Promotur Turismo de Canarias has launched a new campaign to attract visitors to the Canary Islands during the summer, as residents are the fourth most important market for the tourist sector of the Islands.
In-house tourism turned over of €730 million in 2018, with almost one and a half million Canary Islanders staying in establishments within the Archipelago. This market complements national and international tourism positively especially in periods of uncertainty regarding other markets. According to Promotur data, 75% of Canarian residents who travel for holidays, mostly in summer (July and August), Holy Week and “puentes” long ‘bridge’ weekends due a bank holiday, do so within the archipelago.
The new campaign will therefore be aimed at the summer period and its objective, according to the Minister of Tourism, Culture and Sports, “will be to value the infrastructures and Canarian tourism services as an alternative for summer vacations, in a complementary way to another type of activities at this time of year, including trips to other destinations.” Under the theme “Vacaciones e tus vacaciones” (‘Holidays on your holidays‘), the campaign aims to showcase the increased proximity and ease of access thanks to the 75% discount on inter-island travel, which makes the Canarian resident tourist offer the ideal option for a getaway
The initiative has an ambitious media plan for its dissemination, which includes spots on television and internet, radio spots, advertisements in the press, outdoors and at airports, and will run until June 30th. The overall budget of this campaign, for whose production audiovisual materials from previous campaigns of Turismo de Canarias have been used, is €220,000.
As an example the local airline Canaryfly offers return flights to residents from Gran Canaria to Tenerife, Lanzarote and Fuenteventura at €15,22 with taxes included.