SPEL-Turismo Lanzarote and the Cantabrian Regional Tourism Promotion Society, CANTUR, have signed a collaboration agreement to enhance the promotion of both destinations. The agreement, formalised at the Cabildo of Lanzarote and La Graciosa, focuses on mutual promotional assistance, sharing advertising resources and tourist intelligence data, as well as identifying strategic initiatives to boost the brands of Lanzarote and Cantabria.
Oswaldo Betancort, president of the Cabildo and tourism advisor, stated, “Lanzarote and Cantabria are different territories, but this complementarity presents opportunities. We aim to better understand the demand from northern Spain, increase our presence in that market, and share our experience as an international tourist destination.” He added that effective tourism promotion demands information, planning, and partnerships to attract higher-value visitors and create a positive local impact.
The collaboration is supported by the direct route operated by Binter between Lanzarote and Santander, available from May to October. Héctor Fernández, managing director of SPEL-Turismo Lanzarote, noted positive results from the initial season and expressed optimism for its continuation, aiming for it to become a year-round service.
Fernández highlighted that this agreement represents an innovative approach to reciprocal promotion between two complementary destinations, in line with their strategy to attract a more valuable national market, leveraging assets like gastronomy, nature, sports, innovation, and sustainability.
Potential focus areas for this partnership include family tourism, leveraging notable attractions in Cantabria such as Cabárceno; golf, especially significant in relation to the legacy of Severiano Ballesteros; and gastronomy, where both regions boast unique identities.
Luis Martínez, the Cantabrian government’s councillor for Culture, Tourism and Sport, expressed satisfaction in formalising the agreement, recognising it as a step towards generating new opportunities based on shared interests. Inés Mier, general director of CANTUR, also emphasised the benefits of sharing resources and experiences to address common needs, and the potential for adapting initiatives between the two destinations.
