The Canary Islands are making one last attempt to attract German and British tourism this winter with a new digital campaign. The Ministry of Tourism, through Turismo de Canarias, has launched an intelligent campaign formulated by technology group Amadeus to attract Germans and Brits in the remaining months of winter, and boost reservations for the summer.
These are key dates because before the outbreak of the pandemic up to a third of summer reservations were made in January and February. Although the uncertainty generated by the pandemic has modified people’s behaviour, with them waiting and booking much later, these months continue to be decisive.
The campaign is using the complex digital ecosystem of Travel Audience, belonging to the Amadeus group, who Turismo de Canarias have been working with for several years.
The strategy includes digital formats, video views, and content on social media, to have a presence throughout the user's environment.
Before these actions, and after analyzing market data in real-time, a market map has been drawn up to identify the direct competing destinations for the islands, from the UK and Germany, at the time of the campaign.
"Due to this, we are able to impact users with a high affinity and high intention to travel to the Archipelago", explained the managing director of Turismo de Canarias, José Juan Lorenzo.
To achieve this goal, the high number of flight seats to the Islands will be essential, with a supply of places for the winter that, despite cancellations due to the sixth wave of the pandemic, has registered an increase of 9% compared to the pre-pandemic period.
In total, the Canary Islands have 7,853,614 air seats for their high season, which is 642,488 more than in the same period two years ago. Also for the summer, between April and October, there are currently 3.7% more seats than there were in the 2019 summer season.
In total, there are 10.3 million seats bound for the Canary Islands, which is 369,366 more than during the summer of 2019 pre-COVID-19. Reservations on Jet2.com and Jet2holidays rose 30% for mid-term holidays February, Easter, and summer school holidays, after the UK announced that those vaccinated and under 18 years of age will be able to return to England without having to take any Covid tests.
TENERIFE HAD WITH 60% LESS OVERNIGHT STAYS IN 2021:
The influence of the omicron variant on the tourism industry at the end of 2021 has affected the recovery of the hotel sector, which closed last year in the province of Tenerife, which includes La Palma, La Gomera, and El Hierro, with 15.2 million overnight stays in hotel and non-hotel (apartments, etc) establishments, 60.4% less than those registered in 2019.
By islands, unsurprisingly the biggest drop of 66.4% occurred in La Palma, due to a volcanic eruption and the pandemic, followed by Tenerife, with -60.4%, La Gomera (-53.7%) and El Hierro (-43.5%). These data correspond to the Tourist Accommodation Survey of the Canary Islands Institute of Statistics (Istac), which is periodically analyzed by the Ashotel Sustainability Observatory.
The total income of the accommodation sector in the province of Tenerife in 2021 exceeded 685 million euros, which is 648 million less than in 2019, a drop of 55.3%.
