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It seems that the Canary Islands are making good progress in terms of diversification. Although the British market is in better shape than ever, progress is also being made in markets that were previously less relevant, such as France and Italy.
In this regard, José Juan Cruz Lorenzo, manager of Promotur, assured Lancelot Radio that the British market is showing extraordinary dynamism. “They are travelling more and more frequently and spending more money, despite all the geopolitical contexts. Perhaps because after the pandemic we all value rest more, recovering mental health and the Canary Islands, for the British, is a safe bet.”
In relation to the dependence on the United Kingdom, he pointed out that “in the Canary Islands the average number of British tourists is 33% and in Lanzarote it is close to 50%. We are working to diversify the markets of origin. We have managed to increase the growth of the other markets that are neither British, nor the peninsular, nor the German, from 21 to 31%, a very significant growth. We are talking about markets such as France, Italy or the eastern countries, but at the same time, the British market continues to grow and its market share has even increased by a couple of points. Their loyalty is important because, despite all kinds of fluctuations, they choose us. They know what they are going to find on the islands. In addition, they are one of the tourists who spend the most in our territory. We are working to diversify, but we have a loyal customer in the United Kingdom.”
