Lanzarote participated in the Annual Conference & Marketplace, the annual meeting organized by the United States Tour Operators Association (USTOA), one of the main platforms for connecting tourist destinations and the US travel industry.
As an active associated destination, SPEL-Turismo Lanzarote has developed an intense work agenda, with nearly twenty professional meetings, aimed at identifying opportunities for collaboration and promotion of the destination with North American market tour operators, industry associations, and specialized media.
The presence at this strategic forum responds to a "medium and long-term positioning action, focused on generating relationships, identifying connections of interest, and analyzing the fit of the Lanzarote product within US demand, a market with high growth potential for the destination," explain SPEL.
According to a recent study by MMGY Global and Turespaña, seven out of ten travelers from the United States plan to visit Spain in the next three years, a figure that reinforces the importance of being present in the main decision-making and recommendation spaces of the US tourism sector.
The joint participation of Lanzarote, Tenerife, and Gran Canaria in the USTOA Annual Conference & Marketplace also contributes to consolidating the recognition of the Canary Islands brand in this market, aligning promotional efforts under a common strategy for positioning the archipelago as a quality, diverse, and sustainable destination.
From SPEL-Turismo Lanzarote, this action is valued as "a key step to continue building strategic relationships, to gain firsthand knowledge of the trends in the US market, and to lay the groundwork for future opportunities for promotion and product development".