THANKS TO DIGITAL LANCELOTThe Canary Islands stand at the International Tourism Fair (Fitur), which will take place in Madrid from January 18 to 22, will have a surface area of 1,425 square meters (m2) and a total of 16 large aerial cubes as a visual attraction that seeks generate notoriety. In this way, it is the same design that premiered at the last World Travel Market (WTM) and that is characterized by significant communication potential, high design quality and an innovative approach, according to Diario de avisos. Thus, the main attraction are the 16 large aerial cubes with a strong visual impact, which will function as showcases for the Canarian tourist offer and where audiovisual images of the eight islands will be projected, as well as the five priority segments. These segments are sun and beach, including families, active tourism, nature, culture and heritage, and LGTBI, in line with the brand’s communication strategy. In addition, the stand has four hanging shop windows with Canarian-inspired gardens and native flora, which were already used at the WTM and will be used again at the ITB in Berlin. It also has a high-resolution LED portico that leads to the main area and which, together with the 18 large-format projection screens, twice as many as in the last edition, achieve a high-impact visual effect to capture the attention of the visitors. Here, Turismo de Canarias has pointed out that the installation of electronic and lighting equipment and devices is carried out with LED technology, which achieves greater luminosity with less electrical power consumption. Likewise, the privileged location of the private meeting tables stands out, close to the corridors, with easy access and high visibility, as well as the multiple institutional offices and the large work meeting area for companies. Once again, there is once again a separate work area for the media with a national presence and, as a novelty, it incorporates a television set for the live broadcast of news and entertainment programs. All in all, promotional innovation is once again evident at Fitur, with the priority location of the digital content information points. Turismo de Canarias will once again bring to Ifema the application that replaces paper and that allows users to have a more personalized and individualized experience of the destination. This app has improvements in its functionality and with more content than in previous fairs. Finally, the traditional activities of a participatory and dynamic nature will be held, such as the typical Canarian fruit juice bar, the area for tasting local products and wine tasting from the islands by the public company GMR and the experiential cube equipped with 3D glasses. of virtual reality to enjoy an immersive vision of the destination.