SERENE BEAUTY,
RAISED FROM THE ATLANTIC
Canary Islands 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 slumber, battered by international travel restrictions, changing regulations, and the emotional weight of uncertainty. On top of that, La Palma had recently endured the devastating volcanic eruption of Cumbre Vieja, which halted tourism to the island entirely.
The Canary Islands saw FITUR 2022 as an opportunity. The goal was clear and ambitious: rekindle global enthusiasm for the archipelago, reaffirm its leadership in sustainable tourism, and do so with a space that inspires. The stand needed to be much more than a booth. 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 while, at the same time, to evoke it. It was necessary to rebuild trust, reawaken desire, and tell a story of resilience and renewal, one woven with sustainability, emotion, and light.
OUR APPROACH
At TARS Design, we envisioned the stand as a living organism, one that would breathe with the rhythm of the islands, immerse the visitor in nature, and interact with them on an emotional and technological level. We built an island inside the fair.
Spanning 1,425 square meters, the stand was structured around three elemental themes: lava, ocean, and vegetation. These were embodied through a dramatic floating ceiling of organic forms, constructed in stretched fabric and aluminum. This sculptural canopy was an atmospheric floating ceiling.
Beneath it, a walkable videowall that let the ocean kiss the shoes of the visitors.
High-impact visuals brought the stand to life:
A 40 m² central videowall served as a digital heart, pulsing with moving imagery.
A 15 m² interactive floor screen simulated a breaking wave beneath the feet, offering a visceral connection to the ocean.
Eight curved LED counters and four transparent LED screens elevated the stand’s visibility and dynamism.
Every touchpoint was crafted with purpose, from 24” interactive touchscreens with antiviral coating to an augmented reality photo booth celebrating La Palma. We created an interactive mosaic, a photo poem where every visitor could add their reason why this island is ‘Bonita’, generating a mosaic of support projected on a giant screen.
The digital content was powered by a real-time app connected to the Canary Islands’ tourism database, offering tailored information across themes and languages, replacing paper with pixels.
Sustainability anchored every decision. The stand’s carbon footprint (83.87 tons CO₂) was meticulously calculated and offset through the planting of 466 native trees in Gran Canaria. All materials were chosen for reuse or recyclability, and energy came exclusively from renewable sources. Even signage was reimagined using digital displays and vegetable-based eco-inks.
A great cube, luminous and transparent, hovered like a thought in midair.
Surrounding it: immersive landscapes on four towering LED screens, curved counters that shimmered with stories, and tactile portals where fingertips summoned stars, vineyards, and ancient trails.
So every beam of light, every panel and 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-inks, and digital signage replacing print.
Even the screens bore antiviral films, a subtle nod to the moment we were living through.
“We envisioned the stand as a living organism, one that would breathe with the rhythm of the islands, immerse the visitor in nature, and interact with them on an emotional and technological level. We built an island inside the fair.”
José Vicente Gascó, Project Manager
THE RESULT
We created an immersive tribute to the islands, a mirror that reflected their values and also their beauty. That’s why what emerged was a landscape, not a stand.
Over 62,000 visitors experienced the installation in person, joined by 40,000 more through digital platforms. The stand became a hub for business, hosting 267 companies and 660 professionals, and facilitating strategic meetings with international partners, including Jet2, Lufthansa, Vueling, and Expedia.
The impact extended beyond numbers. The Canary Islands stand became a case study in how sustainability, design, and digital innovation can converge to define the future of tourism promotion. It earned international acclaim, including the prestigious World Exhibit Award for Best Tourism Stand in the World, a recognition of its beauty, functionality, and emotional storytelling.
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