The City Council of La Laguna, through its Commerce Department, has successfully completed the Project for the Diagnosis and Improvement of Local Commerce in the Open Commercial Zone of Tejina.
The free initiative allowed a total of 35 establishments to receive a technical analysis of their businesses, along with over 280 individualised action proposals. According to municipal data, 76% of these improvements have already been implemented or are in progress, reflecting the effectiveness of a methodology focused on proximity and practical application.
Positive Impact on Local Businesses
The Councillor for Commerce, Estefanía Díaz, emphasised, “This programme has demonstrated that local businesses in our neighbourhoods want to improve and that when provided with tools tailored to their reality, results come quickly.”
The project, developed between April and July 2025, included three visits to each business. The first visit involved an initial diagnosis, the second provided a tailored action plan, and finally, a follow-up was conducted. These phases concentrated on four key areas: window dressing, interior design, sales techniques, and digital marketing.
Key Improvements and Satisfaction Levels
Among the most notable advancements were enhancements to external signage, optimisation of internal layouts, and the incorporation of visual and digital communication strategies.
Surveys conducted as part of the project indicated a high level of satisfaction among participating businesses. 73.5% rated the service as “Very Good,” while 94.1% rated it between “Very Good” and “Good.” Additionally, 91% stated that the initiative enabled them to better understand their business and implement concrete changes.
Councillor Estefanía Díaz noted, “We are very pleased not only because we have exceeded the initial objectives but also because we have received unanimous support from the sector, encouraging us to extend this model to other commercial areas of the municipality.”
A Roadmap for Future Growth
The final report of the project also includes a roadmap outlining short- and medium-term priorities to further strengthen local commerce in La Laguna.
Recommendations include advancing digitalisation, promoting collective marketing and dynamisation initiatives, and expanding the programme to additional neighbourhoods and commercial areas.
“This is the path to making our local commerce stronger, more competitive, and visible. When a business improves, the entire community benefits, revitalising the life of our neighbourhoods,” reiterated Díaz.
Participating merchants expressed interest in continuing such initiatives, highlighting the demand for training in digital transformation and the need for support in executing the proposals received.
The Commerce Department is already working on new support lines to provide continuity to this pilot experience and establish the foundations for future municipal policies aimed at promoting local commerce.
For 2026, the Commerce Department plans to replicate this experience in other commercial zones of the municipality, aiming to extend the benefits of personalised diagnosis to a larger number of establishments and consolidate a support model that enhances the competitiveness and visibility of local commerce throughout La Laguna.
