They are making their voices heard over the Cuna del Alma project, a huge development set to bring more hotels to the island. The introduction of more tourism-centric infrastructure has angered locals, who have even installed signage in the area to plead with authorities to leave the area alone.
GeoTenerife who have long opposed the major plans, say the development is aimed at "rich tourists", and is not "sustainable". They claim marine wildlife could be impacted and that Tenerife's heritage will be "buldozed" to make room for holidaymakers.
Today's protest, it's claimed, saw angry individuals pull down a hotel development barrier as they paraded through the area.