With the arrival in Stockholm of the Volvo Ocean Race, representatives of the Tourism Board and the Foreign Promotion Society, the Nautical Stations and tourism entrepreneurs from the island traveled to the Swedish capital to develop an important promotional work. The objective was to sell Lanzarote's tourism product in Sweden and the occasion was a nautical meeting. Therefore, the dissemination of information about the island's Nautical Stations became especially important.
With one stage to go, the Volvo Ocean Race has already been won by Ericsson 4, who did all his preparation in Lanzarote, with sponsorship from the Tourism Board. This decision was part of the strategy to improve the island's image in the Swedish market.
To boost tourism to the island of volcanoes in Sweden, the representatives promoted Lanzarote's attractions at a stand located in an area attached to the Race Village, next to the port facilities, where all the boats participating in the prestigious transoceanic regatta are located. There, the entire tourist offer of Lanzarote was presented, particularly its aquatic product.
Parallel to this initiative, an online contest was developed based on the completion of a questionnaire related to the Volvo Ocean Race regatta and the training of the Ericsson boat in Lanzarote. 500 people participated in the contest who had to identify a crew member of the boat.
At the same time, the Lanzarote delegation held important meetings with the main tourism agents of this market in order to analyze the market, the positioning of Lanzarote and the study of promotional initiatives that optimize the entry of Swedish tourists to the island. These include TTOO (Fritidsresor, Apollo-Kuoni and Solresor), an airline (Norweign Air Lines) and the Spanish Tourism Office,
