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Throughout this year, the tourist brand Canary Islands has taken part in the five most significant surf film festivals held in Europe, aiming to make the islands known as one of the best places in the world for this sport all year round. This type of event is the perfect setting to highlight the qualities of the islands in this regard, due to the fact that all attendees are fond of “wind and waves” sports, surf being the main motivating factor when deciding which holiday destination to go for. Therefore, being able to do your favourite sport all year round and having the high quality waves available in the Canary Islands, are decisive aspects when it comes to making a choice.

15,500 people showed up at the festivals held in Sligo (Ireland), Milan, Hamburg, Paris and London. They were selected for the quality of their organisational skills and convening power. Potential tourists watched the  promotional video of “The Canary Way of Surf”, the platform set up by Promotur Turismo de Canarias specifically aimed at “wind and waves” tourism. The large format and high quality video was shown around eight to ten times at each festival before movies were screened, and it went viral in the social profiles of the festivals. In addition, attendees were given leaflets of the platform in English, German and French.

Islas Canarias was the only brand present at those festivals, with a high communication impact with the audience, especially when this is one of the few tourist brands in the world to develop a motto of their own with this specific target market in mind. “The Canary Way of Surf”is becoming a more and more consolidated brand in the world of “wind and waves” sports and  the lifestyle that goes with it.

*This action is 85% co-financed by the European Regional Development Plan (ERDP).