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Last weekend, from 21st to 23rd february, the Canary Islands tourist brand participated in Ferie For Alle, Denmark’s leading tourism fair. It is a market that over the last year has seen visitor numbers drop from 362,415 travellers in 2018 to 347,470 in 2019, representing a decrease of 4%. Hence the convenience of promoting the Canary Islands at this event held in Copenhagen, which offers a new opportunity to strengthen the archipelago’s brand image and showcase its offer to the general public who come along to these types of events.

Together with the 60,000-plus visitors were hundreds of journalists from the international media and travel agents from the Danish tourism industry who come to this important fair, in addition to tour operators Tui, Apollo, Spies and Bravo Tours, who sell package holidays directly to clients.

Connectivity guaranteed

It is important to point out that connectivity between Denmark and the Canary Islands is guaranteed with regular routes operated by airline companies Norwegian, SAS, Danish Air Transport, Atlantic Airways Faroe Islands, Ryanair and TUIfly Nordic, who join the islands of Lanzarote, Fuerteventura, Gran Canaria, Tenerife Sur and La Palma with the airports of Aalborg, Aarhus, Billund, Copenhagen and the Faroe Islands.

The forecasts for airline seats for the upcoming winter and summer seasons stand at 118,706 seats, a drop of 5.1 % compared to the same season last year. As for frequencies, a typical week in the month of March sees 26 weekly flights operating between the Canaries and the Scandinavian country.

«Medium interest» market

The Canary Islands’ tourist brand’s Marketing Plan places Denmark in its «medium interest» market segment, given that its contribution is more limited in terms of tourist numbers and business volume. Indeed, it occupies 13th spot in tourist numbers and 12th in turnover. In percentage terms it constitutes 2.1 % of the total tourist quota. Nevertheless, it is an important market as it contributes to the diversification of tourism in the Canaries, the reason for which it is included in the brand’s communication campaigns.

As for the profile of Danish tourists, the most notable figures are the following: 61.8 % come for a relaxing holiday; 48 % of them travel to Gran Canaria; expenditure per tourist and trip stands at 1,284 euros, slightly above the average of 1,196 euros; 77.3 % of visitors have already been here before, making them one of the most loyal nationalities in terms of repeat visits (8 out of 10 come back); their average age is 51; 44 % come with their partners and 22.9 % come with children.