Canary Islands Tourism Targets High‑Spending British Travelers

British tourists account for 35 % of tourism revenue, generating almost €8 billion thanks to a per‑trip spend far above that of other source markets.

Canary Islands tourism is focusing on attracting British visitors who bring higher added value and greater spending capacity. This is the goal set by the Canary Islands Government’s Department of Tourism and Employment at the World Travel Market (WTM), where Minister Jéssica de León officially opened the Canary Islands stand.

“The traveler from the United Kingdom is, without doubt, one of our great strategic allies. We want to keep their loyalty while also attracting segments that bet on excellence, sustainability and authenticity, allowing us to increase profitability without compromising our competitiveness,” said Minister éssica de León during her remarks at the London fair, in front of the media and a Canary delegation of 250 people from 150 companies and public bodies.

With more than six million British tourists a year, this market represents 35 % of arrivals and total tourism revenue, generating close to €8 billion for the Canary economy. The leadership is not only maintained but reinforced by the high average spend of the British visitor—€1,472 per trip and €191 per day—figures far above those of other source markets.

“At WTM we will work to preserve our competitive strength by enhancing demand qualification,” De León assured, announcing that the 2025‑2026 winter campaign will target the premium segment.
“We are speaking to a visitor with high spending power, characterized by excellence without ostentation, and sensitive to authenticity and the environment. They see the archipelago as a destination of wellbeing, climate and unique year‑round experiences,” she explained.

The London activation will highlight precisely those differentiating attributes most valued by the British market: quality‑price ratio and good weather, the two decisive factors in destination choice according to the ISTAC Tourist Expenditure Survey.

Leadership in the British Market

Even though the barely 1.3 %, public deficit near 6 % of GDP, and inflation at 3.7 % versus the Bank of England’s 2 % target—the country remains one of the world’s most travel‑oriented nations.

Spain is its top holiday destination, far ahead of any other country, and Spain the Canary Islands are the preferred choice, capturing a 32 % annual share. Moreover, the islands enjoy stable arrival flows, unlike other Spanish regions that see near‑zero traffic in certain months.

“The importance of British tourism to the Canary Islands is perfectly reflected in air connectivity,” De León noted, “because we have the same number of flights with the UK as we do with the mainland.” Airlines Jet2, Ryanair, easyJet, TUI Airways and British Airways dominate the UK‑Canary links, which this winter provide 3.2 million seats.

London is the city of origin with the most flights to the Canaries, while Manchester serves as the main. Among the Canary airports, Tenerife South and Lanzarote handle the highest number of UK operations, although Gran Canaria and Fuerteventura—traditionally strong with German tourists—have markedly improved their UK connections.

“The data confirm that maintaining the UK relationship is essential for the Canary Islands, but we must also move toward a more balanced and resilient tourism model. Diversifying source markets—strengthening Germany, France, the Nordic countries, and exploring new opportunities in Eastern Europe and North America—is a priority,” De León added.

For the upcoming winter, connectivity has increased with Romania (68.5 %), Slovakia (68 %), the Czech Republic (20 %), Poland (17.5 %) and Portugal (16 %).

“Diversifying risk is key to ensuring the prosperity of Canary tourism. Our success will depend on anticipating risks and building a more resilient destination. It’s not about reducing the British presence, but about balancing and qualifying it,” the minister emphasized.

A Loyal, High‑Spending Traveler

The profile of the British tourist who chooses the Canaries is defined by high spending power, a preference for four‑ and five‑star accommodation (over 50 %), and family travel—20 % visit with children, the highest proportion among all markets.

Key factors influencing their choice are:

• Climate (80 %)
• Safety (66 %)
• Accommodation offer (57 %)
• Price (49 %)
• Ease of travel (48 %)

Nearly 80 % of British visitors are repeat tourists, and one in four has visited the Canaries at least ten times, reinforcing market loyalty and its contribution to the’s tourism profitability. Satisfaction is high: visitors rate their stay 9 out of 10, and 42 % say the experience exceeded expectations.

“The British market brings us not only volume but also value. They are demanding travelers who appreciate quality and attention to detail, and they find in the islands the perfect mix of comfort, climate and safety,” De León concluded.