Press Notes

• The archipelago will close 2016 with an 11% increase in the number of tourists arriving and a 15% increase in turnover
• The Canary Islands tourism brand will strengthen its extensive and varied tourist services in 2017 through the Sol y Playa Plus (Sun and Beach Plus) concept
• The stand on display in Madrid covers 1,427 square metres and will accommodate 455 Canarian companies

The Canary Islands, 12 January 2017 – The Canary Islands will be present at Madrid’s International Tourism Fair (FITUR) with heads held high as leaders in tourism, after having recorded almost 15 million tourists in 2016 (1.6 million more than in 2015 or an 11% growth) which generated a turnover of 16,500 million euros. This is 15% up from 2015, when it invoiced 14,300 million and has enabled a growth in employment of more than 12,542 jobseekers finding work (9.5% interannual growth until November compared to the average 5.6% for all sectors and 3.1% for the rest of Spain).

In addition to this positive data is the 10% growth forecast for domestic tourists, which will be confirmed once the December 2016 data is available, hinting at the archipelago closing the year with more than 1.65 million tourists coming from the mainland. The recovery of the economic means of Spanish families, for whom holidays are starting to feature high up the list of household expenses once again, is one of the keys to shaping the rise in the domestic market over recent months. From April 2016 to March 2017, the Canary Islands have also secured 11 new air routes with the mainland, which equates to 383 new flight connections a year. 

Last year, the Canary Islands government allocated 2.2 million euros to the mainland market, the third most important for the islands, or 15% of the promotional budget (15 million euros). This investment has been accompanied by an intense advertising strategy carried out by the regional government ministry for Tourism, Culture and Sports, through Promotur Turismo de Canarias.

On the other hand, and although the mainland market tends to book late, forecasts for this winter season in terms of flight bookings (November 2016 – March 2017) show an increase of 2.5%, while during the summer season (April 2017 – October 2017), the growth is approximately 1.2%.

Sol y Playa Plus (Sun and Beach Plus)

For another year, FITUR will become an essential stage on which to showcase the islands’ tourist services, and where the Canarian delegation will hold a score of meetings with airline companies and tourism operators.

This year the Canary Islands tourism brand aims to enhance its extensive and varied tourist services even further, through the Sun and Beach Plus concept, a new way for bringing the Canarian identity, cuisine, culture and historic heritage closer to potential visitors. For the archipelago’s tourism promotion managers, mainland tourists have always shown special interest in enjoying the destination from a global perspective, as well as the traditional sun and beach tourism.

The Canary Islands stand

The Canary Islands’ participation in FITUR, 85% co-financed by the European Regional Development Fund to present a 1,427m² stand in pavilion 9, will serve, in accordance with its ambitious client diversification strategy, to promote their different communication strategies aimed at client segments with specific motivations, another of their promotional arguments. Hiking fans, golfers and those who practise water, wind or adventure sports are some of these growing segments which are given increasingly greater attention by the Canarian tourism promoters due to popular demand.

The pavilion, which will accommodate 455 companies and where each island will have their own exclusive space, will be equipped with a spectacular curved LED mega screen hanging from the ceiling. More than 100m² in size, this installation will project large format audiovisuals as the highlight of a high-visual-impact project.

The spotlight will also be on the range of Canarian Agrofood products with a tasting area run by the Canarian Institute for Agrofood Quality, dependent on the regional ministry for Agiculture, Livestock, Fisheries and Waters.

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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