The City Council of La Laguna launches La Laguna Conecta Comercio, a comprehensive strategy to ensure the continuity of local commerce and prevent the closure of viable businesses.
The City Council of La Laguna has initiated an ambitious strategy to ensure the generational transition in local commerce and prevent the closure of viable establishments. Under the name La Laguna Conecta Comercio, the programme seeks to modernise and sustain the commercial fabric of the municipality, one of the economic and social engines of the area.
The initiative, driven by the Commerce department, is based on an active listening process with merchants, business associations, and economic agents. The aim is to gain a deep understanding of the sector's reality and design tools for analysis, training, communication, and promotion that strengthen the competitiveness of businesses and adapt them to new market demands.
The acting Councillor for Commerce, Fran Hernández, highlighted that "local commerce constitutes one of the main economic and social engines of La Laguna. Behind each establishment, there are jobs, families, and an essential part of the identity of our towns and neighbourhoods." Hernández emphasised that the strategy is born "from dialogue with those who open the doors of their businesses every day" and that the goal is to "design useful public policies, built from the knowledge of the commercial reality of the municipality."
The strategy will be supported by a participatory process with merchants, business associations, open commercial areas, entrepreneurs, and other economic agents. This work will allow for the identification of needs related to generational transition, digitalisation, and business transmission, and to develop an updated diagnosis of local commerce.
Additionally, there will be Technical Assistance for the Local Commerce Strategy and a Data Laboratory. These tools will coordinate the programme's development, collect strategic information, and generate indicators to guide future municipal policies supporting commerce.
The president of La Laguna Zona Comercial, Iván Pérez, valued the initiative as "an opportunity to work in a coordinated manner with the City Council and the entire commercial fabric, to better understand the reality of the sector and advance measures that favour the continuity of many businesses that are part of the identity and economy of La Laguna."
For her part, the project director, Estefanía Castro, explained that La Laguna Conecta Comercio will allow for "the construction of a roadmap based on data and direct participation from the sector, facilitating the design of actions tailored to the real needs of local commerce."
The strategy includes five complementary projects. The La Laguna Commerce podcast will highlight the stories of merchants and entrepreneurs. The Small Commerce on Social Media will offer practical training to improve the digital presence of establishments. La Laguna Connects – Press Day will bring local commerce closer to media and content creators. The Narrator's Chair will carry cultural activities aimed at families to different establishments. And The Back Room will provide training resources on innovation, communication, sales, artificial intelligence, and digital transformation.
With this initiative, the City Council of La Laguna reinforces its commitment to local commerce, combining planning, analysis, participation, training, and promotion to anticipate the challenges of the sector. The goal is to ensure the continuity of the establishments that are part of the identity, economy, and daily life of the towns and neighbourhoods of the municipality.
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