Turismo de Islas Canarias launched its new national tourism campaign recently, promoting responsible tourism in the Canary Islands.
The campaign, titled “Bienvenido T.U.R.I.S.T.A”, aims to promote responsible tourism to the Canaries, being mindful of sustainability and respect for the islands when visiting.
Managing Director of Turismo de Islas Canarias, José Juan Lorenzo, stated “with this campaign we want to give a new meaning to the concept of the tourist, highlighting current values that demonstrate a commitment to the place visited and a respect not only for the environment, but also for local society.”
To do this, they have created the T.U.R.I.S.T.A acronym:
(T)iene conciencia – Before packing your suitcase, think: can you travel in a way that leaves the least impact? Sometimes, when traveling, we forget our good environmental habits such as: recycling or moderating water consumption. Take care of your tourist destination in the same way you take care of your home. In this way, you not only collaborate in the protection of the environment of the islands, but of the whole planet
(U)nido a las tradiciones locales – Each place has its own identity and unique traditions. Did you know that in the islands we have the only whistled language in the world? If you have the opportunity, participate in a party or event, always with respect: observing and following the codes and customs of each place to immerse yourself in the local culture.
(R)espeta las normas de convivencia – Our islands are known for their welcoming inhabitants. Respect local rules as well as private areas and properties. Avoid noisy behavior and, when driving, park properly. Interacting in a friendly and respectful way with the people and the environment will make your stay in the islands an unforgettable experience.
(I)mplicado en la conservación – In the islands we have 4 National Parks and 141 protected natural areas, enjoy them but also help to preserve their beauty. Bet for a tourism that takes care of the environment by supporting local conservation initiatives. Do you like that beautiful plant? If you want to smell it, just rub its leaves gently between your fingers and bring it close to your nose. This way, everyone will be able to enjoy its fragrance without harming it.
(S)ostén de la economía local – Shop in the local stores; you will be amazed by their craftsmanship! Enjoy the local gastronomy and taste the best of the islands! Try delicious things like mojo, goat cheese or wrinkled potatoes. Not only is it more authentic, but it’s delicious and helps the community grow!
(T)rata el entorno con cuidado – Remember that nature’s treasures, such as shells and volcanic rocks, are part of the Canarian landscape and our marine ecosystem, which has more than 4,000 species. It is best to leave them where they are and take some incredible photos to remember the moment. Nature is not a souvenir.
(A)dmira desde el respeto – Here you will discover a great artistic and cultural heritage with millennia of history. To enjoy a full experience in the islands and feel like a Canarian, learn about the history of the places you visit and remember to maintain a respectful and silent attitude in your visits to sites, historic buildings, monuments and museums.
The new campaign is financed with NextGeneration EU funds, and will run until the end of August in cities with direct flights to the Canary Islands. The campaign will feature in print, digital channels and radio.
Visitors with great interest in the destination
In a press release, Turismo de Islas Canarias stated:
“With this campaign we intend to connect with the peninsular traveller, who is of great interest for the destination because of their greater affective relationship and greater knowledge of the archipelago and because, in addition, they want to learn more about it during their trip. These tourists are younger than average (40 years old compared to 46 for the rest). They also show a greater preference for exploring the islands (37% vs. 21%) and 9% visit more than one island during their trip, compared to 7% of the rest.
The peninsular traveller is more independent, as only 21% hire a package tour compared to 50% of the total. Twenty percent of these tourists book an all-inclusive package (compared with 32% of the total), and they also spend more hours a day away from their accommodation (10 hours compared with 7 hours for the total).
Likewise, these visitors try more Canary Island gastronomy (45% vs. 27%), enjoy more leisure parks (18% vs. 15%) and visit more wineries and street markets, as well as museums and exhibitions (18% vs. 11% in both cases).
When it comes to choosing the Canary Islands as a vacation destination, landscapes are a more important factor for peninsular tourists (51.7%) than for the total (35%), as well as the environmental setting of the Islands (40% vs. 34% of the rest) and gastronomy (32% vs. 27%).”
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