The public company Turismo de Islas Canarias has established itself as a benchmark in destination promotion, standing out for its innovative and creative approach. This model, which moves away from conventional strategies, has earned it over 60 awards in the last five years, positioning it as a leading brand globally.
“"We don't just throw out random ideas; there's a strategy we've been working on since 2017. In marketing, we are absolute pioneers."
With the aim of going beyond traditional advertising, the entity has developed a digital ecosystem with significant international impact. This includes creating entertainment-related content, such as realities, podcasts, and video games, seeking to generate a deeper connection with potential visitors to the Archipelago.
The success of this strategy is based on a solid digital ecosystem that processes user data to personalize messages. With a presence in 20 markets and a website available in 18 languages, Turismo de Islas Canarias generates approximately 20,000 daily impacts, adapting its communication to the specificities of each audience and traveler segment.
Among the most notable projects is the adventure reality show Discovering Canary Islands by Rakuten, which already has two seasons and promotes the Archipelago in 42 European countries. Additionally, the video game Find the Seasouls, launched at the end of 2024, offers an immersive experience combining entertainment, learning, and environmental awareness, with a special focus on sustainability and younger generations.
The strategy also extends to other formats such as cinema, with the film A una isla de ti, which integrates the destination into its narrative naturally, and the sound fiction podcast Simulacro, a thriller that travels through the eight islands. These projects demonstrate the entity's ability to innovate and adapt to new cultural consumption trends.
