The Department of Tourism and Employment of the Government of the Canary Islands, through the public company Turismo de Islas Canarias, has promoted the destination in Sweden to attract visitors who spend more on the islands and who stand out "for their loyalty to the archipelago." Three out of four Swedish tourists who come to the Canary Islands do so in Gran Canaria, a territory that began from the very beginning south of Gran Canaria in 1958. 84,3% are repeat visitors.
Promotur maintains that "most of the visitors who come to this event have a high purchasing power that allows them to travel and enjoy activities at their destination, taking advantage of their free time to enjoy the sun and the beach." The official note ignores dozens of tourism indicators related to Gran Canaria, a destination that found its salvation in Nordic tourism when it was being pursued from other islands to take business from British, mainland or Russian tourism, of which Gran Canaria was a pioneer until it was taken over by its permanent solidarity in sharing markets.
And why do they want the Swedish market now? Because 33,5% have an annual net household income of 75.000 euros or more, compared to 27,7% of the total. This translates into a greater investment in their holidays, since travellers from Sweden spend 1.556 euros on their trip, 170 euros more than the average. That is to say, with the same average stay as the rest, they spend more on the total trip because the daily expenditure is higher, since in the case of travellers from Sweden it amounts to 186,6 euros, compared to 167,8 for the total tourists.
