Jessica de León, the Canary Islands’ Tourism and Employment Minister, attended the sixth Turespaña Convention in Zaragoza, where she participated in a panel discussion on “Destinations with Identity: Regional Strategies for Gaining International Relevance.” She highlighted that tourism in the Canary Islands operates at “two speeds,” with varying challenges across the islands.
De León pointed out that the more populous islands, Lanzarote and Fuerteventura, need to better manage tourist flows and increase value without overloading their resources. In contrast, the green islands have room to pursue sustainable tourism growth.
She stated that the primary challenge for the Canary Islands is not simply to increase tourist numbers but to transform the tourism model to generate greater benefits without intensifying mass tourism. The goal is to enhance wealth distribution and ensure that growth doesn’t lead to more pressure on local communities and environments.
De León stressed the need for innovation rather than clinging to outdated models, saying the current strategy focuses on three main objectives: citizen well-being, environmental protection, and the competitiveness of the tourism industry. She remarked that the aim is to maintain the islands’ tourism strength while increasing the value each visitor brings through higher spending, quality experiences, and improved local employment opportunities.
She clarified that the vision is not to turn the Canary Islands into a luxury destination but to remain a competitive and accessible European locale for a diverse range of tourists. De León warned that rising air fares could impact the destination’s competitiveness and connectivity.
Regarding market diversification, she emphasized the strategic position of the Canary Islands as an intercontinental platform, highlighting efforts to target new markets while strengthening connections to traditional ones like the UK and Germany.
Additionally, she mentioned new direct flights from Canada this winter, connecting Montreal to Tenerife South and Toronto to Gran Canaria through Air Canada and Air Transat. Canadian tourists tend to stay in the islands for an average of 15 days, longer than the average across all markets, and are particularly attracted to the local scenery, cuisine, and culture.
The minister also discussed the importance of segmenting tourism in the Canary Islands, focusing on five key areas: sun and beach, nature, sports, culture and heritage, and MICE (meetings, incentives, conferences, and exhibitions). She noted that visitors might seek different experiences on different trips, and the strategy aims to meet these diverse motivations by offering tailored value propositions.
The Turespaña Convention brought together over 500 industry professionals, including key figures in tourism, to discuss current challenges and the need for innovation and digitalisation in the tourism model.
