The Canary Islands Government is investing €600,000 in a new agreement with TUI UK aimed at strengthening demand from Britain and other important European tourism markets.

The agreement between Promotur Turismo Canarias and TUI UK Limited was published today in the Official Canary Islands Gazette and will run initially for two years.

British market remains crucial

The initiative comes as tourism officials identify signs of greater caution among consumers in the UK and Germany, traditionally the Canary Islands' two most important foreign markets.

The concern is not that British tourists have stopped coming to the islands. In fact, the UK remains comfortably the largest source market.

Latest official figures show 576,338 British tourists visited the Canary Islands in July, representing 37% of all arrivals.

Overall tourism spending also remains strong, reaching €4.851 billion during the second quarter of 2026, an increase of 10.2% compared with the same period last year.

However, the agreement highlights economic uncertainty, tighter household finances and reduced disposable income available for holidays as potential threats to future demand.

Two-year campaign with TUI

Promotur will contribute €600,000 towards joint marketing campaigns with TUI, equivalent to €300,000 for each year of the initial agreement.

The campaigns will use digital advertising, social media, newsletters, customer databases and TUI's commercial platforms to promote Canary Islands holidays.

Although Britain and Germany are particularly important, activity will also target the Netherlands, Belgium, Nordic countries, Poland, the Czech Republic, Austria and Switzerland.

Campaigns will focus particularly on areas with direct air connections to the Canary Islands.

Focus on higher-value visitors

The strategy is not simply designed to increase visitor numbers.

It will also target travellers interested in sustainability, quality and differentiated premium experiences as the Canary Islands continue efforts to increase the economic value generated by tourism.

The agreement can be extended for a further two years if both parties agree and funding remains available.

The Canary Islands Government is investing €600,000 in a new agreement with TUI UK aimed at strengthening demand from Britain and other important European tourism markets.

The agreement between Promotur Turismo Canarias and TUI UK Limited was published today in the Official Canary Islands Gazette and will run initially for two years.

British market remains crucial

The initiative comes as tourism officials identify signs of greater caution among consumers in the UK and Germany, traditionally the Canary Islands' two most important foreign markets.

The concern is not that British tourists have stopped coming to the islands. In fact, the UK remains comfortably the largest source market.

Latest official figures show 576,338 British tourists visited the Canary Islands in July, representing 37% of all arrivals.

Overall tourism spending also remains strong, reaching €4.851 billion during the second quarter of 2026, an increase of 10.2% compared with the same period last year.

However, the agreement highlights economic uncertainty, tighter household finances and reduced disposable income available for holidays as potential threats to future demand.

Two-year campaign with TUI

Promotur will contribute €600,000 towards joint marketing campaigns with TUI, equivalent to €300,000 for each year of the initial agreement.

The campaigns will use digital advertising, social media, newsletters, customer databases and TUI's commercial platforms to promote Canary Islands holidays.

Although Britain and Germany are particularly important, activity will also target the Netherlands, Belgium, Nordic countries, Poland, the Czech Republic, Austria and Switzerland.

Campaigns will focus particularly on areas with direct air connections to the Canary Islands.

Focus on higher-value visitors

The strategy is not simply designed to increase visitor numbers.

It will also target travellers interested in sustainability, quality and differentiated premium experiences as the Canary Islands continue efforts to increase the economic value generated by tourism.

The agreement can be extended for a further two years if both parties agree and funding remains available.