The Canary Islands Government's Department of Tourism and Employment, through the public company Turismo de Islas Canarias, is calling for the seventh consecutive year the selection process for cultural, sports, gastronomic, scientific, and tourist events that in this edition will have a greater benefit for the destination because they are required to have a greater advertising return. For this purpose, 6.5 million euros from its own funds will be allocated again, six million for events promoted by private entities and 500,000 euros for those promoted by public entities.
One of the main novelties is the increase of 25% in the minimum required percentages of ROI (Return on Investment), which measures the advertising value generated by the event in relation to the investment received and which takes into account the dissemination of the brand in the different channels and media required depending on the sponsorship amount. Up to 50,000 euros, the minimum return must reach 125%; for amounts between 50,001 and 60,000 euros, 150%; between 60,001 and 75,000 euros, 175%; and for sponsorships between 75,001 and 100,000 euros, 200%.
The call also includes a guide for the preparation and calculation of ROI, which includes a common methodology with criteria, formulas, and documentary evidence that allow for the standardization of the reports submitted by the applicant entities.
"Our sponsorship strategy allows us to associate the Canary Islands destination with a diverse agenda of events that enhance the external projection of the Canary Islands, generate activity in the archipelago, and expand the offer of quality proposals for citizens," assures the Minister of Tourism and Employment, Jéssica de León.
The events must be held in person in the Canary Islands between January 2 and December 30, 2027 and may be cultural, sports, business, scientific or academic, gastronomic, or primarily tourist events.
Applications must be submitted electronically through the Turismo de Islas Canarias Tendering Portal. The deadline will depend on the period in which the event is held: for events in January and February, it will end on October 30, 2026; for March and April, on November 30; for May and June, on December 27; for July and August, on January 31, 2027; for September and October, on March 31; and for November and December, on May 31, 2027.
More than a thousand sponsored events
Since sponsorships began in 2021 until October 2026, 2,004 applications have been submitted, of which 1,049 events have finally received sponsorship (980 from private entities and sixty-nine from public entities), to which Turismo de Islas Canarias has allocated 58.8 million euros. This amount is added to the more than 300 million euros contributed by private entities and the thirty-three million euros from public entities. This public-private and public-public collaboration has benefited more than 600 entities and allowed events worth a total of 333 million euros to be carried out.
Culture ranks first in events sponsored by the public company, with more than 38.8 million euros for 597 cultural events. Sport also has a fundamental weight, with more than 14.4 million allocated to 316 sporting events.
According to the Survey of Socioeconomic Habits and Trust from the Canary Institute of Statistics (ISTAC) conducted in the second quarter of this year, almost three out of five Canarian residents (59%) perceive that tourism contributes to increasing the offer of cultural events, two percentage points higher than in 2024.
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