Lanzarote and La Graciosa have had an outstanding participation in the World Travel Market (WTM) in London, reaffirming their commitment to the British market, the most important for the island. During the event, which was held from 5 to 7 November, the Lanzarote delegation, led by SPEL-Turismo Lanzarote, consolidated its strategy of attracting high quality tourism and diversifying its reach into emerging markets.
A focus on sustainability and experiences
The president of the Cabildo of Lanzarote, Oswaldo Betancort, stressed the importance of aligning the tourism offer with the values of sustainability and accessibility. ‘We want those who visit Lanzarote to experience our commitment to a responsible tourism model, which respects our natural and cultural environment,’ said Betancort. Although the president was unable to attend the event due to the humanitarian crisis affecting the island, he delegated to his team the responsibility of consolidating strategic alliances, highlighting his support for the work carried out by the vice-president Jacobo Medina and the CEO of Turismo Lanzarote, Héctor Fernández.
The British market: a key ally
The British market, despite global uncertainties, continues to show stability and a growing interest in a more qualified tourism offer. During the fair, new connections were announced, such as the Jet2 route from Bournemouth, which will be operational in February 2025, strengthening the 12 existing routes. In addition, agreements were explored with airlines such as British Airways to attract a more affluent tourist profile.
The CEO of SPEL-Turismo Lanzarote, Héctor Fernández emphasised the positive behaviour of British visitors to Lanzarote: ‘We have observed in recent seasons an improvement in their tourist spending and a greater interaction with our leisure offer. This reflects the growing interest in our value proposition, which not only preserves the landscape, but also enriches the tourist experience with festivals and relevant events’.
Diversification of markets and new horizons
Beyond the UK, Lanzarote’s strategy includes diversification into markets such as France, Scandinavia and North America. Fernández pointed out that repeat business in these markets exceeds 30%, which is evidence of their potential as strategic allies. On the other hand, synergies were explored with Iberia to connect the island with the east coast of the United States via Madrid, targeting tourists with high purchasing power.
Looking to the future
The WTM also served as a platform to reflect on global challenges, such as inflation and tensions in the energy sector, which could affect the stability of tourism. In this context, Fernández shared his vision: ‘Tourist destinations must not only preserve their landscape and improve their infrastructures, but also develop value propositions in terms of experiences. The outlook for the future is to maintain the current stability and avoid external factors that could damage the normality of tourism activity.
With an agenda that included meetings with key players such as EasyJet Holidays, TUI, Skyscanner and Jet2Holidays, Lanzarote once again demonstrated its ability to adapt and lead in a constantly evolving sector. The island looks to the future with optimism, positioning itself as a sustainable and quality destination that inspires both visitors and the local community.
