Newly appointed Tourism Minister, Carlos Alonso, and Director of Tenerife Tourism Corporation, Miguel Angel Santos, have unveiled the popular holiday island’s new strategy for the next four years.

Adapting to industry trends and the social and economic environment, the new strategy will see the tourist board working even more closely with both private and public sectors.

The roll-out of the new strategy will involve a comprehensive analysis in several areas, including: improvements on the ground, promotion, connectivity and innovations in the tourism sector.

“This new direction we are aiming to take – commented Carlos Alonso - will enable us to improve
our positioning and make Tenerife a more competitive destination”.

“We need to know how to maximise our strengths as a tourist destination, especially during weak
economic conditions as we have experienced, to attract and cultivate more visitors and benefit the
local people of Tenerife”.

The new strategy will be implemented at the beginning of 2012 and will focus on the revamp of
traditional resorts, such as Puerto de la Cruz, enhanced promotional activities and increased
investment in tourism.