Just days before the IFEMA trade fair center opens its doors for FITUR 2026, the Gran Canaria delegation arrives in Madrid having done its homework in Northern Europe. Following an intensive "technical seduction" campaign in Germany and a strategic presence at the Vakantiebeurs trade fair in Utrecht, the south of the island seeks to consolidate a paradigm shift at FITUR: replacing mass volume with qualitative profitability. This strategy is not accidental, but rather a direct response to the need to optimize the operating margin of hotel assets in Maspalomas and Playa del Inglés in the face of rising energy and supply costs.
The recent push into the German market has focused on the high-end B2B channel, collaborating with luxury tour operators such as Four Beyond and leading chains like Seaside Collection. The involvement of elite agencies, including Airtours Travel Boutique and Lux Voyage, underscores the interest in attracting a type of visitor whose spending at the destination far exceeds the average. These agents have been able to see firsthand that southern Gran Canaria no longer just offers sun, but a sophisticated wellness and gastronomic experience that includes everything from lunches in cave restaurants in Guayadeque to luxury retreats in the Agüimes area, elevating the value of the Maspalomas brand far beyond its iconic dunes.
At the same time, sustainability and diversification have become the cornerstones of marketing in the Benelux market. The island's presence at the Vakantiebeurs trade fair in Utrecht, which recently closed with over 71.000 visitors, reflects the resilience of the Dutch market and its affinity for active and nature tourism. For southern Gran Canaria, this market is vital due to its high customer loyalty and interest in activities such as stand-up paddleboarding (SUP) and cycling tourism, which helps to reduce the seasonality of demand and distribute tourist flows to areas with less population pressure—a topic that will be central to the FITUR Next panel discussions.
In the area of targeted communication, the partnership with Turespaña for the Spain Travel Trade newsletter in Germany has allowed for direct engagement with over 2.300 professional influencers. The focus on the LGBTI segment during the winter months, highlighting events such as Maspalomas Winter Pride and the Freedom Festival, reinforces Playa del Inglés's positioning as a bastion of safety, inclusivity, and repeat spending. This visibility is critical for maintaining Gran Canaria's competitiveness as a winter retreat in Europe, leveraging its mild climate and accommodation infrastructure, which, thanks to groups like Lopesan and Dunas, is constantly undergoing technical upgrades.
Against this backdrop, FITUR 2026 is presented to Maspalomas as the platform to finalize agreements that will capitalize on this prior work. The agenda in Madrid will be marked by technical presentations to tour operators such as Coral Travel and Ferien Touristik, seeking to ensure that air connectivity supports the growth of the premium product. In an increasingly volatile global market, southern Gran Canaria is relying on the expert knowledge of travel agents and niche specialization to solidify its economic leadership in the Atlantic, transforming each overnight stay into a high-value investment for the local economy.
