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Traditional tourism in Lanzarote is based on sun and beach and is concentrated in the towns of Costa Teguise, Puerto del Carmen and Playa Blanca. However, for a decade now, another type of tourism has been emerging, with a more select clientele, who want to know the nature of the land and live the Lanzarote experience. It is the so-called rural tourism, which on the island has 32 farms spread throughout its geography, which belong to the Isla Mítica Association, directed by Juan de León. A good plan for this Holy Week.
It may seem strange or, at least, curious that in a volcanic place there are all these rural farms, which in the peninsula are usually located in mountainous areas. However, these businesses, mostly family-run, are gaining more and more customers every day. Their occupancy rate is usually around 80 percent, especially in winter, since in summer visitors tend to opt for accommodation near the sea.
This tourism began simply so that part of the island's heritage would not be forgotten. "There were old farms and houses almost in ruins, whose future was to destroy them, because they did not give you a license to rehabilitate them as normal homes. However, by enabling them as rural houses, it was possible to save the farms and turn them into a business", explains Juan de León.
The owner of the Las Salinas farm, in Yaiza, Santiago Espada, also says that he enabled his house as a rural house "so as not to lose it". "This had a large cost and there was no way to maintain it. In the past it was not worth a penny, it was forgotten and they did not even let you touch it. The only way was to open a rural house", he insists.
And it seems that this idea has caught on on the island, according to its owners, because "customers are given attention that they cannot find except in a five-star superior hotel". "They come to rural houses to live experiences, they look for information about Lanzarote, its land and its customs. They come with more interest than sun and beach. They want a different and close treatment with the owner. That in a hotel is unthinkable", says the president of Isla Mítica.
A tourist who spends money
In addition, the tourist who decides to spend his holidays in a rural house spends "much more" than the one who stays in a hotel near the beach. "He comes to tour the island and, therefore, rents a car during his stay. He spends money on the island, because he comes to enjoy it. He leaves more money, because here nothing is 'all inclusive'. He moves much more and, in addition, more than 90 percent of the rural houses are run by local businessmen, so the money stays on the island", says Juan de León. "Most go out to eat, to dine and so on. Not only that, but they go to the village supermarket to buy things, because they also have a kitchen in the house", says Santiago Espada.
This tourist seeks to "destress" and, therefore, moves away from "noisy hotels, for 500 people, where the pool is usually full, the hammocks occupied and the dining room overflowing". "They want peace, tranquility and contact with nature to reign. They are looking for something else", explains De León.
The profile of the tourist who stays in Lanzarote in a rural house is usually middle-aged and foreign, mainly from Germany, Switzerland and the Nordic countries. They also receive peninsular tourists, who are usually younger couples. "They come to get to know each other", says Santiago Espada. Canarians usually opt for holiday villas in tourist areas, although some have also enjoyed this rural tourism. Normally, guests stay a whole week in these farms, although others also "stay more than two weeks and some only a weekend".
Repeating tourist
During this time, the tourist "falls in love" with the island and also with the charm of this type of old buildings. That is why he repeats and shows loyalty to the destination. "We have some Germans who have been coming for 14 years, twice a year. They are mother, father and daughter. He is 90 years old and when he comes he always goes to Famara to walk. When they return to Germany, he is in better health", says Espada, who assures that "thanks to these repeaters we survive".
In the Las Laderas house, owned by Juan de León, located in Famara, customers also repeat. "I have some who have been coming for 9 years and have not come more because we have been in business for 10 years", says the president of Isla Mítica.
The rural houses on the island have a hard time competing with the hotel plant. "In prices we can't, we never reach, you can't compete. Some apartments and hotels have very low prices. If we charged that, we could not maintain the houses. It is a very strong and very close competition", says Santiago Espada, from the Las Salinas farm. The rural houses on the island cost around 120 euros two people a night, although there are also more expensive and cheaper ones. However, an apartment in a tourist area can be found for up to 30 euros a night.
"In addition, we must add that a lot of money is spent on the rehabilitation project of the farms. But, of course, if we do not rehabilitate them, they will end up being bought by people from outside, as has happened in Las Breñas, where all the old houses now belong to Germans", says Santiago Espada.
Precisely, many of the owners of rural houses have invested a large amount of money in the rehabilitation of these old houses. "Practically all have a swimming pool or spa, which give an added value and which the client appreciates very much", highlights Juan de León.