Golf del Sur has gained another vote of confidence.
A major investment deal has seen the recently refurbished The Salmar, Adults Only hotel acquired by Canarian tourism group Satocan in partnership with Grupo Fuertes, marking Satocan’s first ever hotel investment in Tenerife.
The move underlines the continued confidence large investors have in the island’s tourism sector, particularly in the south where demand for quality accommodation remains strong.
A fresh start for a familiar hotel
The Salmar occupies the site of the former Tenerife Golf & Sea View Hotel, previously known as Vincci Tenerife Golf.
After closing in 2025 for an extensive refurbishment, the hotel has reopened with a completely new look, upgraded facilities and a new name.
The redesign has been created to make the most of its seafront location, with interiors intended to blend more naturally with the surrounding coastline. The aim is to give guests the feeling of staying aboard a cruise ship, with uninterrupted views across the Atlantic.
Satocan expands into Tenerife
For Satocan, this is an important milestone.
The Canary Islands-based company already owns several hotels and holiday resorts in Gran Canaria and Fuerteventura, but this is its first venture into Tenerife’s hotel market.
Its partner in the acquisition, Grupo Fuertes, is one of Spain’s largest privately owned business groups, with interests spanning tourism, food production, property development and a wide range of other industries.
More confidence in Tenerife’s tourism market
The purchase is another sign that investors continue to see long-term value in Tenerife’s tourism industry.
Golf del Sur remains a popular choice for golfers, holidaymakers and overseas property owners looking for a quieter alternative to the busier resorts further along the coast.
With the refurbishment now complete and new ownership in place, The Salmar adds another modern accommodation option to the area and reinforces the continued investment being made in the south of Tenerife.
For anyone who has visited Golf del Sur over the years, it’s another example of how the resort continues to evolve while keeping the relaxed atmosphere that attracts visitors back year after year.