Tourism of the Canary Islands will allocate 25.4 million euros to promote the archipelago, 27% more than in the previous year, emphasizing the long-stay segments, as explained by Yaiza Castilla, Minister of Tourism, in the parliamentary commission.
“For 2022, Tourism of the Canary Islands has an ambitious action plan valued at 60.2 million and divided into four strategic areas, one of which is the generation of demand through promotion, which represents 42.2% of the total budget”, Castilla stated.
The area includes all those initiatives aimed at attracting visitors and promoting their consumption of products, services and experiences during the different stages of the trip. “We develop these actions both directly and personalized to the current or potential tourist, through campaigns and communication actions in all types of media, with collaborations with tour operators, online tour operators and travel agencies at origin”, she adds.
The actions are grouped into five promotion plans, the sun and beach plus plan will take the bulk of the money, with a budget of 9,136,000 euros, followed by the specific segments, which include ‘remote workers’ or teleworkers, ‘silver plus’ tourists, sports tourism, domestic tourism and LGTBI visitors, with 4,967,500 euros.
Search engines and social networks will also have a part of the money, specifically 4,360,750 euros, while the tourism product will receive 3.5 million and the promotion to the professional at origin, has a budget of 3,470,000 euros.
In addition, during her speech, Castilla highlighted the two million euros that Tourism of the Canary Islands invests in attracting long-stay tourists, that is, teleworkers, ‘silver plus’ and professional athletes. “This unprecedented investment demonstrates our strong commitment to diversification and greater sustainability in demand”, says the minister, who stressed that these visitors are “very beneficial for the destination, since they reduce dependence on air connectivity, make a more sustainable consumption of resources and generate greater and better distributed tourism revenue”.
An unprecedented promotional investment is also the one dedicated to domestic tourism, which will have a budget of 1.4 million euros for the summer alone. “We continue to redouble our commitment to the Canary Islands tourist, also designing for the first time a promotional strategy that has specific actions that go beyond the summer, such as the most significant holidays, something unprecedented until now for this segment”, highlights the minister.
This promotion is added to the national and international campaigns that are already underway, such as the promotion of the archipelago in the peninsula, with a budget of 2 million, or the international campaign that, together with Turespaña, aims to strengthen direct connections with other European countries, with a total investment of 950,000 euros.
