The Board of Directors of Tourism of the Canary Islands has just updated the Strategic Plan Canary Islands Destination and the 2026 Action Plan.
The total funding amounts this year to 48.3 million euros and more than half is dedicated to "communication and integral experience management", specifically, 30 million euros.
Within this item, personalized and hyper-segmented communication stands out, which accounts for almost 22 million, where the different high-potential segments the public company of the Canary Islands Government works on are integrated: 'premium', wellness, and events.
In order to improve the destination experience, Turismo de Islas Canarias continues to make a significant investment effort in the sponsorship of public and private events, with 6.5 million euros "from its own resources".
"The attraction and consolidation of top-tier sporting events and cultural acts allows us not only to reinforce the international positioning of our destination and diversify the offering, but also to better distribute the economic impact across different sectors and territories," assured the managing director of Tourism of the Canary Islands, José Juan Lorenzo.
Additionally, almost one million euros are dedicated "to the loyalty plan, with which we go beyond segmentation and stop talking about tourists to talk about people who have given us their data to obtain offers and information that better adapt to their demands and needs," explained the managing director.
The 2026 Action Plan is completed with the axis of Tourism Intelligence, with an investment of 2.6 million euros and in which the new version of the Canary Islands Tourism Observatory, which will be launched this year, stands out; with the axis of air connectivity, with 140,000 euros; and, finally, with management expenses, with 4.5 million.
The Minister of Tourism, Jéssica de León, has highlighted that the plan allocates almost five million euros to promote climate action as a competitive advantage for the destination and its tourism companies.
De León has stated that the Ministry wants to involve Canarian society in this new strategy, for which citizen participation channels and meeting points with social and environmental third sector entities will be enabled.
The creation of these tools is already included in the Citizenship axis, which has a budget of 1.5 million euros and which covers other measures such as the creation of tourist products linked to giving prominence to the Canary identity.
Digitalization is another axis to which 4.6 million euros are allocated for being a pillar in the tourism strategy, according to Lorenzo.