Switzerland, Lanzarote, Cabildo, Canary Islands, Belgium, Italy Alluring Blue Tourism to United Kingdom, France and Italy Travel Market

Saturday, November 9, 2024

Lanzarote has emerged as a top destination for Blue Tourism, a sustainable tourism segment focused on preserving marine ecosystems and promoting responsible water-based activities. During the Blue Islands Innovation Summit, organized by Lanzarote’s Cabildo and its tourism promotion office, insights were shared on how Blue Tourism can support a balanced strategy of economic growth and environmental conservation, benefiting both the local economy and marine resources.

Blue Tourism is defined as a form of active tourism centered on ocean, coast, and natural water conservation, offering travelers experiences that promote environmental awareness. From diving and snorkeling to shark diving and windsurfing, Blue Tourism activities are crafted to attract travelers who prioritize sustainability and respect for marine ecosystems. This type of tourism appeals to travelers who recognize the importance of preserving marine resources, aligning with the growing demand for eco-friendly tourism options.

According to recent data, two-thirds of active tourism in Lanzarote is classified as Blue Tourism. It represents a significant share of travel motivations in the Canary Islands, with 15% of travelers visiting Lanzarote specifically for Blue Tourism, slightly higher than the 13% average for the Canary Islands overall. Snorkeling and diving are the most popular activities in Lanzarote, thanks in part to attractions like the Museo Atlántico, Europe’s only underwater museum. Approximately 17% of visitors also come for water sports like surfing, windsurfing, and kitesurfing, while a smaller percentage seeks out jet skiing, paddle surfing, kayaking, and fishing tours.

In examining the primary source markets, Lanzarote has identified Ireland, the United Kingdom, and France as the most promising for expanding Blue Tourism. These markets not only exhibit a steady demand for marine experiences but also demonstrate favorable spending patterns and longer stays. Ireland, despite accounting for only 5% of Lanzarote’s Blue Tourism demand, shows the highest average daily spending with credit cards and the longest average stay of 7.1 days. Ireland’s demand is also steady throughout the year, making it a valuable market for Blue Tourism, which can be enjoyed year-round.

The United Kingdom, Lanzarote’s largest active tourism market, also leads in Blue Tourism demand, accounting for 30% of this segment. British tourists favor visiting during the winter, and they stay an average of 6.9 days, making them valuable contributors to Lanzarote’s tourism revenue. With a consistent interest in marine activities, the United Kingdom market offers an opportunity to capitalize on the winter season by promoting ocean-based activities.

France, with sustained demand throughout the year, is another key market for Lanzarote’s Blue Tourism. Representing 10% of Blue Tourism demand, French visitors rank third in terms of average length of stay at 6.1 days and contribute significantly to local spending. France’s strong interest in marine activities underscores its potential as a high-impact market, further positioning Lanzarote as an appealing Blue Tourism destination for French travelers.

Additionally, two other European markets—Switzerland and Belgium—show potential for Blue Tourism despite currently lower demand volumes. Swiss visitors have the second-highest average spending, while Belgian tourists rank fourth. Combining Blue Tourism with other attractive experiences for these markets could increase their engagement with Lanzarote, potentially leading to longer stays and higher spending.

The Italian market, although not as high in spending, presents a unique opportunity due to its long average stay of 5.6 days and year-round interest. By promoting Blue Tourism to Italian travelers, Lanzarote can encourage longer visits and increased spending, helping to further diversify the island’s tourism base.

As Blue Tourism gains traction, Lanzarote is positioned as a leader in this sustainable tourism niche. The Canary Islands are already seen as reference points for responsible marine tourism, and Lanzarote’s wide range of ocean-based activities supports its reputation as a prime destination for eco-conscious travelers. From diving in pristine waters to experiencing the unique Museo Atlántico, Lanzarote offers various activities designed to minimize environmental impact while providing enriching experiences for visitors.

The island’s Blue Tourism offerings contribute significantly to local economic development while promoting marine conservation. By appealing to tourists who are interested in protecting oceans and coastal areas, Lanzarote is tapping into a growing segment of travelers who prioritize sustainability. This approach not only fosters environmental stewardship but also enhances the well-being of local communities, creating a balanced tourism strategy.

Looking ahead, Lanzarote’s tourism authorities aim to strengthen the island’s Blue Tourism appeal by aligning promotional efforts with the preferences and travel cycles of key source markets. By understanding the spending behaviors and seasonal trends of travelers from Ireland, the UK, France, and other markets, Lanzarote can tailor its offerings to attract longer-staying, high-impact visitors. In doing so, the island seeks to reinforce its position as a model for sustainable tourism in the Canary Islands, encouraging responsible travel that benefits both the environment and the local economy.

As interest in eco-friendly travel grows, Blue Tourism is expected to play an increasingly central role in Lanzarote’s tourism strategy. By focusing on high-value, low-impact tourism, Lanzarote can attract a new generation of travelers who are committed to preserving the natural beauty of their destination. With strategic investments in marine conservation and sustainable tourism infrastructure, Lanzarote is setting an example for other island destinations in balancing tourism growth with environmental responsibility.

Share On:

Tags: Belgium, Blue Tourism, Cabildo, canary islands, Eco-tourism, france, Italy, lanzarote, marine conservation, sustainable tourism, Switzerland, United Kingdom