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Promotur Turismo de Canarias participated in the 3rd International Tourism and Leisure Studies Conference held on 17th and 18th May in Lanzarote. A place where renowned academic experts from universities in more than 15 countries gather to present their latest studies regarding sustainability, tourism, culture, gastronomy and sports. Taking part in this conference, means sharing knowledge with some of the main researchers and people involved in the tourism scene.

Turismo de Canarias manager, María Méndez, took part in the first conference to present the change in the communication strategy of the tourist brand Canary Islands aiming to share the knowledge learnt after a process carried out in order to reroute tourist promotion in the Canary Islands. In 2010, after a standstill phase of the tourist data registered in the first decade of the 21st century, a thinking and research process started in order to set off on a new journey. The situation called for a change in terms of the positioning of the brand, and therefore, a new strategy was designed which is the one that sets the basis for the current work carried out with an approach that aims to strengthen the affectionate bond with our potential tourists.  The Canary Islands is a well-known brand, but the affectionate aspect had not been worked with and it was necessary to make a paradigm shift.

Segmented communication through numerous actions

It consists of developing segmented and motivational communication that requires more of an effort, since we have gone from a beach destination to focusing on a wide range of factors with messages and content for every single tourist. It is also a strategy that will allow for results to be measured and their efficacy assessed. The digital tools help us gather data and get to know the taste of those who visit us and that of potential visitors too. It’s a disruptive way to communicate the seven destinations, that requires a clear strategy, highly recognised in the tourist market scene, awarded with several renowned prizes.

During the congress, María Méndez also touched on the challenges of the future that are already being worked with, such as maintaining the leadership, diversifying markets and clients, in addition to promoting the identity as a differentiating factor.