The Cabildo of Lanzarote presented this Thursday the tourist product 'Lanzarote Premium', an ambitious project led by the first island Corporation, through SPEL-Turismo Lanzarote, in collaboration with the Martínez Group, which has the support of more than 120 business entities on the island and whose objective is to position Lanzarote as "an exclusive and differentiated destination, in order to attract a high-end tourist, who demands select experiences and is increasingly demanding with sustainability", said the president of the first island Corporation, Mª Dolores Corujo.
At the presentation ceremony, which was held in the Auditorium of Jameos del Agua and brought together a large representation of the island's tourism sector as well as authorities from the main public institutions of the island, the president stressed that "with Lanzarote Premium, a group of businessmen, in a scenario of extraordinary adversity, have decided to take a step forward with this fantastic product, question their role in the response to the crisis and make themselves available to the institutions to join forces and create synergies".
Mª Dolores Corujo added that "they have done so from the conviction that moving forward is a challenge that concerns us all, from the recognition of the leadership role that corresponds to the Cabildo."
For his part, the island councilor for Tourism Promotion, Ángel Vázquez, joined in thanking this business initiative and stressed that the project we are presenting today, the 'Proposal for the positioning of Lanzarote in the Premium segment. Strategy and marketing roadmap', which will be developed through a collaboration agreement between SPEL and the company Magma Coworking, "provides us with a specialized and highly qualified instrument of tourism intelligence that will help us to promote what has already been, since I took over the reins of the Tourism area three years ago, a firm and determined commitment to turn the island into a quality destination."
The councilor, who highlighted "the gradual increase in tourist spending that has occurred in recent years," took a tour of the "various tourist products that have been developed and consolidated" and urged "to take advantage of all this accumulated experience to provide them with a plus of quality so that tourists can find in Lanzarote unique experiences that no other destination can offer, due to the innate qualities that the island has."
Likewise, the CEO of the Martínez Group, José Martínez, business promoter of this initiative, stressed that "this would not have been possible without the determined commitment of more than 120 companies that, without thinking, have shown their unconditional support. To those entrepreneurs who, in a dramatic year, have seen an opportunity. Colleagues and friends who are clear that it is time to innovate. That in a situation as disruptive as the current one, we must do things differently to achieve different results. Thank you all."
During the presentation ceremony, Yolanda Perdomo, representative of ICF SH&E, Inc., the prestigious international consultant that will develop the design of the strategy for the repositioning of the destination in the Premium segment, also spoke. The project, which will combine the experience and expertise of three teams specialized in tourism, branding/communication and aviation, contemplates four phases to implement this new product: Analysis and Diagnosis (1st phase); Product and Governance (2nd Phase); Marketing and Communication (3rd phase) and Evaluation management for continuous improvement (4th phase).
The first phase will focus on the analysis and diagnosis of the current tourist positioning of Lanzarote and will address the dynamics of the Premium segment, including a study of the same, with analysis of trends and peculiarities by markets and target audiences, advantages for the island, the alignment of the island's offer to the Premium demand and the establishment of a roadmap towards specialization.
In the second phase, called Product and Governance, the analysis of potential issuing markets will be included; the specialization strategy; innovation in products; alignment of stakeholders and shared value. The third phase foresees the design of actions in branding and communication as well as tourism marketing and airline marketing, while the fourth phase will consist of the management of the evaluation for the continuous improvement of the product.
The event, organized by Turismo Lanzarote, was conducted by journalists Techy Acosta and Jaime Puig and featured various musical performances by the Classical Orchestra of Lanzarote.
