Tenerife is set to strengthen its position at the I ITB Specialized Fair in Berlin, promoting the island’s commitment to economic, social, and environmental sustainability. The insular delegation will be in the German capital from Tuesday to Thursday next week (4th to 6th March), aiming to engage travellers who appreciate the island’s culture, gastronomy, landscape, and nature, and who can contribute positively to the local economy.
The Cabildo, via Tourism of Tenerife, will participate in a new edition of the German International Forum to communicate to tour operators, airlines, travel networks, and media agencies the importance of attracting more conscious and respectful visitors.
Lope Afonso, the vice president and tourism advisor of the Cabildo, highlights that “our destination remains a favourite among the German market, even outpacing other Canary Islands that typically see large numbers of German visitors.” Afonso also notes that “we are attending this new edition of the ITB, a key event in the sector’s calendar, with a strong determination to present ourselves to the German market as a robust and dependable destination.” Furthermore, he emphasises that “we have made a serious commitment to sustainability and quality, showcasing our natural areas, culture, and cuisine as key attractions for a market that has demonstrated its resilience in recent years.”
The CEO of Tourism of Tenerife, Dimple Melwani, remarks, “despite the current economic climate in Germany, Tenerife continues to earn the loyalty and trust of our third market and second international market. The discussions at the ITB will enable us to further collaborate with key tour operators to convey the actions that are part of our sustainability plans being implemented on the island, along with highlighting the latest developments at the destination.”
“We present a solid and dependable portfolio to our third market, our second international market.”
Lope Afonso
– Tourism Minister of the Cabildo de Tenerife
The commitment to sustainability is reflected in various initiatives undertaken by the island. These range from actions that align with the Sustainable Development Goals (SDGs) of the United Nations’ 2030 Agenda, aimed at promoting the sustainability of activities in nature and cetacean watching, to the fact that nearly half of the island’s territory is protected. Additionally, Tenerife holds a Biosphere certification and is part of the Glasgow Declaration, dedicated to accelerating climate action in tourism to minimise emissions in the next decade and achieve net-zero as swiftly as possible.
The island delegation will include Lope Afonso and Dimple Melwani, alongside representatives from Ashotel, tourist municipalities, and entities linked to the insular corporation, such as accommodation providers, leisure companies, and nature-based activity organisers.
The itinerary for Tenerife’s representation at ITB includes meetings with industry companies such as Tours, Futuris, OnlineTraveltraining, Schauinsland, FVW, DRV, Tui, RTK, Journaway, Der Tour, Austrian Airlines, Condor, Adac Reisen, Blue Planet TV, and Lufthansa/Discover, among others.
The German market is the second most significant international market for the island, following the British, and ranks third among global markets from which Tenerife attracts tourists, surpassed only by British and Spanish visitors. In 2024, the number of German tourists accommodated in hotels on Tenerife reached 447,017, a 3.6 percent increase compared to the same period the previous year.
