A new study by the Spanish Association of Scientific Experts in Tourism, forces us to ask ourselves for the umpteenth time why the management of tourism promotion in Lanzarote is still far from the great conclusions discussed by the sector. And what is even worse, why despite all the knowledge that is being generated throughout the world, here the institutional activity moves between paralysis and indifference, as if the great demographic changes, the appearance of new segments, the micro-segmentation of demand, or new technologies were not with us.
I read this while reviewing the promotional activity of the island, based on specific actions that are sold as 'great initiatives' and that are almost never accompanied by a medium and long-term strategy.
There is no need to invent anything about this type of destination management, where essential documents in business activity are common: strategic plans, definition of objectives, segmentation, monitoring indicators, KPI... why don't we have a serious document on the main economic industry of the island on which the food of a large part of the population depends? Why isn't there a clearer accountability on the investments made by the Promotion Society? Why has Lanzarote not been in the major media, in the digital environment, for so many years?
Honestly, I am concerned that there is still no serious institutional debate on the sustainability of the destination, which goes beyond the presentation of a specific document that is not followed up.
Honestly, I am concerned that while destinations that compete with Lanzarote are growing, with aggressive campaigns on the internet and very innovative formulas, we continue to be a brochure and tourist fair destination, in clear media decline. By the way, don't try to follow the Lanzarote Tourism page on Twitter or Facebook if you don't want to encounter all the bad practices of social media management and user experience.
Honestly, I am concerned that the management of the Promotion Society is better known for the photo of a romantic couple and the clear discomfort of demotivated workers, than for its effectiveness.
Honestly, I am concerned that despite the improvement in tourism data, this is not reflected in the purchasing power of families, in the employment of young people, in the conservation of natural spaces or in the integral development of this island.
I understand that perhaps my doubts come because I am far from the great debates in luxury hotel lounges, with cookies and juice, with large logos and pompous messages, with media that repeat the grandiloquence of their affiliates and some invited revelry, but I really believe that it is the responsibility of those who dedicate themselves to public affairs to plan and manage with transparency.
Hidden appointments or meetings outside the public spotlight are no longer enough, and it is everyone's responsibility to demand that any decision that is made is done with professionalism and transparency.
Tomás Silvera Cabrera
