Tenerife has participated as a destination sponsor in the Elevate Canada events held in Vancouver and Toronto, organised by The Travel Leaders Network, North America’s largest travel agency consortium.
The island’s delegation showcased its unique tourism offerings to representatives from over 5,700 travel agencies from the United States and Canada. They emphasised a model of responsible tourism that respects the territory, natural and cultural heritage, and local communities.
The events brought together Canadian and American travel agents, tour operators, destination representatives, hotels, airlines, and other industry suppliers. The agenda included training sessions, roundtables, networking activities, and a trade fair aimed at creating new business opportunities, strengthening professional relationships, and analysing key tourism market trends ahead of the winter season.
The participation coincided with the launch of direct flights by Air Canada from Toronto and Montreal, which began at the end of October. The island’s authorities believe this new connectivity will attract more North American travellers and diversify its market. They aim to tailor their offerings to attract visitors who appreciate the destination’s uniqueness and contribute to a more sustainable tourism model.
The first flight from Toronto landed at Tenerife South Airport on 26 October. The Montreal route commenced on 31 October and will be expanded during the summer, according to the airline’s schedule. These new routes are part of the island’s strategy to tap into the North American market, known for travellers seeking quality experiences and longer stays.
Lope Afonso, Vice President and Tourism Councillor of the Cabildo of Tenerife, underscored the importance of these events for solidifying the island’s presence in this strategic market. He stated, “Tenerife’s participation in significant professional meetings like this is an opportunity to strengthen our international profile and establish North America as one of our priority markets. We aim to attract visitors who appreciate quality, authenticity, and diversity.”
At the Toronto event, Dimple Melwani, CEO of Turismo de Tenerife, highlighted the island’s ability to connect with various traveller profiles and meet their expectations through diverse experiences. She stressed the need for a tourism model that balances the needs of visitors with the wellbeing of local residents to ensure tourism remains a source of progress for Tenerife.
Melwani asserted, “Tenerife can offer a wide range of experiences in one destination. Our diverse landscapes, culture, and gastronomy, alongside our nature and wellness offerings, cater to North American travellers who seek authentic and unique proposals. We want travel agents to experience Tenerife firsthand, as they play a crucial role in promoting responsible travel that respects our territory, identity, and communities.”
Through international promotion, collaboration with key industry players, and improved air connectivity, Tenerife aims to position itself as a leading destination for North American travellers, highlighting its nature, culture, gastronomy, and unique experiences year-round.
