The municipality of Adeje has been awarded the Sustainable Tourism Award at the fourth edition of the VIAJAR Awards, organised by the magazine VIAJAR from the Prensa Ibérica Group, the most widely read travel publication in Spain, with over 45 years of experience in the sector.
The gala took place on Monday 22 September at the Mandarin Oriental Ritz Hotel in Madrid, gathering more than 150 representatives from the tourism sector, alongside figures from the institutional realm and specialised media.
Acknowledgement of Sustainable Practices
The Sustainable Tourism Award, presented to Costa Adeje, recognises years of work in implementing measures for environmental, social, and economic sustainability.
This distinction highlights the responsible management of beaches, the efficient use of water resources, the promotion of biodiversity-friendly activities, and the commitment to projects that integrate environmental recovery with social benefits for the community.
Statements from Local Officials
For the mayor of Adeje, José Miguel Rodríguez Fraga, this recognition represents “an acknowledgment of the effort by so many individuals, workers, businesses, and institutions that make a sustainable management model possible, which today serves as a reference. We continue to work towards a tourism approach that generates wealth and opportunities for our people while using fewer resources, thus building a fairer and more equitable society.”
The councillor for Tourism in the Adeje Town Hall, Patricia Paulsen Fölling, received the award on behalf of the municipality. During her address, she emphasised that “Adeje has been dedicated to sustainability for many years, with projects that integrate both environmental and social dimensions. An example of this is the Productive Forest, covering 32,000 square metres, which combines environmental recovery with community benefits.”
Paulsen also highlighted the role of the private sector in developing municipal sustainability policies. “The commitment of hotels and the wider tourism sector has been crucial for achieving high levels of water recycling in Costa Adeje, thanks to treatment and pumping systems that enable responsible resource use. This joint effort between administrations and tourism businesses has positioned Costa Adeje as a leader among sustainable destinations in Canarias and Spain.”
Galvanising Support for Sustainable Tourism
The president of Prensa Ibérica, Javier Moll, opened the gala by emphasising the importance of travel as a cultural and personal experience. He pointed out that the magazine VIAJAR has established itself as an essential voice for promoting both national and international destinations, whilst successfully adapting to the digital age and maintaining an active community of readers and users.
On his part, the editor of the magazine, Josep María Palau, reminded attendees that the VIAJAR Awards focus on recognising tourism initiatives that place sustainability at the core of their management model, distancing themselves from uncontrolled growth strategies.
Palau indicated that the candidates selected this year were based on criteria of excellence, innovation, and a commitment to the environment, key aspects in choosing Costa Adeje as an awarded destination.
Government Support for Sustainable Initiatives
During the event, Minister Jordi Hereu praised the magazine for its contribution to spreading the culture of travel and highlighted Spain’s ongoing transformation of its tourism model.
“This triple sustainability—economic, social, and environmental—is essential to ensure the future of tourism and maintain it as one of the main sources of social well-being and employment opportunities in the country,” stressed Hereu.
Similarly, the Secretary of State for Tourism, Rosario Sánchez Grau, noted that initiatives like those awarded this year “demonstrate that sustainability is not an addition, but a fundamental condition for the present and future of tourism activity in Spain.”
