Around 350 Canary professionals from 200 companies and institutions are attending the fair to connect with British tourists, known for their high daily spending and deep knowledge of the islands. 82.5% of these visitors have already been to the archipelago, and 28% have visited at least ten times.
The Minister of Tourism and Employment of the Government of the Canary Islands, Jéssica de León, inaugurated the archipelago's stand. The delegation observed a minute of silence for the victims of the train accident in Urda, the migrants who died attempting to reach El Hierro, and the CD Tenerife player, Jesús de Miguel.
De León highlighted the stabilization of demand at high levels and the favorable evolution of tourism spending and business revenue. "We are in full stabilization of demand at very high levels, while tourism spending and business revenue maintain a more favorable trend," she stated. The strategy aims to maintain volume, increase value generated per visitor, and improve its distribution within the Canary economy.
After 13% growth in 2023 and 10% in 2024, arrivals of British tourists have moderated their growth to 2% in 2025, with a projected 1% by the end of this year. Scheduled air capacity also indicates a more moderate trend, with 3% fewer seats for winter and provisionally 4% fewer for summer 2027.
The minister warned about the need to anticipate this trend change, as "the British consumer is more price-sensitive and more demanding when choosing their holidays" due to the cost of living pressure. Therefore, promotional efforts will be increased to keep the Canary Islands at the center of travel decisions and strengthen the attraction of higher-value segments.
Between January and August, the Canary Islands received over four million British visitors. The year is projected to close with more than six million, generating an estimated revenue of 8,405 million euros, a 3% increase from 2025. Their average daily spend is 191.5 euros, higher than the overall average of 178 euros.
The Canary Islands offer a broad and competitive range for different demand profiles, reinforcing the strategy to attract higher-value tourists linked to premium, wellness, active, gastronomy, and cultural/natural heritage experiences. The British market is strategic due to its volume, trust, and capacity to generate year-round activity.
British travelers value climate (78%), safety (67%), accommodation options (55%), and price (49%). Air connectivity, destination recognition, and the presence of major tour operators complete a trustworthy offering.
82.5% of Britons have previously traveled to the islands, and 28% have visited at least ten times. They rate their stay with an 8.93 out of 10 and give a 9 for their intention to return. According to YouGov, the destination has 92% awareness and stands out in recommendation, reputation, and value for money.
A quarter of the British population is considering visiting the archipelago for their next holidays, and 7% identify it as their most likely destination for the next twelve months. The Canary Islands also rank first among destinations visited by Britons in the past year.
The Canary Islands stand features seven new artistic works made of felt, highlighting craftsmanship as a manifestation of Canary culture and integrating culture and creativity into tourism. The works are by Canary artist Beatriz García (Makanuda, Tenerife) and Musapiel (Fibras Naturales Canarias, Gáldar).
The use of natural and sustainable materials, such as banana fiber, conveys values of sustainability, territorial identity, and environmental respect. The carbon footprint of the delegation at WTM 2026 is reduced by 8% compared to last year, to 99.5 tons of CO2e. The footprint per attendee decreases by 3%, to 754 kg.
The stand, co-financed with Feder funds, is notable for its avant-garde and functional design, recreating the unique essence of the eight islands. It incorporates cutting-edge technology and large-scale surfaces for image projection, including a central 'videowall' in a portal shape displaying videos of the islands.
