Lanzarote makes Sustainability and Quality tourism pitch at ITB Berlin

Lanzarote has officially commenced its campaign at ITB Berlin 2026, delivering a firm message to the German market that emphasises sustainability, quality, and the diversification of its tourism offering.

The President of the Lanzarote Cabildo and Minister of Tourism, Oswaldo Betancort, alongside the SPEL-Turismo Lanzarote team, the Minister of Tourism for the Canary Islands Government, Jessica De León, and other island representatives, inaugurated the Lanzarote and La Graciosa stand on the opening day of the fair. The delegation is operating under the umbrella of Promotur Turismo de Islas Canarias.

The island’s presence at this year’s ITB is guided by specific objectives: to strengthen loyalty within a mature and demanding market such as Germany, to consolidate the destination’s sustainable positioning, to advance the diversification of the product beyond the traditional sun and beach combination, and to attract visitors with an interest in cultural, sporting, and nature-based experiences.

As part of the fair’s opening, the Betancort held a meeting with the CEO of the TUI Group, one of Europe’s leading tour operators. The meeting provided an opportunity to exchange views on developments in the German market and analyse potential areas for future collaboration with Lanzarote as a strategic destination.

A busy working agenda was also pursued throughout the day, involving discussions with operators, tour operators, and institutional representatives. These conversations took place against a backdrop of shifting demand towards more sustainable and experiential travel models.

Meanwhile, Lanzarote has confirmed its participation as a guest destination in the inaugural edition of the “Sabor Toledo” gastronomic festival, scheduled to take place from September 24 to 27, 2026. The island will be represented by offerings from its traditional and contemporary cuisine, its quality products, and a selection of restaurateurs who will take part in show cooking sessions open to the public.

The institutional agenda is set to continue on Tuesday afternoon with the presentation of the Global Charter for Sustainable Tourism +30 to the German market and the key players within the tourism industry.