A new collaborative venture has been formalised between SPEL-Turismo Lanzarote and the Tourism Department of Madrid Ayuntamiento, aimed at enhancing the international appeal of both destinations.
The agreement focuses on joint tourism promotion and the exchange of advertising materials, seeking to strengthen Lanzarote’s global standing while reinforcing Madrid’s profile as a premier international tourist hub.
President of the Cabildo, Oswaldo Betancort, explained the rationale behind the timing of the agreement. “This accord, adopted during the recent FITUR fair, responds to the process of adaptation and transformation facing Lanzarote’s tourism promotion model in an international context marked by changing travel habits,” he stated.
The strategy acknowledges a shift in traveller behaviour, particularly those from long-haul source markets. These visitors are increasingly seeking a deeper emotional connection with destinations, expecting high standards of service quality and the opportunity to combine multiple experiences within a single country when planning their holidays.
The partnership leverages the significant competitive advantage offered by Madrid’s status as the leading airport hub for southern Europe, alongside the Spanish capital’s recognition as a world-class tourist destination.
Connectivity between the two locations is a key factor. Lanzarote Airport currently benefits from more than 30 direct weekly flights to Madrid, operated by various airlines.
Madrid itself attracts over 11 million visitors annually, with nearly 60% arriving from overseas. Within this segment, long-haul markets consistently rank among the top five sources of international tourists for the city. Madrid’s airport further solidifies its strategic importance with more than 200 direct air connections globally.
Héctor Fernández, CEO of SPEL-Turismo Lanzarote, highlighted the collaborative groundwork behind the initiative. “This data has been the starting point for technical discussions, shared diagnoses, and joint negotiations that allow us to move towards a model based on public-public collaboration, supported by coordinated decision-making, information exchange, and the joint implementation of strategic agreements.”
The agreement aligns with Madrid’s own objectives to consolidate its position as a leading global destination for both leisure and business tourism.
Almudena Maíllo, the Councillor for Tourism for Madrid, emphasised the city’s broader vision. “Madrid is committed to tourism that brings prosperity and employment and contributes to the well-being of Madrid’s residents, through decentralisation and market diversification,” she said. “Madrid’s international positioning makes the city the gateway for tourism to Spain,” she added.
The partnership will focus on several key areas of joint action:
- Mutual assistance in tourism promotion activities to benefit both destinations.
- Organisation of joint promotional campaigns in strategic third-country markets of common interest.
- Exchange of data, knowledge, and best practices in the field of tourism intelligence.
- Sharing of relevant information concerning tourism impact in both territories.
- Identification and development of high-value promotional and strategic actions to reinforce the positioning of both the Lanzarote and Madrid brands.
Leave a Reply
Want to join the discussion?Feel free to contribute!