Several British media outlets, including The Standard or GB News, have published articles this week highlighting that "Lanzarote now wants more British tourists," following an advertising campaign that Spel has contracted with Ryanair to promote the island.
These newspapers contrast this campaign with the declaration of the island as touristically saturated that was carried out by the previous government of the Cabildo at the beginning of the year and speak of a "radical change."
During the announcement of that measure, which later led to the study on the island's carrying capacity, the president of the Cabildo at the time, Maria Dolores Corujo, also referred to the fact that more than half of the island's visitors come from the United Kingdom, so a diversification strategy to reduce dependence on the British market" would be necessary.
This phrase, in the context of the announcement of a touristically saturated island, was misinterpreted in numerous British media as a desire on the part of the island's authorities to reduce the number of visitors from the United Kingdom.
The campaign contracted by Spel with Ryanair has cost 275,000 euros and its objective is for the airline to promote Lanzarote on its social networks, website and promotion channels.
The campaign will have a presence in all the places that Ryanair connects with Lanzarote, that is, both in the peninsula, as well as Italy, Belgium, Germany, Poland, France, Slovakia, Austria, Hungary and Croatia.
However, the campaign is expected to have more impact in the United Kingdom and Ireland, the two countries that have the most Ryanair connections with Lanzarote.
