The Canary Islands brand is once again present at the World Travel Market (WTM) in London. This year’s event is held in a virtual format due to limitations caused by the pandemic. This participation highlights their commitment to forge ahead with their marketing and communication strategy which will enable the archipelago to continue to be the leading holiday destination for the British market.
The 2020 WTM is being held from 9 to 11 November in a virtual format
The Turismo de Islas Canarias team, led by managing director José Juan Lorenzo, and accompanied by Tourism Councillor Yaiza Castilla, is engaged in an intense agenda of online meetings with senior executives of airlines, tour operators and travel agents as they seek to continue spreading the message that the Canary Islands are a safe destination, where the infection rate is currently among the lowest in Europe.
The Canary Islands are a safe destination, this is the message we continue to spread to senior executives of airlines, tour operators and travel agents
The aim of these meetings is to find out the forecasts that leading operators have for the British tourist market, as well as to negotiate and predict the recovery of air connectivity with the islands.
Meetings with ABTA and EasyJet
One of these meetings was with the Association of British Travel Agents (ABTA), who informed us of their forecasts and their recommendation that promotional campaigns should include values such as sustainability, enjoying natural surroundings and open spaces, attractions that now more than ever are top priorities for travellers, who are highly concerned about safe, sustainable travel.
ABTA highlights that the Canary Islands are well known by the British, an advantage other destinations do not have
On the other hand, management at EasyJet consider that the desire for travel is still very much alive, with large numbers of people who have been unable to do so and are eagerly awaiting the implementation of measures offering them safe travel. Indeed, when the travel corridors were first announced, the company experienced an increase in bookings of 900% which lasted 10 days, until the UK went into its second lockdown. EasyJet confirm that the Canaries are a crucial destination for them. They have over 300 aircraft ready to respond to demand.
This year’s virtual stand includes plenty of different content: a presentation of the destination, videos that highlight the diverse range of offers (sun and beach, natural areas, wedding and honeymoon facilities, water sports, golf 365 days a year, active tourism and LGTB, among others), in addition to other materials such as virtual pamphlets covering different thematic areas and a wide range of images representing all the islands.
* This campaign is 85% co-financed by the European Regional Development Fund (ERDF).
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