The tourism sector in Germany is reaffirming its dedication to Tenerife, notwithstanding the political and economic challenges faced by the nation. This was disclosed by leading German companies in the industry on Sunday during the inaugural day of the FVW Travel Talk Congress, regarded as the most significant event in the tourism sector in Germany, taking place in Santa Cruz.
The event, orchestrated by the FVW Travel Talk media group with the support of the Tourism Board of Tenerife, a body affiliated with the Cabildo, is being held for the second time on the island, following a successful edition in 2021, and brings together approximately fifty of the most influential specialists in the industry alongside German travel agents.
Lope Afonso, the vice president of the Tenerife council and tourism advisor, stated on Sunday at the Iberostar Mencey Hotel in Santa Cruz, where the Congress is hosted, that the aim is to seize this “great opportunity” to engage “face-to-face” with the key German companies to discuss the island’s commitment to “sustainability” and “experience-based tourism,” which prioritises quality and equilibrium.
The message has resonated with German travel and tour operators, leading to positive outcomes. As noted by both German companies and Lope Afonso himself, the bookings of German tourists for Tenerife have escalated after years of stagnation, with forecasts indicating that this trend will continue.
Arno Richartz, a representative of Schauinsland, one of Germany’s leading tour operators, validates the rising interest in Tenerife, a destination that is “well-liked” in Germany due to its extensive offerings, which combine traditional sun and beach experiences with a higher-quality proposal embracing nature-based activities as well as cultural and gastronomic experiences.
“We appreciate the significant enhancements in Tenerife’s infrastructure and its comprehensive offerings, and we also acknowledge that Tenerife recognises us as a loyal and inquisitive market,” Richartz remarked during one of the breaks in the Congress.
Lope Afonso, vice president of the Cabildo de Tenerife, addresses attendees from the German tourism sector in Santa Cruz. / Andrés Gutiérrez
Statistics support that Germany is once again focused on Tenerife. For the entirety of 2024, out of the 7.1 million tourists welcomed by Tenerife – including residents from Spain – 864,000 were from Germany. This means that Germany ranks as the island’s third-largest market. British visitors remain at the top with 2.8 million, followed by mainland Spanish visitors with 900,000.
Despite experiencing years of stagnation, the German market is now turning to Tenerife once more. For 2024, the number of German tourists accommodated in Tenerife’s tourist establishments reached 447,017, representing a 3.6 percent increase compared to the same time last year. Furthermore, projections indicate continued growth at a steady pace.
At the recent ITB Fair in Berlin, the island confirmed that it continues to strengthen its position in the German market, hosting a total of 773,544 German visitors in 2023, translating to a 16% increase compared to the previous year.
Around fifty German professionals will remain on the island until Wednesday to discover all aspects of Tenerife’s tourism offerings and assess the status of air connections. During their stay, they will visit some of the region’s most frequented sites.
Over the five days of the Congress, participants will be introduced to Tenerife’s proposals for premium and active holiday experiences, always under the premise, as Lope Afonso stated, “of the destination’s sustainability.”
As part of the scheduled programme, Sunday featured working days including roundtable discussions at the Iberostar Mencey Hotel in Santa Cruz, where industry professionals from Germany had the chance to engage with island tourism companies, forge synergies, and strengthen professional relationships.
The event merges work with discussions aimed at establishing new strategies and visions regarding visits and excursions. From La Laguna to the rural park of Anaga, through Canarian cooking courses and wine tastings from Tenerife, as well as hiking or golfing, among other activities.
The FVW Congress has been held for over 20 years, bringing together key German tour operators, ranging from travel agents to representatives from authorities and tourist organisations, alongside product representatives from leading tour operators in the country, such as Condor, Eurowings, Tui Germany, Alltoors, Schauinsland, and Dertouristik.
The Congress is taking place at a crucial time for Germany’s future, as the nation, the strongest economy in Europe, is navigating a period of instability. The country is confronting its most challenging elections on February 23, amidst rising uncertainty. This is further compounded by the recent loss of a confidence motion by the Chancellor, Olaf Scholz, which led to the dissolution of the coalition government formed by the Social Democratic Party (SPD), the Greens, and the Liberal Party. Additionally, Germany’s economy is entering its second consecutive recession year in 2024.
Nonetheless, Germany’s economic structure is sufficiently robust — largely due to the significant role of industry — to maintain a strong capacity to turn the situation around. Household savings rates exceed 20%, among the highest among major powers; public debt remains manageable (62% of GDP), and the fiscal deficit has decreased to 2.6%, allowing for ample room to implement incentives without compromising public accounts.
Gathering outside the Mencey Hotel, where the Congress of German tourism companies is taking place, urging for a new model. / Andrés Gutiérrez
One of the topics addressed was the mobilisations by local groups in Germany, primarily environmentalists, opposing the tourist model in the Canary Islands. Lope Afonso communicated that German companies have been made aware of the island’s increasing commitment to “sustainable” strategies. “We are prioritising quality over quantity. We have conveyed to them that we are moving towards a model that prioritises profitability while also balancing environmental considerations and the social and economic needs of the island,” reiterated the Vice President of the Cabildo.
Lope Afonso also reminded attendees that one of the advancements shared with representatives from German tourism companies in Tenerife includes the measures that have begun to be enforced regarding the island’s key natural spaces, such as the Teide National Park, Masca Barranco, and the Punta de Teno.
Additionally, this Sunday, outside the Iberostar Mencey Hotel, groups advocating for a less exploitative approach to tourism and one that better aligns with social needs held a demonstration. Approximately 300 individuals took part in the protest along La Rambla in front of the Mencey Hotel, which proceeded without any incidents.
