SPEL-Turismo Lanzarote, together with Promotur Turismo de Islas Canarias and Turespaña, has participated in professional events in Montreal and Toronto with the aim of boosting destination awareness and diversifying its source markets, with a special focus on Canada.
The Canadian market is considered emerging for the archipelago, presenting growth opportunities due to its demand for destinations linked to nature, gastronomy, culture, and outdoor experiences. The events brought together over 200 travel agents, tour operators, and Canadian tourism industry professionals, along with about twenty promotional companies and entities from the archipelago.
The Minister of Tourism and Employment of the Government of the Canary Islands, Jéssica de León, was present at this joint action aimed at reinforcing the archipelago's visibility and strengthening commercial relationships. The president of the Cabildo de Lanzarote, Oswaldo Betancort, highlighted the importance of connecting with markets that value Lanzarote's differential attributes, aiming for a tourism model that prioritizes quality, sustainability, and the distribution of benefits.
Betancort emphasized Lanzarote's unique and internationally recognized personality, protecting its volcanic landscape, the work of César Manrique, its gastronomy, and wines, as a singular proposal for travelers seeking authentic experiences.
The Canadian market shows particularly interesting characteristics for Lanzarote: an average stay of 15 days (compared to 9.2 days from all markets), high purchasing power (45% with net incomes over 75,000 euros), and high direct booking of services (59% accommodation only). Their travel motivations, such as landscapes (59%), environmental setting (39%), and gastronomy (39%), align with the island's offerings.
The CEO of SPEL-Turismo Lanzarote, Héctor Fernández, stated that these indicators support the entity's interest in North America. He noted that Canada aligns well with Lanzarote's positioning, attracting visitors with spending capacity, longer stays, and a special interest in landscape, local culture, and differentiated experiences.
The reinforcement of air connectivity for the winter season 2026-2027 was discussed, with four direct routes and up to six weekly frequencies between Toronto and Montreal and the airports of Tenerife Sur and Gran Canaria, operated by Air Canada and Air Transat. These connections will facilitate combined itineraries, especially for a market characterized by extended stays.
As a continuation of this strategy, Lanzarote recently hosted a familiarization trip (fam trip) for tourism sector professionals from Toronto, who had the opportunity to experience firsthand the island's unique landscape, cultural, and heritage qualities.
The promotion in the Canadian market is based on Lanzarote's uniqueness, a UNESCO Biosphere Reserve, and its tourism development model linked to the conservation of landscape and cultural identity, featuring spaces like Timanfaya National Park and the Art, Culture, and Tourism Centers.
