The data from the Gran Canaria Tourist Board is clear: the municipality of San Bartolomé de Tirajana is the epicenter of tourism in the Canary Islands. Maspalomas has consolidated its position as the undisputed financial hub of the sector in Gran Canaria, having channeled an estimated total expenditure of over €101 million from international visitors in 2024. This flow of capital, analyzed through card transactions, reveals a strong dependence on Northern European markets and a marked difference in the economic value of tourists depending on their country of origin.
Analysis of spending data reveals a division in market strategy: the UK dominates in terms of card volume, but Germany leads in total economic value. German tourists spent a total of €22.583.253,64, surpassing the British, who contributed €16.534.899,98.
However, the key difference lies in the average transaction value. While British tourists make transactions with a low average value (€32,20), German visitors spend a significantly higher average, reaching €51,53. This confirms that German tourists have greater purchasing power per transaction than the global average (€41,69), making them the main driver of profitability for high-end retail and hospitality businesses in Maspalomas.
The concentration of tourism wealth in San Bartolomé de Tirajana represents a significant strategic risk. The three main source markets—Germany, the United Kingdom, and the Netherlands—account for an estimated expenditure of €52.384.782,90. More than half of the capital that sustains the Canary Islands' main tourism hub depends on the economic stability and regulation of just three economies in northern Europe.
The lack of diversification makes the destination highly vulnerable to any economic shocks or regulatory changes in those countries. To guarantee Maspalomas' long-term economic resilience, the Cabildo's technical staff are promoting a strategy to increase the average spend of high-volume visitors and diversify revenue streams towards high-value markets, such as the 'Other' segment, which has the highest average spend of all (€62,98).
