The Puig family has been involved in the development of southern Tenerife’s tourism industry since the 1960s, and Santiago Puig Serratusell is continuing that connection.
Puig has been reappointed as sole administrator of Playa de las Américas SA, Playas de Troya SA and Campo de Golf Las Américas SA, according to the entry published in the Spanish Commercial Registry (BORME) on Friday 18 September.
The move extends his management of three companies with significant interests in the Arona area, including land, tourism assets, properties and the operation of Golf Las Américas.
The Puig Family and the Birth of a Tourist Destination
The family’s involvement in Tenerife’s tourism development dates back to the mid-1960s.
In 1965, Catalan industrialist Rafael Puig Llivina arrived in Tenerife with his son, Santiago, at a time when much of the coastline around Arona and Adeje was still undeveloped.
There were few of the facilities we now take for granted. Roads, electricity, drinking water and tourism infrastructure were limited, while the area itself was largely rural and economically disadvantaged.
The Puig family saw potential in something the island had in abundance: sunshine and relatively stable temperatures throughout the year.
On 21 June 1966, they established Playa de las Américas SA, with plans to acquire land, develop water infrastructure, improve road connections and create a new urban area aimed at the European tourism market.
It was a sizeable ambition, particularly when you consider what the southern coast looked like at the time compared with the hotels, apartments, restaurants and golf courses we see today.
Helping Shape Southern Tenerife
The family’s plans attracted early hotel investors, including those involved in the historic Hotel Gran Tinerfe.
The development of the area also coincided with major public infrastructure projects, including the Southern Motorway and the airport now known as Tenerife South Airport.
Together, these changes helped accelerate the transformation of southern Tenerife into one of Spain’s best-known tourism destinations.
Santiago Puig Takes the Lead
Following the death of Rafael Puig, his son Santiago took over the group and continued developing its property interests.
During the 1980s and 1990s, as international hotel chains and investment funds became increasingly involved in the region, the company’s strategy focused on retaining valuable land in Arona while diversifying its tourism assets.
One example was the development of Golf Las Américas, which added a sporting and leisure component to the family’s wider portfolio.
The latest appointments confirm Santiago Puig’s continued role in three companies linked to the development and management of important assets in Playa de las Américas and the surrounding area.