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We’re attending this year’s world-leading tourism fair with our 770m² sustainable stand and a delegation of more than 250 industry professionals from the Canary Islands. The British market is showing a recovery, currently standing at 110% compared to pre-pandemic figures and accounting for 35% of all tourists arriving in the Canary Islands.

The 44th World Travel Market is on in London from 6 to 8 November, and expects to welcome 3,500 exhibitors, 1,500 journalists and 36,000 visitors. A large delegation from the Canary Islands will attend the event, with more than 250 professionals from 150 companies and public institutions, 29 of which have their own space in the stand for meetings with tour operators, travel agents, airlines and representatives from British industry.

Despite a slow initial recovery of the British inbound market to the Canary Islands due to ongoing travel restrictions in the first months of 2022, the improvement has been remarkable, currently standing at 110% compared to pre-pandemic figures and accounting for 35% of all tourists arriving in the region. The recovery in the British market hasn’t affected our diversification strategy, as our other markets are also up on 2019 levels, showing a recovery of 116%.

Other inbound markets to the Canary Islands apart from the British market are also up on 2019 figures.

British tourism has risen despite major events such as Brexit, Covid restrictions and the war in Ukraine, or increases in the price of raw materials, energy and food.

The British haven’t stopped travelling in the face of these obstacles, preferring to give up other spending and prioritise holidays, and the Canary Islands clearly remain their favourite destination. A study by Mastercard shows that, since the pandemic, Brits and inbound visitors of other nationalities prefer to spend their money on meaningful, enjoyable experiences, putting saving on the back burner.

A study by Mastercard shows that, since the pandemic, Brits and inbound visitors of other nationalities prefer to spend their money on meaningful, enjoyable experiences.

To continue encouraging visitors from the UK, our intense work schedule in London will include meetings with representatives from leading airlines and tour operators such as TUI Group, Jet2, easyJet and ABTA (Association of British Travel Agents).

Sustainable stand

The Canary Islands stand is once again characterised by its sustainability and reduction of the carbon footprint, quantified at 242.5 tonnes of CO₂, down 9.44% on last year’s figure of 267.8 tonnes.

The Canary Islands stand is once again characterised by its sustainability and carbon footprint reduction.

Because the WTM venue, Excel London, uses renewable energy, the footprint of electricity consumption will be zero. Emissions generated by air conditioning and waste are offset by the venue as part of its sustainability policy, so net emissions will also stand at zero.

Measuring the carbon footprint is part of our commitment to climate action through sustainable tourism. This approach is also evident in the construction of the stand, as it was planned and built to ensure that most of its components can be reused, with a recycling plan for disposable materials.

Measuring the carbon footprint is part of the commitment of Turismo de Islas Canarias to climate action through sustainable tourism.

Made with foldable furnishings, the stand is easily disassembled, reducing the amount of space and the volume of the material for transport. All disposable items are sorted and will be delivered to authorised recycling companies during assembly and when the stand is taken down.

Out of the approximately 500m³ total transport volume, the containers hired for waste have a volume of only 3m³, indicating the optimisation of the stand. For future assemblies, reuse of materials is expected to be almost 85%, without detracting from the final quality of the stand. This figure is up 10% on last year.

Digital app

As part of our sustainability and digital transformation goals, we’re once again using a digital app instead of paper to provide a real time connection to the tourism resource database of the Canary Islands brand.

The Canary Islands stand at the WTM will once again use a digital app to provide a real time connection to the tourism resource database.

The app is continually updated and will be rolled out in London with new functions, including a section on personalised suggestions for users based on their travel interests to give them a more individualised experience of the destination. The app will be available in Spanish, English and German.

Sixteen large floating cubes

The 770m² Canary Islands stand cofinanced with ERDF funds is returning with 16 large floating cubes as giant showcases of tourism in the region to project audiovisual images of the eight islands, plus four hanging displays with Canarian-inspired gardens and native flora.

The 16 large cubes installed in the Canary Islands stand at the WTM provide giant showcases of tourism in the Canary Islands.

The ambience of the striking stand is dominated by moving light effects across the roof and the fabric of the installation. New touch modules with 24” screens allow users to interactively view Canary Islands resources. The stand also includes more LED projection screens than in 2022, with 19 screens in a range of formats.

The lighting and electronic equipment and devices are always installed with LED technology for greater brightness with less electricity consumption. The stand consumes 77 kw/h, totalling 1,848 kw during the three-day event. In 2022 this represented a 15% reduction in electricity consumption compared to 2021.