The victory of Nordic drivers Kalle Rovanperä and his co-driver Jonne Halttunen in the 2025 Rally Islas Canarias has once again put the south of the island in the spotlight, highlighting the region's appeal to Nordic tourists. The presence of these travelers has been key to the growth of the area's tourism industry, and prestigious events like this rally strengthen the connection with the Nordic market.
Nordic tourism (mainly from countries such as Sweden, Norway, Denmark, and Finland) represents one of the most important segments for southern Gran Canaria, especially in the municipalities of Maspalomas, Playa del Inglés, and Mogán. According to the latest data, more than 1,2 million Nordic tourists visit the Canary Islands annually, with a strong focus on the southern areas of Gran Canaria.
Regarding the profile of Nordic tourists, they are known for being high-spending travelers, with an average stay of 9 to 11 days. The average daily expenditure per person is between €110 and €150, with higher spending on leisure activities, sports, and quality restaurants. These tourists prefer four- and five-star accommodations, which benefits the high-end hotel sector.
Furthermore, spending on adventure activities and motor sports, such as those related to rallying, is significant. This suggests that events like the Canary Islands Rally are an excellent strategy for capturing the attention of this type of tourist, who are not only looking for relaxation but also for high-impact, emotional experiences, such as those offered by rallying.
This tourist segment is valuable not only for direct spending but also for their loyalty and frequency of visits to the island. Promotional campaigns targeting this market will continue to be key to the continued growth of tourism in southern Gran Canaria.
