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This Thursday we launched a series of posts in eight languages on Canary Islands social media with recipe videos to highlight the region’s cuisine as a significant, distinctive tourism attribute of the destination. In vertical format and shot in 4K resolution, the audiovisual content will showcase our cuisine and local produce to an audience of 1.6 million followers.

The region’s cuisine is the star of the reels posted each month on Facebook and Instagram in Spanish, English, German, Italian, French, Norwegian, Dutch and Swedish. The first post features a recipe for tomatoes stuffed with lentils, and will be followed by recipes for quesadillas (cheese desserts), banana cake, almogrote (cheese paté) and mojo, the Canary Islands’ classic condiment.

In tutorial format, the videos include clear instructions and indications about the ingredients needed for each recipe. They’re based on a DIY concept, a content type that works very well on social media, which we’re using for added value and to boost user engagement and interaction with the brand.

Based on a DIY concept, the Canary Islands recipe videos aim to boost user engagement and interaction with the brand.

Cuisine has a strong role in the broad diversification strategy we’ve been working on to highlight other aspects of the region apart from its “sun and beach” image and showcase the excellent and varied options the Islands have to offer. The aim is to enhance the tourist experience and distinguish the Islands from competing destinations.

Pleasing dining experience

Although dining isn’t a key factor when tourists make their purchasing decision to travel to the Canary Islands, they rate the food highly once they’re here, helping to strengthen the identity of the eight islands and ensure that visitors include our unique recipes and produce in their recommendations and advocacy.

By learning about local food, visitors understand the destination better and see it as a place where they can enjoy unique, appealing activities. Their interest helps to extend the economic impact of our tourism sector to other fields such as local produce, farms, wineries, cheese factories and the restaurant industry.

 Cuisine helps to extend the economic impact of the Canary Islands tourism sector to other fields, from local food producers to the restaurant industry.

In the last few months we’ve been running an ambitious promotion strategy based on Canary Islands produce, showcasing local products on hellocanaryislands.com and social media as a “locally sourced” souvenir for tourists. Many of the videos focus on food, such as the prickly pear, Canary Islands desserts, gofio, cheese and sea salt.

Around 10 % of the more than 200 articles featured on the website are about the region’s cuisine. This high proportion means that the personalisation algorithm can put together a perfect mix of content for each user.

We’ve also created an extensive range of food-related content to inspire social media users, following our always-on content strategy, which creates more than 10,000 different ads about the destination online in 21 countries in 15 languages, 365 days a year.