Institutional humanism? More than 3.994 sun loungers, 1.997 umbrellas, 45 Balinese hammocks, 9 bar kiosks, 8 terraces, and 2 ticket kiosks. This is how the new model for the San Bartolomé de Tirajana coastline is presented: a massive intervention—disguised as green modernization—that redefines public use of the greatest natural attraction in southern Gran Canaria.
With a projected investment of €8,5 million and an estimated annual return of €2,1 million, the plan designed by the municipal government, led by Coalición Canaria, presents a vision of a beach that is "more accessible, more sustainable, and more innovative." But beneath this technocratic and friendly rhetoric, what emerges is a consolidation of the renovated coastline, as tour operators and investors have been calling for for years.
"More humane beaches, environmental commitment, and family areas" sums up the slogan accompanying this new model. A model that, for example, plans to completely renovate the beach volleyball area in Playa del Inglés, separating it from the sun loungers to ensure "comfort and safety." Or that authorizes up to 50 m² of terrace per kiosk in most locations in the municipality.
“We have designed a service modernization plan that places the citizen at the center,” declared Yilenia Vega (CC) Councilor for the area. But that “citizen at the center” is, rather, the high-net-worth tourist, the recipient of the new Balinese hammocks, designer pergolas, and contactless digital payment systems. It's a narrative where accessibility is an abstract concept, and sustainability is measured in square meters occupied with elegance.
The plan has been given the green light by the Canary Islands government, which has authorized the occupation of the public maritime-terrestrial domain until 2028, imposing certain environmental restrictions: maintaining a maximum of 10% occupancy on natural beaches and up to 50% in urban areas, as well as a commitment not to encroach on the Maspalomas Dunes Protected Natural Area. These are necessary measures, yes, but they do not obscure the general trend: more services, more control, more profitability.
As a gesture toward conservation, a 2.500-meter strip of facilities will be kept free. A capacity measurement system will also be implemented, and an executive committee will be established between administrations to coordinate cleanup and environmental monitoring. But the real key lies in how this ecosystem will be managed: a single concession for all services, which puts an end to traditional segmentation but centralizes the business and eliminates local operational diversity.
In enclaves like Las Burras and San Agustín, playgrounds and new family services will be added, seeking to diversify the user profile. But even these measures, initially well-intentioned, seem designed to refine the tourism product rather than empower residents.
“With this plan, we've achieved a true balance between conservation and development. The beaches will remain public, natural, and functional, but with first-class services,” argues Alejandro Marichal, First Deputy Mayor and the project's main driving force. However, for many residents, the question remains: whose beaches will they really own when they are fully transformed?
Because when a beach needs a management system, capacity sensors, constant surveillance, and a network of kiosks measured to the millimeter, perhaps what is transformed is not just the experience, but the very public nature of the space. The project is already underway. Now it remains to be seen whether the words "more human" will be anything more than a campaign slogan.
