Arona, a key tourist destination in the south of Tenerife, has lost the Q for Quality Tourism certification for three of its four tourist offices in towns across the municipality. This decision, made by the current local tripartite government (PP, CC, and Más por Arona), has sparked criticism from the opposition, with the PSOE accusing the administration of mismanagement and a decline in standards since the 2023 elections.
The three affected offices in Playa de Las Americas, Las Galletas, and Playa de Las Vistas, are among the most prominent in the south of Tenerife, in an area that has long been a benchmark for tourism in the Canary Islands.
While the local government claims it has chosen to pursue an alternative certification, it has not provided specific details about the replacement.
The PSOE opposition views the decision as a significant blow to Arona's reputation, arguing that the municipality has gone from leading the Canary Islands in quality certifications to losing a key advantage.
They argue that the Q for Quality Tourism, awarded by the Spanish Institute for Tourism Quality (ICTE), is a nationally recognised mark that assures high service standards, continual improvement, and customer satisfaction. Its loss, they argue, diminishes Arona’s competitive edge as a premier destination.
Impact on Arona's Tourism Brand
The Q for Quality Tourism seal adheres to UNE 187003 standards for municipal tourist information offices, guaranteeing rigorous compliance with quality protocols. The certification symbolises a commitment to providing excellent visitor experiences and maintaining high standards across services, including multilingual assistance, event programming, and legal oversight of local tourism activities.
Notably, the certifications were not newly acquired.
The Las Galletas office earned its Q in 2008, followed by Playa de Las Americas in 2009, and Playa de Las Vistas in 2010.
In 2022, these offices further enhanced their credibility by obtaining the Safe Tourism Certified designation, which highlights safety and security in tourist services. The loss of both certifications, according to the PSOE, severely damages the “quality brand” of Arona.
The Broader Implications
The opposition stresses that losing the Q certification removes a significant draw for tourists and operators seeking reliable destinations. They argue that the seal’s reputation for reliability, promotion, and differentiation is crucial for maintaining Arona's position as a world-class tourism destination.
While the government insists on pursuing alternative certifications, the lack of clarity over which new standards are being targeted has fuelled scepticism. The situation underscores a broader debate over governance and the strategic direction of tourism in one of the Canary Islands’ most visited areas.
As Arona’s tourism sector navigates this period of transition, industry stakeholders and residents alike await further clarification on how the municipality plans to maintain its standing in an increasingly competitive global tourism market.
