Yilenia Vega: “Maspalomas doesn't need to change who it is, but rather who it targets and how, focusing on experiences and sensations that connect with a new generation.”
Francisco Casillas: “In just a month and a half we have multiplied our impact on social media: we publish less, but we connect more, and that changes the type of traveler who is interested in Maspalomas”
The Tourism Department of the San Bartolomé de Tirajana City Council presented its commitment to modernizing the image of Maspalomas Costa Canaria during the Fitur 2026 International Tourism Fair at the IFEMA Madrid Exhibition Centre. The press conference took place at the stand of the Association of Tourist Municipalities of the Canary Islands and served to outline the destination's new positioning strategy.
During her address to the media, the Councillor for Tourism, Yilenia Vega, stressed that “Maspalomas does not need to change who it is, but rather change who it targets and how it does so,” highlighting that the goal is not to reinvent the destination, but to update its narrative to remain relevant in an increasingly competitive tourism context.
The strategy presented goes beyond a one-off campaign and proposes a brand repositioning based on emotional culture, local identity, a contemporary aesthetic, and a smart distribution of content. “We’ve gone from selling a destination to building a brand based on experiences, sensations, and emotional connection, especially among the 25-45 age group,” Vega explained.
In this context, the councilwoman presented the campaign to the media. “It could be worse”This creative initiative exemplifies this shift in focus, using irony to contrast the stress of daily urban life with the experiential lifestyle offered by Maspalomas Costa Canaria. The campaign reinforces the destination's presence on social media and in high-impact urban environments, aiming to generate recall, desire, and an emotional connection with a young, urban audience.
The first results of this new strategy are already reflected in the data. During the press conference, Francisco Casillas, director of Chos'tudio, revealed the social media metrics obtained in just a month and a half since the implementation of the new narrative. In this period, Maspalomas Costa Canaria has registered an increase of 396% in interactions, 165% more reach per post, 459% more reach on reels or with a 91% engagement in this format.
“We publish less, but we have a greater impact. When you change the narrative, the type of traveler who is interested in you changes,” Casillas pointed out, explaining that these results confirm that the brand's rejuvenation is already being reflected in users' digital behavior.
In terms of markets, Spain leads in terms of interest generated, followed by Italy and Germany, while Madrid is now in the Top 10 citiesconsolidating itself as a strategic market. This data shows that Maspalomas Costa Canaria is beginning to connect with a young, urban audience, aligned with new tourism consumption patterns.
With this commitment to modernizing its image and narrative, presented at the main international tourism showcase, Maspalomas Costa Canaria begins a new stage in its positioning, aligning communication, brand and economic development, and reinforcing its ability to remain a leading, attractive and competitive destination in the coming years.
The press conference, held during Fitur 2026 at IFEMA Madrid, was also attended by the mayor of San Bartolomé de Tirajana, Marco Aurelio Pérez, who supported the municipality's commitment to modernizing the Maspalomas Costa Canaria brand.
