The Gran Canaria Tourist Board released a study on Monday, December 2nd, regarding the spending power of visitors to the island. The study acknowledges that the destination's reputation is largely determined online, particularly through specialized platforms targeting British and German markets, key drivers of tourist arrivals. The battle for high-value tourists in Maspalomas is not won in travel agencies, but rather in the digital realm. Data from the third quarter (Q3) of 2025 confirms that brand perception and the availability of online information are now the most critical factors influencing the flow of tourism capital to southern Gran Canaria.
Online and social media, which are unaffected by unethical practices, have become the dominant source of information, reaching 32,4% of all tourists visiting the island. This channel not only surpasses previous visits (24,2%) and personal recommendations (17,4%), but its influence has also grown by 13,3% compared to the previous year. This indicates that digital reputation and online brand management are the primary drivers of investment among visitors.
Managing online reputation and promoting safety and peace of mind on digital platforms, based on their audience and added value, are now as essential as renewing physical infrastructure, since spending decisions are made digitally months before tourists set foot on the island.
Tourists who choose southern Gran Canaria plan their spending well in advance, a pattern that benefits operators who secure bookings well ahead of schedule: 53,7% of tourists booked three months or more in advance. This most meticulously planned segment is likely to spend the most and is the most likely to use the internet to research value for money. Despite the emphasis on premium spending, price remains a crucial factor, ranking 7th among the aspects that matter "a lot" (40% of tourists). This underscores that tourists in Maspalomas are not price-insensitive, but rather seek the best balance between cost and the high-value factors they prioritize: Climate (67,2%) and Safety (57,7%).
The purpose of travel remains unchanged: Rest (50,6%) dominates, which, combined with the high value placed on Tranquility (50,8%) and Safety, suggests a tourist profile seeking stability and well-being. Less relevant factors, such as nightlife and historical heritage, confirm that spending decisions are geared towards luxury relaxation experiences and wellness services. The debate on a tourist tax finds support in the market. A significant 51,9% of visitors state they would pay it. Interestingly, the main motivation (13,5%) is to "Improve and protect the environment," reflecting an ecological awareness aligned with European ESG trends.
