The Canary Islands' Minister of Tourism and Employment, Jéssica de León, attended the VI Turespaña Convention held in Zaragoza, where she took part in a round table discussion titled ‘Destinations with identity: regional strategies for gaining international relevance’. During her speech, she highlighted the unique tourism challenges faced by each island in the archipelago, emphasising the need for better management of tourist flows and a focus on value growth without increasing pressure on the environment.
De León stated that the primary challenge for the Canary Islands is not merely to increase tourist numbers but to transform the tourism model to generate greater benefits while avoiding overcrowding. “It is not about continuing to increase the number of tourists, but about generating more wealth, improving its distribution, and ensuring that growth does not lead to greater pressure on the territory,” she asserted.
She also stressed the importance of moving away from outdated models and transforming a mature destination that is already a global reference. “Our strategy currently focuses on three main objectives: the well-being of citizens, the preservation and regeneration of the territory, and the competitiveness and resilience of our tourism industry,” she added.
De León clarified that the shift towards higher value-added products does not imply exclusion, ensuring that the Canary Islands remains a competitive and accessible European destination for a diverse range of tourists. “What we seek is to elevate the tourist experience,” she stated.
Regarding market diversification, the minister highlighted the strategic position of the Canary Islands as an intercontinental platform and the need to strengthen efforts towards new markets while diversifying tourist motivations. She mentioned Canada as an example, noting that it has opened direct connections with the Canary Islands for the winter 2026/27 season.
During the VI Turespaña Convention, over 500 professionals gathered to discuss the challenges facing tourism and reflect on the paradigm shift in the tourism model through innovation and digitalisation.
