The largest of the Canary Islands is turning its attention to high-spending travelers to combat overtourism.
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American tourists are flocking to Tenerife in record numbers. In 2023, 5.6 million tourists will visit the Spanish island, and from January to September 2023, more than 26,000 people visited from the United States.
This is a significant 35% increase compared to the same period in 2022, and a 51% increase in summer 2022. These numbers are more than double the number of US visitors from January to September 2019.
Tenerife is already known as an upscale destination for Europeans, with around 5 million tourists visiting each year. Tourists from the UK make up the largest group, surpassing those from mainland Spain.
The island, often affectionately referred to as the “Hawaii of Europe” due to its vibrant culture and beautiful landscapes, is eyeing the North American market, with the Tenerife Tourism Board planning to increase its visibility in the North American market in 2022. We are launching a campaign to increase
Tenerife promotes luxury experiences
At the December 2023 United States Tour Operators Association (USTOA) Conference, Tenerife Vice President and Tourism Advisor Lope Afonso spoke passionately about Tenerife’s commitment to the North American market. He emphasized the importance of strengthening connectivity and refining tourism services to prioritize quality experiences over high visitor numbers.
Mr. Alfonso emphasized the island’s diversity beyond its famous beaches and sunny weather, with the aim of conveying the island’s appeal to American travelers. Tenerife aims to establish itself as a top-choice destination, with a focus on providing memorable experiences and quality spending opportunities, with the promise of increased profitability.
In line with this vision, United is reintroducing seasonal nonstop service from Newark, New Jersey to Tenerife starting June 1, 2024. These flights will operate three times a week until September 25, 2024, and aim to improve connectivity and meet America’s growing travel needs. .
The ultimate goal of the Tenerife Tourism Board is to increase the connectivity and attractiveness of the island by initiating non-stop connectivity throughout the year for American travelers.
Promoting sustainable tourism in Tenerife
Tenerife’s year-round sun, diverse landscapes and charming historic villages offer a variety of attractions and activities to suit every type of traveler.
John Jairo Cortés, a driver with the TransAlex transport company in Tenerife, emphasizes one of the island’s attractive features: its diverse microclimate. “If you want cold weather, go north; if you want hot weather, go south,” Cortez explains.
From Michelin-starred restaurants and luxurious five-star hotels to UNESCO landmarks and thrilling adventure sports, Tenerife combines sustainability and luxury in its commitment to tourism sustainability I’m letting you do it. Tenerife has achieved Biosphere Certification, certifying its status as an internationally recognized sustainable destination.
Becoming a certified tour guide in the Canary Islands is not easy. Jaime Muñoz, tour guide and founder of Feel Tenerife, is passionate about sustainable tourism. Revealing the rigorous process to become a tour guide in Tenerife, Muñoz said, “Tour guides must complete an annual exam that tests their knowledge of the nature, culture, geology, history, tourism resources, and tourism laws of all eight Canary Islands.” You have to pass the exam.”
American tourists are increasing in Tenerife
Munoz has noticed an increase in American travelers since United Airlines began offering nonstop flights. Certified tour guide Jean-Guy Le Roux acknowledged that there has also been a notable increase in American tourists seeking bird-watching tours.
Observations from local residents of Tenerife’s tourism industry reflect the growing trend of American tourists. Hotel Botanico has hosted several high-profile American tourists at his luxurious five-star hotel in Puerto de la Cruz, Tenerife. Luis Zamoratoste, Sales Executive at Hotel Botanico, proudly says: President Bill Clinton and famous actors such as Sylvester Stallone, Henry Cavill and Jake Gyllenhaal have also visited. ”
He added: “With United’s arrival, we’ve noticed a significant increase in American tourists, making the US our fourth largest market (after the UK, Germany and Spain) last year.” However, Zamora Toste believes that extending the period of seasonal direct flights could bring significant benefits.
From attending luxury travel conferences in the United States to hosting journalists and travel agents to promote the destination, various initiatives have been introduced to strengthen the United States as Tenerife’s preferred tourism market.
Quality over quantity: Tenerife’s struggle with mass tourism
Tenerife is the largest island in Spain’s Canary Islands. The archipelago has a contradictory relationship with the millions of tourists who visit it each year.
Protests have erupted in recent months over the influx of tourists, with local residents claiming the influx is driving up rents and house prices and forcing some people onto the streets. There is.
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Graffiti telling tourists to “go home” was scrawled on buildings and rental cars, and some demonstrators in Tenerife organized a hunger strike over the issue.
In April, there were calls for a temporary freeze on tourist arrivals to allow the islands to assess the situation.
By positioning itself as a more exclusive and luxurious destination, Tenerife aims to limit overtourism and carve out a more sustainable future for island travel.
