Canaries aim to crack America again with “Caribbean alternative”
The Canary Islands has launched a campaign in the United States as part of its policy of diversification of tourist markets.
This action is focused as an alternative to the Caribbean and will develop mainly on the East Coast with special attention to Boston and New York
The tourist promotion has been launched by Promotur Turismo de Canarias, an entity dependent on the Ministry of Tourism, Culture and Sports, and has an investment of 250,000 euros.
Isaac Castellano, Minister of Tourism, Culture and Sports, said: “This campaign is a first step to grow in a market that in the past was important for the islands. It has real potential for the Canary Islands.”
Deputy Minister of Tourism, Cristóbal de la Rosa, added: “We have chosen to go hand in hand with Expedia, the leading online agency in the country with 27 million users per month, which has helped us to analyse the market and the ideal positioning among American tourists, who seek novel alternatives to other traditional destinations for them like the Caribbean. “
The campaign, co-financed by 85% by the European Regional Development Fund, revolves around the creative concept of the four elements (Earth, Fire, Air and Water) that serve as storyline to present the offer of the islands, highlighting the diversity of landscapes and multiple options of activities, in the idea of positioning the destination as an alternative for sun and beach holidays.
The US is a market in-cluded in the market diversifi-cation strategy implemented by Turismo de Canarias. According to data from the Instituto Canario de Estadís-tica, in 2018, nearly 40,000 American tourists travelled to the Canary Islands and stayed mostly in five-star hotels. The profile of the North American tourist is characterised by a greater interest in knowing the cultural and gastronomic offer of the Canary Islands.
Promotur Turismo de Canarias also works on the possibility of connecting the islands through direct flights with the US and two open calls of the Flight Development Fund to support the establishment of routes from New York to Tenerife and Gran Canaria for a total amount of 450,000 euros In this regard, Cristóbal de la Rosa, Deputy Minister of Tourism, points out that, at present, American visitors arrive across the peninsula, the United Kingdom and other European countries, which obviously limits the possi-bilities of growth as a tourist destination.
“An improvement in this connectivity would help us grow in number of visitors and, in addition, it would be great news for the internationa-lisation of the Canarian economy as a whole, as it would promote all kinds of exchanges with that country,” De la Rosa points out.