Real business fabric
Sectors I know well in Tenerife.
Tenerife is not just mass tourism: it combines a strong tourism engine with elite astrophysics, audiovisual with tax incentives and its own taxation regime (REF, RIC, ZEC, AIEM) structuring the economy. These are the five fronts where I have worked most.
Tourism: the massified south and the boutique north
Southern Tenerife (Costa Adeje, Playa de las Américas, Los Cristianos) is a massive European sun-and-beach destination, especially for the UK, Germany and Ireland. The north (Puerto de la Cruz, Garachico, La Orotava) is older Atlantic tourism, with European clientele of higher age and longer overnight stays. They are two opposing models within the same island.
My work with northern boutique accommodations is very clear: positioning as a real alternative to the massified south without fighting on price (authentic Tenerife, active tourism, local gastronomy, oceanic climate), capturing the European traveller seeking island but not resort, and building a robust direct channel reducing dependence on TUI and other large TTOOs.
Astrophysics: IAC and Teide Observatory
The Astrophysics Institute of the Canary Islands (IAC) operates the Teide Observatory in Izaña and the Roque de los Muchachos Observatory in La Palma, considered among the best skies in the Northern Hemisphere for astronomical observation. It's a world-reference scientific cluster generating spin-offs (optical technology, instrumentation) and premium scientific/astronomy tourism.
My work with IAC spin-offs and astrotourism companies is dual communication: international B2B positioning for scientific spin-offs (clients: space agencies, European institutions) and B2C premium positioning for astrotourism (clients: European high-purchasing-power travellers, photographers, science communicators).
Audiovisual with ZEC and REF Canary Islands incentives
Tenerife (and the Canary Islands in general) has consolidated as an international filming destination thanks to the REF, the 54% tax deduction for international productions (the largest in the EU) and the Canary Islands Special Zone (ZEC) with a 4% corporate tax rate. Fast & Furious, Doctor Strange, House of the Dragon and constant Nordic and German productions have filmed in Tenerife.
My work with Canary Islands audiovisual producers is international B2B: positioning against peninsular Spanish and European producers, capturing co-productions, communicating the tax incentive with rigour (not as a sole argument), and building relationships with location managers and international agencies making filming decisions in the Canary Islands.
Canary Islands taxation (REF, RIC, ZEC, AIEM) and digital nomads
The Canary Islands Economic and Fiscal Regime is a structural asset: Canary Islands Investment Reserve (RIC), Canary Islands Special Zone (ZEC) with a 4% rate, investment deductions, IGIC exemption (general rate of 7% versus 21% peninsular VAT). This explains the concentration of services for digital nomads, European tech companies based in La Laguna and Santa Cruz, and specialised tax consulting agencies.
My work with companies leveraging Canary Islands taxation is positioning and value communication: how to tell the ZEC to a European buyer without sounding like a 'tax haven' (it isn't) and how to build a credible corporate brand in a jurisdiction whose narrative requires communicational finesse.