Lanzarote has unveiled an ambitious new campaign aimed at transforming how both visitors and residents treat the island, promoting a model of ethical and sustainable tourism that protects its fragile environment while improving the quality of life for the local community.
Led by the island’s Cabildo and managed by SPEL-Turismo Lanzarote, in collaboration with a specialist sustainability consultancy, the initiative will focus on fostering greater awareness among tourists even before they arrive on the island.
“We don’t want just any tourist”
Speaking at the campaign launch, Oswaldo Betancort, President of the Lanzarote Cabildo, stressed that the goal is to attract tourists who truly appreciate and respect the island. “We are sending a very clear message: Lanzarote doesn’t want just any tourist, but rather those who love and enjoy the island, who respect its uniqueness and contribute to its preservation,” he said.
The project is designed to reach across the entire tourism value chain, not only targeting visitors but also involving local residents, businesses, and the wider community. “We are creating a globally unique model of ethical and responsible tourism,” Betancort added. “The aim is for visitors to understand, even before they land here, that they are entering a delicate and beautiful territory that needs to be protected.”
A bold shift in tourism strategy
Héctor Fernández, CEO of SPEL-Turismo Lanzarote, emphasised the innovative nature of the project, calling it one of the most important initiatives ever undertaken by Lanzarote’s tourism board. “This campaign isn’t just for tourists, it’s also aimed at our local population. The message will be integrated into our work with airlines and tour operators to reshape how tourism is viewed on the island,” he explained. “It’s a chance to change the entire paradigm of Lanzarote as a destination.”
The campaign will go beyond marketing, seeking to genuinely influence attitudes and behaviours through education and community engagement.
Collaboration across sectors
The plan is being developed by the innovation consultancy CARSA, with Director of Innovation Antonio Collado explaining that the approach will be participatory and inclusive. “We’re not just launching a campaign; we’re building a long-term strategy for responsible tourism that reflects the needs of the island and its people,” Collado said.
Working groups will be established with representatives from key sectors, including the Cabildo’s Biosphere Reserve, Environment, and Geopark departments, as well as the island’s Art, Culture, and Tourism Centres. The goal is to create meaningful dialogue between tourists and residents, ensuring that both fully understand the value and vulnerability of Lanzarote’s unique environment.
