Gran Canaria Tourism technicians and specialists offer professionals in the sector an analysis of the situation and current events of the British market
With this action, the Tourism Department of the Cabildo de Gran Canaria finalizes its participation in the World Travel Market in London, which will take place between November 6 and 8
The United Kingdom market currently leads the number of visitors to Gran Canaria, after the summer and specialists predict a good winter
The UK economy is going through a period of uncertainty. Affected by inflation and the increase in the cost of living, it has fallen to the penultimate position in the G20 ranking. Meanwhile, the Bank of England is committed to raising its interest rates with the present risk of pushing its citizens into a period of recession. However, regardless of the dark clouds that cover the British economy, the United Kingdom tourism market has just signed one of the highest turnover and expansion years in recent times, the one that has grown the most after COVID, and has been as the main client of Gran Canaria after the summer. Furthermore, the prospects are even better for 2024.
How is this possible? The answer lies in the “vital” need of the British to enjoy their annual week of Sun and Beach, a period of escape and good weather that the English customer is not willing to give up under any circumstances. “Despite all the adversities, the British continue to consider sun and beach holidays as essential, as an essential break and almost as a physical necessity and are willing to save on everyday expenses or anything else. Whatever it may be, but vacations are not questioned nor is the fact that they remain committed to a quality offer, even if they have to pay more. Of course, they are increasingly demanding a more sustainable offer,” explained Katerina Bomshtein, promoter of Gran Canaria Tourism in the United Kingdom and Ireland, during the presentation made by the technicians of the Tourism Department of the Cabildo to the professionals of the sector.
The managing director of Tourism of Gran Canaria, Pablo Llinares, presented a technical conference, in which the main developments and priorities of an essential market for the sector were addressed for the winter season and with which the Ministry's team prepares the landing of Gran Canaria Tourism at the World Travel Market fair, which will take place between November 6 and 8. This proposal is part of the initiative developed by Turismo de Gran Canaria and which offers professionals a detailed analysis of the different markets before the celebration of its international fair. “Connectivity and reservation data have improved and predict a good winter,” said Llinares.
The Gran Canaria Tourism event took place this Tuesday, November 18, in the Bandama Room of the Gran Canaria Fair Institution, Infecar, with the presence of about 50 tourism professionals and businessmen. In it, the aforementioned promoter, together with Juana Rosa Alemán, technician responsible for Gran Canaria Tourism for this market, carried out an analysis of the current keys of the British market, with its corresponding opportunities, with issues presumably overcome such as Brexit or Covid restrictions; and with a worrying economic reality due to the financial situation and a possible containment of tourist spending as has happened in other markets.
However, the tourist reality presents historic numbers. 614.136 British passengers landed at Gran Canaria airport between January and August 2023, which implies an increase of 22,67% in the year-on-year comparison and is close to the total number of British customers in the financial year 2022, which was 792.588 tourists, +2,7% over 2019, which represents 24% of the total number of foreign tourists on the Island. Meanwhile, Gran Canaria recorded the presence of 414.251 clients in the last winter season, with an increase of + 46% year-on-year and it is estimated that in November the entry records of 2022 will have already been exceeded. Finally, the average spending of the British customer in Gran Canaria has risen to an average of 1.348,9 euros. 43% of Brits surveyed say they are willing to spend more money on their next holiday.
This performance places Gran Canaria and the Canary Islands, in general, as one of the preferred destinations of the British, also considering that they have not yet recovered the total volume of travelers before Covid. “It seems like everyone is here,” joked the representative of Gran Canaria in the United Kingdom, before revealing that in 2022 there were 24% fewer departures. However, approximately 50% chose Spain and the Canary Islands, along with the Balearic Islands, have recovered and improved their numbers before other preferred destinations in the United Kingdom. Spending has grown per stay, by 14%, and per day, by 11%.
Other data offered indicates that 42% of British adults travel at least once a year, while 21% do so up to twice to foreign destinations. The days of stay decrease, yes, between the category of 8 to 14 days and those from 4 to 7 increase, which has shortened their vacations.
Another notable fact, according to Gran Canaria Tourism experts, is the growing value of the issue of sustainability when choosing a destination, to the point that 58% consider this element crucial. 75% of those surveyed say that the direct responsibility for addressing Climate Change falls on tourism companies, while 28% admit to being willing to spend more for more sustainable vacations. In this sense, fuel consumption is of concern and long-term trips that do not include the Canary Islands are 'punished' for this reason. In this sense, it is estimated that travel could represent 41% of total C02 emissions in the year 2050. It is also a client who plans, opts for four and five star hotels and books well in advance, with preference for the all-inclusive package, and which usually blocks the same months in advance and pays later in installments. The house's professionals also highlighted the resurgence of travel agencies in recent years.
The technicians indicated a notable change among the main tour operators, with Jet2holidays currently leading the customer ranking. The top five tour operators show a significant increase in customer volume. Finally, they highlighted the high customer satisfaction with the destination and the Gran Canaria brand since 97% admitted to being satisfied with the trip, at the level of expectations or better than expected.
