A LIVE AND CONSCIOUS
DESTINATION
Canary Islands at FITUR Madrid WTM London ITB Berlin 2024
THE CHALLENGE
To transform the Canary Islands’ tourism leadership into a story of quality, sustainability and emotion.
Between 2022 and 2024, the Archipelago faced the challenge of maintaining its position as a preferred destination in the main European markets: the United Kingdom, Germany and Spain, avoiding excessive growth in visitor volume and focusing its strategy on a clear objective: more value, less impact.
In a context of economic recovery and new travel habits, the Canary Islands had to demonstrate that responsible tourism can also be profitable tourism, reinforcing its international image through three major scenarios: FITUR, ITB Berlin and World Travel Market London.
OUR APPROACH
The new 2022-2024 trade fair cycle transformed the Canary Islands pavilions into sustainable and experiential brand spaces, under the common umbrella of Promotur Islas Canarias.
At each fair, the narrative evolved coherently:
FITUR 2024 (Madrid)
With the slogan “The Canary Islands have a limit,” the stand presented a growth model based on sustainability and profitability. The carbon footprint was reduced by 7% per square meter, and more than 80% of the materials were reusable or recyclable.
352 companies and 1,172 professionals participated in a space designed for business, where gastronomy, digital innovation, and smart destination strategies shaped the narrative.ITB Berlin 2024 (Germany)
At the world’s largest tourism showcase, the Canary Islands promoted the Volcanic Xperience brand, incorporating 15 gastronomic tastings of local products (wines, cheeses, mojos, and gofio) as a symbol of the link between territory and culture.
The 825 m² stand, structured with 16 floating cubes and 21 audiovisual screens, reflected the diversity of the eight islands.
The campaign reinforced the message “more spending, not more visitors”: German tourists generated €3.635 billion in 2023, 21% more than in 2019, despite arriving in smaller numbers.WTM London 2024 (United Kingdom)
The British market, responsible for 40% of the archipelago’s tourism, ushered in a new era with the international campaign “Redefining the tourist,” which reinterpreted the term “tourist” in terms of respect and sustainability: Travel conscientiously, Observe, Understand, Respect, Involve, Support, Treasure.
The Canary Islands stand hosted 250 professionals from 150 companies, with 32 individual spaces and more than 60 professional meetings.
The strategy focused on attracting a conscious traveler, diversifying products: nature, golf, hiking, gastronomy, and consolidating connectivity: Tenerife alone registered a 2.3% increase in air seats (1.15 million between April and September 2024).
British tourism revenue reached 8.2 billion euros, with a forecast of 6.3 million visitors.
“Each fair was a declaration of intent. We wanted to demonstrate that the Canary Islands are much more than a destination. They are a way of life, a way of caring for and sharing the world.”
José Vicente Gascó, Project Manager
THE RESULTS
A coordinated presence at major international forums solidified the Canary Islands’ position as a global brand synonymous with sustainability, well-being, and profitability.
The archipelago reinforced its image as a reliable, innovative destination that connects emotionally with its audience.
It recovered to pre-pandemic levels in all major markets.
It increased its air capacity and its tourist spending per visitor.
He turned gastronomy, sustainability, and local culture into tools for differentiation.
Y demostró que el turismo responsable puede ser también el motor económico más sólido de un territorio.
LET'S GET TO KNOW
EACH OTHER
