The Cabildo of Lanzarote and La Graciosa, through SPEL-Turismo Lanzarote, has inaugurated this Tuesday its participation in the World Travel Market (WTM) in London with a commitment to "strengthen its relationship with the United Kingdom," the main source market for tourists to the island and a fundamental strategic partner for its tourism development.
The relevance of the British market is reflected in the 2025 indicators, when it accounted for 51.1% of tourists aged 16 and over who visited Lanzarote, with 1,466,123 visitors, an average stay of 8.7 nights, and an average expenditure of 1,471 euros per trip, representing an increase of 9 euros compared to the previous year. These figures highlight the importance of this market for the island's economic activity and the close link it has maintained with the destination for decades.
Air connectivity is another pillar of this relationship. For the period between October 2026 and March 2027, Lanzarote has a schedule of 16 direct routes with airports in the United Kingdom and more than 1.09 million seats, reinforcing its accessibility and positioning in a particularly competitive market.
The president of the Cabildo, Oswaldo Betancort, leads the island delegation at this new edition of the WTM, which is being held from November 3 to 5 at the ExCeL London venue, with an agenda of professional meetings, promotional activities, and institutional contacts aimed at consolidating alliances with the British tourism industry and moving towards a more sustainable, competitive destination model focused on the well-being of citizens.
The inaugural day was attended by island representatives from the public and private sectors, as well as the Secretary of State for Tourism, Rosario Sánchez Grau; the Director General of Turespaña, Miguel Sanz Castedo; the Director of the Spanish Tourism Office in London, José Manuel de Juan González; and the Deputy Counselor of said office, Isabel Alonso Piñar. The Minister of Tourism and Employment of the Canary Islands Government, Jéssica de León Verdugo, participated on behalf of the Canary Islands Government.
The president of the Cabildo of Lanzarote and La Graciosa, Oswaldo Betancort García, highlighted that the United Kingdom represents much more than the island's main tourist market.
"The British market is a historic ally of Lanzarote. For decades we have built a relationship of trust and loyalty that we want to continue strengthening. More than half of those who visit us come from the United Kingdom, and that demonstrates the enormous value of this relationship, but also our responsibility to care for and improve the experience we offer," said Betancort.
The president also emphasized that "Lanzarote and La Graciosa have an extraordinary natural and cultural identity and heritage that we must protect. Our presence in London responds to a clear strategy: to remain a competitive and attractive destination for our main markets, while ensuring that tourist activity generates opportunities, wealth, and well-being for those of us who live on these islands."
This orientation is part of the Awareness Strategy for Ethical and Responsible Tourism, promoted by the Cabildo through SPEL-Turismo Lanzarote, which encourages greater commitment from visitors and companies to respect for the environment, local identity, and coexistence. A philosophy that is also reflected in the campaign "Know, Respect, Enjoy," with which the destination seeks to promote responsible behavior and a more conscious relationship with the territory.
Participation in WTM also comes after the recent presentation of the first Master Plan of SPEL-Turismo Lanzarote 2026-2030, which establishes six strategic lines to move towards more sustainable, innovative, participatory tourism management oriented towards value generation.
For his part, the CEO of SPEL-Turismo Lanzarote, Héctor Fernández, has underlined the importance of consolidating this commercial relationship in a context marked by economic uncertainty and growing competition between destinations.
"The British market continues to be our main commercial partner and one of the great engines of our tourism economy. Our goal is to reinforce that trust, maintain solid connectivity, and continue working with the main operators and airlines to offer a competitive, differentiated, and quality destination," said Fernández.
The CEO added that "the loyalty of the British visitor is one of our great assets. Therefore, our strategy cannot be limited to increasing arrivals, but must be aimed at generating greater economic and social value, improving the tourist experience, and contributing to the well-being of the resident population."
An agenda of international alliances and strategic promotion
Among the main milestones planned during the fair is the international presentation of the Salomon IRONMAN Lanzarote 2027, which will take place in the Turespaña space with the participation of the president of the Cabildo, Oswaldo Betancort. The race will celebrate its 35th edition on May 15 and is one of the great references for Lanzarote's international projection as a sports destination.
The agenda also includes a signing event linked to the European Travel Commission (ETC), which will be held in the Lanzarote exhibition space with the participation of Miguel Sanz, general director of Turespaña and president of this European body.
In the commercial sphere, SPEL-Turismo Lanzarote will strengthen its relationships with the main tour operators and airlines in the United Kingdom, with special attention to connectivity and the continuity during 2027 of the marketing agreements developed with Jet2 and British Airways in 2026.
These alliances are of particular importance in a market where 54.3% of British visitors purchased package tours in 2025, which highlights the weight of operators and the importance of maintaining stable collaboration with the country's tourism industry.
Lanzarote takes the World Charter for Sustainable Tourism +30 to London
Another of the highlights of this edition will be the international dissemination of the World Charter for Sustainable Tourism +30, of which Lanzarote is bringing a printed edition in Spanish and English for the first time, coordinated by the Cabildo's Publications Service.
The document, adopted in Lanzarote in November 2025, updates the principles of the historic World Charter of Sustainable Tourism approved on the island in 1995 and proposes new international commitments related to regenerative tourism, environmental protection, social justice, and the well-being of local communities.
Your presence at WTM will allow these principles to be shared with the main international stakeholders of the destination, especially with the British tourism industry, and will reinforce the role of Lanzarote and La Graciosa as territories committed to a responsible transformation of tourist activity.
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