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We are launching this new sub-segment within the nature tourism category due to its strategic interest for the destination, as it allows us to diversify demand and connect with high-value visitors for the archipelago. To support this, audiovisual content and more than a hundred high-impact photographs have been produced, a social media campaign has been launched across seven markets, and a dedicated section has been created on holaislascanarias.com with specialized articles.

Birdwatching makes it possible to connect with travelers with high purchasing power who generate local employment and seek to experience nature and biodiversity in a respectful way. The profile of this tourist is based on a consultancy study we commissioned, which also concludes that this is a growing activity and that those who practice it prefer rural, less crowded destinations and demand specialized services.

These visitors are typically between 45 and 75 years old, although the 30–45 age group is growing. Within this group, two profiles can be distinguished: enthusiasts, who combine birdwatching with other nature-based activities; and experts, who travel specifically to observe certain species at particular times of the year.

With the launch of this new sub-segment, the Canary Islands will be promoted as an exceptional destination for birdwatching all year round.

With the launch of this new sub-segment, the Canary Islands will be promoted as an exceptional destination for birdwatching all year round. Thus, the variety of ecosystems present in the archipelago will be showcased, from desert and coastal areas to pine forests and laurel forests, as well as the diversity of species that can be observed in the Islands and the guidance and experience offered by expert professionals.

Photographs and specialized articles

To support the launch of this new sub-segment, specific audiovisual and graphic material has been produced based on shoots carried out in the Islands, generating more than a hundred high-impact photographs. This production has a multipurpose nature, allowing these assets to be used in future campaigns and communication actions.

For the launch of the birdwatching sub-segment, specific audiovisual and graphic material has been produced from shoots carried out in the Canary Islands.

In addition, a dedicated landing page has been created within the official website, available in 14 languages, along with editorial content focused on this activity. The articles cover topics ranging from how the archipelago has historically been a destination for great travelers and naturalists such as Alexander von Humboldt, to the migration of the so-called “rare birds” in the Islands, among others.

The campaign to launch this sub-segment will take place in March through Meta’s social media platforms (Instagram and Facebook) and will consist of two waves targeting seven markets: Spain, Germany, the United Kingdom, the Netherlands, Sweden, France, and Italy.

*Action co-financed by the European Union (ERDF).