National tourism in the Canary Islands already exceeds pre-covid levels. April closed with a growth of 6.2%, May with 2.3% and June with 4% more than in the period before the pandemic. The Minister of Tourism of the Government of the Canary Islands, Yaiza Castilla, explains that the peninsular market is showing signs of "great dynamism, especially since Easter."
Castilla highlights that the air capacity between the peninsula and the islands continues to grow, with 9.5% more flights for the summer season. In addition, the Minister highlights the effect of the campaign 'Curious Islands', developed by the public company Turismo de Islas Canarias to attract national visitors this summer. The initiative has reached 34.7 million people, 5.5% more than planned, in addition to having content viewing ratios of 96%.
"The success we have achieved with this innovative initiative has far exceeded our expectations, achieving an improvement in all campaign metrics," explains the Minister. The campaign included messages adapted to each medium in radio, television, press, outdoors, digital and social networks. This promotional action, focused on highlighting the singularities of the islands, based its strategy on offering different proposals from the archipelago focused on different areas of interest such as nature, culture or gastronomy.
Castilla also reported that the notoriety of the Islas Canarias brand, measured before and after the campaign, increased by almost 26.5% compared to the highest peak of mentions of the year, which took place in April, with the Easter campaign.
