Southern Gran Canaria has understood that the future of its tourism is not just in offices or airports, but in the settings where emotions are forged. The latest example: its presence at the Travel Weekly Agents Achievement Awards, held in London, an event that brings together more than 750 leaders from the British and Irish tourism sector each year.
Far from institutional speeches or mass campaigns, the destination once again opted for a gesture as simple as it was effective: sponsoring the "Pick 'n Mix," a candy cart personalized with the image of Gran Canaria. At a gala where global tourism giants compete, this small, colorful symbol has become one of the most recognizable and beloved actions by British agents.
The effect is no coincidence. In the competitive UK market, where a large portion of hotel occupancy is determined during the Canary Islands winter, emotional affinity with travel agents is an increasingly valuable asset. The Pick 'n Mix achieves just that: a direct, playful, and memorable human connection, amidst an environment dominated by large marketing budgets.
Travel Weekly's editor-in-chief, Lucy Huxley, and television personality Ashley Banjo, the event's presenters, mentioned the Gran Canaria brand several times, increasing the destination's visibility during the gala. The island delegation, present at one of the main tables, shared the evening with award-nominated agencies, including Hays Travel, Seaside Travel, and La Vida Travel, the three big winners of the evening. For tourism promotion managers, the success of the format is twofold: sustained brand projection and a constant reputational return, thanks to social media and subsequent media coverage of the event. It's not just advertising; it's tourism diplomacy.
The strategy—based on consistency and knowledge of the British market—has made Gran Canaria a benchmark for relationship marketing within the sector. In a global context where destinations compete for attention and loyalty, the island has achieved the most difficult task: being remembered with a smile. Following the success of this edition, the Gran Canaria Island Council has confirmed its intention to maintain its sponsorship of "Pick 'n Mix" in future editions, thus consolidating a model of discreet, effective, and emotionally intelligent presence. In London, amidst prizes, lights, and candy, Gran Canaria once again demonstrated that hospitality can also be a tool of soft power.
