Gran Canaria Tourism held a technical presentation this Thursday, February 27, at the Island Tourism Center in Playa del Inglés, aimed at industry professionals, as a prelude to the island's participation in ITB Berlin, which will be held from March 4 to 6 in the German capital.
During the meeting, the situation of the German market—a priority for the destination—was analyzed, as well as the prospects of other strategic markets such as Austria, China, and the countries that make up the Commonwealth of Independent States (CIS).
Gran Canaria remains the preferred international destination for German tourists. This market, second in both volume and revenue, accounts for 20% of the island's total tourism income. All of this is happening against a backdrop of political and economic uncertainty in Germany, restrained spending, and a still incomplete recovery to pre-pandemic levels.
Despite this scenario, the data confirms the loyalty of German tourists. In 2025, the island received 918.818 German tourists, representing a year-on-year increase of 5,41% compared to 2024, when 903.023 visitors were recorded. In fact, three out of every ten Germans who traveled to the Canary Islands chose Gran Canaria. 2025 ranks as the fourth best year on record for arrivals from the German market, surpassed only by 2016 (959.211 tourists), 2017—a record year with 1.011.968 visitors—and 2018 (978.759).
In economic terms, the German market generated €1.342 billion, the second-best figure in the historical series, surpassed only by 2024 (€1.370 billion). Average spending per tourist per trip reached €1.602,65, above the island's overall average (€1.438,58). Furthermore, this market, along with the Nordic market, boasts one of the longest average stays—10,68 days. Spending on accommodation totaled €770 million, a 0,58% increase over the previous year.
Looking ahead to the summer of 2026, the sector is showing optimism following the 14% increase in early bookings recorded in October and November.
At the opening of the conference, the managing director of Gran Canaria Tourism, Pablo Llinares, hailed 2025 as a record-breaking year, with nearly five million tourists and a historic revenue of 6.200 billion euros. He highlighted the diversification of markets, the strengthening of connectivity, and an internal mobility policy aimed at better distributing tourism revenue throughout the island as key strategic pillars.
Likewise, technician Noelia Medina highlighted the increase in the young German segment, a fact that, she indicated, guarantees the generational change in this market.
China, a market with enormous potential
The event also focused on the Chinese market, considered one of those with the greatest growth potential in the medium and long term. China, the world's second-largest economy since 2010, has more than 400 million middle-class citizens and an economy increasingly geared towards consumption and spending on services and tourism.
Forecasts indicate that 170 million Chinese tourists will travel abroad in 2026, with an estimated expenditure of 322.000 billion euros and an average outlay per trip of 1.840 euros, 32% higher than that recorded in 2019. This is a profile with a high interest in luxury and differentiated experiences.
Gran Canaria also boasts a unique attraction: the island residence of the writer Sanmao, an iconic figure in Chinese culture and a symbol of the literary connection between Spain and China. This cultural link strengthens institutional and commercial relations between the two territories.
In this context, a collaboration agreement between Air China and Binter was also presented, which will facilitate connections between Madrid and Gran Canaria through immediate transit, a single check-in, and direct baggage check-in to the final destination. Currently, there are 45 weekly flights between Spain and China, allowing operations to continue without a direct connection to the island.
Opportunities in the Commonwealth of Independent States
The CIS market, meanwhile, presents high profitability potential, with countries like Kazakhstan, Uzbekistan, Kyrgyzstan, Azerbaijan, Georgia, Armenia, Belarus, Ukraine, and Russia experiencing growth. This market is characterized by high purchasing power, extended stays, and a preference for four- and five-star establishments.
Despite the geopolitical context, connectivity remains operational through international hubs such as Istanbul, Dubai, or Belgrade.
Positioning strategy
Gran Canaria Tourism maintains a sustained international promotion strategy based on participation in trade fairs, workshops, promotional activities, and familiarization trips. The objective is to consolidate the island as a safe, competitive, and high-quality destination, reinforcing its position in mature markets such as Germany and opening new opportunities in emerging, high-value-added destinations.
