Canary Islands “Responsible Tourism” campaign exceeds 1.4 million clicks

Turismo de Islas Canarias has captured the attention of travellers and residents with its “Responsible Tourism” awareness campaign rolled out at airports and tourist areas across the Canary Islands.

The Canarian Government’s Minister of Tourism and Employment, Jéssica de León, points out that “with these actions, we are reflecting our commitment to consolidating the archipelago as a tourist destination committed to sustainability, authenticity, and quality, promoting responsible behaviour among visitors and investing in a tourism model that generates value for both citizens and the environment.”

During the second half of last year, Turismo de Islas Canarias launched an awareness campaign with an initiative at the eight airports in the Canaroes featuring the slogan “Respect the environment of our islands and they will open their hearts to you.” The aim was to convey to tourists from the moment they arrived the importance of adopting environmentally friendly behaviours.

The campaign included a QR code that directed users to a landing page with tips for sustainable travel in the Canaries. In total, 1.4 million incoming clicks were recorded, resulting in 1.2 million visits to this page. In addition, most users consumed the main content before leaving the site, and more than one million unique visitors per month were recorded.

This campaign was displayed on 52 digital advertising panels located at strategic points such as baggage claim and arrivals areas, as well as areas providing access to shuttle buses. These locations ensured a high level of visibility and coverage, as visitors were waiting and in transit, which increased their willingness to pay attention to the content. Added to this was the diverse origin of the tourists, with a high representation of key source markets such as the United Kingdom, Germany, Italy, Ireland, France, and the Netherlands.

“Through campaigns such as these, we seek to align the behaviour of tourists, residents, and industry players with the principles of environmental protection that define the identity of our destination, allowing us to continue advancing toward the goal of consolidating a tourism model based on the values of environmental sustainability and social responsibility,” says De León.