The Cabildo of Lanzarote, through the Economic Promotion area and SPEL-Turismo Lanzarote, will intensify its strategy to engage the North American market this September. This will involve a high-level agenda in Boston (USA), Toronto (Canada), and San Antonio (Texas). These initiatives are part of an international plan presented in March at the Secrets hotel in Puerto Calero, developed in collaboration with the local business sector. The goal is to diversify markets, create new business opportunities, and position the island as a sustainable and high-quality tourist destination.

Strategic Partnerships

The strategy for this business and institutional mission in Texas includes joint promotion events with Iberia and Turespaña, along with participation in international sustainability forums. It is backed by the Centres for Art, Culture, and Tourism (CACT), Proexca (Government of the Canary Islands), and the Chamber of Commerce of Lanzarote and La Graciosa. Additionally, it has the support of Texan institutions such as the City of San Antonio, the Alamo, the USA-Canarias Society Foundation, the Hispanic Chamber of Commerce, and the Canary Islands Descendants Association, among other strategic allies.

Shared Future

Oswaldo Betancort, the President of the Cabildo of Lanzarote, stated in a press release this Friday that “Lanzarote has a shared history with North America, but also a common future. With these missions, we aim to forge new pathways for our businesses and strengthen the island’s positioning as a competitive, sustainable, and global destination.”

A Comprehensive Strategy

Meanwhile, Héctor Fernández, the CEO of SPEL-Turismo Lanzarote, emphasised that “these actions are part of a global strategy that connects tourism, culture, and commerce, designed in coordination with the business sector. They are not isolated initiatives, but rather an international roadmap aimed at broadening horizons and attracting high-value visitors from the United States and Canada.”