Lanzarote participates since this Tuesday, March 3, in the ITB Berlín, one of the most relevant tourism fairs in the world, with a "strategic agenda focused on consolidating its positioning as a committed destination with sustainability, climate action, and regenerative tourism".
The German market continues to be one of the key issuers for Canarias, although it is going through a period of economic uncertainty that has impacted international travel, especially, towards destinations considered higher cost. In this context, "Lanzarote is committed to reinforcing its differentiation through quality, sustainability, and legal and environmental security of its model".
“Lanzarote has the determination to lead from responsibility,” affirms the president of the Cabildo, Oswaldo Betancort. “At a time of global tourism transformation, we come to Berlin not only to promote the destination, but to defend a model that bets on sustainability as a competitive advantage and as an ethical commitment to our territory,” says Betancort.
In this regard, during the three days of the fair, the Lanzarote delegation will develop a work agenda focused on consolidating strategic alliances, strengthening air connectivity, and projecting an image of a solid destination, coherent and aligned with global climate challenges.
“The German market is going through a complex moment, with a clear sensitivity towards price and a growth in domestic tourism. Precisely for this reason, our strategy involves differentiating ourselves from consistency and real commitment to sustainability, an area in which Germany has historically shown a special sensitivity”, points out the CEO of SPEL-Turismo Lanzarote, Héctor Fernández.
Launch of the Regenerative Impact and Competitive Return Guide
The first milestone will take place on Tuesday, March 3 in the afternoon, with the official presentation to the German tourism sector of the World Charter for Tourism Sustainable +30, approved in Lanzarote on November 28. The event will be held in a room provided by Turespaña within the ITB Berlin exhibition grounds.
In this meeting, the 11 principles that articulate the Charter will be presented to sector professionals, specialized media, and institutional representatives, in a market especially sensitive to policies of emissions reduction, climate taxation, and decarbonization of air transport.
"Lanzarote's positioning cannot be based solely on connectivity or price competitiveness. Our strength is coherence and a strategy aligned with climate action, territorial regeneration and the co-responsibility of the tourism sector", states Betancort.
During the second day of the fair, on Wednesday, March 4, a "second strategic milestone" will take place: the international presentation of the first Guide for Regenerative Impact and Competitive Return, developed over the last few months by a multidisciplinary team within the framework of the Green Destinations association, of which Lanzarote is an active member.
This guide establishes a practical framework for advancing towards tourism models that not only minimize impacts, but also generate measurable environmental, social, and economic return, reinforcing the competitiveness of the destination in demanding markets such as the German one.
“With this guide as a tool that positions Lanzarote at the international forefront of the tourism debate, the island takes another step in its project of sustainability, regeneration and competitive return”, considers the CEO of SPEL-Turismo Lanzarote, Héctor Fernández.
Participation in ITB Berlin will also include the presence of an expedition of students from the Escuela Universitaria de Turismo, whose travel has the support of the Cabildo and SPEL-Turismo Lanzarote. The academic delegation will attend the official events linked to the Charter and will hold professional meetings, reinforcing the institutional commitment to the training and qualification of future professionals in the sector.
