Tenerife Tourism attended this week in Los Angeles (California) the annual congress of the United States Association of Tour Operators. the USTOA, which brought together more than 700 participants. At the meeting, the island’s embassy held fifty meetings with representatives of the North American tourism industry for sell its benefits in a very attractive market. It is the third consecutive year that the Tenerife delegation attends the event, in this edition as the only Canarian destination and one of the three Spanish ones with Madrid and Catalonia.
The Vice President and Tourism Councilor of the Cabildo, Lope Afonso, comments that “Tenerife is committed to the North American market, and proof of this is the attendance at the congress, which marks the year’s strategy to have a greater impact on this market.” Afonso highlights “the good numbers of visitors from that origin, a demand with very high potential growth, since it has already broken records in summer.” He adds that this “invites us to value promotion at origin to consolidate the traveler profile for the winter season, with the improvement of connectivity and segmentation of the tourism product.” He was “confident” that “in the future we will be able to win over this potential visitor, who values our offer, spends very heavily and thus leaves more profitability.”
The representation was made up of the CEO of Tenerife Tourism, Dimple Melwani, and technicians from the entity. Melwani values: “The strategy in the emerging North American market seeks to capture the attention of a new traveler to make them aware of the options and potential that Tenerife has as a destination.” In particular, he adds, “we show the sports and outdoor activities, golf, culture and heritage, health and well-being, but also shopping, urban and premium, without forgetting gastronomy.” summer and Canadians in winter to Tenerife corroborate the success of the designed strategy.
Leadership
The USTOA assembly brought together tour operators, travel agency networks and North American airlines, and also from continents such as Europe, with whom tourism providers and destinations from around the world have been able to hold meetings. Thus, among the more than 50 meetings held in Tenerife, those carried out with United Airlines, ALG Vacations, Avanti Destinations, Delta Vacations, Goway Travels or Travel Savers stand out. The Island also had a special role in this event, having been official sponsor of the conference’s networking days on December 4 and 5, which were attended by around 600 participants. Thus, Tenerife Tourism had the opportunity to theme the room with posters of the island as a vacation spot, project promotional videos on the screens, as well as deliver material about the destination to the attending members, with whom the island’s representation also had meetings. .
Rising market
The US market accumulates the entry of 26,084 travelers from January to September, 35.1% more than in the same period of 2022 and double the number of travelers entered in the same period of 2019. Only in the summer of 2023 was the entry recorded of 9,913 North American travelers, 51.1% above the summer of 2022, and more than double the figures registered in the summer of 2019. Canadian tourism entering the island’s accommodations also grows, with 3,972 travelers in these nine months, it increases by 39.4% compared to the figure for 2022 and 55.5% compared to that of 2019. In summer 2023, the presence of Canadian travelers in establishments is reduced by 8.8% compared to summer 2022. accommodation, but increases 24.3% compared to 2019 records.
