The president of the Cabildo of Lanzarote, Oswaldo Betancort, and the CEO of SPEL–Turismo Lanzarote, Héctor Fernández, accompanied by the president of the Lanzarote Tourism Federation (FTL–ASOLAN), Susana Pérez, presented this Wednesday the conclusions of the recent promotional mission carried out in the United States and Canada, with actions in Boston and Toronto.
During the press conference, it was highlighted that these actions are part of a global strategy to internationalize Lanzarote, with the aim of reinforcing the destination's presence in long-haul markets, diversifying the origin of visitors, and consolidating a sustainable and high-quality tourism model.
The President of the Cabildo emphasized that "these actions are not isolated events, but part of a coherent and sustained roadmap over time, which reinforces our position in strategic markets. The United States and Canada are high-value destinations for Lanzarote due to their spending capacity, their sensitivity towards sustainability, and their affinity with the values that our island represents."
Betancort added that "the collaboration with Turespaña and Iberia, as well as the involvement of the private sector through the Tourism Federation, demonstrates the maturity of the destination and the shared commitment between institutions and companies. To break ground in new markets, it must be done with continuity, with institutional and technical presence, and hand in hand with the business sector."
For his part, the CEO of SPEL–Turismo Lanzarote, Héctor Fernández, explained that "Lanzarote's presence in North America is in response to a work plan that seeks to generate synergies, agreements, and visibility in long-haul markets. In the coming months, new actions derived from the contacts and commitments reached during these days will follow."
Fernández recalled that "Turespaña, through its offices in Boston and Toronto, has promoted the Spain Talks meetings within the framework of Climate Week, an international week dedicated to climate change and sustainability. Lanzarote, as a pioneering destination in the field, has been invited to participate precisely because of its leadership in responsible and regenerative tourism policies."
First foray into the Canadian market and alliance with Iberia
The CEO also highlighted the strategic importance of Canada, emphasizing that "this has been Lanzarote's first official foray into this market, a country with great affinity for the values of sustainability and respect for nature, which opens a new line of work with great potential."
During the same week, a joint working breakfast was also held in Boston with Iberia, an airline with direct flights to Boston, New York, and Toronto. The initiative allowed the destination to be presented to around twenty travel agents invited by Iberia, as part of an alliance that strengthens air connectivity between North America and Lanzarote, via the Madrid hub and the 19 weekly flights offered by Iberia Express between the capital and the island.
Active presence of the island's tourism sector
The president of the Lanzarote Tourism Federation, Susana Pérez, assessed "very positively the results of the promotional actions carried out, which have aroused great interest among tour operators, travel agencies, and the specialized press."
Pérez highlighted that "we have projected an image of Lanzarote as a sustainable, inclusive, and accessible destination, but also as a benchmark for exclusive tourism in the Canary Islands. The island now has a greater proportion of five-star hotels in the Archipelago, the result of the modernization of its accommodation infrastructure, and that allows us to attract a visitor with high purchasing power interested in experiences linked to well-being, gastronomy, health, and slow luxury."
The president added that "this mission reinforces the importance of working hand in hand between the public and private sectors. Having jointly represented the island from SPEL–Turismo Lanzarote, and the employers' association has allowed us to convey a solid and cohesive image of the destination, directly presenting our offer to the most influential professionals in the North American market."
Actions carried out in Boston and Toronto
The representatives of Lanzarote in this mission, Paula Muñoz, Marketing Director of SPEL–Turismo Lanzarote, and Susana Pérez, president of the FTL–ASOLAN, participated in three high-level meetings, such as a working breakfast in Boston with Iberia and Turespaña, before tour operators, agencies, and specialized media; the Spain Talks Boston conference, where Lanzarote presented its sustainability and responsible communication strategy, and participated in a panel on good practices and public-private collaboration, as well as Spain Talks Toronto, focused on the design of more inclusive and balanced tourism, which was the destination's first official action in the Canadian market.
These actions, Betancort concluded, "mark a new step in Lanzarote's international projection, and confirm that the path towards quality tourism involves sustainability, cooperation, and openness to new horizons."
