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• Leading French newspaper Le Monde publishes an article in its print edition which rates the underwater museum of Playa Blanca as one of the most attractive in the world of those built under the sea, attracting more tourists.

The 250 sculptures of internationally-renowned artist Jason deCaires Taylor were submerged at the end of January to form part of the first underwater museum collection in Europe, and in their first six months of life under the waters of Lanzarote’s Playa Blanca have made waves around the world several times. Numerous domestic and international media have reverberated Lanzarote’s initial call for tourists, reaching a potential audience of 922 million readers worldwide, both in digital and printed media, creating an advertising value equivalent to more than 69 million euros.

Half a year on and coverage just keeps on rolling in. After more than 780 mentions in media, many print publications are making the most of the summer months to dedicate extensive articles to attractive and refreshing holiday destinations. This is the case of the leading French newspaper Le Monde, which recently dedicated a page of its newspaper to destinations with underwater ‘treasures’, like Lanzarote’s Atlantic Museum, made up of a series of sculptures that represent human figures in everyday situations and prompt reflection on humanitarian problems and the relationship between man and nature.

Under the heading ‘Tourism bottoms out’ meant in its most positive sense, Le Monde refers to the most intrinsic need of tourists to explore the unknown and dive into the sea to feel new experiences. This is in the context of tourist attractions that feel awkward in the natural environment, like a submerged plane, a sunken ship or a full-blown sculpture museum installed by the artist, with the support of Promotur Turismo de Canarias. The promotion of these initiatives helps to relaunch tourism and single out the unusual range of tourism activities in the Canary Islands from other competing destinations.

This commitment to the underwater museum beneath Coloradas Bay contributes to the destination’s positioning and the international promotion of the Canary Islands brand through the archipelago’s defence of art and nature, a philosophy created successfully by the brilliant artist César Manrique.