«Tenerife confirms in Berlin the positive outlook for the German tourist market this year». This was emphasized by the Vice President and Tourism Councillor of the Tenerife Island Council, Lope Afonso, who has attended the tourism fair in the German capital, the third most important market for the Archipelago. “We conclude Tenerife’s participation in this ITB 2024 with confirmation of the recovery in the German market, regaining all the strength it had before the pandemic following the circumstances that slowed down the arrival of Germans to Tenerife,” said Lope Afonso in the German capital.
Tenerife has been present at the ITB tourism fair in Berlin with the aim of conveying and involving the German tourism sector in “its firm environmental commitment,” as pointed out by the Tenerife Island Council in a statement, while attracting a “more conscious traveller that generates higher income and economic and social development in the destination.” The fair has allowed Tenerife to once again demonstrate, after the meetings with airlines, tour operators, and travel agency networks, that the island “continues to consolidate its position in the German market,” receiving a total of 773,544 German visitors in 2023, which represents a 16.1% increase compared to the previous year, and 4.3% more than in 2019.
“The 2023 data has confirmed that we are facing an increase that brings us back to pre-pandemic figures,” explains the Tourism Councillor, who adds. “Furthermore, all the information we have received about forecasts for 2024 only serve to confirm that Tenerife is the preferred destination for the German market, surpassing even other markets in Canary Islands that also usually attract a large number of German visitors.”
Strengthening bonds
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The CEO of Tourism in Tenerife, Dimple Melwani, highlights that the fair “strengthens ties with German travel agency networks, which are crucial in channeling visitor flows to the island, as well as with airlines, who have informed us of an increase in air capacity.” Furthermore, Melwani points out that “above all, we come to confirm how receptive the German market is to the approach Tenerife has taken in its promotion in this market, giving greater importance to sustainability values as the flagship of the destination’s promotion, also delving into promotional elements such as nature-based active tourism, sports, gastronomy, and culture, among others, as key features of Tenerife’s presence in the promotion that will take place in this market in 2024 and the following years.”
Tenerife has been represented in Berlin, in addition to the Tourism Councillor and the CEO of Tourism in Tenerife, by Ashotel and representatives of the tourist municipalities on the island, as well as by around thirty companies associated with the entity under the island corporation, including accommodation establishments, leisure companies, and nature activities, among others. Additionally, the island delegation has held over 60 professional meetings with tour operators, airlines, travel agency networks, and media companies in the sector such as Vtours, Schauinsland Reisen, TUI, Touristik Aktuell, DRV, Blue Planet TV, Condor, Discover Airlines, Edelweiss, Wikinger Reisen, RTK, or Amadeus, among others.
As part of the strategy for this year in Germany, the aim is to reinforce Tenerife as a “destination of nature with a pleasant climate all year round that offers the possibility of outdoor activities and allows visitors to enjoy a unique heritage and rich and original gastronomy, among other attractions.” It is also sought for visitors to the island to be more active and have a medium to high purchasing power.
