Lanzarote is making its presence felt at ITB Berlin, one of the globe’s most prestigious tourism fairs. With a strategic agenda firmly in place, the island is focused on cementing its reputation as a destination dedicated to sustainability, climate action, and regenerative tourism.
The German market remains a vital source of visitors for the Canary Islands, despite currently navigating a period of economic uncertainty that has dampened international travel, particularly towards destinations perceived as higher-end. In response, Lanzarote is doubling down on its unique selling points: quality, sustainability, and the legal and environmental security that define its tourism model.
“Lanzarote is determined to lead through responsibility,” stated Oswaldo Betancort, president of the Cabildo. “At a time of global transformation in tourism, we are going to Berlin not only to promote the destination, but also to defend a model that is committed to sustainability as a competitive advantage and as an ethical commitment to our territory.”
Over the three days of the fair, the Lanzarote delegation will engage in a packed work agenda. Key objectives include solidifying strategic alliances, strengthening air connectivity, and projecting the image of a robust destination that remains consistent and aligned with worldwide climate challenges.
Héctor Fernández, CEO of SPEL-Turismo Lanzarote, commented on the current climate: “The German market is going through a complex period, with clear price sensitivity and growth in domestic tourism. Precisely for this reason, our strategy is to differentiate ourselves through consistency and a real commitment to sustainability, an area in which Germany has historically shown particular sensitivity.”
Presentation of the Global Charter for Sustainable Tourism
A major milestone is scheduled for the afternoon of Tuesday, March 3, with the official unveiling of the Global Charter for Sustainable Tourism +30 to the German tourism sector. The charter, which was approved in Lanzarote on November 28, will be presented in a room provided by Turespaña within the ITB Berlin exhibition grounds.
During this gathering, the 11 guiding principles of the Charter will be introduced to industry professionals, specialist media, and institutional representatives. This market is notably attentive to policies regarding emissions reduction, climate taxation, and the decarbonisation of air transport.
“Lanzarote’s positioning cannot be based solely on connectivity or price competitiveness,” added President Betancort. “Our strength lies in consistency and a strategy aligned with climate action, land regeneration, and shared responsibility in the tourism sector.”
Launch of the Regenerative Impact and Competitive Return Guide
The momentum continues on the fair’s second day, Wednesday, March 4, with another strategic highlight: the international launch of the first Guide to Regenerative Impact and Competitive Return.
It focuses on generating measurable environmental, social, and economic returns, thereby strengthening the destination’s competitiveness in demanding markets like Germany.
“With this guide as a tool that positions Lanzarote at the international forefront of the tourism debate, the island is taking another step forward in its sustainability, regeneration, and competitive return project,” said Héctor Fernández.
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