Loro Parque is the leading tourism group in the Canary Islands
Loro Parque Group has strengthened its position as one of the leading forces in the Canary Islands’ tourism industry, after topping the newly released CMB Turismo 2026 report.
The study, produced by consultancy 22GRADOS under the Canarias Mediabrand (CMB) framework, analysed the performance of the 90 most relevant tourism brands across the archipelago. Loro Parque Group claimed first place overall with a score of 67.91 points.
Its dominance did not stop there. Poema del Mar secured third position (57.80), while Siam Park ranked fourth (56.32), meaning three of the group’s brands sit within the Top 5 in the Canary Islands.
Hotel Botánico Among Top Performers
In an especially competitive hotel market, Hotel Botánico & Oriental Spa Garden, also owned by the group, achieved 13th place in the overall ranking. The result reinforces its standing as one of the archipelago’s leading luxury hotel brands, known for quality and prestige.
Wolfgang Kiessling, president of the Loro Parque Group, said the achievement reflects decades of commitment: “Being number one is not a gift, it is the result of demanding the best from ourselves over many years. For Loro Parque to be the most valued brand in the Canary Islands is a source of pride, but having three of our brands dominate the Top 5 sends a clear message to the market: our model of tourism, based on quality, excellence and respect for the environment, is the right one.”
Tourism’s Growing Economic Impact
The CMB Turismo 2026 report highlights not just brand performance, but the broader transformation of the sector. The Canary Islands economy closed 2025 with growth of 3.5%, while tourism now accounts for 35.6% of regional GDP, generating record revenues of €23.2 billion.
According to 22GRADOS, the industry is moving away from prioritising sheer visitor numbers towards a profitability-driven model focused on value and experience. In this evolving landscape, Loro Parque Group stands out for combining financial strength with a forward-thinking digital strategy.
Artificial Intelligence Driving Visibility
One of the report’s key findings is the growing role of Artificial Intelligence in travel planning. In this area, Loro Parque Group achieved an AI visibility score of 31.64, making it the most algorithm-recommended brand for visitors searching online for distinctive experiences in the Canary Islands.
The study also identified weaknesses across much of the sector in mobile user experience, often due to heavy, slow-loading hotel websites. By contrast, Loro Parque Group was highlighted for its digital agility and continued investment in technology designed to improve usability and booking conversion.
The group’s strong digital brand perception is further supported by its ability to create emotional visitor experiences that generate sustained positive conversation online. On social media platforms such as Instagram and TikTok, Poema del Mar stands out in particular, leading in visual engagement and audience interaction.
With tourism in the Canary Islands entering a new strategic phase, Loro Parque Group appears firmly positioned at the forefront, combining brand strength, digital innovation and a focus on high-quality visitor experiences.
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