Shaping the Future of Tourism

Our strategy is founded on three key objectives aimed at transforming the Canary Islands’ tourism model. In this new cycle, the impact of tourism on the territory, the economy, the environment and society is fully recognised.

The people of the Canary Islands acknowledge the importance of tourism and its ability to generate employment, promote social wellbeing, foster environmental commitment and preserve our cultural identity. In response, we embrace the challenge of driving the transformation of the tourism model through a comprehensive approach that guides our key objectives:

Enhance

We expand tourism’s capacity to generate value and wellbeing for citizens.

Promote

We drive the Canary Islands tourism industry’s commitment to climate neutrality.

Contribute

We foster the resilience and competitiveness of the Canary Islands’ tourism model.

Pillars and Plans

Our Actions Plans

Through our operational pillars and plans, we deliver the actions required to achieve our defined objectives. Their implementation represents our day-to-day work. Each year, we prepare an Action Plan that sets out these programmes and plans, together with the allocation of the budget required to ensure their delivery.

Pillar 1. Citizenship

  • Citizen Participation Plan.
  • Citizen Awareness Plan.
  • Tourism Employment Quality Measurement Plan.
  • Innovation and Entrepreneurship Plan.
  • Heritage Protection Support Plan.
  • Plan for Providing Information on Tourist Mobility in the Islands.

Pillar 2. Climate Action

  • Carbon Footprint Measurement and Reduction Plan.
  • Decarbonisation Support Plan.
  • Environmental Protection and Regeneration Plan.
  • Responsible Tourism Communication Plan.

Pillar 3. Digitalisation

  • Update of the Tourism of the Canary Islands Technology Stack.
  • Plan to Support the Digitalisation of the Tourism Sector.
  • B2B Communication and Engagement Plan on the Digital Services Offered by Tourism of the Canary Islands.
  • Plan for the Adoption and Use of AI in the Tourism Sector.

Pillar 4. Tourism Intelligence

  • Creation of a Network of Tourism Intelligence Stakeholders
  • Canary Islands Tourism Observatory

Pillar 5. Air Connectivity

  • Air Connectivity Support Plans

Pillar 6. Communication and Integrated Management of the Tourism Experience

  • Definition and deployment of the Market Promotion Prioritisation Plan.
  • Plan of Actions to Support the Improvement of Communication of the Tourism Experience.
  • Events and Sponsorship Plan and Communication Strategy.
  • Action Plan to Strengthen Segmented and Personalised Communication.
  • Canary Islands Premiumisation Plan and Specific Communication Plan.
  • Update of the Communication Positioning of the Canary Islands Tourism Brand.
  • Rollout of the New Communication Positioning of the Canary Islands Tourism Brand.