The Lanzarote Tourism Federation (FTL) and Asolan will be present once again at the International Tourism Fair (FITUR), which will be held in Madrid from January 21 to 25, with an intense work agenda focused on "strengthening air connectivity, advancing in the diversification of source markets, and highlighting the investment that the island's tourism sector is making in modernization, sustainability, and improving the visitor experience".
“Air connectivity is once again a priority for Lanzarote. Current forecasts for **next summer reflect a 2.3% decrease**, and we want to thoroughly analyze this data in meetings with airlines, agents, and tour operators, to see if there is room for improvement or reversal in some markets,” stated the president of the Lanzarote Tourism Federation and ASOLAN, Susana Pérez.
The Federation will attend FITUR with the aim of especially reinforcing connectivity with the Peninsula, as a 7.7% decrease is forecast for next summer; and of working on the recovery of some key markets for Lanzarote, which had accumulated negative data up to November. Although in 2025 there was an increase in tourist arrivals from the United Kingdom (+3.8%) and Ireland (+6.3%), other traditional markets show significant decreases, such as Germany (-8.6%), France (-1%), the Netherlands (-9.1%), and Belgium (-16.1%), which makes it more necessary to continue advancing in the diversification of source markets.
The hotel sector will also attend FITUR with important projects for the **modernization of accommodation facilities**, aimed at creating more innovative, efficient, and sustainable facilities"These investments allow for the improvement of service quality and customer experience, attracting a tourist profile with greater purchasing power, and providing greater added value to the destination, consolidating Lanzarote as a benchmark in tourism quality." In fact, **Lanzarote leads the weight of the 5-star luxury accommodation offering in the Canary Islands**, and in recent years, renovation and modernization investments have been made in 60% of the 4 and 5-star establishments.
The International Tourism Fair will also host on January 22 the awarding of the Caixabank Hotels & Tourism Awards, which are reaching their tenth edition. The tourism associations of the Canary Islands are participating in this call, highlighting the sector's commitment to modernization and innovation and contributing to a responsible tourism model. Likewise, the Biosphere Gastronomy Guide will be presented, a pioneering initiative aimed at promoting sustainability in Lanzarote's gastronomic sector.
FTL will also highlight at FITUR the importance of a diverse and integrated tourism offering, where **gastronomy, leisure, sports activities, diving, nautical experiences, and active tourism** respectful of the environment and nature converge. "This combination of sectors and activities is key to enriching the tourist experience and directly contributes to increasing tourist spending in the destination," emphasizes Susana Pérez.
Furthermore, on January 21, the list “The 150+ Most Influential in Spanish Tourism” will be presented, promoted by the consulting firm SERGESTUR, which this year incorporates the new category “Top Tourism Leaders,” among whom is the president of the Lanzarote Tourism Federation and ASOLAN, who will receive a commemorative pin
As in every edition, the Lanzarote Tourist Federation and ASOLAN will develop an intense agenda of meetings with airlines and national and international tour operators at FITUR, with the aim of analyzing market trends, strengthening connectivity, and continuing to position Lanzarote as a quality, sustainable, and competitive destination.