Santa Cruz City Council, through the Development Society, has launched two new Tourism Product Clubs as part of its strategy to advance the city’s tourism development model. The announcement was made by the mayor of Santa Cruz de Tenerife, José Manuel Bermúdez, who described the initiative as “a pioneering step designed to enhance the destination’s competitiveness through closer collaboration between the public administration and the private sector, while promoting the value of Santa Cruz’s tourism resources.” He also noted that “the creation of these Tourism Product Clubs marks a turning point in the evolution of the city’s tourism model.”
Bermúdez emphasised that the initiative reflects the city’s commitment to “a more sustainable and specialised destination, closely connected to the sea and to its local identity,” adding that the strategy places particular emphasis on recognising the value of the city’s natural and cultural heritage while positioning the local business community at the centre of the destination’s transformation.
For her part, the CEO of the Development Society, Carmen Pérez, explained that “this project strengthens cooperation between public institutions and the tourism industry, reinforces the competitiveness of the destination and contributes to shaping a more structured and innovative tourism offer aligned with the identity of Santa Cruz de Tenerife.” She added that the initiative has led to the creation of two Tourism Product Clubs bringing together companies, organisations and professionals around thematic experiences linked to culture, nature and coastal leisure.
The two clubs, the Nautical and Active Coastal Tourism Product Club and the Nature and Living Culture Tourism Product Club, are now accessible through the project’s official website: https://clubes.visitsantacruzdetenerife.com/es
Through this platform, tourism and hospitality businesses can find detailed information about the initiative, the requirements for joining and the membership application forms. Pérez encouraged the local business community to participate in the project, noting that it “represents an opportunity to strengthen Santa Cruz’s tourism development model through sustainable actions while making it more competitive and participatory.”
She also explained that the first phase of the project involved a comprehensive analysis of the destination, including the preparation of an inventory of tourism resources and products assessed according to criteria such as attractiveness, operational viability and sustainability. This work made it possible to identify and prioritise the most representative assets with the greatest potential for development.
Building on this analysis, a working methodology has been designed for the Tourism Product Clubs that incorporates training activities, sector engagement initiatives and joint promotional actions aimed at companies and organisations with the potential to join the clubs. In practical terms, the Nautical and Active Coastal Tourism Product Club will encourage collaboration between different tourism operators — for example, connecting diving schools with restaurants and accommodation providers to create integrated experience packages that enhance the visitor experience.
Given the scope of the initiative, each Tourism Product Club will operate under its own Action Plan and Management Manual, establishing its governance framework, membership procedures, marketing strategies and sustainability and growth measures over a five-year horizon. This approach is intended to ensure the long-term continuity and consolidation of the clubs.
The project is funded by the European Union through the NextGenerationEU programme and forms part of the Tourism Sustainability Plan for Destinations “Competitive Improvement and Tourism Redevelopment of the Santa Cruz de Tenerife Coastline,” included within Spain’s Recovery, Transformation and Resilience Plan (PRTR).
Companies and professionals interested in learning more about the project, its methodology, the membership requirements and the application process can visit the official website: https://clubes.visitsantacruzdetenerife.com/es
