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More than 50 tourism professionals, technicians and Administration managers took part in two working sessions last week with active dynamics whose aim was to strengthen cooperation. The idea is especially to gather the opinion of professionals in relation to what each can do regarding added value to face the difficult challenge of updating the approach used to promote the Canary Islands brand, thus renewing the marketing strategy that shall be developed in the 2018-2020 period.

These workshops have taken place as part of the collaborative actions set up by Promotur Turismo de Canarias aiming to join forces within the sector in order to cement efficiency when it comes to tourism promotion on the islands.

For two days, with sessions held in Las Palmas de Gran Canaria and Santa Cruz de Tenerife, all participants shared their views in these workshops where they collaborated and explained their concerns and the needs to be included in an ongoing marketing strategy. One of the features highlighted is the cooperation between everyone involved in promoting the seven destinations.

As direct responsible for managing this, Promotur’s main goal is to continue to  make the brand Canary Islands an efficient tool that brings the islands as tourist destination to clients. In addition to bringing value to the Canarian tourist ecosystem building a competitive and sustainable model in an uncertain context that is constantly undergoing changes. For this reason, we are renewing the different lines of action that affect areas such as research, planning, branding and product development. Furthermore, the renewed strategy establishes work routes in fields such as connectivity, commercialisation, communication and loyalty for the next five years.