The initiative, under the Canary Islands Government's Ministry of Tourism and Employment, aims to consolidate a more sustainable destination by showcasing the best practices of companies, institutions, and local communities. These projects, promoted in ten European markets and among the Canarian population, contribute to improving the natural environment, social well-being, and economic development.
The Minister of Tourism and Employment, Jéssica de León, emphasized that the campaign focuses on how tourism activity can have a positive impact. Projects are selected based on their connection to tourism, contribution to sustainability, diversity of action areas, territorial impact, and local community involvement.
This new wave features stories from Spring Hotels (workplace well-being), Hotel Barceló Playa Blanca (labor insertion for young migrants), Elías Casañas (geothermal energy pioneer), Energía Bonita (renewable energy in La Palma), IR Maxoinversiones (green hydrogen mobility in Fuerteventura), the El Hierro Giant Lizard Recovery Center, and Fred. Olsen Express (measures to reduce collisions with cetaceans).
Each project is presented in a two-minute video capsule, combining testimonials with images of the actions. The campaign is disseminated in Spain, the United Kingdom, Germany, France, Italy, Ireland, the Netherlands, Belgium, Sweden, and Norway, in addition to a specific campaign for Canarian citizens under the concept ‘The destination we want to be’.
The next edition will include a public call for interested entities to submit their sustainability projects. In 2025, the campaign achieved over eighty-three million impressions and reached twenty-one million unique users, with nearly forty million video views.
