Press Notes

• 3.16 million German tourists visited the Canary Islands in 2016, some 10.37% more than the previous year
• A 750-m² stand will attempt to consolidate the Canary Islands’ pole position in the German market and uphold the current market share
• More than 220 representatives from 115 of the Canary Islands’ enterprises and entities will attend the trade fair

The Canary Islands, 6 March 2017 – This week the Canary Islands will attend the ITB Berlin tourism trade fair to ensure that German visitors continue to visit and this market continues to grow, in spite of records having been broken in 2016 with an influx of 3.16 million German tourists and a 10.37 per cent increase on the previous year. The trade fair, held between 8 and 12 March in the German capital, is a new venue for showcasing the Canarian archipelago and one of the most important tourism events in the world.

The trade fair will welcome 220 representatives from 115 of the Canary Islands’ enterprises and entities to alleviate the slight fall that may shortly occur in the number of German tourists visiting the Canarian archipelago. In addition to the President of the Canary Islands, Fernando Clavijo, the trade fair will also be attended by the Canary Islands’ Regional Minister for Tourism, Culture and Sports, María Teresa Lorenzo, as well as Promotur Turismo de Canarias manager, María Méndez.

According to Promotur Turismo de Canarias, the outlook for the coming months is for a popular summer season on the archipelago (summer being between April and October), with an increase in the number of airline seats by 8.4 per cent (3 per cent from the mainland and 10 per cent from abroad), which comfortably offset the slight drop-off in the German market. Data regarding the number of airline seats between Germany and the Canary Islands which are already on sale for the summer season points to a current decline of 1.1 per cent compared to the previous summer.

2016 went down as one of the best years in the history of tourism in the Canary Islands: 15 million tourists and a 12.6 per cent increase on 2015, with a turnover of more than 16,600 million euros, or an increase of 15.7 per cent. The initial indicators so far from 2017 also continue being positive, such as the 7.5-per-cent increase in the number of international passengers in January, as well as the 2.9-per-cent increase in Spanish tourists.

Hotel occupancy in the first month of 2017 went up again, to 86 per cent, compared to 84 per cent for the same month in 2016, while the number of those employed in the hotel sector and travel agencies in January amounted to 142,936, a 7.6 per cent increase on last January.

750 square metres to represent the Canary Islands in Berlin

The Canary Islands’ pavilion in the ITB Berlin trade fair, 85% co-financed by the European Regional Development Fund (FEDER), will cover 750 square metres to consolidate the Canary Islands’ pole position in the German market and uphold the current market share.

The attractively-designed stand has novel technological resources and audiovisual elements, with a large, 100m² curved high-resolution LED screen, which will project moving images and promotional films of the Canary Islands.

The Canary Islands’ stand will also, through synchronised audiovisual equipment and double-sided screens on each of the islands’ counters, display stunning images which will showcase the new content which the brand has been working on over recent months with the idea of overhauling its tourism image.

The presence at the trade fair will shore up Canary Islands’ brand commitment to diversifying in the type of tourists travelling from Germany, emphasising the promotion of different offers of active, LGBT or wedding tourism, and from this year on, a separate promotion aimed at tourists looking for different destinations and especially interested in enjoying their identity and culture, but who up until now have not considered the Canary Islands as being on their list of possible holiday destinations.

Over the weekend, the trade fair will open its doors to the German public to advertise the unique experiences offered by the Canary Islands as a tourism destination.

About the Canary Islands

The Canary Islands is the place with The best climate in the world for enjoying exceptional holidays any time of the year. Seven different and unique islands, perfect for disconnecting from your daily routine, recharging your batteries and returning home feeling physically and mentally refreshed. The beaches, volcanic landscapes, lively and hospitable lifestyle and the possibility of choosing from all sorts of outdoor activities, as well as a wide range of quality accommodation and leisure activities, mean that the majority of visitors repeat the experience more than once.

About Promotur Turismo de Canarias

Promotur Turismo de Canarias, an entity attached to the Department of Tourism, Culture and Sport of the Regional Government of the Canary Islands, oversees the promotion of the Canary Islands tourism brand. Created in 2005, the main goal of this public company is to study, promote and market the huge tourist offer the Canarian archipelago affords, in conjunction with the other institutions on the islands related to the tourist sector.

Press Contact:

brezo.rodriguez@porternovelli.es  // alberto.tapia@porternovelli.es

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