Tourism in southern Gran Canaria is at a crossroads. After achieving record revenue figures, albeit questionable because of certain underlying risks, the main investors in the sector in the south of the island, who were consulted, warn that excessive dependence on Germany and the United Kingdom is a risk the island can no longer ignore. And at the center of the debate is the name of Pablo Llinares, manager of the Gran Canaria Tourist Board, who is being asked to return to the visionary role he once demonstrated with the opening of the Russian market.
The criticism isn't a personal attack, but rather a wake-up call: Gran Canaria can't settle for the inertia of traditional markets. At a time of intense international competition, with Turkey, Egypt, and Greece launching aggressive bids, the island risks losing relevance if it doesn't diversify its tourism demand.
In the corridors of the tourism industry in southern Gran Canaria, people remember how Llinares was one of the first to invest, more than a decade ago, in connectivity with Moscow and St. Petersburg. That strategy placed the island on the radar of an emerging market that was then growing at double digits. The project was cut short by the Russian crisis in 2014 and the subsequent war in Ukraine, but the conclusion is clear: taking a risk then allowed Gran Canaria to diversify its client portfolio. In 2015, there was a change in the island's executive, and the strategy reportedly became more conservative due to the Arab Spring crisis, which positioned the island as a safe haven destination.
Today, 10 years later, however, hotel investors and tour operators criticize the Gran Canaria Tourist Board for having succumbed to the temptation of taking the easy route: reinforcing what's already established without exploring new horizons. "The British will never return to what they were; the Germans are stagnating, and we can't live off the statistical rebound," explains a businessman from the south of the island.
The message they convey is unequivocal: Gran Canaria needs a roadmap that looks to the next 10 years. Among the proposals investors are putting on the table are three strategic pillars: attracting Chinese tourists residing in the EU, with a high-spending and high-loyalty profile, and Canada and the Gulf market.
"Llinares has experience, capability, and credibility in the sector. What's missing is for him to once again assume the role of pioneer, to dare to lead a disruptive strategy," claims another investor with a presence in Maspalomas.
The Russian market was an experiment that was ultimately halted by external factors, but it made a difference: it showed that Gran Canaria could play at a high level in the international league. Now, business leaders and investors are asking Llinares to bring that vision of the future back out of the closet.
"The time for easy numbers is over. Now we need courage," concludes one industry veteran.
Chinese tourists residing in the EU
Chinese tourists will lead the average spending on their trip to Spain in 2025, reaching €3.150, according to a Visa report. Gran Canaria, with its luxury and natural offerings, could appeal to this traveler profile, especially those living in Europe seeking exclusive destinations.
Canadian Tourism
In 2024, 643.711 Canadian tourists visited Spain, spending a total of €1.250 billion, representing an average expenditure per tourist of €1.926 and an average stay of six nights. Gran Canaria can position itself as an attractive destination for this profile, offering unique and high-quality experiences.
Persian Gulf Markets
Spain has experienced a record year for tourism in the Gulf Cooperation Council (GCC) region, with growth in arrivals and a 64,7% increase in spending compared to 2022. Gran Canaria, with its luxury offering and exclusive services, can capitalize on this trend to attract tourists from this region.
