The Vice-President and Minister of Tourism, Lope Afonso, pointed out at the fair that ‘the diversification of the tourism options available is key to improving the quality of the island’s offer for this market’
Tenerife participated in the World Travel Market (WTM) in London, the world’s largest event in the sector. The event was held in the capital of the United Kingdom from 5 to 7 November, and expectations were high. During the fair, the delegation from the island held productive meetings with airlines, tour operators and travel agency networks. These meetings have confirmed that, in 2025, Tenerife will continue to strengthen its leading position in the competitive British market. The presence of the Tenerife delegation at the WTM underscores the island’s commitment to promoting tourism and strengthening its commercial ties with the United Kingdom, a key market for the destination. In the first nine months of 2024, Tenerife received 2,052,007 passengers from British airports, making it the main destination in the island group and receiving 44.1% of all visitors who came to the Canary Islands in that period.
The Vice President and Minister for Tourism, Lope Afonso, stressed that ‘the presence of Tenerife at another WTM is of great importance, especially in a market like the British one, which is the main source of tourists who choose the island for their holidays, with 22 direct flight routes linking Tenerife with the United Kingdom this year’.
Expanding on his remarks, Afonso pointed out that ‘the diversification of the tourist options available is key to improving the quality of the island’s offer for this market: working on the destination and the options is an important factor that is aligned within Tenerife’s strategy’. In addition, the Vice President of the Cabildo stressed that ‘we continue working to strengthen Tenerife’s presence in the British market, especially in those segments with the highest added value, which bolsters our increase in competitiveness and contributes to the profitability of our companies, as well as improving our positioning as a benchmark sustainable destination’.
For her part, the CEO of Turismo de Tenerife, Dimple Melwani, highlighted that ‘the WTM provides an excellent opportunity to learn first-hand about the current market situation and the forecasts for 2025, and to communicate in our main source market the strategy aimed at the British market’. The CEO further added that, ‘this strategy highlights a standout tourism offer in which we work together with the public and private sectors of the island, with a focus on showing our diverse tourism options, which range from nature and active tourism to gastronomy and major cultural and sporting events, among others. It is a strategy that focuses on strengthening traditional markets and focuses on segments that value Tenerife for its authenticity, with a special emphasis on a premium segment of the market. This results in greater spending and profitability for the destination’.
During the fair days, Tenerife held nearly fifty meetings with airlines, agencies and tour operators, including important names in the industry such as Easyjet, Jet2, British Airways, Expedia, Destinia, TUI and PGA Tours. These meetings are essential to strengthening business relationships and exploring new collaboration opportunities that benefit both Tenerife and its partners.
In addition, the Tenerife delegation took advantage of the fair to sit for several interviews with media specialised in tourism, including Travel Bulletin, Travel Gossip and Travel Trade Gazette. These interviews help to share news of the latest developments and strategies of Tenerife as a tourist destination, highlighting its unique and sustainable offer, as well as its natural, cultural and culinary delights.
The attractions of Tenerife, centres of attention in Banking Hall
As a prelude to the fair, the island delegation gave a presentation to more than 80 tour operators, travel agents and British journalists specialising in tourism about the attractions of Tenerife as a tourist destination, and especially its premium offer. The presentation took place in the iconic Banking Hall building in the centre of London.
The event was attended by the Vice President and Minister of Tourism of the Cabildo, Lope Afonso, and the CEO of Tourism of Tenerife, Dimple Melwani, as well as the Mayor of Puerto de la Cruz, Leopoldo Afonso, and representatives from the Gran Hotel Taoro, Gustavo Escobar and Rosy Gotib. The island’s wines played a prominent role, and some of the new projects that will enrich the island’s catalogue of establishments were introduced. These include the Gran Hotel Taoro of Puerto de la Cruz, part of the destination’s commitment to an expanded first-class offer. This establishment is scheduled to open its doors in the coming months after having undergone a comprehensive renovation.
Leader in the British market
The British market is the main source of travellers who choose Tenerife for their holidays. According to data from the Canary Islands Statistics Institute (ISTAC) analysed by the Tenerife Tourism Research Department, the number of British tourists staying in tourist accommodations on the island (hotels and apartments) rose to 1,561,349 in the first nine months of 2024, representing an increase of 8.5% compared to the same period last year.
During the same time frame, the number of passengers arriving from British airports reached 2,052,007, an increase of 9.1%. This places Tenerife as the main destination in the island group, receiving 44.1% of all visitors arriving in the Canary Islands in that period. Throughout this year, 22 direct flight routes have linked the island with the United Kingdom, and they are operated by six different airline groups.
