Lanzarote and La Graciosa have had an outstanding presence at the International Tourism Trade Fair (FITUR) 2025, reaffirming their commitment to a sustainable and quality tourism model that prioritises spending per visitor over the volume of tourists. Throughout the event, the islands presented strategic initiatives, strengthened international alliances and reinforced their positioning in key markets such as the United States.
Lanzarote has consolidated its leadership in tourist spending in the Canary Islands, reaching an average of almost 192 euros per visitor. This figure reinforces the destination’s commitment to a model based on quality and sustainability, rather than mass tourism. Likewise, a strategy of diversification of the offer has been implemented, with exclusive experiences that highlight the natural and cultural heritage of the island.
During FITUR 2025, Lanzarote has strengthened its position as a benchmark in sustainability through agreements with prestigious organisations such as the Global Sustainable Tourism Council (GSTC) and the UN Global Compact Spain. Among the outstanding initiatives is the presentation of a dossier of good practices that includes examples of local companies aligned with the Sustainable Development Goals. In addition, the 30th anniversary of the Sustainable Tourism Charter was celebrated, reaffirming the island’s commitment to environmental protection and regenerative tourism.
One of Lanzarote’s big bets at this edition of FITUR has been its internationalisation strategy, with special emphasis on the US market. This highly profitable and deseasonalised segment represents a key opportunity for the island. As part of this strategy, a high-impact campaign was carried out in New York in collaboration with Iberia, increasing Lanzarote’s visibility among North American travellers.
Another of the main themes of Lanzarote’s participation in FITUR was its firm commitment to tourism planning and the containment of uncontrolled growth. Along these lines, the Cabildo of Lanzarote has announced the withdrawal of more than 100 holiday homes from the market, with the aim of guaranteeing balanced and sustainable tourism development. This action aims to protect the quality of life of residents and preserve the exclusive character of the destination.
Lanzarote and La Graciosa’s participation in FITUR 2025 has served to consolidate their position as responsible tourism destinations that prioritise sustainability and quality. With innovative initiatives, strategic alliances and a focus on diversification and growth control, both islands reaffirm their commitment to tourism that protects the territory and improves the experience of both visitors and residents.
