Lanzarote has taken a key step in its internationalization strategy during the second day of the International Tourism Fair (FITUR), by consolidating specific actions to attract the demanding American market.
This market, considered strategic due to its high economic value and its non-seasonal nature, is being approached through a strategy focused on promotion, both to the final public and to professionals in the sector, reinforcing air connectivity through the hubs of Madrid with Iberia and London with British Airways, and working closely with agencies specialized in luxury services and personalized experiences.
Likewise, to achieve the set objectives, the president of the Cabildo, Oswaldo Betancort, together with the CEO of SPEL-Turismo Lanzarote, Héctor Fernández, held a meeting at the Lanzarote stand with Danielle Whitmore, Marketing Director of Destinos Travel Leaders Network, and an experienced professional in the travel industry focused on managing relationships with destinations and partners.
The president of the Cabildo highlighted the importance of this market for the tourism development of Lanzarote: "The United States represents an exceptional opportunity to position Lanzarote as an exclusive, sustainable and consciously luxurious destination, which involves enjoying and taking care of it at the same time without giving up a quality vacation." "Our participation in FITUR allows us to strengthen strategic relationships with tour operators, agencies and key professionals that will facilitate access to this highly competitive market," said Oswaldo Betancort.
In 2023, a total of 3.83 million Americans visited Spain, with an average expenditure per tourist of 2,024 euros. Lanzarote seeks to capture a larger share of this public, "aligning with its offer of unique and sustainable experiences, designed for travelers with high purchasing power".
High-impact campaign in New York
Within the framework of this strategy, SPEL-Turismo Lanzarote has developed a large-scale promotional campaign in New York, carried out in collaboration with Iberia. For two weeks in December, a digital circuit composed of 61 strategically located outdoor supports in Manhattan projected the image of the island, achieving an estimated audience of six million impressions.
Héctor Fernández, CEO of SPEL-Turismo Lanzarote, explains that, in addition to an intense agenda at Fitur and other key fairs, "from the Promotion Society we are promoting new actions aimed at potential tourists from the USA. And on this occasion, New York has been the perfect setting to highlight Lanzarote as an exclusive and sustainable destination."
From the Cabildo de Lanzarote they defend that "this promotion demonstrates Lanzarote's commitment to high-level international promotion, and adds to the gastronomic experience in the VIP Velázquez room in Madrid, the Dalí room of T4 at the Adolfo Suárez Madrid-Barajas airport, which hosts a projection of promotional content about Lanzarote for three months, reaching more than 170,000 travelers with high purchasing power."
Other international markets and air connectivity
SPEL-Turismo Lanzarote is also advancing in its strategy to consolidate key markets such as United Kingdom, France and Italy, in addition to strengthening the national market. According to data from Mabrian, during the first six months of 2025, the British market will experience an increase in seat supply of 9.95%. Likewise, easyJet will maintain routes from Belfast and Edinburgh, while Jet2.com will continue to operate the Bournemouth route, previously exclusive to the winter season.
Italy, for its part, will recover the direct connection with Milan Malpensa, while in the national market a significant growth in operations is expected. SPEL-Turismo Lanzarote also works in close collaboration with Turespaña to strengthen the projection of the island in European, American and Asian markets.
With its unique volcanic landscape, its commitment to sustainability and a differentiated offer of responsible luxury, Lanzarote continues to be a benchmark in the international tourism scene. From boutique accommodations to gastronomic experiences in unique settings such as Jameos del Agua, the Different Island increasingly attracts the attention of celebrities and influential figures.
During the past Christmas season, the island received visits from well-known names in the film industry at a national level, as well as internationally renowned actors such as Tom Cruise, who chose Lanzarote to enjoy its exclusivity, privacy and incomparable natural beauty.