Lanzarote targets cycling and hiking tourists at major Dutch fair

Turismo de Islas Canarias has been showcasing the region’s appeal to a niche market at the 21st edition of Fiets en Wandelbeurs, the premier international trade fair for cycling and hiking enthusiasts, held in the Netherlands this weekend.

With Lanzarote prominently featured alongside other islands, the focus is on attracting travellers who offer greater economic and cultural value to the destination.

Data presented at the fair highlights why these segments are so prized. Unlike the average sun-and-sand tourist, hikers and cyclists tend to be more autonomous in their travel arrangements. Only 35% of hiking tourists and 42% of cycling tourists book package holidays, a significant contrast to the 50% average across all visitor segments.

The average stay for a cyclist in the Canary Islands is 10.3 days, and for a hiker, it is 10.7 days – exceeding the 9.3-day average for all tourists. They also spend more time outside their accommodations than the typical visitor, actively seeking out experiences.

The desire to island-hop is notably higher within these groups, with 10% of both cycling and hiking travellers visiting two or more islands, compared to just 7% of the general tourist population.

These visitors immerse themselves in local culture at a much higher rate. The data shows that 34.5% of cyclists and 42.5% of hikers actively sample Canarian cuisine, a figure that dwarfs the 27% average. Their interest in local traditions is also pronounced, with 21% of cyclists and 19% of hikers visiting wineries, markets, or popular festivals, nearly double the 11% average. Engagement with cultural heritage is similarly high, as 19.5% of cycling tourists and 23% of hiking tourists visit museums and cultural centres, compared to just 11% of all visitors.

This independent nature is reflected in their transport choices. While only 49% of the average tourist explores independently, that figure rises to 66% among cyclists and an impressive 80% among hikers.

The Netherlands was chosen for this promotional push due to the nation’s deep-rooted affinity for these activities, with more than a third of the Dutch population using bicycles as their primary mode of transport.

To capitalise on this, the Canary Islands operated its own dedicated stand at the event. The institutional presence was bolstered by the participation of specific islands, including La Gomera, La Palma, Gran Canaria, Lanzarote, and Fuerteventura.