Lanzarote strengthens UK tourism ties at World Travel Market as British visitors account for 51.1% of arrivals

Lanzarote has opened its participation at the World Travel Market in London by reaffirming its commitment to the UK, which remains the island’s largest tourism market, accounting for more than half of all visitors in 2025.

The Cabildo began its programme at the World Travel Market (WTM) on Tuesday, 3rd November, with a focus on strengthening relationships with the British tourism industry and securing the island’s position in one of its most important markets.

Figures for 2025 show that British visitors aged 16 and over accounted for 51.1 per cent of tourists visiting Lanzarote, representing 1,466,123 people. They stayed for an average of 8.7 nights and spent an average of 1,471 euros per trip, an increase of 9 euros compared with the previous year.

Air connections also remain central to the relationship. Between October 2026 and March 2027, the island is scheduled to have 16 direct routes to UK airports, offering more than 1.09 million seats.

Cabildo President, Oswaldo Betancort, is leading Lanzarote’s delegation at this year’s WTM, which runs from 3rd to 5th November. The programme includes industry meetings, promotional activities and institutional engagements intended to strengthen partnerships and support a more sustainable tourism model focused on the wellbeing of local residents.

The opening day brought together representatives from the island’s public and private sectors, alongside senior tourism officials, including Secretary of State for Tourism Rosario Sánchez Grau, Turespaña Director General Miguel Sanz Castedo, Spanish Tourist Office in London Director José Manuel de Juan González and Deputy Director Isabel Alonso Piñar.

The Canarian Government was represented by Regional Minister for Tourism and Employment Jéssica de León Verdugo.

Betancort said the relationship with the UK extended beyond its importance as a source of visitors.

“The British market is a long-standing ally of Lanzarote. Over decades, we have built a relationship based on trust and loyalty that we wish to continue strengthening. More than half of our visitors come from the United Kingdom, which demonstrates the enormous value of this relationship, but also our responsibility to nurture and enhance the experience we offer,” said Betancort.

He also highlighted the importance of protecting the islands’ natural and cultural heritage while ensuring tourism benefits the people who live there.

“Lanzarote has an extraordinary identity and natural and cultural heritage that we must protect. Our presence in London is part of a clear strategy: to remain a competitive and attractive destination for our main markets, whilst ensuring that tourism generates opportunities, wealth and well-being for those of us who live on these islands”.

The approach forms part of the Awareness Strategy for Ethical and Responsible Tourism. The initiative encourages visitors and tourism businesses to respect the environment, local identity and community life.

The same principles underpin the ‘Discover, Respect, Enjoy’ campaign, which aims to encourage responsible visitor behaviour and a more considerate relationship with the island.

Lanzarote’s presence at the London event also follows the recent presentation of SPEL-Turismo Lanzarote’s plan for 2026–2030. The plan identifies six strategic priorities designed to support more sustainable, innovative and participatory tourism management, with an emphasis on creating value.

SPEL-Turismo Lanzarote Chief Executive Héctor Fernández said maintaining the UK’s position as a key trading partner was particularly important amid economic uncertainty and increasing competition between destinations.

“The British market remains our main trading partner and one of the key drivers of our tourism economy. Our aim is to strengthen that trust, maintain strong connectivity and continue working with the leading tour operators and airlines to offer a competitive, distinctive and high-quality destination,” said Fernández.

He added that the loyalty of British holidaymakers should be reflected in more than simply higher visitor numbers.

“The loyalty of British visitors is one of our greatest assets. For this reason, our strategy cannot be limited to simply increasing visitor numbers; rather, it must be geared towards generating greater economic and social value, improving the tourist experience and contributing to the well-being of the local population”.

IRONMAN Lanzarote 2027 among key events at London trade fair

The WTM programme includes the international launch of the Salomon IRONMAN Lanzarote 2027.

The event will celebrate its 35th edition on 15th May 2027 and remains one of the key events promoting Lanzarote’s international reputation as a sports destination.

Another scheduled event is a signing ceremony linked to the European Travel Commission (ETC), which will take place at the Lanzarote stand with the participation of Miguel Sanz, Director General of Turespaña and President of the European body.

On the commercial side, SPEL-Turismo Lanzarote will hold meetings with leading British tour operators and airlines, focusing particularly on air connectivity and the continuation into 2027 of marketing agreements established with Jet2 and British Airways in 2026.

The partnerships are significant given that 54.3 per cent of British visitors booked package holidays in 2025, underlining the continued influence of tour operators and the importance of maintaining close links with the UK travel industry.

Sustainable tourism charter presented internationally

Lanzarote will also use the World Travel Market to present the World Charter for Sustainable Tourism +30 internationally.

A printed edition in Spanish and English will be presented for the first time, coordinated by the Cabildo’s publication service.

The document was adopted in Lanzarote in November 2025 and updates the principles of the original World Charter for Sustainable Tourism, which was approved on the island in 1995.

The updated charter sets out international commitments covering regenerative tourism, environmental protection, social justice and the wellbeing of local communities.

Its presentation in London will provide an opportunity to share these principles with key international partners, particularly within the British tourism industry.