Promotur Turismo Canarias and the British tour operator TUI UK Limited have formalized a strategic collaboration agreement aimed at carrying out joint co-branding and advertising promotion campaigns in the international market, which will strengthen the arrival of tourism to the south of Gran Canaria.
The agreement, signed by the managing director of the public entity dependent on the Ministry of Tourism and Employment and the top representatives of the British company, contemplates an initial two-year validity that covers the period between the years 2026 and 2028, with the possibility of extension for another two additional years until the established regulatory limit is exhausted.
The direct financial impact of this institutional alliance amounts to a total economic contribution of 600.000 euros funded by Promotur, channeled through regional budget items and financing mechanisms linked to budgetary stability and available community funds.
This injection of resources aims to mitigate the current weakness detected in the archipelago's main source markets, with special attention to the German and British economies, where socio-economic uncertainty and the continental political situation are leading consumers to adopt budgetary prudence and cut back on spending available for family holiday trips.
To counteract this decline in tourism spending, the strategic plan deploys a range of commercial actions targeting both the end consumer and the tourism industry in key markets such as the United Kingdom, Germany, the Netherlands, Belgium, the Nordic countries, Poland, the Czech Republic, Austria, and Switzerland. The commercial strategy is directly aligned with the communication and air connectivity priorities defined in the Canary Islands Destination Strategic Plan 2025-2027, prioritizing those demand segments that exhibit higher added value, a focus on sustainability, and a greater predisposition towards premium tourism experiences.
The campaign's operational deployment combines the British tour operator's own digital channels, including specialized platforms, social media, regular newsletters, and segmented customer databases, with external advertising media and B2B direct marketing initiatives. The implementation of advertising placements is geographically focused on European cities and regions with operational air routes and direct connections to the island airports, thus ensuring a return on investment through the creation of specific destination portals and the analytical measurement of conversion traffic generated.
On a strictly operational level, the agreement establishes a Joint Monitoring Committee composed of equal numbers of representatives from both organizations. This body is responsible for technical oversight, interpreting contractual clauses, periodically evaluating impact indicators, and authorizing any necessary budgetary or methodological adjustments to optimize the effectiveness of promotional campaigns. Furthermore, the agreement's regulatory framework strictly safeguards compliance with competition law, the protection of intellectual and industrial property rights related to corporate trademarks, and European data protection regulations throughout the entire implementation cycle of the tourism alliance.
