The Canary Islands have secured their connectivity with the United Kingdom until the end of the decade. Promotur Turismo Canarias SA and the British tourism giant Jet2holidays have formalized a strategic addendum to the co-branding agreement originally signed in 2024, extending their promotional collaboration for two additional years. This agreement, published in the Official Gazette of the Canary Islands on April 21, 2026, ensures the continuity of marketing campaigns in the archipelago's most important source market.
The extension, signed by Promotur's managing director, José Juan Lorenzo, and the attorney for Jet2.comDavid Salafranca responds to the success of the joint actions carried out during the first two years of the agreement. The Monitoring Committee, after meeting in November 2025 to evaluate the impact of the campaigns, determined that it was advisable to maintain the contractual relationship given the continued shared interest in promoting the Canary Islands as a destination among British consumers. The alliance remains aligned with the Canary Islands Destination Strategic Plan, seeking not only passenger volume but also high-quality promotion linked to the archipelago's brand values.
Jet2's operational strength in the islands is a fundamental pillar for the sector's stability. The British airline and tour operator not only provides flight capacity from multiple UK airports, but its integrated business model also allows for much more aggressive and targeted direct marketing campaigns. The original agreement, which was set to expire in February 2026, will now have an extended term, enabling strategic planning for the winter and summer seasons—essential for competing with other Mediterranean destinations.
The terms of the addendum maintain the collaboration commitments established in 2024, underscoring the legal capacity and solvency of both entities to extend the agreement as provided for in the Law on the Legal Regime of the Public Sector. With this step, Turismo de Canarias ensures that the Canary Islands brand maintains a dominant presence in the sales channels of one of the world's leading travel distributors, guaranteeing the flow of British tourists to all the islands of the archipelago in a highly competitive global environment.
