Canary Island unveils new plan and exactly the 'type of tourist' it wants to visit

A popular island in the Canaries is launching a new campaign to outline the exact type of tourist it wants to attract. Lanzarote has declared it “doesn't want just any tourist” any longer. Led by the island’s Cabildo (town council) and managed by SPEL-Turismo Lanzarote, in collaboration with a specialist sustainability consultancy, the campaign will focus on fostering greater awareness among tourists even before they arrive on the island.

At the campaign's launch, Oswaldo Betancort, president of the Lanzarote Cabildo, said that they want to attract tourists with appreciation and respect for the island. “We are sending a very clear message: Lanzarote doesn't want just any tourist.

“But rather those who love and enjoy the island, who respect its uniqueness and contribute to its preservation.” The initiative is designed to reach all sectors of tourism, targeting not only visitors but also involving local residents, businesses, and the wider community. “We are creating a globally unique model of ethical and responsible tourism,” Betancort said.

He continued: “The aim is for visitors to understand, even before they land here, that they are entering a delicate and beautiful territory that needs to be protected.”

Hector Fernandez, CEO of SPEL-Turismo Lanzarote in Lanzarote, also commented on the responsibility of locals to make the campaign successful. He said: “This campaign isn't just for tourists, it's also aimed at our local population.

“The message will be integrated into our work with airlines and tour operators to reshape how tourism is viewed on the island. It's a chance to change the entire paradigm of Lanzarote as a destination.”

As reported by the Canarian Weekly, the project is being developed by the consultancy CARSA, with Director of Innovation Antonio Collado explaining that the approach will be participatory and inclusive. “We’re not just launching a campaign; we’re building a long-term strategy for responsible tourism that reflects the needs of the island and its people,” Collado said.

Working groups will be established with representatives from key sectors, including the Cabildo’s Biosphere Reserve, Environment, and Geopark departments, as well as the island’s Art, Culture, and Tourism Centres.

The Spanish-owned archipelago that is the Canary Islands received a staggering 15.5 million tourists in 2024 - a 10 per cent increase compared to 2023. The rising tourist numbers have sparked backlash among locals who are being priced out of the property market in recent years.

To address the issues caused by holiday rentals, Spain recently launched a new nationwide register which includes properties in the Canary Islands and Balearic Islands.

Under the Single Tourist Rental Registry, property owners will need to register to get a code that verifies they are legally allowed to use the property for tourism. This will include entire homes, individual rooms within a property that's rented out separately, and homes listed on the likes of Airbnb and Booking.com.