Tenerife attends a new edition of the ITB fair in Berlin, which takes place from Tuesday to Thursday next week, aiming to convey and involve the German tourism sector in its strong environmental commitment, while attracting a more aware traveller that generates greater revenue and economic and social development in the destination. The Island will hold more than 60 professional meetings with tour operators, airlines, travel agency networks, and accredited media at the German event.
Lope Afonso and Dimple Melwani. | | ED / E. D.
The Vice President and Tourism Councillor of the Cabildo, Lope Afonso, states that “Tenerife attends a new edition of the ITB, a key fair in the sector’s event calendar, with the firm conviction to present itself to the German market as a solid and reliable destination that has embarked on a strong commitment to sustainability and quality, highlighting our natural spaces, culture, and gastronomy as elements of attraction for a market that last year once again showed its vigour.”
The CEO of Tourism in Tenerife, Dimple Melwani, indicates that “despite the market situation in Germany after the pandemic and the current economic situation in Germany, Tenerife continues to capture the loyalty and trust of the third market for the island and the second international market.” “The meetings we will have at the ITB will allow us to continue working with the main operators to communicate Tenerife’s tourism sustainability plan and the main updates of the destination,” Melwani explained.
The island delegation will be made up of, besides Lope Afonso and Dimple Melwani, the hotel association of the Tenerife province (Ashotel), representatives from the tourist municipalities of the Island, as well as around thirty companies associated with the entity under the island corporation, from accommodation establishments to leisure companies, nature activities, etc. The scheduled meeting agenda during the ITB by the Tenerife representation includes meetings with sector companies such as Vtours, Schauinsland Reisen, TUI, Touristik Aktuell, DRV, Blue Planet TV, Condor, Discover Airlines, Edelweiss, Wikinger Reisen, RTK, or Amadeus, among others.
Within the 2024 strategy in Germany, Tenerife aims to strengthen its position as a nature destination with a pleasant climate throughout the year that offers the possibility of outdoor activities, and also allows enjoying a unique heritage and a rich and original gastronomy, among other attractions. It also seeks that the traveller from that nationality visiting the island is more active and has a medium-high purchasing power.
In 2023, 773,544 German visitors arrived on the Island, representing an increase of 16.1% compared to the previous year and 4.3% more than in 2019. Tenerife receives 30.3% of all German tourism that comes to Canary Islands. It is the third most important market for Tenerife, behind only the British and national markets.
Advertisements on 25 screens
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In parallel with its presence at the ITB, the Island carries out various actions in Germany, including the broadcast, during the three days of the fair, of a Tenerife commercial on a total of 25 screens located in six public transport stations in Berlin, estimated to reach nearly a million people. The initiative is complemented by sending a video of the island to the mobile phones of passersby, within the target audience of 25 to 55 years old impacted by the campaign, to then be able to book their holidays to the island through the German agency network MeinReisebüro, with which the promotion is being carried out.
