Turismo de Canarias has presented this Friday the advertisement 'The islands that lengthen life', to attract ‘silver plus’ travelers to the archipelago. This segment is made up of citizens over 55 years of age who have free time to enjoy a longer vacation stay, with more experiences, and with greater spending.
With a duration of eight minutes, it is the longest advertisement of the Islas Canarias brand in its history.
“If we want their vacations to last longer, we need to tell them more and we have to achieve that through a reflective process, because a long stay needs more inspiration and information,” explained the area's councilor, Yaiza Castilla. That is why they have chosen to dedicate one minute per island because the objective is not to announce a short getaway, but an authentic vital change that entails enjoying the virtues of the destination without haste.
The campaign associated with the advertisement has an investment of 535,000 euros from European funds and will be broadcast for a month and a half in the United Kingdom, Germany, Spain, France, Italy, Belgium, Norway, the Netherlands and Sweden.
“Eleven months ago we set ourselves the goal of attracting these tourists as a challenge for the Canary Islands economy that we now want to make a reality with the first major international campaign for the ‘silver plus’ segment, which we incorporated into our strategic plan,” Castilla explained.
The councilor recalled that the desire of European tourists to travel to the archipelago remains intact and that within the turbulent panorama of rising energy prices in the main issuing markets “we have an unparalleled opportunity for our tourists to consider extending their stay on the islands during the winter.”
Canarias does not start from scratch when it comes to attracting these tourists, since it receives 4.5 million visitors over 55 years of age per year, 34% of the total demand, who enjoy an average stay of 10.7 nights (compared to 9 nights for other visitors) and who generate a turnover of 5.36 billion, 35.5% of the total.
“We have the customer base of the age segment and now we aspire to retain them even more to extend their stay and convert a percentage of these vacation ‘silver’ tourists into ‘silver plus’, which means that their stay reaches an average of 55 nights,” explained the councilor.
In 2019, the islands received about 131,000 ‘silver plus’ tourists who in just two years increased their spending at the destination, going from an average of 2,866 euros per stay to 3,149 euros. “It is clear that the ‘silver’ economy represents a global opportunity in Europe that we must take advantage of to consolidate a more prosperous and sustainable tourism model,” Castilla asserted.
