The Department of Tourism of San Bartolomé de Tirajana remains silent about what will be one of the most powerful promotional measures for the destination in southern Gran Canaria for years. The measure, at no cost to the City Council, coincides with the destination's rejuvenation strategy, which in months like May is usually a low period in terms of demand. "At Ron Barceló, we strive each edition to innovate and improve the experience of our guests year after year. For the first time, we are taking Desalia to the Canarian paradise where we will make the most of all the possibilities that the island offers us," Tatiana told Maspalomas24H Areces, head of marketing at Ron Barceló. Ron Barceló's project is based on the arrival of 1.000 tourists for 5 days of 24-hour celebration, plane, food and accommodation, to which will be added the established tourist market and population of the rest of the islands.
Thus, the south of Gran Canaria will be the setting for Desalia 2024 in its 17th edition sponsored by Ron Barceló from May 22 to 26. In 2023, it broke all records compared to previous years in terms of digital content shared by the brand. An increase in participation of more than 58% has been registered through Ron Barceló's own social networks and its website compared to the 2022 edition, which took place in the Dominican Republic. On Twitter, Desalia was positioned as a Trending Topic on three occasions, highlighting the contest between community managers that Roni launched and in which more than 70 of the country's main brands participated. On Instagram, the publication of the spot was a record, reaching 1,6 million organic views in 24 hours.
Over the next few weeks, Desalia will reveal some of its most important aspects: the line-up of artists who will come to Playa del Inglés in May. In 2023 there were more than 1.000 people, five days of partying in a 4-star hotel, elite live artists, DJs at all hours and a venue that changes every day to surprise attendees. Through the social networks of the influencers who were able to enjoy the experience, among whom were Dulceida, Anabel Pantoja, Luc Loren and Paula Gonu, everything that happened at the celebration was broadcast. Likewise, another way to be part of Desalia was through 'La Ciudad Desalia', a format that the brand built in the Minecraft game. In it, users, in addition to being able to get passes for the event, were able to discover all its corners virtually, before and during. More than 155 minutes of live browsing through the virtual world of the event, which generated more than 75.000 views.
