Promotional Strategy

The promotional strategy of the Canary Islands tourism brand is designed to generate value for citizens and strengthen tourism competitiveness, with a firm commitment to sustainability and climate neutrality.

There is no longer a single type of tourist or a single form of tourism. For this reason, promotional actions—targeted at both visitors and tourism professionals—aim to attract travellers in a segmented and diversified manner, promoting not only sun-and-beach tourism but also other key tourism products such as nature tourism, LGBTI tourism, and cultural and heritage tourism.

The Canary Islands Tourism Brand

The Canary Islands brand brings together the tourism offering of the archipelago’s eight islands, adapting to different international markets.

With a personality rooted in the caregiver archetype, the brand is projected as generous and protective, committed to the wellbeing of visitors, the natural environment and local communities. Its value proposition is defined by an unrivalled climate, a safe environment and a diverse offer that combines nature, wellbeing and authentic experiences.

With a strong commitment to sustainability, the brand promotes a balanced relationship between enjoyment of the destination and respect for its natural and cultural environment, positioning itself as a benchmark for quality tourism.

Media Strategy

We focus on strengthening the image of the Canary Islands as a unique and competitive destination, adapting to evolving market demands through campaigns across owned, paid and earned media.

Owned media

The website holaislascanarias.com serves as the central hub, supported by social media channels and a CRM platform for segmented communications.

Paid media

International, national and regional marketing campaigns that enhance the destination’s visibility.

Earned media

Branded content campaigns that increase brand exposure.

Paid Media

Destination Campaigns

These are some of the international, national and regional promotional initiatives we have carried out with the aim of attracting and diversifying visitors.

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Owned Media

Discover Our Digital Ecosystem

Our owned media strategy is structured around the multi-domain portal holaislascanarias.com as its core, integrating content linked to the different stages of the visitor customer journey.

This is complemented by a strong presence on social media and a CRM platform that enables relationship management with sector stakeholders and the delivery of segmented communications to both tourism professionals and visitors.

Portal holaislascanarias.com

A website available in 17 languages, with additional languages introduced as the brand expands into new markets. The portal also personalises content based on user audience profiles.

In line with our public–public collaboration strategy, the tourism portals of La Gomera, Fuerteventura and La Palma have already been integrated into the website. The objective is for it to evolve into a multi-brand portal, gradually incorporating the remaining islands while preserving the distinctive attributes of each destination.

17
languages available

16
million
annual visits

7.7
million
new users in 2023

14.5
million
sessions

Visit the website

The Canary Islands Brand on Social Media

Across our social media channels, the media strategy is primarily organic, with a strong focus on visitor loyalty and retention.

Always-on Campaigns

Within the promotional sphere, the strategy is paid, with content distributed through the various advertising platforms 365 days a year.

+157
million
users reached

Presence in 10
markets

5.600
organic posts per year

Brandcentre

An audiovisual tool for tourism sector professionals that provides access to high-quality communication resources for professional use, supporting the creation and distribution of all types of informational, advertising and marketing content related to the Canary Islands brand.

Go to the Brand Centre

Market Strategy

"Our market strategy focuses on attracting and retaining both current and potential visitors. To this end, we classify markets into three categories—key, medium-attractiveness and prospective—based on factors such as visitor numbers, revenue generated and brand recognition. At the same time, we work to diversify our markets by attracting visitors from new countries and expanding connections with additional airports. This approach helps strengthen the competitiveness and sustainability of the Canary Islands’ tourism model, making it less vulnerable to national-level fluctuations and ensuring its long-term success."

Trade Fairs and Promotional Events

At Turismo de Islas Canarias, participation in international trade fairs and events is essential to strengthening our tourism projection. We assess each event carefully to ensure it aligns with our objectives and connects us with the right audiences.

We work closely with tourism promotion bodies and island tourism boards to ensure effective representation, both in Spain and abroad. In addition, we organise workshops and roadshows in key markets to reinforce our global presence.

View the Trade Fair Calendar
Year Number of fairs/events
2017 46
2018 39
2019 36
2020/21* 29*
2022 27
2023 34