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For another year, the Canaries are to be present at the World Travel Market in London, one of the most important tourist fairs in the world, held this year between 5th and 7th November. The islands’ confidence is buoyed by the nearly five million British tourists who will have spent their holidays here on the holiday destination.

From January to August, British tourism in the Canaries has dropped by 7 %, with a total of 229,000 travellers less, due partly to the recovery of competitive destinations such as Egypt, Turkey and Tunisia, and also due to the closure of the airline Monarch, whose capacity is yet to be compensated by other airlines. However, by the same token, the Britons who have travelled to the islands have spent 6.4 % more so far this year. With these figures we can confirm we will end 2018 with a little under five million British tourists, reflecting the second best ever year in our history.

We mustn’t forget that the British represent 33 % of our total tourists, making them the largest incoming market on the archipelago, while also revealing they are highly loyal to the islands.  They also generate a large business volume, with a turnover of 5,500 million euros in 2017, representing 31 % of global figures.

Innovative audiovisual projection systems

One of the most innovative elements to feature at the Canary Islands stand at the 39th annual World Travel Market event is the integration of new audiovisual projection systems that are able to create a captivating effect on watching spectators.

The new pavilion, which features the latest technology and projection apparatus, covers nearly 800 square metres and has a wholly “visual” design representing the ocean, along with the islands’ vegetation and volcanic origins. Apart from the stunning image the pavilion projects as it looks to communicate the Canaries’ top tourist attractions, it offers a business platform for the industy, with the purpose of generating many high level professional meetings.

The concept of the finest climate in the world, as a core attribute to the positioning of the Canary Islands brand, and the uniquely individual nature of each of the seven islands, constitute a hub of communication at the stand. It displays a huge array of latest technological elements, in keeping with the digital prowess of the Canary Islands brand, which highlights its mainly audiovisual contents in line with its strategy of brand content.

In terms of its construction, its highly innovative focus and cutting edge appearance are combined with other elements that lend it a warming feel, where the use of organic materials and chromatic lighting sets help to transmit the concept of a fine climate. To this end it has moving light effects that are projected over a floating decking in the form of a wave. These effects evoke the colours of the ocean, the islands’ lush vegetation, their volcanic stone and their golden, sandy beaches.  This is all rounded off by large scale graphic supports and a series of audiovisual pieces which are broadcast in a synchronized fashion on a giant screen and on other screens that are placed around the boundary of the pavillion, adding to the sense of unity all around the area.

Visual attraction and functionality

The stand is 85 % co-financed by the European Union Regional Development Fund (FEDER in Spanish), and showcases the many attractions of the holiday islands. In this way it integrates information booths for each island, run by their own promotional teams comprising businessmen and local municipalities. Besides this, there are large areas set aside for professional meetings as well as two other areas for sampling local products, in an attempt to promote gastronomy as a key part of the brand’s identity.