Santa Cruz de Tenerife 19 Feb. (Europa Press) –
The tourism sector in Tenerife aims to enhance both direct and indirect connectivity with the United States while continuing its strategy to reposition the island as a “destination for experiences”. In this endeavour, it seeks to shift “traditionally” high-volume market flows towards others based on the enhanced quality of visitors.
In a statement, the island’s authorities announced improved connectivity with Miami via Air Europa, the leading airline connecting these locations. Miami ranks as the second-largest American airport in terms of passenger traffic to Tenerife, primarily facilitated through its hub in Madrid.
Consequently, Tenerife’s tourism officials and Air Europa have organised various initiatives in Florida to showcase the destination’s “unique and experiential” offerings to media representatives, highlighting “all leisure activities, nature, gastronomy, and other tourist attractions.”
The North American Market, “a Priority”
Lope Afonso, the Vice President and Minister of Tourism, emphasised that “the North American market holds a top priority in our connectivity strategy.” The goal is to strengthen both direct and indirect links with the United States, which is recognised as a source market with an appealing customer profile that enables the focus on a higher calibre of visitor.
Dimple Melwani, the CEO of Tourism of Tenerife, stressed the significance of connectivity with Miami, viewing it as integral to the island’s internationalisation and mobility strategy. This aligns with attracting visitors who possess a greater spending capacity through experiential tourism while promoting the island’s sustainability.
In this context, the connectivity approach enables Tenerife to link with long-haul destinations that include stops at key international hubs, notably through Air Europa, which connects Miami via its Madrid hub.
According to Melwani, with a daily service, seven days a week, and a layover that does not exceed three hours at the airport, investing in this route is crucial for assessing the campaign’s progress and potentially evaluating new flight routes to this Floridian city in the future.
In conjunction with presenting its tourist and cultural offerings to media representatives in Miami, the island conducted a two-day promotional event at Brickell City Center, providing visitors and residents with the chance to discover the advantages of Tenerife.
Participants also experienced “the unique experiential offerings” through a campaign featuring audiovisual elements and a raffle for two tickets on Air Europa to explore the island’s attractions firsthand.
