Southern Gran Canaria is once again at the center of the debate over transparency in tourism marketing after it was revealed that the British platform HolidayGems was reprimanded by the UK's Advertising Standards Authority (ASA) for issuing misleading prices for package holidays. The British body determined that the website, owned by Travcorp Holdings, engaged in misleading advertising by advertising a package holiday with flight and hotel for €2.029 (£1.740,73), when the final cost was actually €2.073, after adding an additional charge of €39 and a transaction fee of €5,75.
The case, which stemmed from a complaint from a consumer who accessed the offer in December 2024, has raised concerns among industry professionals in destinations such as Mogán, Maspalomas, and Puerto Rico, where the British market represents a key pillar. In 2024 alone, more than 1,1 million tourists from the United Kingdom traveled to Gran Canaria, many of them to the south of the island.
HolidayGems argued that the omission of the "from" tag next to the advertised price was a "technical error" resulting from a restructuring of its website, which prevented it from being clear that the amount could change. The company argued that the system gave users the option to cancel if a price change occurred before confirming the booking. However, the ASA considered this explanation insufficient and emphasized that consumers have the right to rely on the final published price. "Contacting the customer after completing the booking process to demand an additional payment renders the price misleading," the regulator ruled, banning the ad from being reissued in its current form.
The resolution also emphasizes that, although prices may vary depending on third parties, advertisers are responsible for ensuring that the prices offered are genuine and accurately reflect the total cost of the advertised product. In mature destinations like southern Gran Canaria, where tourism represents nearly 35% of the island's GDP and generates more than 60.000 direct jobs, transparency in marketing is key to maintaining visitor confidence and the destination's reputation.
The area's tourism associations emphasize that the customer experience begins from the moment they search for their trip online, and that the price must be clear, fixed, and without surprises. Mogán City Council, for its part, is working to strengthen consumer protection mechanisms and collaboration with reliable tour operators, especially in anticipation of a busy summer season. With more than 900.000 tourists expected in the third quarter of 2025 in southern Gran Canaria alone, any incident that erodes the perception of quality or reliability of the destination could have a greater impact.
