SPEL-Turismo Lanzarote and the Regional Society Cántabra de Promoción Turística, CANTUR, have formalized this week a collaboration agreement to strengthen the promotion of both destinations, exchange knowledge and best practices, and develop joint actions in markets of common interest.
The agreement, signed at the headquarters of the Cabildo of Lanzarote and La Graciosa, includes mutual assistance in promotional matters, exchange of advertising materials and tourist intelligence data, as well as the identification of strategic initiatives that contribute to the positioning of the Lanzarote and Cantabria brands.
The president of the Cabildo of Lanzarote and La Graciosa and Minister of Tourism, Oswaldo Betancort, highlighted that “Lanzarote and Cantabria are different territories, but precisely this complementarity offers us opportunities. We want to better understand the demand in northern Spain, strengthen our presence in that market, and at the same time, share our experience as an international tourist destination”.
Betancort added that “current tourism promotion requires information, planning, and alliances that allow us to attract higher-value demand and generate a positive impact on the territory”.
The collaboration is also supported by the direct Binter connection between Lanzarote and Santander, operational between May and October. The CEO of SPEL-Turismo Lanzarote, Héctor Fernández, positively assessed the results of this first season and pointed out that “the data provided by the company are consistent and show positive occupancy in both directions, which makes us optimistic about its continuation. The main objective is that, in the short term, it can become annual”.
Fernández also stressed that “this agreement represents an innovative formula for reciprocal promotion between two very complementary destinations and fully aligns with our strategy of attracting higher-value national demand, attracted by attributes such as gastronomy, nature, sports, innovation, or sustainability”.
Among the lines of work to be explored are family tourism, taking advantage of reference resources in Cantabria such as Cabárceno; golf, a segment especially linked to the Cantabrian territory through the figure of Severiano Ballesteros; and gastronomy, an area in which both destinations have their own distinct identity.
The Minister of Culture, Tourism and Sport of the Government of Cantabria and president of CANTUR, Luis Martínez, pointed out that “for the Government of Cantabria it is a satisfaction to formalize this framework agreement, which will allow us to continue advancing together and generate new opportunities based on the common interests of Cantabria and Lanzarote”.
Likewise, the general director of CANTUR, Inés Mier, highlighted “the complementarity between both destinations and the possibility of taking advantage of the resources and experiences of each territory to respond to common needs”, and pointed out that the agreement will allow sharing initiatives and evaluating which programs or actions can be adapted from one destination to another.
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