In the warmest corner of the Atlantic, southern Gran Canaria has become a silent barometer of the tensions and changes in European tourism. Data from the Canary Islands Institute of Statistics (ISTAC) confirm that, in 2024, the archipelago maintains its magnetism, but with a map of preferences and behaviors that speaks to more than just sun and sand: to a Europe undergoing social, climatic, and economic transformation.
The Maspalomas Dunes continue to be the most visited tourist destination on the island, accounting for 48% of visitors in 2024 as a whole, reaching a peak of 52% in the third quarter. Puerto de Mogán follows, consolidating its position with an annual 40% increase and a strong summer surge, driven by German tourism and Nordic markets. The capital, Las Palmas, maintains a similar share (46%), but the south remains the economic heart: the Maspalomas–Meloneras–Mogán triangle accounts for more than 60% of total tourist spending.
German tourists maintain a stable and dominant pattern: 65% visit Maspalomas and almost half tour the capital. They are also the ones who venture further inland, with 29% attracted by the peaks or Roque Nublo. The search for nature, health, and well-being defines their stay. Gran Canaria is not just a destination; it's a sign. Its beaches and hotels paint a picture of Europe's social landscape: the aging of the German traveler, the search for post-pandemic well-being, the reconnection of Spanish tourists with their homeland, and the discreet arrival of Nordic green tourism.
In contrast, the British, who led the market a decade ago, are showing a symbolic decline: only 41% visit the Dunes and 39% go to Mogán. Their presence in the north and rural areas is marginal. The post-Brexit recovery has not translated into a full recovery of tourist flow, and the Scandinavian market is beginning to occupy part of their niche.
Spanish tourists, especially those from the peninsula, are the main drivers of diversification in 2024. 72% visit Las Palmas, but more than half travel south. They seek local experiences: gastronomy (more than 40%), hiking (20%), and short excursions, combining beach and inland experiences. The Nordic countries—Norway, Sweden, and Denmark—record a 3 percentage point increase in their interest in the south (from 26% to 29% in Maspalomas). This winter tourism has higher average spending and is motivated by environmental factors: whale watching, nature trails, and sustainable consumption.
2024 makes a paradox clear: European tourists seek authenticity without sacrificing comfort. Seventy percent of visitors prioritize the beach or hotel pool as their main activity, but 45% explore the island on their own, and 30% participate in organized or maritime excursions. Interest in local cuisine (up to 40%) and nature or sports experiences is growing. The astronomical observation segment, although a minority (3–4%), reflects a trend that the Canary Islands could turn into a strategic product: a scientific and dark-sky tourism destination with European potential.
