SANTA CRUZ DE TENERIFE, 21st March (EUROPA PRESS) –
The Group of Spanish Heritage Cities, led by La Laguna, introduced the tourism and cultural attractions of the 15 Spanish cities with the Unesco badge to tour operators, travel agents, and the media in Canada.
The event, in collaboration with Turespaña and Paradores, took place at the Hilton Toronto Markham Suites in Toronto, with the participation of 45 professionals and the presence of Bárbara Couto, the Spanish Tourism Office’s counsellor.
This is the initial phase of the promotional tour, with the second stop in Chicago today, hosting a dinner at The Carlisle for 80 members of the American Society of Travel Advisors (ASTA). The Spanish Tourism Office’s counsellor, Ángela Castaño, will be in attendance.
The president of the Group and Mayor of La Laguna, Luis Yeray Gutiérrez, mentioned that they have chosen to include Canada and the United States in the Group’s extensive international promotional campaign to showcase the Heritage Cities as versatile destinations for cultural tourism, nature explorations, gastronomic experiences, and unique lodging options such as Paradores with top-notch facilities.
In 2023, Spain welcomed 656,984 Canadian tourists, showing a 46% increase from 2019, marking the highest number historically. Gutiérrez expressed optimism for growth in this market, stating, “so growth expectations in this market are very favorable.”
The increase in air seats is noteworthy, particularly due to Air Canada maintaining its Toronto-Madrid route in winter and planning a new direct Montreal-Madrid service by summer 2024.
“We aim for Canadian tourists to explore our historically rich cities, monuments, and new experiences,” added Gutiérrez.
The delegation representing the Group is led by the Mayor of Tarragona, Rubén Viñuales, who serves as a member of the Group’s Executive Commission, accompanied by the Manager, Javier Martín, and the General Secretary, Sonsoles Guillén.
Viñuales highlighted that during the breakfast event with the 45 tourism professionals in Toronto, the focus was on promoting the “immense legacy” of the Group, recommending its 15 cities as preferred destinations in the upcoming months. “Our cities boast monumental historic centres, vibrant cultural events, and ancient popular traditions that bring life to our cities throughout the year,” Viñuales explained.
Juan José González, the Director of Sales and Distribution at Paradores and a strategic ally of the Group in international promotions, was also present at both presentations. He pointed out that Paradores and Heritage Cities are a perfect match for North American travellers, combining the attractions of cultural and heritage wealth with the unique accommodations at Paradores, offering enriching experiences in active tourism and gastronomy.
CANADIAN MARKET
Recent months have shown an encouraging recovery and growth in the Canadian market, which is currently experiencing a period of significant dynamism. Despite some economic uncertainties, the country’s strong economic activity persists, with a notable savings rate, especially among high-income individuals who travel frequently to Europe, with their spending capacity unaffected.
Canadian expenditure in Spain totalled 1,286 million Euros, a 46% increase from 2019, with an average spend of 1,994 Euros per Canadian tourist during their visit.
The perception of Spain as a destination remains highly positive, outperforming competing destinations such as Italy, France, and Greece in terms of global perception and safety index, positioning Spain as a favourable choice for Canadian travellers in the upcoming months.
UNITED STATES MARKET
The next stop is in Chicago this afternoon. According to the Group’s president, “Our extensive international promotional campaign also targets the United States, a rapidly growing market with a positive trend in air connectivity. By 2024, there are plans for 24 direct routes between the US and Spain, connecting 11 US cities with 5 Spanish cities.”
Spain ranks among the top choices for American travellers due to its lifestyle and the preference of Americans for city visits and cultural explorations. The Heritage Cities are seen as prime destinations for American tourists, offering a plethora of enriching experiences waiting to be discovered.
Europe remains the primary overseas destination for American travellers, with a significant share. Surveys show a high optimism level for travel among Americans, with a considerable percentage planning international trips in 2024.
The US market has shown robust growth in tourist numbers (38.7%), expenditure (50%), and hotel overnight stays (28.4%) throughout 2023, surpassing pre-pandemic levels. In 2023, 3.8 million American tourists visited Spain, spending an estimated 7.8 million Euros, positioning the United States as a significant market for Spain in terms of both tourists and spending.
