With these first three audiovisual productions we’ve launched the publication of a series of sustainability initiatives that are under way across the region’s eight islands and have direct or indirect links to tourism. The aim is to position Canary Islands as a brand that cares about environmental, social and economic sustainability.
The Marine Litter Observatory (Fuerteventura), Gorona del Viento wind-hydro power station (El Hierro) and Loro Parque Foundation (Tenerife) are the initiatives in the first stage of this series of audiovisual productions about sustainability, an aspect that’s becoming increasingly important to travellers when choosing leisure and holiday destinations. This trend has clearly grown in response to the pandemic.
In addition to sustainability and respect for the environment, today’s tourists place considerable importance on caring for cultural and natural heritage and look for destinations that incentivise the local economy, maintain festivals and traditions, work on reducing CO2 emissions, and encourage consumption of locally sourced produce and recycling.
Sustainability and respect for the environment are increasingly important to travellers when choosing leisure and holiday destinations.
The creatives of the action, in line with one of the objectives of the Canarias Destino strategy, will be posted on Canary Islands brand social media. Their reach will be boosted by promoting the posts to impact a higher number of potential tourists. The initiatives are aimed at European travellers looking for destinations that respect environmental, economic and social sustainability.
In the second stage, to be rolled out in 2022, we chose the following initiatives: La Santa Sports, in Lanzarote; Ecofinca Tecina, in La Gomera; protecting the Canary Islands sky, with the Canary Islands Astrophysics Institute, in La Palma; sustainable mobility, through cycle lanes in Las Palmas de Gran Canaria; and conservation of Eleonora’s falcon, in La Graciosa.
The Canary Islands sustainability initiatives were chosen based on their relevance and their impact on the environment, society and the economy.
The choice of initiatives was based primarily on their links to tourism, although we also valued other factors such as their relevance and their impact on the environment, society and the economy. We focused on a range of fields of action, to highlight various sectors, and local community involvement in the projects.
To create an appearance of news items or editorial pieces, each initiative is presented by representatives from the entities, who explain the project and its impact on the environment and society, creating a personal touch and building audience credibility. The testimonies are supported by images of the actions to illustrate the explanations and aid understanding.
For the creative pieces, we prepared videos and photos of outstanding scenery in the Islands, showcasing the spaces or installations of the initiatives and featuring the people involved in them to highlight the unique features of each project.
*This action is part of the agreement signed with the Secretary of State of Tourism to mitigate the losses caused by the failure of Thomas Cook.