The latest official barometer from the Gran Canaria Tourist Board, which Maspalomas24H has accessed, confirms what we see walking along the Meloneras promenade: the market is a demographic chessboard. While the British profile shows a slight female predominance (54,98%), the German profile remains in almost perfect balance. But the data that really has us rubbing our hands together in the south is age and income. Norway and Sweden continue to be the "crown jewels": they travel with medium-to-high incomes and mature profiles, which guarantees the spending in restaurants and shops that the local industry so greatly appreciates, from small boutiques to large distributors like Grisaleña, Ortidhal, Quiminor in industrial hygiene, Logística Marrero, Atlansea, and Intercop.
Gender balance in the south is a statistical reality with important nuances. While in the UK the market is clearly female (54,98% women versus 45,02% men), in markets like Germany and Italy parity is almost total, with 50,57% and 50,50% women respectively. Spain shows a slight male bias with 50,64% men. Regarding income structure, Norway stands out as the highest-value client for our luxury areas: it is the country with the highest concentration of high-income earners, while Italy leads the low-budget segment with 21%.
Despite the digital push, San Bartolomé de Tirajana remains tied to traditional models in its key source markets. 19% of Germans and 12% of Britons still book through tour operators, a figure that contrasts sharply with the 7% of the Spanish market. Spaniards, along with the French, lead in direct bookings and the use of online travel agencies (OTAs), forcing accommodation providers in Playa del Inglés to diversify their technological strategy to avoid losing profit margins to third-party commissions.
The data refutes any attempt to market the south as a purely cultural or sporting destination. The beach and relaxation are the top priority for 51% of French tourists, 50% of Italians, and 46% of Spaniards. British tourists, at 44%, also confirm that they come seeking the coast. Active or activity-based tourism takes a modest second place, with Spain (16%) and Germany (16%) showing the most interest in combining rest with activity—something vital for leisure businesses in San Agustín and Meloneras.
The business model in the south is validated by YouGov figures: the package or all-inclusive traveler is a dominant force, especially in the German (19%) and British (12%) markets, while in Spain it falls to 7%. Regarding category, 4- and 5-star hotels are the preferred option for markets with greater financial resources, but rental apartments or houses remain a strong alternative for the French and Spanish, reflecting the importance of non-hotel accommodation in the municipality.
The Gran Canaria Tourism Barometer has issued a serious warning to the service sector and its employers. The main obstacle to travel is no longer health risks, but the price of travel and accommodation. This factor is critical in high-volume markets like the UK and Spain. If operating costs in the south continue to rise and are passed on to the final price, we risk driving away middle-income segments, which are the ones that sustain the average annual occupancy rate in San Bartolomé de Tirajana.
