Arrecife hosted the Business Awareness Day "Ethical and Responsible Tourism," organized by SPEL-Turismo Lanzarote and executed by the CARSA consultancy, which brought together a representation of the island's business community and local tourism agents with the aim of strengthening the sector's commitment to a sustainable, ethical, and responsible tourism model.
During the opening, the CEO of SPEL, Héctor Fernández, emphasized the importance of integrating the values of sustainability and respect for the environment in the daily management of tourism companies, noting that the future competitiveness of Lanzarote depends on the coherence between promotion and practice.
Throughout the morning, the institutional campaign "Know, Respect, Enjoy" was presented, an action that is part of Lanzarote's Ethical and Responsible Tourism Strategy, promoted by the president of the Cabildo and Tourism Councilor, Oswaldo Betancort, which seeks to connect the destination's communication with tangible actions within the business community.
Antonio Collado, Director of Innovation at CARSA, presented the creative development of the campaign and showed examples of its deployment in different advertising media, according to the target audience: on buses, at the airport, on the radio, in the online press, as well as others of national and international scope to position the messages abroad (Madrid, London, Rome, or Amsterdam), airlines, programmatic marketing campaign, etc.
Subsequently, a round table took place with the participation of Susana Pérez, as president of the Lanzarote Tourism Federation, who shared her vision on how to move towards more responsible tourism from private practice, with tourism companies and their professionals being direct channels of communication with tourists.
Next, attendees participated in a collaborative workshop in which, divided into groups, they worked on the three pillars of the campaign: gaining a better understanding of local identity, reducing environmental impacts, and offering sustainable experiences that build visitor loyalty.
The day, framed within Lanzarote's Ethical and Responsible Tourism Strategy, and which promotes the active participation of companies in the construction of a tourism model based on knowledge, respect, and the quality of the experience, concluded with the sharing of collective conclusions and the symbolic presentation of the "Ethical and Responsible Tourism Business Commitment" diploma, which recognized the involvement of the participating companies.
