The Canarian Tourism Ministry will spend over €25 million on promotion this year, an increase of 27% on last year’s budget.
Canarian Tourist Minister Yaiza Castilla made the announcement yesterday, as the Canary Islands rev up their tourist sector once again following two years of the pandemic.
There are five areas marked out for promotion. First, and most important, is the traditional sun-and-sea experience, which will receive over 9 million euros of promotion. Other specific segments that will be targeted include teleworkers or “digital nomads”; elderly “silver-plus” tourists, sports tourism, internal tourism (tourism by Canarians), and LGTBI tourists.
€4,361,000 will be spent on social media and optimising search results; €3.5 million will be spent on tourist products, and another €3.47 will go towards promotion with tourism professionals in target markets.
Longer stays will be one of the areas that the Tourism Ministry is particularly keen to promote. Castilla stressed the importance of longer-term tourists such as digital workers, older “swallows” and sports visitors, saying “these visitors are highly beneficial as they reduce reliance on air connectivity, consume resources more sustainably and generate higher and more equally distributed billing.”
The Canarian promotional campaigns will also be supported by campaigns at municipal, Cabildo and national level.
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