Lanzarote has taken steps to consolidate its position in the North American tourism market through a series of high-level joint actions in Boston, USA, and Toronto, Canada. The initiative forms a key part of the island’s global strategy to attract long-haul visitors, diversify its tourist base, and reinforce its model of high-quality, sustainable tourism.
During a press conference, island officials stressed that this is not a one-off campaign but a sustained effort. The Lanzarote Cabildo President, Oswaldo Betancort, explained that these actions are “part of a coherent and sustained roadmap that reinforces our position in strategic markets.”
“The United States and Canada are high-value destinations for Lanzarote due to their spending power, their sensitivity to sustainability, and their affinity with the values that our island represents,” Betancort stated.
He also highlighted the collaborative nature of the mission, adding: “The collaboration with Turespaña and Iberia, as well as the involvement of the private sector through the Tourism Federation, demonstrates the maturity of the destination and the shared commitment between institutions and companies. To break into new markets, we must do so with continuity, with institutional and technical presence, and hand in hand with the business sector.”
A Pioneering Presence in Canada
The CEO of SPEL–Turismo Lanzarote, Héctor Fernández, provided details on the work plan, which aims to “generate synergies, agreements, and visibility in long-haul markets.” He also revealed that the Toronto engagement marked a milestone as “Lanzarote’s first official foray into this market,” noting Canada’s strong affinity for sustainability as an area of “great potential.”
The island’s presence was further amplified through a strategic partnership with Iberia. A joint working breakfast in Boston with the airline, which operates direct flights from several North American cities, served to present Lanzarote to around twenty key travel agents. This alliance strengthens connectivity to the island via Madrid, with Iberia Express offering 19 weekly flights between the capital and Lanzarote.
Fernández also noted that Turespaña invited Lanzarote to participate in its ‘Spain Talks’ conferences during Climate Week, a direct result of the island’s recognised “leadership in responsible and regenerative tourism policies.”
Private Sector Hails Success of Joint Mission
The positive impact of the mission was echoed by the private sector. Susana Pérez, President of the Lanzarote Tourism Federation, gave a “very positive assessment” of the activities, which she said “aroused great interest among tour operators, travel agencies, and the specialised press.”
“We have projected an image of Lanzarote as a sustainable, inclusive, and accessible destination, but also as a benchmark for exclusive tourism in the Canary Islands,” Pérez said. “The island now has the highest number of five-star hotels in the archipelago, as a result of the modernisation of its accommodation facilities, and this allows us to attract visitors with high purchasing power who are interested in experiences related to wellness, gastronomy, health, and slow luxury.”
She concluded by reinforcing the power of the public-private partnership, stating that representing the island jointly “has allowed us to convey a solid and cohesive image of the destination.”
A New Step in International Projection
The mission involved three key events: the Iberia working breakfast in Boston, the ‘Spain Talks Boston’ conference where Lanzarote presented its sustainability strategy, and the ‘Spain Talks Toronto’ event focused on inclusive tourism.
Summarising the outcome, President Betancort said the actions “mark a new step in Lanzarote’s international projection and confirm that the path to quality tourism lies in sustainability, cooperation, and openness to new horizons.”
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