Lorraine Williamson
High in the mountains of Gran Canaria, the village of Tejeda is preparing for an unusually bright Christmas. After winning a nationwide public vote organised by Ferrero Rocher, the rural community has been named Spain’s official Christmas village for this festive season.
It is the first time Tejeda has taken part in the brand’s annual campaign — and it has gone all the way. Thousands of votes secured the top spot, placing this inland Canary Islands village firmly at the heart of Spain’s Christmas map.
How a chocolate brand created a modern Christmas ritual
The Ferrero Rocher initiative, known as Juntos Brillamos Más (“Together We Shine Brighter”), has become a December fixture across Spain. Each year, villages compete in a public online vote for the chance to host a fully funded festive light installation.
What began as a marketing idea has evolved into something more meaningful. The campaign celebrates small communities, rural identity and collective effort at a time of year when togetherness carries particular weight.
Winning villages receive not just decorative lights, but national media exposure and a moment of recognition rarely afforded to places far from Spain’s major cities.
Canary Islands backing proves decisive
Tejeda’s victory was driven by strong regional support. Residents, local businesses, and community groups mobilised quickly, with backing spreading across Gran Canaria and beyond.
The village progressed through four rounds of voting before beating Fuente del Maestre, in Extremadura, in the final. Local authorities have publicly thanked everyone who helped rally votes, describing the win as a shared achievement rather than a marketing coup.
By securing the title, Tejeda joins a small group of previous winners, including Mojácar, La Alberca, and Peñíscola — villages that have each enjoyed a festive surge in visibility without losing their local character.
More than lights: why community matters
Ferrero Rocher says the campaign is designed to reward more than visual charm. Villages must show commitment, cohesion, and pride, with public participation at the heart of the selection process.
The lighting ceremony, which was scheduled for the early evening of 17 December and attended by television presenter Jesús Vázquez, marked the end of weeks of collective effort. It is as much about recognition as it is about illumination.
For small municipalities like Tejeda, that acknowledgment carries real emotional value.
A setting shaped by history and landscape
Tejeda’s appeal extends well beyond Christmas. Located in the island’s interior, the village sits among dramatic volcanic peaks, including Roque Nublo and Roque Bentayga. The surrounding landscape forms part of the UNESCO-listed Risco Caído Cultural Landscape.
The village also features on Spain’s official list of Los Pueblos Más Bonitos de España, thanks to its preserved architecture and strong cultural identity.
Food plays its part too. Tejeda is renowned for almond-based sweets such as bienmesabe and marzipan — a tradition that quietly echoes the festive symbolism of the Ferrero Rocher brand itself.
Festive pride without the crowds
The Christmas lights will remain in place throughout the holiday period, but Tejeda is not aiming for mass tourism. Instead, the focus is on community pride and a brief moment of national attention earned through unity and participation.
For one winter season, this mountain village shines a little brighter — not because it tried to become something else, but because it stayed exactly what it is.
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