The Cabildo of Lanzarote, through the Society for the Exterior Promotion of Lanzarote (SPEL) - Lanzarote Tourism, presented this Monday its strategy of tourism promotion focused on the American market at the Secrets Lanzarote Resort & Spa, which brought together a broad representation of the island's tourism sector, consolidating the interest and business commitment to the international expansion of the destination.
The event was attended by the president of the Cabildo and Tourism Counselor, Oswaldo Betancort, the managing director of Tourism of the Canary Islands and the Tourism Counselor of Turespaña in New York, Magí Castelltort Claramunt, who offered a detailed presentation on the opportunities of the US market, highlighting the growth of international tourism, the increase in average spending per traveler and the growing demand for differentiated destinations and with qualified offers.
"The American market represents a great opportunity for Lanzarote. We are committed to sustainable and quality tourism, aligned with the identity of our island," said Oswaldo Betancort, stressing the importance of attracting a traveler profile that seeks exclusive experiences in unique environments.
"You have to lose your fear of the USA," said Magí Castelltort, Tourism Counselor of Turespaña in New York, during the presentation. "It is vital to invest in positioning Lanzarote so that potential demand knows the island and its most valued attributes: good climate, a unique landscape and, above all, a high level of individual security. In addition, the US is a profitable market with great potential for deseasonalization, which allows us to attract visitors throughout the year and diversify our tourism demand."
Factors highly valued by the US market
Lanzarote "has the potential to become an attractive vacation destination for the population of the east coast of the USA, especially if its offer of exotic culture and nature is enhanced, two factors also highly valued in this market", reflects Turismo Lanzarote in a statement.
To this end, according to Castelltort, the promotion strategy should focus on: improving air connectivity with the USA, through national and European connection hubs; reinforcing its positioning in the imagination of the American tourist through specific campaigns; increasing the presence in the main platforms of sale and travel assistance; strengthening the online visibility of the destination and its reputation on the internet; establishing strategic alliances with travel agencies specialized in the USA; creating iconic images that reinforce the identity of Lanzarote as an exclusive destination and highlight the safety of the destination, a key factor in the decision-making of American travelers.
For his part, the CEO of SPEL-Turismo Lanzarote, Héctor Fernández, thanked the presentation of the Tourism Counselor of Turespaña in New York, "which shed much light on what are the keys to the strategy to attract the American public, which includes digital marketing actions, collaborations with tour operators and agencies specialized in the premium segment, as well as campaigns on key platforms such as Booking, Tripadvisor and YouTube.
This strategic meeting also included the telematic intervention of Víctor Moneo Ocaña, Director of Alliances and Strategic Agreements of IBERIA, who showed his support for the project and encouraged the entire sector to invest in the American market.
Next, Paula Muñoz and Melody Sow, Marketing Director and Marketing Technician of Turismo Lanzarote, respectively, contextualized the operation of the US market and explained the actions that are being carried out to attract this profile of tourist, and what are the key aspects for the success of the strategy.
Finally, the president of the Cabildo closed the meeting congratulating the Turismo Lanzarote team and thanking the response and high business participation, especially to José Juan Lorenzo, managing director of Tourism of the Canary Islands, to Susana Pérez, president of the Tourist Federation of Lanzarote and Asolan; to José Valle, president of the Chamber of Commerce of Lanzarote and La Graciosa, and to the CEO of the CACTS, Ángel Vázquez.
"The union of all agents, public and private, is fundamental to reinforce Lanzarote's commitment to the diversification of markets and the reduction of dependence on traditional issuers, in line with its tourism internationalization strategy," concluded Oswaldo Betancort.
