If 2022 has left a good taste in the mouth of the tourism sector, which is currently experiencing its high season in the Canary Islands, the new year begins amid the doubts generated by the war in Ukraine, the effects of inflation and the threat of recession in Europe . Although it is impossible to establish a reliable prediction in the medium and long term, the cabins of tour operators, airlines and professionals point to a greater dominance of clear skies over dark clouds. The Canary Islands had received more than 11 million tourists until November, practically half in Tenerife. The record represents 155% more than the accumulated figure of the previous year. Tenerife and the Archipelago as a whole lead the income of the sector at a national level, with more than 15,700 million euros. David Pérez, CEO of Turismo de Tenerife, trusts DIARIO DE AVISOS that the forecasts are correct.
-The 2022 ended with a high occupancy of the hotel plant, especially in the south of the Island. What balance do you make of the end of the year?
“The data for December is yet to be known, but until November we had 5.1 million travelers staying in Tenerife, 3.5% less than in 2019, before the pandemic. With a good December, I think we will close the year with 5.5 million, but right now we are not measuring the success of the policies that are applied by records, that is from other times. The 6.1 million in 2019 was the great record, now the success is measured by the diversification of the origins of the travelers and, above all, by the average expenditure made at the destination”.
-And what is the trend of tourist spending?
“In the accumulated value of November it was at 165 euros per tourist per day, which means 23% more than two years ago. The news is very positive, but the data must be analyzed. It is necessary to see what inflationary component it has and verify, with all the indicators, if it has increased, as we think, the average expense also in the complementary offer”.
-What does Tenerife need to attract a visitor profile with greater purchasing power who spends more on the Island?
“Tenerife has a modern and highly renovated hotel plant. The Island is very well positioned in the market, offers security and a multitude of experiences that is perhaps the least known. Tour operators have stereotyped the image of the destination for decades. We have carried out surveys in Germany, France, the United Kingdom and on the Peninsula which indicate that 35% of those surveyed would consider coming to Tenerife. This is a destination that offers much more than sun and sand. That is where efforts must be focused, where we have the best chance of attracting quality travelers, who are not only measured by purchasing power, but also by sustainable awareness, increasingly present in our visitors, who want to live unique experiences”.
-In recent years, environmental care at the destination has been gaining weight when it comes to opting for one vacation option or another. The new or renovated hotel plant is heading in this direction. What is your analysis?
“The Tenerife hotel plant is enviable due to the levels of renovation, innovation in everything that has to do with sustainability and digitization, which is something that says a lot about the destination and the effort of the accommodation plant. But we are also advancing in social sustainability, with security, equality, heritage protection, identity, culture…”
-2023 is born with great economic uncertainties. But, what are the expectations of the tourism sector for this year?
“The situation is setting the pattern of tourist flow. It has always been so and it will always be so. Reservations have come to be made at an average of 45 days, therefore the forecasts will depend on how the situation evolves. At the World Travel Market in London, last November, all tour operators predicted growth for 2023. The German market begins a timid rebound and the British market remains strong. Short-term reservations do not allow us to have an idea with a certain distance, although the British market is characterized by having very marked reservation dates in the year. From boxing day, December 26, and until the end of January is the period of the year in which it is reserved the most, so this month we will have an approximate vision of the trend. According to the tour operators, it will be positive”.
-Of the doubts about the evolution of the markets, due to the economic effects caused by the war in Ukraine, are there any that particularly worry you?
“No one knows what is going to happen or in what scenario we are going to be in three months. Hopefully peace is signed tomorrow and the predicted indicators are readjusted. But, having said that, we do see optimism in the sector on the continent at fairs and in all the meetings we hold. There is an increase in confidence that translates into greater connectivity and very positive signs that invite us to be optimistic, with all precautions”.
–In what position and with what spirit and expectations does Tenerife face the next Fitur event, scheduled between the 18th and 22nd of this month?
“We are going with our homework done after a diverse and intense promotion. The president of the Cabildo, Pedro Martín, is very sensitive to the tourism industry and has increased the budget by 30% compared to 2019. Contact with tour operators, airlines and professionals is continuous and close, we have several campaigns planned for 2023 and the meeting schedule is going to be intense. The great expectation of Fitur is to feel how the Spanish market is going. We already have a very positive position in the rest of the markets, but the Spanish market is later in booking and we suffer the consequences of inflation”.
-Has the end of the restrictions due to the pandemic led to a change in mentality, now more open to traveling and enjoying?
“There is a desire to travel after two difficult years. In that sense, there has been a post-COVID travel euphoria. 2022 has been an atypical year and, although the Nordic countries, more sensitive to economic fluctuations, began to fly later, we must highlight the increases in the Dutch market (23% more than in 2019), Polish (35%), Luxembourgish (70%), American (72%), Czech and Lithuanian (more than 100%). This diversification gives us resilience, because being able to count on more nationalities gives us more security in the face of any problem that may arise. We are opening new markets in this internationalization process”.
-Which markets would you highlight?
“A destination like Tenerife cannot and should not depend solely on tour operators or European markets. We also have to position ourselves internationally and we are working on that with a new marketing plan and another way of communicating to value all its diversity. The offer of sun and beach is very important, but it is well known, which is why we are focused on promoting culture, gastronomy, wines, nature, heritage or architecture. We have intensified the promotion in the United States and Canada in 2022 and we are also starting to plant in new markets. We made a familiarization trip to the Middle East and professionals from Japan have visited the Island. As a result of that trip we have had two or three groups and the Japanese reservations are beginning to arrive, albeit timidly”.
-Regarding promotional actions in North America, do you think they will serve to progressively increase arrivals over time?
“It has taken us a great job to make ourselves known among North American professionals in the sector and we have established alliances with the main tour operators in the country. We carry out joint actions and participate in events in different cities in the United States. United’s flight to Tenerife will be repeated in the summer, although the challenge is for it to be consolidated throughout the year. The North American demand guarantees that this can be the case. Let’s see if we got it”.
-Hotel chains such as Spring have renovated their hotel facilities and in a few days they will undertake comprehensive reforms of the three Mare Nostrum hotels on the golden mile of Playa de Las Américas, as this newspaper announced. In such a changing sector, with so much competition and with increasingly demanding tourists, it would be appropriate to apply that of renewing or dying…
“Having a modernized, sustainable and competitive hotel plant is essential. It is great news that a complex the size of Mare Nostrum takes that step to renovate its hotels, especially in a strategic area like the one these complexes occupy. All the tourism occupancy and profitability indicators have improved in the renovated hotels”.
-How will the transfer of powers of the Coasts from the central government to the Canary Islands be noticed since last day 1?
“What we gain is a greater knowledge of our environment and closer proximity. I think it will be positive when making decisions. It’s exciting.”