More than 55,000 tourists stayed in La Laguna during 2017, a historic peak for the northern municipality. Of these, more than half were Spanish which contrasts with the preponderance of foreign tourism on the island. The findings are contained in a report prepared by the local council’s tourism department and Tourism CajaCanarias-Ashotel ULL. The presentation was attended by the first deputy mayor, Monica Martin and tourism councillor, María José Castañeda, who were accompanied by researcher at the University of La Laguna, Pablo Rodríguez. The report, which is part of the first phase of the strategy, establishes a road map so that in the next decade, tourism will contribute more to the quality of life and well-being of the residents of the municipality. “The intention is to understand where La Laguna is as a destination for, in the second phase, which will begin now, to reach a shared vision of where it is intended to be in the future,” said María José Castañeda. Residents and all involved in the tourism sector will be invited to give their views. The third phase, the planning, will address how that shared vision will be achieved, developing master plans for the two tourist areas of the municipality: the northeast region and the historic centre. The diagnosis on the tourist system of the municipality reveals, in addition, that around 1.78 million excursionists travelled through La Laguna a year, which means an arrival of around 3,247 daily visitors to the city. More than half are peninsular tourists, followed by Germans (17.4 per cent) and French (7.6 per cent). Visitors who stayed during 2017 in hotels and apartments in La Laguna did so for an average of 3.72 nights. The stay in apartments was superior to the hotel, of 6.31 and 2.99 nights, respectively. At the close of 2017, there were 1,439 authorised places, 915 hotels and 524 extrahoteles. A survey showed ex-penditure in the city per person of 18.82 euros has been estimated, which multiplied by the total number of visitors, leads to an annual economic impact that exceeds 20 million euros. Fourteen tourism products have been identified in the municipality, with 117 resources related to this matter, such as monuments, natural landscapes, beaches, trails and infrastructures. These products are: heritage – cultural, gastronomic, health and wellbeing, shopping, diving, birdwatching, coastal and bathing, language, paragliding, surfing, hiking, trail biking and mountain biking. The study also highlights that La Laguna is one of the places in Tenerife with more publications (photographs and reviews) on the internet by its residents and visitors. Within the municipality, the sites that have more impacts of this type are the historic centre, Punta del Hidalgo, Bajamar and the road to the Mount of Las Mercedes (TF-12). The diagnosis on the tourist system of the municipality shows a relevant online presence of La Laguna, thanks to its link with World Heritage cities.
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