Turismo de Islas Canarias will invest 2.1 million euros to promote inter-island tourism during Easter and summer, the fourth market in tourism revenue for the archipelago after British, German and peninsular tourists.
“Internal tourism has a significant impact on the economy of the Canary Islands, representing a relevant volume of business for the tourism sector,” explained the Minister of Tourism, Yaiza Castilla. In 2022, the total expenditure on trips by Canary residents within the archipelago amounted to 5% of the total invoiced. In fact, it exceeded the turnover of the French and Portuguese markets combined by 30%.
The Minister also highlighted that, although domestic Canary tourists enjoy traveling at any time of the year, their trips are concentrated in the warmest months, complementing the decrease in demand from some international markets and resulting in a stable tourist demand.
"Their spending is redistributed more and better"
“In addition, residents are the ones who best know the destination and the offer, in fact, 98% do not contract a tourist package and look for more authentic and local experiences, which facilitates a greater and better redistribution of their spending,” added the Minister.
Internal tourism also contributes to the diversification of the economic engine of the Canary Islands, especially in the traditionally less touristy islands. In 2022, more than 61% of tourists staying in El Hierro were Canarian, in La Gomera 41% and in La Palma 23%. “On average, they account for 10% of all those staying in the destination, so we are talking about a very important percentage of domestic tourism for an international tourist power like the Canary Islands,” explained the Minister.
To promote this domestic tourism, shipping companies will reinforce maritime connections between the islands in order to respond to the demand of travelers with 910,000 places for Easter. Naviera Armas will have 500,000 seats and Fred. Olsen Express will reach 410,000 places.
Likewise, the inter-island air capacity during Easter will be very positive, as it will reach 177,824 seats, 9.1% more than in the same period of 2022. In addition, for the summer season there will be 3,810,988 seats between the islands, that is, 6.1% more than in the summer of last year.
Four million trips in 2022
As Castilla clarified, “this positive panorama more than justifies our commitment to a segment that improves the resilience of the Canarian tourism model, as it is an unconditional visitor who brings security and reliability to the destination.” The size of the segment is such that last year almost 4 million trips were made by residents on the islands and almost 1.3 million stayed in hotels and apartments.
“We are making a historical commitment to Canarian tourism because it fully responds to the majority of the strategic objectives of the Islas Canarias brand, from reducing the risk of concentration in traditional markets and reducing dependence on the sun and beach category, to extending the economic benefits throughout the geography and greater direct marketing, which implies the involvement of the entire society in the advantages of tourism,” concluded the Minister.
For these reasons, last year Turismo de Canarias made a historical investment for this segment of 1.9 million, which, taking into account that the tourism turnover of residents amounted to 817 million, meant that for every euro invested, 430 euros were returned to the destination.
The vouchers for La Palma are back
For 2023, Turismo de Canarias is increasing its commitment to this segment, allocating 2.1 million to an action plan focused on the periods in which residents are most predisposed to travel, Easter and summer, in addition to making a promotional effort with the new edition of the La Palma Tourist Vouchers campaign, to which it will allocate 2 million euros.
As Alberto Ávila explained, “both campaigns will be executed through a multichannel media strategy, on radio, print and digital press, social networks and television, and with a close and familiar tone.” Under the slogan ‘Canarian plan’, the action aimed at encouraging getaways during Easter will be developed, transmitting the concept that a multitude of inspiring plans can be carried out that stimulate the consumption of tourism products in the archipelago.
“We intend, through a simple and direct proposal, to inspire the enjoyment of tourist activities in the Canary Islands, promoting the discovery of everything that the eight islands offer and improving the spending of residents,” added Ávila.
Looking ahead to the summer, the ‘In your island or in mine’ campaign will be activated, also aimed at this market, with “a call to visit the neighboring islands, putting the prescriber, the Canarian who knows his land well, at the center of the stimulus, again with the aim of improving global turnover through longer stays,” as the Director of Projects summarized.
The objective is for the resident to aspire to discovery and reunion, either of the secret corners that he does not know of his own island or discovering the island of his partner, his family, his friend. “An objective that we want to achieve through pieces that detonate the decision through a challenge, an illusion, contrasting one island with another, one life with another,” concluded Ávila.
