Santa Cruz de Tenerife, 1st March. (Europa Press) –
Tenerife’s tourism board will attend a new edition of the ITB Tourism Fair in Berlin from 4th to 6th March with the aim of “reinforcing” the destination’s commitment to “economic, social and environmental sustainability.”
The island delegation will communicate to tour operators, airlines, travel networks, and media agencies the importance of attracting a more conscious and respectful traveller who values culture, heritage, gastronomy, and natural areas, contributing more to the local economy, as detailed by the Cabildo in a statement.
The vice president and tourism advisor of the Cabildo, Lope Afonso, emphasised that “Tenerife is the preferred destination for the German market, surpassing other markets in the Canary Islands that also traditionally host significant numbers of German visitors.”
Regarding the island’s representation at the Fair, he mentioned that the Tenerife delegation is determined to present itself to the German market as a solid and reliable destination, underpinned by a “strong commitment to sustainability and quality,” with natural areas, culture, and gastronomy being key attractions.
“Despite the current economic climate in Germany, Tenerife continues to earn the loyalty and trust of the island’s third largest market and second largest international market,” stated Dimple Melwani, CEO of Tourism of Tenerife.
She also noted that discussions at the ITB will focus on collaborating with leading tour operators to communicate the various actions encompassed in the different tourism sustainability plans that are “currently being implemented on the island” and the key updates on the destination to “align strategies.”
The island’s commitment to sustainability is rooted in numerous initiatives it is advancing. These range from efforts that align with the United Nations’ Sustainable Development Goals (SDGs) outlined in the 2030 Agenda to the conservation of nearly half of its territory as protected areas.
Among these initiatives, the island authority highlights projects such as Biosphere to Tenerife and adherence to the Glasgow Declaration, committed to enhancing climate action in tourism to decrease emissions over the next decade and achieve net zero as swiftly as possible.
The island delegation will comprise Lope Afonso, Dimple Melwani, representatives from Ashotel, tourist municipalities on the island, and associated businesses such as accommodation providers, leisure companies, and nature activity operators, among others.
Fair Schedule
The agenda for the Tenerife representation during the ITB includes meetings with various sector companies such as VTours, Futuris, OnlineTraveltraining, Schauinsland, FVW, DRV, TUI, RTK, Journaway, Der Tour, Austrian Airlines, Condor, Adac Reisen, Blue Planet TV, and Lufthansa/Discover.
The council reminds us that the German market is the second most significant international market for the island, following the British, and ranks third among the global markets from which Tenerife attracts visitors, surpassed only by British and Spanish travellers.
In 2024, the number of German tourists accommodated in tourist establishments in Tenerife reached 447,017, representing a 3.6 per cent increase compared to the same period in the previous year.
