Published on : Wednesday, June 8, 2016
The Canary Council of Tourism, Culture and Sports and the Association of Banana Producer Organisations of the Canary Islands (Asprocan) have joined hands for a promotional campaign to strengthen the Spanish market and pursuing the objectives of both organizations in the family segment.
With the slogan ‘The taste that brings you to the world’s best climate’, this co-branding action, planned and funded equally by the Government of the Canary Islands and ASPROCAN, will be carried out through large retail chains, retailers and social media. This joint initiative will strengthen the image of both the Canary Islands as a tourist destination and of one of its most characteristic products: Canary bananas, which share the local climate as one of the key differentiating factors.
The Councillor of Tourism, Culture and Sports of the Canary Government, María Teresa Lorenzo, explained that “the connection of tourism with the primary sector and Canary products is a commitment from this government to create synergies that can help extend the good performance of the tourism sector to other sectors of the Canary economy. In this case, the goal is to promote bananas, which are one of our staple products.”
In 2015, more than 393 million kilos of Canary bananas were sold, of which more than 347 million were intended for the mainland market. This year, however, the production is even greater, so exports already exceed last year’s figure by 16 million kilos, reaching 142 million kilos by the end of last month.
For his part, the President of Asprocan, Henry Sicilia, said that “this partnership, held for the first time, is a very significant step, as it will bring together the strengths of Turismo de Canarias and Plátano de Canarias to generate new opportunities and improve the competitiveness of key economic sectors of our region.” In this regard, he expressed confidence that it is only the first step on a long road of collaboration between two organizations with many common values and goals.
The 2016 marketing plan of the brand Islas Canarias has planned a total investment of 2,265,786 Euro for the mainland market, which includes the presence of the islands at the International Tourism Fair in Madrid and other specialised fairs in Spain,” said the Councillor.