence in the national tourism market.

With little undeveloped land remaining, this investment is a prime example of how companies are now focusing on renovating and repositioning existing buildings. By transforming older infrastructure into unique, high-quality experiences, these groups are helping the Canary Islands move beyond traditional "sun and sand" tourism to offer something more aligned with the destination’s identity.