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The Canary Island tourist brand has set up a new communication platform called The other map, aimed at a specific segment of travellers who don’t want to feel like tourists in the traditional sense, but who are looking rather to enjoy non-conventional experiences during their holidays: the modern pleasure-seekers.

The initiative revolves around a communication platform called True Moments for Atipycal Tourists, featuring a website in three different languages, (Spanish, English and German) with audiovisual and written information highlighting 140 experiences compiled by well known national and international bloggers. The main subjects dealt with include gastronomy, culture, creativity, architecture, shopping, unique kinds of accommodation and the countryside, with proposals ranging from a visit to a farm to a fashion-designer’s workshop, together with a long list of unique locations tourists wouldn’t normally get to see.  

All the experiences collated on this web are recommended first hand by influencers and travel bloggers who provide their own personal and trendy insights into many different places around the islands, in typical social media linguistic style. These bloggers have also contributed to the circulation of their contents on a wide scale, by publishing them on their own social media profiles, reinforcing them with a message of recommendation through discovery.

Client Diversification

As in the case of other promotional initiatives, “The other map” responds to a client diversification strategy that Turismo de Canarias has been working hard to develop, and is applied specially to so-called mature markets, and specifically to those in Spain, the United Kingdom and Germany.

The objective of this particular initiative is to dissemminate the wide range of attractions the island has to offer, over and above the more typically-known tourist locations and activities, with the aim of attracting a visitor with a great future potential: “the modern pleasure-seeker” is a visitor profile that has emerged following a qualitative breakdown study made on the “sun and beach” tourist. These are considered to have such great potential because although they have already been to all the islands, they could do so to an even greater extent.

The goal of this platform is to widen tourist activity beyond accommodation and food in their strictest sense and thus contribute to the growth in profit derived from the success of tourism in the Canaries to other, mainly local, kinds of businesses.

The expected continual expansion of the web’s contents are set to enrich this brand new tourist map with a wide array of experiences of this type, since it is an open and fast-moving platform, in which new bloggers are invited to join in at any time with their own original and new proposals.

8.5 million visits and 104 million viewings

Turismo de Canarias carries out a yearly average of 250 differenciated tourism promotional actions, most of them online. All together, the different webs that make up the Canary Island brand generated a total of over 8.5 million visits in 2017. Besides this, videos placed on Youtube and Facebook have topped 104 million views.

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