The initiative, led by the Cabildo de Lanzarote in coordination with the Art, Culture and Tourism Centers (CACT), SPEL, Proexca, the Chamber of Commerce and the Government of the Canary Islands, is part of the Lanzarote Global strategy and seeks to strengthen the deep historical ties that unite Lanzarote with San Antonio, a city founded in 1731 by Canarian families, mostly from Lanzarote. In addition, it seeks to position the island as a reference destination for the North American market.
The program will include a professional meeting with importers, tour operators, distributors and cultural agents, as well as a large public celebration at the El Álamo Museum, with live cooking, historical narration, concerts, craft market and participatory experiences.
In addition to its cultural and gastronomic dimension, the event is a key step within Lanzarote's tourism penetration strategy in the USA, recently presented by SPEL. This strategy is aimed at attracting a high-value traveler profile, interested in history, nature, sustainability, gastronomy and reconnection with their family roots. Lanzarote is thus positioned as an authentic and transformative destination for an American public that seeks experiences with purpose while promoting our unique and sustainable gastronomic products, fostering the development of our companies. The joint promotion of the territory and its agri-food production reinforces a narrative of authenticity, quality and emotional connection, aligned with the interests of an American public that values meaningful experiences, local gastronomy and shared history.
Within the strategy of expansion, diversification and internationalization of the island's economy, and as part of a broader strategy of foreign promotion, a Commercial Mission is carried out mainly aimed at the agri-food sector of Lanzarote. This initiative seeks to strengthen trade relations between Lanzarote and Texas, connecting our island producing companies with key importers and distributors in the Texan market as a gateway to the international market. An action that allows Lanzarote companies to hold business meetings, present their products and offer tastings to show the quality and authenticity of the island's gastronomic offer, while generating concrete export opportunities and commercial alliances.
The initiative has the support of the San Antonio City Council, the El Álamo Museum, the USA-Canarias Society Foundation, the Canary Islands Descendants Association (Association of Canarian descendants in San Antonio), the Hispanic Chamber of Commerce, the local company Culinary Performance Consulting (led by chef Sergio Remolina) and the export consulting firm Cross National Advisory Partners, all under the advice of the Honorary Consul of Spain in San Antonio, D. Steve Chiscano.
“We are not traveling to Texas just to tell our story, but to sow the future. Lanzarote 360º is the union between our roots and our international vision. It is also an instrument to help our companies make the global leap and generate more prosperity on the island,” said Oswaldo Betancort, president of the Cabildo de Lanzarote
For his part, Ron Nirenberg, mayor of San Antonio, stated that “San Antonio and Lanzarote share a common legacy. This event honors that past, but above all opens a future of collaboration, tourism, culture and commerce between our communities.”
For Alfonso Cabello, Deputy Minister of the Government of the Canary Islands and president of Proexca, “Lanzarote and the Canary Islands are an excellent platform for companies in Texas, USA to find a strategic hub within the EU but with access to the African market. We hope that this initiative will open doors for Canarian companies in the USA and vice versa.”
Likewise, Ángel Vázquez, CEO of the Art, Culture and Tourism Centers of Lanzarote, explained that “this event represents what we know how to do: turn culture, history and local product into memorable experiences. San Antonio will be the best showcase to show the soul of the island, and the CACT are our best letter of introduction.”
Finally, José Valle, president of the Chamber of Commerce of Lanzarote and La Graciosa, detailed that “Lanzarote 360º is a strategic platform that promotes the internationalization of the Lanzarote business sector. We are designing an international promotion model that positions the island's producing companies as a gastronomic benchmark in the destination. A strategy that combines memory, sustainability and business projection with a clear focus on the American visitor.”
The Cabildo de Lanzarote invites local companies from the agri-food, cultural, gastronomic, artisan and creative sectors to be part of this mission, which will have institutional support and international visibility.
