The Cabildo is championing a new model of ethical and responsible tourism for Lanzarote, directly involving the local business sector in its implementation. The initiative aims to align the island’s promotional message with tangible actions taken by its tourism enterprises.
During the opening ceremony, Héctor Fernández, CEO of SPEL, stressed the importance of integrating the values of sustainability and respect for the environment into the daily management of tourism companies. He highlighted that “Lanzarote’s future competitiveness depends on consistency between promotion and practice.”
The morning session featured the presentation of the campaign “Know, Respect, Enjoy.” This initiative is a key part of Lanzarote’s Ethical and Responsible Tourism Strategy, promoted by the president of the Cabildo and Minister of Tourism, Oswaldo Betancort. The strategy seeks to connect the communication of the destination with concrete actions within the business community.
Antonio Collado, Director of Innovation at CARSA, then detailed the campaign’s creative development. He showed examples of its deployment across various advertising media, tailored to different target audiences. These include local placements on buses, at the airport, on radio, and in online press, as well as international advertising in key markets such as Madrid, London, Rome, and Amsterdam. Further reach will be achieved through airline partnerships and programmatic marketing campaigns.
A round table discussion followed with Susana Pérez, president of the Lanzarote Tourism Federation. She shared her vision on how to move towards more responsible tourism from a private practice perspective, positioning tourism companies and their staff as direct communication channels with visitors.
Afterwards, attendees took part in a collaborative workshop. Divided into groups, they worked on the three core pillars of the campaign: gaining a better understanding of local identity, reducing environmental impacts, and offering sustainable experiences that build visitor loyalty.
The event concluded with the sharing of collective findings and the symbolic presentation of the “Ethical and Responsible Tourism Business Commitment” diploma, which recognised the involvement of the participating companies. This gathering, part of Lanzarote’s broader Ethical and Responsible Tourism Strategy, promotes the active role of businesses in building a tourism model founded on knowledge, respect, and quality of experience.
Leave a Reply
Want to join the discussion?Feel free to contribute!