Tenerife travels to the World Travel Market to consolidate leadership and seek new profiles in the British market

The representation of the island will maintain more than 60 matches with tour operators, travel agents, airlines and media accredited to the fair.

The island delegation is headed by the president of the Council, Rosa Davila; the vice president and advisor of Tourism, Lope Afonso and the CEO of Tenerife Tourism, Dimple Melwani, who are accompanied by technicians from the public tourism entity and associated companies, as well as representatives of the town councils of Puerto de la Cruz, Adeje, Arona and Santiago del Teidein these last two cases, with the presence of their mayors, Fátima Lemes and Emilio Navarro, respectively.

Rosa Dávila stands out in a note that they are looking for reinforce the “leading position” in the British marketthe most important for the island.

This fair, he indicates, also aims to reinforce connectivity with the United Kingdom and publicize the diversity of the destination, “which bet on quality“.

Lope Afonso points out that they have “high expectations” with the British market, already fully recovered compared to the situation prior to the pandemic.

“We improved the records for 2022 and also those of 2019. This invites us to continue delving into product diversification policies in the British market, where there are increasingly more actions aimed at capturing the attention of an audience with medium-high purchasing power. , that is capable of tempering the traditional dynamics of this market, which has been more quantitative than qualitative. We are in a position to conquer the most demanding part of the British market and with those expectations we go to that fair,” he says.

Likewise, he insists that they want to consolidate Tenerife in the British market, improving competitiveness and promoting the profitability of companies and the stabilization of the employment.

“We seek to diversify the product until we achieve quality, also in the British market,” he commented.

The CEO of Tourism of Tenerife, Dimple Melwani, states that the WTM offers the opportunity to convey the strategy for the British market “by highlighting a differentiated and sustainable tourism offer, and reaching new profiles of British travelers sensitive to culture, traditions, nature and gastronomy, as well as knowing first-hand the current market situation and the forecasts for 2024.”

The airlines – and their corresponding tour operators – Easyjet, Jet2, British Airways, online agencies such as Lastminute.com or Destinia, TUI, Travelzoo, Amadeus or Bspoke Tours are some of the companies with which the island’s representation will hold meetings, in addition to those that will be held with media outlets such as Travel Weekly, Travel Gossip or TTG.

Promotional spot

The presence of the island in this edition of the WTM is accompanied by a striking promotional action that aims to capture the attention of the end customer and potential traveler towards the island.

Thus, with one broadcast per minute during the three days of the fair, a video of Tenerife will be projected on the large-format outdoor screens of two of the busiest shopping centers in the city, Westfield Stratford City Westfield London, an action which will impact more than 70,000 people.

The British is the main market of origin for travelers who spend their holidays in Tenerife.

According to data from the Statistics Institute of Canary Islands (ISTAC) analyzed by the Tourism Research Department of Tenerife, the number of travelers of that nationality staying in tourist establishments on the island (hotels and apartments) rose to 1,436,748 in the first nine months of 2023.

In that same period, passengers arriving from British airports stood at 1,881,178, which represented the first destination in the archipelago, with 44.6% of all those who arrived in the Canary Islands in that same period.

During this year, 21 air connections link the island with the United Kingdomoperated by nine different airlines.