The Cabildo of Lanzarote, through the area of Economic Promotion and SPEL-Turismo Lanzarote, will intensify in September its strategy of opening to the North American market with a high-level agenda in Boston (USA), Toronto (Canada) and San Antonio (Texas). These actions are part of the international plan presented in March at the Secrets Hotel in Puerto Calero, agreed with the island's business sector, which seeks to diversify markets, generate new business opportunities and position the island as a sustainable and quality tourist destination.
The strategy of this business and institutional mission in Texas includes joint promotion events with Iberia and Turespaña, as well as participation in international sustainability forums; and has the collaboration of the Centers for Art, Culture and Tourism (CACT), Proexca (Government of the Canary Islands) and the Chamber of Commerce of Lanzarote and La Graciosa, as well as the support of Texan institutions such as the City of San Antonio, El Álamo, the USA–Canarias Society Foundation, the Hispanic Chamber of Commerce and the Canary Islands Descendants Association, among other strategic allies.
The president of the Cabildo of Lanzarote, Oswaldo Betancort, believes that “Lanzarote has a shared history with North America, but also a common future. With these missions we want to open new paths for our companies and strengthen the positioning of the island as a competitive, sustainable and global destination.”
For his part, the CEO of SPEL-Turismo Lanzarote, Héctor Fernández, emphasizes that “these actions are part of a global strategy that connects tourism, culture and commerce, and that has been designed in a coordinated manner with the business sector. These are not isolated initiatives, but an international roadmap that seeks to broaden horizons and attract high value-added visitors from the United States and Canada.”
San Antonio: business and institutional mission
On the one hand, from September 3 to 5, Lanzarote will develop in San Antonio the mission “Lanzarote 360º – Texas 2025”, which combines tourism and commercial promotion with the celebration of the almost 300 years of the city's founding by 56 islanders, 44 of them from Lanzarote.
The agenda includes meetings with the HEB distribution chain, a professional forum with importers, chefs and tour operators, a large cultural event in the Plaza del Álamo, as well as institutional meetings with the Hispanic Chamber of Commerce and the mayor of San Antonio, Gina Ortiz Jones, who has highlighted that “San Antonio and Lanzarote share a common legacy. And this event honors that past, but above all opens a future of collaboration in tourism, culture and commerce between our communities.”
Regarding the business representation of Lanzarote, the mission will include the participation of wineries such as Vega de Yuco, La Geria and Jable de Tao, the Salinas de Janubio and gourmet producers such as Bernardo’s Gourmet Products, Bombonería La Corona and Quesería El Faro, who will show the gastronomic and artisanal richness of the island.
Boston: sustainability and alliances with Iberia
On the other hand, on September 23, Lanzarote will participate in an event organized together with Iberia in Boston, aimed at travel agencies in the city, with the aim of presenting the island as an accessible tourist destination from the United States through the Madrid hub. This action will allow to strengthen ties with key prescribers of the American market and reinforce international connectivity.
The following day, Lanzarote will have a leading role in the Spain Talks-Sustainability forum, organized by Turespaña in Boston, where the island's responsible tourism model will be presented and a round table will be held with the participation of representatives from the Lanzarote tourism sector.
Opening to the Canadian market
The North American strategy will also extend to Canada. In Toronto, Lanzarote will participate in another Spain Talks meeting, promoted by Turespaña, which will bring together tourism agents, operators and opinion leaders from the Canadian market. This action represents a key opportunity to bring the destination closer to one of the countries with the greatest purchasing power and growth potential, in addition to aligning with the future transoceanic connectivity planned between Iberia and Canada.
