The Lanzarote native Yolanda Perdomo is one of the people who knows most about tourism in our country. Among other responsibilities, she has been Director of Tourism for Madrid, Vice-Minister of the Government of the Canary Islands, and Director of Affiliated Members of UN Tourism, which gives her extensive experience in global trends and public-private collaborations.
These days she has been in Lanzarote at the invitation of SPEL-Turismo Lanzarote and the Lanzarote Tourism Federation to present a report on new opportunities for the tourism sector on the island, the Trend Monitor Lanzarote 2026, prepared by the consultancy Madison Travel & Tourism and the tour operator Coral Travel Group.
In an interview with Ekonomus, she analyzes some of the countries where Lanzarote's tourism sector can increase its market share and how to take advantage of new ways of traveling.
- What are the main countries where Lanzarote's tourism sector can gain market share?
There is an opportunity to diversify markets where Lanzarote has a very low market share. For example, in Germany, Austria, and Switzerland, whose tourists in the Canary Islands are concentrated at 85% in Gran Canaria, Tenerife, and Fuerteventura.
- Isn't it very difficult to grow in Germany, given the shift it is experiencing towards national or geographically close destinations?
It is true that there is a contraction in demand in Germany; Germans are very cautious right now, especially when there is uncertainty, and their domestic tourism is growing a lot, but I think it is cyclical. We need to improve air connectivity, marketing, and create an offering associated with their tastes and needs.
- And in Austria and Switzerland?
Austria and Switzerland are growing markets with different dynamics than Germany. Growth is possible there, and the average spending is also higher.
- In which other countries have you identified that Lanzarote's tourism sector can grow?
Growth is possible in Poland, where Lanzarote currently ranks fourth in the archipelago. Also in the Baltic countries, i.e., Estonia, Lithuania, and Latvia, which currently only visit Tenerife and do not visit the other islands, and growth is possible in the Czech Republic and Romania.
- What type of tourist offering do these markets require?
In the case of Eastern markets, they like to leave the hotel establishment. They really like to go on excursions, go out to eat, and participate in activities and sports.
As a curious note, when interviewing the networks of Coral travel agencies, they told us that in the markets of the Baltic countries there is enormous demand for playing padel and when they go to the travel agency they always ask about establishments that have courts for this sport.
- The report also reveals significant growth in travel by solo women…
Travel by women traveling alone has grown by 60% in the last 3 years. It's incredible. It's happening everywhere, even in Asia.
- What does the accommodation sector have to offer women traveling alone?
You have to be careful about what you put in the room or prepare a kit that they can request. Simple things like a powerful hairdryer, shampoo, conditioner, even a good hair straightener, build a lot of loyalty. I travel alone frequently for work and these are things one doesn't want to be carrying, nor when going on vacation.
Hotels can also organize activities for solo individuals who want to interact. You can be as creative as you want. On the other hand, women who travel alone greatly value issues related to safety.
In addition, an ad hoc communication campaign segmented with specific channels and messages for this type of client must be created.
- And the segment of travelers who travel with pets?
It is also one of the fastest-growing, up 17% in one year. More and more people have pets and want to travel with them. For example, if we want to compare, wellness tourism has grown by 9%. The case of traveling with pets is perhaps a bit more complex, because you have to have certain facilities, and you might have to create areas where people with pets can coexist with people without them. In addition, there is a part that has to do with infrastructure, for example transportation and public areas, such as beaches where pets are allowed.
- The wellness segment is also a good opportunity for Lanzarote, isn't it?
Yes, and wellness has many dimensions. Among them, longevity is growing a lot, people are living longer and longer and want to age healthily, so those establishments that have treatments in this segment will also have better opportunities to position themselves internationally.
Also the spiritual or transcendence part, what they call conscious tourism for those people who want to work on the theme of meaning, purpose, the transcendence of their actions and that is transferred not only to their day to day, to their work and to a lot of things, but also to their trips.
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