On the occasion of the celebration of World Tourism Day 2024, Santiago del Teide, in collaboration with Volcanic Xperience, presented four couples who, for decades, have faithfully chosen the municipality as their main holiday destination, with certain items that describe the identity of this municipality: a piece of traditional pottery and a box of almonds. This box was also handed out to guests staying in the municipality that day.
As part of the experience, the four couples who participated in this tribute were interviewed and expressed their gratitude for the years of hospitality and warmth they have always found in Santiago del Teide. Each couple shared fond memories of their visits, evoking special moments with the local product as the protagonist.
An interview was also held with the CEO of Gestión del Medio Rural de Canarias (GMR Canarias), Juan Antonio Alonso Barreto, and the Mayor of Santiago del Teide, Emilio Navarro, in relation to the actions developed and the role of local products in the promotion of tourism in the territory, as well as different initiatives for the care of the rural environment of the archipelago.
TC: What challenges do local producers face in integrating their products into the tourism offer?
JB: The primary sector in the Canary Islands stands out for its richness and diversity, characterised by high quality local products that reflect the singularity of our climate and the unique landscape of the archipelago. The Canary Islands Government works hand in hand with local producers, who have managed to maintain ancestral traditions while adapting to current market demands.
Competition from imported products, visibility and presence in the main tourist circuits and access to new logistical channels are challenges that require a coordinated effort between the public and private sectors and local producers to encourage greater inclusion of Canary Island products in the tourist offer, thus reinforcing their high differential value.
TC: What role do partnerships between local authorities and producers play in promoting tourism based on local products?
JB: In our case, this joint collaboration is materialised in the ‘Growing together’ strategy of the Government of the Canary Islands and the Volcanic Xperience brand, which highlights the gastronomy and products of the Islands to turn them into assets of the Canary Islands as a tourist destination.
Gastronomy is undoubtedly one of the most pleasurable experiences, the one that connects with the origin. In fact, 85% of the opinions recorded by 2 million travellers in the archipelago comment positively on the culinary experience in our land.
‘Growing Together’ allows us to implement actions to promote zero-kilometre products and tourism promotion, hand in hand with Gestión del Medio Rural de Canarias (GMR Canarias). The aim is to achieve greater interaction between the tourism sector, the primary sector and our agri-food industry, establishing synergies that encourage the consumption of local products, promote sustainability and enrich the visitor’s experience.
TC: What is the impact of tourism on the production and sustainability of local products?
JB: On the one hand, it represents a great opportunity, as tourism demand, especially for local products, boosts the growth of the primary sector and allows local producers to access a wider and more diversified market. This fosters economic development and job creation in rural areas.
However, it also poses challenges. High demand can put pressure on production capacity and natural resources, so it is vital to find a balance between meeting that demand and maintaining sustainable practices. That is why the Canary Islands Government is working to strengthen initiatives such as the promotion of kilometre 0, agro-ecology and the conservation of agricultural heritage, so that tourism contributes to the development of a sustainable local economy without compromising the resources of our islands.
TC: How do you assess the impact of municipal policies on rural sustainability and the production of local products?
JB: It is essential to promote a balance between local production, environmental protection and improving the quality of life of our neighbours. This is the only way to achieve real sustainability. From the Ministry of Agriculture, Livestock, Fisheries and Food Sovereignty, through the public company Gestión del Medio Rural de Canarias, we give priority attention to both municipalities and local producers, as they are the true guarantors of the sustainability of the rural environment.
As I mentioned earlier, the promotion of zero-kilometre products – through proximity markets, food programmes in public institutions or gastronomic fairs, to name but a few actions – allows us to bring these products, which stand out for their freshness and quality, to the end consumer.
We must emphasise that Canary Island producers are benchmarks in agricultural sustainability, thanks to indigenous techniques that have made them leaders in the European and global context, such as traditional agro-ecological practices, the promotion of biodiversity with local varieties and the use of renewable energies, among others.
TC: How are water conservation practices being integrated into local agriculture to ensure the sustainability of water resources?
JB: Water scarcity is a challenge faced not only by the Canary Islands, but also by the whole of Spain and large parts of the planet. In our islands, our farmers were already using sustainable irrigation techniques in ancient times, such as the use of nateros and gavias, promoting the efficiency of natural resources in an environment with limited water resources.
Today, Canary Island producers combine the richness of traditional systems with cutting-edge technology, through more efficient irrigation systems, crop monitoring, water reuse and desalination and innovation projects.
Santiago del Teide is widely known for its impressive natural and cultural heritage, but the uniqueness and quality of the local produce grown in the municipality has also gained notoriety. Its almond trees, in particular, are a source of fascination and a great attraction for both the local community and visitors. For this reason, an interview was conducted with its mayor, Emilio Navarro.
TC: What initiatives is the Town Council promoting to maintain the almond trees, which form part of the rural landscape of the municipality, taking into account their dispersion throughout the territory?
EN: In order to maintain its rural landscape in general and the almond trees in particular, the council is carrying out actions to maintain the network of municipal footpaths by means of municipal crews as well as the pruning, treatment and planting of almond trees that the council carries out annually with Gesplan, with personnel trained for these tasks, and thus provide coverage for the almond trees, which in the case of Santiago del Teide, are scattered throughout the territory.
TC: What initiatives has the municipality implemented to reactivate the agricultural sector in the municipality?
EN: It is clear to us in the municipality that our primary sector is very important. For years we have been giving subsidies to the primary sector, which serve as effective support for our farmers. In this very hard year, where even a water emergency has been declared, some farmers told us that the only investment they had made was precisely the subsidy from the council.
Apart from the subsidies, we are involved in a project with a farmers’ association in Santiago del Teide to produce Barlia wine. We have been promoting it through the town council, we have granted subsidies and in a year’s time it will be on sale. Our aim is that this wine will once again excite the winegrowers by creating our own brand with a grape that is one hundred percent from Santiago del Teide: Listán Negro. Our aim is that this grape variety will not be sold outside the locality and that we will once again have a wine that is the hallmark of our municipality.
TC: How can local products contribute to the creation of a cultural identity for the destination?
EN: Local products play a key role in creating a unique cultural identity for a destination. They reflect local traditions, customs and resources, thus preserving traditions and creating a distinctive identity. On the other hand, consuming local products supports the local economy by creating a strong link between consumers and local producers.
TC: What role do alliances between local producers and restaurants play in the promotion of typical products?
EN: The alliance between local producers and restaurants is fundamental in the promotion of typical products and for the creation of a unique identity.
This alliance is very important to us. That is why Santiago del Teide promotes and participates in gastronomic events where the star product is the local km0 product. In this sense, we attend events such as Madrid Fusión and GastroCanarias in which local restaurants take part, highlighting the value of local produce. Today, these local restaurants have become true defenders of Canarian cuisine, transforming this local product in their kitchens. A fortnight ago, Santiago del Teide organised the seventh Canarian cookery and confectionery competition where seasonal tuna, which is caught just a few hundred metres from our coasts, and almonds and honey from Santiago del Teide were promoted.
Nowadays, Santiago del Teide is known for its great natural and cultural heritage, but recently its gastronomy has also become a great tourist attraction thanks to this alliance of restaurants and products grown here.
TC: In addition to the actions developed on the occasion of the celebration of World Tourism Day, where tourists staying in local hotels were given a package of local products, what other loyalty strategies are being implemented to encourage tourists to consume local products?
EN: Well, there are many, to be honest. In this sense, we have the gastronomic events that are held at the municipal level such as Un Mar de experiencias, Acantilado de Sabores, Rutas de la tapa, where local produce is promoted, aimed at both the resident public and tourists staying at the destination.
If there is a differentiating aspect of the Canary Islands, it is the variety and quality of its local products, as was stated by the tourists who were presented with a gift for their loyalty to the destination of Santiago del Teide.
For Mr. Bruno Thüring and Mrs. Sylvia Kretschmer, of German origin, Santiago del Teide is a second home, as they have been coming here for 33 consecutive years. During all this time, they have been able to taste all that our land has to offer, and have undoubtedly enjoyed our rich gastronomy, of which they are unable to choose a favourite product, as they all describe them as special.
Mr. Simon Hornshaw and Mrs. Jean Hornshaw, of Breton origin, have been coming to Santiago del Teide for at least 10 years, attracted at first by the tranquillity and the natural beauty of the destination, to end up marvelling at the local products they found, as they stated that they cannot end the day without tasting the Canarian potatoes, one of the most important products of our land.
Mr. Jordi Verges and Mrs. Maya González, of Catalan origin, have it clear, in their visit to Santiago del Teide they cannot miss the bananas and the Canarian cheeses. But it is not only the quality of the local produce that stands out, as the local fish also features prominently in their diet during their stay.
And, finally, if there is one thing that Mr. Roger Jones and Mrs. Linda Jones have highlighted, it is the quality of the local wines of the island that they have been able to taste in the decades that they have been visiting the municipality.
Each couple, with their own story and perspective, was amazed by the richness and authenticity of the flavours offered by this corner of Tenerife, especially with some of the products in greatest demand both nationally and internationally, such as Canary Island potatoes, bananas, cheeses, and locally produced wine. All of them highlight the richness and diversity that characterise our autochthonous products, reflecting the uniqueness of our climate and landscape that makes their cultivation possible.
