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Canary Islands Launch Campaign Highlighting Ideal 26-Degree Summer Climate

The Ministry of Tourism aims to boost the archipelago's appeal as a summer destination, contrasting its mild weather with hotter regions.

Generic image of a Canary Islands beach with mild weather.
IA

Generic image of a Canary Islands beach with mild weather.

The Ministry of Tourism and Employment of the Government of the Canary Islands has launched a national campaign to position the islands as an ideal summer destination, highlighting their mild 26-degree climate against the high temperatures of other locations.

The initiative, themed ‘Summer at its best’, will run through June and July in mainland Spain and the Balearic Islands, emphasizing the unique climatic conditions of the islands. It seeks to attract domestic travelers by offering beaches, natural spaces, outdoor activities, and gastronomy in an environment of thermal comfort.
The campaign, driven by the public company Turismo de Islas Canarias, acknowledges the importance of climate in destination choice. The archipelago thus consolidates itself as an option combining pleasant temperatures, safety, diverse experiences, and high tourism quality.
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"We want to highlight the competitive advantages of the Canary Islands for the national traveler, emphasizing the possibility of enjoying our beaches, natural spaces, outdoor activities, gastronomy, and well-being experiences in an environment of climatic comfort."

Jéssica De León · Minister of Tourism and Employment
The investment in this campaign has significantly increased, reaching one million euros from own funds. This rise responds to the uncertainty of the international context and its impact on household confidence and spending capacity, reinforcing the central summer campaigns targeting the Canary Islands and mainland markets.
The profile of the mainland tourist, of great interest to the destination, is characterized by their curiosity to explore the islands and their interest in traditions, gastronomy, and landscapes. They are younger travelers (64.5% aged 16-45), prefer to explore the archipelago (39%), and visit more than one island (10%). Their main motivation is to discover the Canary Islands, unlike other markets focused on rest.
These tourists are more independent, opting less for package tours (23%) and all-inclusive options (18%), and renting vehicles more frequently (58%). They spend more hours outside their accommodation (20% more than 12 hours) and explore the island on their own (65%). Furthermore, they show greater interest in Canarian gastronomy (45%), theme parks (17%), wineries and markets (19%), as well as museums and exhibitions (18%).
Landscapes (52.5%), environmental setting (41%), authenticity (33%), and gastronomy (32%) are key factors in mainland travelers' choice of the Canary Islands as a holiday destination.

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