Turismo de Tenerife is stepping up efforts to attract higher-spending British and European visitors as part of its strategy to strengthen premium and specialist tourism on the island.

More than 30 international travel agents have taken part in a six-day familiarisation programme organised to showcase Tenerife's luxury accommodation, golf courses, gastronomy and other high-value tourism experiences.

British travel agents among those taking part

The programme ran from 22nd to 27th September and included travel professionals from the UK, France, Belgium, the Netherlands, Sweden, the Czech Republic and mainland Spain.

Rather than concentrating solely on Tenerife's traditional sun-and-beach market, the initiative focused on experiences capable of attracting visitors with higher spending power.

Participants visited a selection of hotels and tourism attractions and experienced activities connected with gastronomy, nature, culture and golf.

They also met Tenerife tourism businesses directly, giving local companies an opportunity to establish commercial relationships with agents who sell holidays in important European markets.

Focus on quality rather than simply visitor numbers

The initiative forms part of Tenerife's wider strategy to diversify its tourism offering and place greater emphasis on the economic value generated by visitors.

The UK remains particularly important to Tenerife, with British holidaymakers forming the island's largest international tourism market.

Premium accommodation, golf, gastronomy and experience-led holidays provide opportunities to increase visitor spending while promoting parts of Tenerife's tourism offering beyond its traditional resort product.

The familiarisation programme was organised through Turismo de Tenerife with participation from businesses across the island's tourism sector.