Jet2holidays has become one of the main players in British tourism in the south of Gran Canaria. The company's growth has been a 30% increase in business in the south of Gran Canaria since 2019, according to data from the operator. Occupancy at TUI's partner hotels in Gran Canaria remains high, close to 89%, and with average daily rates of 87 euros. These results were part of a comprehensive strategy by TUI to improve the experience, according to its 2023 annual report.
Both TUI and Jet2 are very jealous when it comes to giving away their market share. The Councillor for Tourism of the Cabildo de Gran Canaria, Carlos Álamo, said at the World Travel Market in London that 2023 closed with 947.449 British tourists, a record high since the appearance of statistical records. At stake are 791.616 clients from the United Kingdom who have arrived on the island so far in 2024, 15% more than in the same period from January to November 2023, that is, 2024 would close with over one million British visitors. Of these tourists, 30% are doing so for the first time.
TUI and Jet2 are in constant competition to attract British tourists to the south of Gran Canaria, a key destination for both operators due to its popularity with UK travellers. The warm climate and the leisure offer have made Gran Canaria an attractive winter resort for Britons, and both TUI and Jet2 are working to offer complete holiday packages that include flights, accommodation and excursions, each seeking to differentiate itself in order to retain customers.
TUI and Jet2 are the main British operators in the tourism sector in the south of Gran Canaria, both with a significant share of annual visitor numbers. From 2015 to 2023, Jet2 has grown rapidly in this market, competing directly with TUI to be the main choice for British tourists in Maspalomas. During this period, visitor numbers have shown variations due to factors such as the COVID-19 pandemic, but both operators managed to attract a large number of travellers to Gran Canaria as demand recovered.
Jet2, in particular, has overtaken TUI in recent years, increasing its flight capacity and the number of direct routes from the UK to Gran Canaria. Meanwhile, TUI has maintained a strong customer base thanks to its comprehensive package holidays and accommodation offers in various areas of the island. These operators not only promote tourism in Gran Canaria, but also collaborate with the regional government to encourage sustainable practices in the sector, seeking to attract tourists interested in eco-friendly options and local cultural experiences.
British tourism in the south of Gran Canaria is a key market for both TUI and Jet2, which are competing to attract and retain visitors from the United Kingdom, a majority group in the Canary Islands. According to estimates, TUI has maintained a significant presence in this market by offering packages and activities for British tourists, supported by an extensive network of resorts and a focus on local and luxury experiences.
Jet2 has stepped up its investment on the island with increased flight frequency and an expansion of its hotel offering, especially in popular areas such as Maspalomas and Playa del Inglés. Meanwhile, TUI, leveraging its large network of operators and partnerships with local hotels, emphasises sustainability and personalised experience. This rivalry between TUI and Jet2 not only benefits the tourism sector in the south of Gran Canaria in terms of revenue, but also forces both operators to innovate and offer more varied options.
