Head of Lanzarote’s Tourist Federation calls for more promotion

The head of Lanzarote’s Tourist Federation, Susana Pérez, has called for more promotion in European markets following a drop in tourism from key markets such as Germany, The Netherlands and France.

In an interview with La Voz de Lanzarote, Pérez celebrated that Lanzarote’s average price per night in 2025 was the second highest in the Canaries, at €108, but warned that hotel prices had frozen or fallen since August, signalling a decrease in demand.

She pointed out the sharp drops in tourism from key markets such as Germany, The Netherlands, Belgium and France, and said that “geopolitical instability and Trump’s tariffs” could have contributed to this.

However, she also identified a decrease in marketing as a factor. To remedy the situation, she called for greater promotion in these countries, as well as in emerging markets such as Poland.

Pérez pointed out that the British market, which continues to account for over 50% of all tourism to Lanzarote, remained strong and could compensate for the fall in European markets in 2026.