SANTA CRUZ DE TENERIFE, 6th March (EUROPA PRESS) –
Following meetings with airlines, tour operators, and travel agency networks at the ITB fair in Berlin, Tenerife has once again confirmed its solid position in the German market. In 2023, the island welcomed a total of 773,544 German visitors, marking a 16.1% increase from the previous year and 4.3% higher than in 2019.
Lope Afonso, the Vice President and Tourism Councilor of the Cabildo, emphasised that Tenerife concludes its participation in ITB 2024 “with the assurance of the recovery of the German market, showcasing its pre-pandemic strength after a temporary decline in German arrivals to Tenerife”.
He noted that the data from 2023 “confirm a return to pre-pandemic levels of influx.” “Moreover, the forecasts for 2024 only reinforce Tenerife as the preferred destination for the German market, even surpassing other destinations in the Canary Islands that are popular among German visitors,” he highlighted.
Dimple Melwani, the CEO of Tourism of Tenerife, underlined that the fair “strengthens ties with German travel agency networks, crucial for directing visitors to the island, as well as with airlines that have planned increased air capacity.”
Melwani also pointed out that the response from the German market to Tenerife’s promotional strategies has been positive, particularly focusing on values of sustainability in destination promotion. The island emphasises elements such as active nature tourism, sports, gastronomy, and culture as key attractions in its promotional activities for 2024 and the years ahead.
Tenerife’s representation in Berlin included the Minister of Tourism, the CEO of Tourism of Tenerife, Ashotel, representatives from the island’s tourist councils, and thirty companies associated with the island corporation, ranging from accommodation providers to nature activities and leisure companies. The delegation engaged in over 60 professional meetings with tour operators, airlines, travel agency networks, and media companies including Vtours, Schauinsland Reisen, TUI, Touristik Aktuell, DRV, Blue Planet TV, Condor, Discover Airlines, Edelweiss, Wikinger Reisen, RTK, and Amadeus.
The strategic focus for Tenerife in the German market in 2024 includes enhancing its appeal as a nature destination with year-round pleasant weather for outdoor activities, showcasing its unique heritage, rich gastronomy, and other attractions. The goal is to attract more active, medium to high-income German travellers to the island.
