For the first time, the brand Canary Islands, has attended the most important event for professional organisers in the United Kingdom, The Meetings Show, which was held in London on 27th and 28th June. Around 700 stands from 54 different countries and about 2,000 attendees. A place of interest to introduce the Islands as potential destination for congresses.
At the Canary Islands stand, 85% financed by the Regional European Development Fund, there was also the convention bureau from Gran Canaria, Tenerife and Lanzarote, offering information and contacting companies and congress professionals.
Outstanding strategy for MICE
Turismo de Canarias has a clear strategy aimed at the MICE sector (an acronym that makes reference to tourism related to meetings, incentives, congresses and exhibitions). The aim is to promote the modern and functional infrastructure of the Islands, along with good weather all year round as added bonus.
Turismo de Canarias had a busy meeting schedule during the event in London, building up a bond with those responsible for organising important events in order to get them to include the Islands in their future plans. Meetings were held with buyers from Europe and the United States, either specialised in the organisation of events, or representing agencies that look for new places for companies to go to from different sectors like new technologies, automotive industry, finance, insurance companies, nutrition and port services.
These buyers demand very specific and high quality services and products as well as unique experiences that call for the support of local organisers, including individualised attention with extraordinary activities, generally in 5-star hotels, and when it comes to smaller groups, in boutique hotels. The food offered must be of high quality standards too.
The significance of congress tourists is backed up by data such as average spending per trip, which adds up to €153.68, higher than other tourists which adds up to €140.18. They also spend more in public transport than other kind of tourists, taxis, restaurants, clubs and pubs. The average age of congress tourists goes from 31 to 45 years of age, and they are often employed in middle or higher positions 43.6 % (2017 data). 43 % of them travel by themselves, there are more men (59.3 %) than women (40.7 %).
The highest rated destinations are Gran Canaria (46 %), followed by Tenerife (41 %), Lanzarote (6 %), Fuerteventura (3.7 %) and La Palma (2.4 %).