Canarias Aims to Attract Tourists from the USA and Canada
Canarias is keen to position itself in the USA market to attract tourists to the islands. However, I believe the strategy should focus on drawing Canadian tourists who are looking for alternatives this year.
The Appeal of North American Tourism
Let’s get to the point. Is North American tourism an interesting prospect for Canarias? Many islands believe so. Not too long ago, Gran Canaria had up to 20% of its accommodation occupied by American tourists, including the famous astronauts from the Gemini, Mercury, and Apollo programmes. However, the diversion of Pan Am and KLM flights to Los Rodeos Airport, along with an accident that became (to date) the worst tragedy in aviation history, brought an end to that burgeoning tourist flow from the East Coast of the USA to Gran Canaria.
Nevertheless, in recent years there has been an effort to attract visitors from the USA, leading to promotional actions and the establishment of direct flights. This could be a wise move to diversify and ensure alternatives against potential crises from other source markets. But I believe the strategy needs reconsideration.
Canada as a Valuable Market
In reality, there is a significant market adjacent to the USA that could enhance the offering. Canada is now seeking an alternative to Florida (and everything related to Trump). I doubt I’m mistaken if I suggest that an alternative destination linked to Europe, promising safety, a near-tropical climate, warm winter or spring weather, and first-class infrastructure—along with health and public safety—would be appealing. This is a region striving to diversify its economy while enforcing sustainability policies and conserving a vast natural heritage.
For Canadians, the situation is rather chaotic, and their traditional destination has shifted to the ‘loser’ side. However, from autumn onwards, they will need a place that isn’t associated with ‘awful weather’, where they can nostalgically reminisce about maple syrup and exchange ice hockey, curling, and snow for the three S’s: sun, sand, and sea (and, while we’re at it, indulge in romance without a heater beside them). The opportunity lies in that country.
A Missed Opportunity?
I find it surprising that our islands’ tourism officials are not reviewing the rapid geopolitical changes that have occurred recently in North America. A region currently losing tourists from its main markets (Canada and Europe) due to the policies and rhetoric of the Trump administration, which have negatively impacted perceptions of the country as a welcoming destination.
If this trend has been underway for months, what are the analysts and strategists, who are funded by the administrations, waiting for to pivot their plans and focus on attracting a market that urgently seeks a new destination? It doesn’t take a stroll down central Montreal or Rue Ste-Catherine to understand that Canadians are reluctant to return to Florida and find themselves surrounded by Trump supporters who treat the neighbouring country as a buffet…
The majority of the Canadian population resides in the eastern region, with a distance of approximately 5,400 km from Quebec or Montreal to Gran Canaria (Oslo is 4,100 km from Gran Canaria). Additionally, their culture is closely linked to European traditions.
