Canary Islands Tourism Game Surpasses Four Million Visits

“Find the Seasouls” has once again made headlines, winning five awards at the Adrian Awards, a leading global tourism‑marketing competition. The game, created by the Canary Islands Tourism Board, offers a virtual tour of the archipelago and became a Roblox phenomenon last year, already tallying 4.3 million visits.

International Recognition and Awards

The initiative from the Canary Islands Ministry of Tourism and Employment earned accolades in five categories, securing Best‑in‑Category honors in two of them. The game, which lets players explore the islands while locating and protecting 160 magical species called Seasouls, received:

• Gold for Best Integrated Marketing Project in Virtual Reality, the Metaverse, and Gaming
• Silver for Best Innovation in Integrated Marketing
• Silver for Social and Environmental Purpose
• Bronze for Brand Campaign
• Bronze for Content Marketing

A Roblox Leader

The awards are complemented by massive popularity among younger audiences. In 2025, “Find the Seasouls” became the most‑visited Spanish experience ever on Roblox, reaching four million visits, three times more than the runner‑up (1.2 million). The game also logged 2.3 million unique users and a 95 % positive review rate, thanks to seasonal updates.

During the year‑end activation, the title ranked sixth globally in concurrent players, competing with franchises such as SpongeBob and Barbie. As the Tourism Ministry noted:

“It is a major milestone, given that Roblox hosts more than four million games.”

At the time of the press release, the game had 4.2 million visits and 185,000 users had marked it as a favorite, although simultaneous player numbers had dropped to under ten.

Entertainment as a Tourism Strategy

“Our tourism promotion calls for respect of natural parks, protected areas, and the islands’ biodiversity—not just as a sun‑and‑beach destination. At the same time we keep innovating through creative formats and new channels to connect with different audiences, inviting them to explore our islands virtually and appreciate their biodiversity,”
— Jéssica de León, Canary Islands Minister of Tourism and Employment

“This initiative shows that innovation in tourism marketing is not merely a technological issue; it is fundamentally strategic,”
— José Juan Lorenzo, Managing Director of Canary Islands Tourism, after receiving the awards. “With this game we continue to bet on entertainment to reach new publics, strengthening the destination’s international reputation and communicating a tourism model aligned with global sustainability values. The project also serves an important educational role about marine fauna and the archipelago’s nature.”

Lorenzo added that the five Adrian Awards, together with previous honors, “represent the greatest international endorsement a tourism‑marketing strategy can receive, because they reward not isolated ideas but projects with vision, impact, and results.”

The Adrian Awards are organized by the Hospitality Sales & Marketing Association International (HSMAI), which evaluates entries on creativity, strategic solidity, measurable results, and reputational impact. Approximately 200 industry experts—including advertising, PR, media, and digital professionals—serve on the jury.

Twelve International Awards in Total

The five Adrian accolades add to seven other global recognitions previously earned by Find the Seasouls:

• Best!N Travel – two silver awards for Brand Experience & Activation and Innovation for Good (by Dentsu)
• European Digital Mindset Awards – Best Marketing Campaign
• World Independent Advertising Awards (WINA) – silver in Interactive and Digital Content, bronze for Best Environmental World (competing against over 4,000 entries from five continents)
• International Children’s Communication Festival “El Chupete” – Best Advertising and Technological Creativity, beating brands such as Oreo, El Corte Inglés, Garbalin, Delito, and Scandinavian Airlines

“Find the Seasouls” – Carnival Edition

Since late 2024, the game has offered an immersive experience of the Canary archipelago, allowing users to digitally explore the islands while discovering 160 creatures inspired by local marine fauna. The project blends entertainment, learning, and environmental outreach, specifically targeting younger generations through innovative digital formats.

To maintain momentum on Roblox and meet the expectations of its demanding player community, the Canary Islands Tourism Board will release a new map in 2026.

Currently, players can enjoy the Carnival edition, projected to exceed 150,000 visits in ten days. This version introduces themed UGCS (customizable character items) and daily events where new Seasouls can be discovered.