Alejandro Marichal: “The weight of the German market, with 919.000 tourists and a 75% loyalty rate, is fundamental to sustaining employment and stability in the municipality.”
Yilenia Vega: “We are strengthening our presence in the German market with measurable and optimizable actions, combining digital promotion and urban creativity to maintain the competitiveness of the destination.”
The Tourism Department of San Bartolomé de Tirajana has presented at the ITB Berlin 2026 International Tourism Fair a new online promotion campaign aimed at the German market, consolidating the strategy initiated last year in London and Madrid to position Maspalomas as a preferred destination throughout the year.
The digital campaign, which will run from March 2nd to 16th, is aimed at men and women aged 30 to 60 with medium-to-high incomes, residing in Germany and in cities with direct flights to Gran Canaria. The campaign will reach areas such as Stuttgart, Memmingen, Munich, Nuremberg, Bremen, Hamburg, Frankfurt, Cologne, Düsseldorf, Leipzig, and Berlin, among others.
The strategy focuses on maximizing reach and generating qualified traffic to the official website maspalomas.com, using the Google Display Network and YouTube. This involves using non-skippable video formats of between 15 and 20 seconds, adapted to multiple devices—mobile, computer, connected TV, and apps—prioritizing effective engagement with the target audience.
The forecast is to exceed 3,6 million non-skippable video impressions, reach more than 1,3 million people in the selected cities, and generate over 65.000 clicks to the destination website. Real-time monitoring and optimization will allow for strengthening the channels and locations that perform best during the campaign period.
The First Deputy Mayor, Alejandro Marichal, pointed out that “the German market, with 919.000 tourists and a 75% loyalty rate, is fundamental to sustaining employment and stability in the municipality. This market has grown by 5,4% compared to the previous year, with an average stay of 11 days and an average expenditure of €1.600 per visitor. These figures confirm that we must continue to nurture this market within our international strategy, reinforcing Maspalomas' competitiveness as a safe, high-quality, and attractive destination year-round.”
For her part, the Councillor for Tourism, Yilenia Vega, emphasized that “this campaign builds on the work carried out last year in strategic markets such as London and Madrid, reinforcing our presence at key moments in the purchasing decision process. We are committed to tools that allow us to measure results and optimize every action to maintain the destination's competitiveness.”
Offline creative action in Berlin
Alongside the digital investment for the promotion of the Maspalomas Costa Canaria tourist destination, the action in the German capital incorporated a creative proposal inspired by the renowned Berlin urban poster culture.
The Councillor for Tourism, Yilenia Vega, explained that “in Berlin we’ve done something different. In addition to digital promotion, we’ve taken the Maspalomas International Carnival to the streets, using the distinctive visual language of Berlin’s cultural posters. We created posters with that urban aesthetic to announce, in a creative and disruptive way, that while it’s winter in Europe, in Maspalomas we’re enjoying 22 degrees Celsius and one of the most international carnivals. We installed these posters in various locations throughout the city and documented the campaign on video to amplify it on social media. With this strategy, we’re combining physical and digital presence to strengthen our position in the German market and continue attracting visitors with innovation and creativity.”
With this dual strategy, digital and in-person, Maspalomas Costa Canaria reinforces its positioning in the German market and consolidates a promotional line based on innovation and creativity to attract new visitors and build loyalty among German tourists.
