Premium British travellers gain weight in the Canary Islands’ strategy
17 December, 2025The Canary Islands have focused on strengthening their positioning in the British market through a strategy aimed at increasing profitability and attracting travellers with greater purchasing power. The archipelago is backing a profile that values sustainability, authenticity and the quality of the destination, with the aim of moving towards a model less dependent on volume. The UK continues to be the main source market for the islands, with over six million visitors a year, 35% of tourism turnover and average spending higher than the average of the other markets.
The strategy is based on boosting excellence segments that prioritise differentiation and high‑value experiences. Premium British tourists combine high spending power and sensitivity towards the environment, which is in line with the evolution of the Canary Islands’ tourism model. Over 50% of these travellers stay in 4 and 5‑star establishments, and their loyalty stands out: almost 80% return and one in four has travelled to the islands more than ten times.
Air connectivity further strengthens this relationship. The Canary Islands have the same number of flights with the UK as with mainland Spain, thanks to operators such as Jet2, Ryanair, easyJet, TUI Airways and British Airways, which account for the bulk of the offer. For the winter season, 3.2 million airline seats have been scheduled, with London and Manchester as the main points of origin, while Tenerife South and Lanzarote lead traffic to the islands, followed by the growth recorded in Gran Canaria and Fuerteventura.