SERENE BEAUTY
RAISED FROM THE ATLANTIC
Canarias at FITUR Madrid WTM London ITB Berlin 2022
THE CHALLENGE
In 2022, the Canary Islands faced a complex crossroads: the tourism industry was emerging from a pandemic-induced stagnation, hampered by international travel restrictions, regulatory changes, and the emotional toll of uncertainty. Furthermore, La Palma had recently suffered the devastating volcanic eruption of Cumbre Vieja, which brought tourism on the island to a complete standstill.
The Canary Islands saw FITUR 2022 as an opportunity. The objective was clear and ambitious: to reignite global enthusiasm for the archipelago, reaffirm its leadership in sustainable tourism, and do so with an inspiring space. The stand had to be much more than just a stand. It had to become a multisensory experience, an immersive reflection of the islands’ natural beauty, cultural identity, and environmental commitment.
The challenge was to present a destination and, at the same time, evoke it. It was necessary to rebuild trust, awaken desire, and tell a story of resilience and renewal, intertwined with sustainability, emotion, and light.
OUR APPROACH
At TARS Design, we conceived the stand as a living organism, one that would vibrate to the rhythm of the islands, immersing visitors in nature and interacting with them on an emotional and technological level. We built an island within the fair.
With a surface area of 1,425 square meters, the stand was structured around three elemental themes: lava, ocean, and vegetation. These were embodied by a spectacular floating roof of organic shapes, constructed with tensioned fabric and aluminum. This sculptural canopy was an evocative floating ceiling.
Below, a walkable video wall allowed the ocean to kiss the shoes of visitors.
High-impact images brought the stand to life:
A central 40 m² video wall served as the digital heart, pulsating with moving images.
An interactive 15 m² screen simulated a wave breaking beneath your feet, offering a visceral connection with the ocean.
Eight curved LED counters and four transparent LED screens enhanced the visibility and dynamism of the stand.
Every touchpoint was designed with a purpose, from 24-inch interactive touchscreens with antiviral coating to an augmented reality photo booth celebrating La Palma. We created an interactive mosaic, a photographic poem where each visitor could add their own perspective on the island, generating a supporting mosaic projected onto a giant screen.
The digital content was fed through a real-time application connected to the Canary Islands tourism database, which offered personalized information by topic and language, replacing paper with pixels.
Sustainability was the foundation of every decision. The stand’s carbon footprint (83.87 tons of CO₂) was meticulously calculated and offset by planting 466 native trees in Gran Canaria. All materials were selected for reuse or recycling, and energy came exclusively from renewable sources. Even the signage was reinvented with digital displays and eco-friendly, plant-based inks.
A large cube, luminous and transparent, floated like a thought in the air.
All around: immersive landscapes on four imposing LED screens, curved counters that glowed with stories, and touch portals where fingertips summoned stars, vineyards, and ancient paths.
Thus, every ray of light, every panel and every plank, was part of a sustainable ballet:
83.87 tons of CO₂, measured and offset.
466 native trees, planted in Gáldar soil.
Renewable energy, recyclable materials, eco-friendly inks and digital signage that replace printing.
Even the screens showed antiviral films, a subtle nod to the moment we were living through.
"We conceived the stand as a living organism, one that would vibrate to the rhythm of the islands, immerse the visitor in nature, and interact with them on an emotional and technological level. We built an island within the fair."
José Vicente Gascó, Project Manager
THE RESULTS
We created an immersive tribute to the islands, a mirror reflecting their values and their beauty. Therefore, what emerged was a landscape, not a platform.
More than 62,000 visitors experienced the installation in person, and another 40,000 joined via digital platforms. The stand became a business hub, hosting 267 companies and 660 professionals, and facilitating strategic meetings with international partners such as Jet2, Lufthansa, Vueling, and Expedia.
The impact went far beyond the numbers. The Canary Islands stand became a case study on how sustainability, design, and digital innovation can converge to define the future of tourism promotion. It garnered international recognition, including the prestigious World Exhibit Award for Best Tourism Stand in the World, an accolade for its beauty, functionality, and compelling narrative.
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