Tenerife at tourism fair Fitur in Madrid, a recurring event to showcase the island’s attractions.
Tenerife’s participation in the annual tourism fair, Fitur, held in Madrid, is a key event where the government promotes the island in all its facets. This year, the delegation has already signed an agreement that establishes Tenerife as the ‘Official Tourist Destination of the Spanish Basketball Federation’—a promising start.
Strategy
Tenerife confirmed excellent prospects for 2025 on the Spanish market during the first day of Fitur, which began on January 22 and runs until Sunday in Madrid. This applies to both the current winter season (2024-2025) and the summer of 2025, with an estimated total offering of nearly three million airline seats (2,966,214). The fair kicked off with a presentation where Tenerife gathered the main national tour operators and representatives of the island to outline the major points of its tourism strategy.
Significant Growth
For the current winter season (November 2024 to March 2025), the number of incoming passengers is projected to be 1,184,746—a 9.6% increase compared to the previous winter season. For the summer of 2025, the number of available seats is estimated at 1,781,468, reflecting a 9.4% growth compared to 2024. The cities of origin with the highest growth in the winter include Madrid, Seville, Málaga, Santiago de Compostela, Alicante, and Granada. For summer 2025, standouts include Seville, Barcelona, Alicante, Bilbao, Palma de Mallorca, Valencia, Málaga, and Valladolid.
Search Trends
In addition to positive expectations for regular air traffic, holiday searches and bookings to Tenerife for 2025 are also showing promising trends. As of the beginning of the year, bookings for 2025 are already 13% higher than in the same period last year. Tenerife is the second-most-booked Spanish destination, following Madrid. Regarding search queries for 2025 travel, Tenerife ranks as the third Spanish destination after Madrid and Barcelona, with a 4.1% increase in searches so far.
A Responsible Leader
The Vice President of the Cabildo and Tourism Minister, Lope Afonso, stated, “The strong expectations for the national market that we’ve observed during the first day of the fair reaffirm Tenerife’s leadership position. It is a responsible leadership, focused on sustainability, territorial care, and complementary tourism offerings. We aim to enhance connectivity, increase profitability, and work alongside the private sector through shared governance to transform public tourist spaces.”
Afonso added, “The goal for 2025 is for Tenerife to remain the top destination for Spanish tourists who want to spend their holidays in the Canary Islands. We are strengthening connectivity while promoting a holistic vision of a destination firmly rooted in traditional values but ambitious in its pursuit of sustainable and responsible management. By focusing on quality over quantity, we aim to reposition the island for new market segments seeking unique experiences and valuing the distinctive identity of our island. This approach helps diversify the wealth generated by tourism, supports rural and primary sectors, and aligns us with the goal of regenerative tourism.”
Strengthening the National Audience
The Managing Director of Tenerife Tourism, Dimple Melwani, highlighted that “this first day has been very productive in reaffirming Tenerife’s strong commitment to the Spanish market, which is currently the main destination for mainland Spanish tourists, holding a 47.6% share in 2024.”
Melwani emphasized that Spanish tourists are loyal to Tenerife, demonstrating high levels of satisfaction and increasingly aligning with the island’s unique and varied tourism offerings. These include abundant experiences such as landscapes, culture, traditions, gastronomy, and outdoor and sporting activities. “Tourists are drawn to the island thanks to excellent connectivity, which is further enhanced by five new routes from Binter, increasing Tenerife’s appeal as a tourist destination.”
Collaboration with the Spanish Basketball Federation
The Spanish Basketball Federation (FEB) and Tenerife Tourism presented their new partnership at Fitur, designating Tenerife as the ‘Official Tourist Destination of the Spanish Basketball Federation.’
FEB legend Fernando Romay noted, “Tenerife is a historic basketball hub with a deep passion for our sport, as well as a globally respected tourist destination. Combining basketball and tourism is a guaranteed success.”
The national basketball teams have a busy 2025 calendar with challenges like the Men’s EuroBasket in Latvia, Cyprus, Finland, and Poland, and the Women’s Championship in the Czech Republic, Germany, Greece, and Italy. Additionally, youth tournaments, culminating in the U18 Women’s European Championship on La Palma, will prominently feature Tenerife Tourism.
Diario de Tenerife © Photography
Tenerife at tourism fair Fitur ©
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