The spending strategy of Promotur, the Canary Islands Government's public tourism promotion agency, has escalated with the revelation of additional contracts that concentrate investment in the elite sports/mass music combination. Adding these new contracts, the direct injection of capital into events with a specific name or location on the island amounts to more than €2,1 million, reinforcing the international visibility of the South and the capital.
The music and mega-festival sector is receiving a substantial boost, demonstrating a commitment to attracting visitors with high spending power for leisure activities. Granca Live Fest, awarded to Gran Canaria Live Fest AIE, is receiving €250.000 in sponsorship, solidifying its position as a key strategic event. The Marc Anthony concert, organized through Gestión de Eventos y Viajes, SL, has received €150.000 in support.
Meanwhile, the 33rd Canarias Jazz & Más International Festival, an event held on several islands but with a strong presence in Gran Canaria, receives €150.000 in sponsorship from Colorado Producciones, SL. In addition, cultural and leisure events such as the LPA Beer & Music Festival and the Maspalomas International Trumpet Festival receive €100.000 and €31.430,03 respectively, confirming the diversification of the product and the commitment to experiential tourism.
In the sports sector, investment is focused on high-profile competitions that capitalize on the climate and facilities of the island's south and east. The Gran Canaria Windsurf World Cup, awarded to Dunkemberg, receives €75.000, a key sponsorship for promoting Pozo Izquierdo and active tourism.
Elite tennis, vital to this segment, benefits from two editions of the ITF World Tennis Tour W100 Gran Canaria, supported with 75.000 euros each by Club Deportivo Conde Jackson, while beach tennis, with the Sand Series Classic ITF Beachtennis Gran Canaria, receives 45.676,50 euros, reinforcing the commitment to high-visibility beach sports.
Trail running and other endurance events also attract strategic attention. The Transgrancanaria, Transgrancanaria BIKE, and LPA TRAIL receive €150.000, €57.151,05, and €13.602,67, respectively, all awarded to Arista Eventos, SLU. The X Gran Canaria Bestial Race, with a sponsorship of €67.812,50, is also sponsored by Bestial Events, SL, while the Challenge Mogán Gran Canaria, with €53.210,80, is supported by Ocean Wave Sports Marketing SLU.
Other competitions such as the 48th Rally Islas Canarias, with 150.000 euros, are managed by the Todo Sport Sports Club, and the Gran Canaria Orienteering Meeting (GCOM) receives 21.603,21 euros from Limonium Canarias, SL. Finally, the Aguas de Teror Trail-Desafíos de los Picos, with 55.900 euros, is sponsored by the CFS Los Álamos-El Pino Sports Club.
LGBT-focused tourism and cultural events are also attracting investment. Maspalomas Pride by Freedom 2024, awarded to Freedom LGBT Association, receives €150.000, while Maspalomas Vive Fest – Semana Santa 24, managed by Nexus Point Global SL, has €125.625. The Gastro Navidad Market Fest is supported with €100.000 through Promoción y Desarrollo de Eventos y Fiestas Canarias, SL, while the LPGC International Tourist Interest Carnival and the 23rd LPGC International Film Festival, both by Promoción LPA, each receive €100.000. The Santa Catalina Classics Gala Concert-Festival, by Barceló Arrendamientos Hoteleros, SL, is financed with €147.660, and the Gran Canaria Sara Baras – Vuela Tour, awarded to Alisio de Macaronesia SLU, receives €75.000.
The investment in supplies and specific logistics for offices in Gran Canaria, with a focus on back-office equipment, amounts to 26.077,51 euros, including the supply and installation of roller blinds by Ferrocasa Interiorismo, SL (4.560,88 euros), computer equipment and materials from Laberit Canarias, SL (16.048,93 euros) and office kitchen furniture by Víctor Hugo for Design 7 Palmas, SL (5.467,70 euros).
With a total of €2.122.992,76 allocated to Gran Canaria, including event sponsorships and logistics, Promotur is reinforcing the island's position as a hub for both elite and mass events, ensuring high international visibility. This targeted sponsorship strategy allows the island to reap a direct return in terms of brand awareness and economic activity, even though its overall marketing infrastructure relies on major contracts such as Contrapunto Barcelona (€25,6 million) and Ibermática (€10,9 million). The strategy focuses on reducing seasonality, attracting niche tourism, and generating high per capita spending.
