Fuerteventura at London's Travel Fair
Marlene Figueroa says the island is aligned with Spain’s Sustainable Tourism Strategy 2030
The World Travel Market (WTM) International Fair in London opened its doors today with an inaugural day that brings together leisure and holiday professionals from around the world. Its challenge is to “re‑imagine” the future of the tourism industry. Fuerteventura is taking an active part in this networking forum, showcasing a compelling offer that highlights the island’s warm climate and landscape, tranquil beaches, gastronomy, and the quality of its accommodation facilities.
The Canary Islands pavilion was inaugurated in the morning by the Canary Islands Government’s Minister of Tourism, accompanied by presidents of the island councils and tourism ministers from all the islands. Among them were Councillor Marlene Figueroa, representing Fuerteventura, as well as mayors and tourism councilors from the archipelago’s main tourist municipalities, including Mayor Isaí Blanco of La Oliva, Tourism Councilor Tina Da Silva of Pájara, and Tourism Councilor Cristina Rodewig of Antigua.
“The London fair marks the start of the upcoming 2025/26 season and also clarifies trends and forecasts for 2027. It comes at a crucial moment for our island because we are embarking on a strategic shift toward more quality than quantity, putting people at the centre of the equation and aligning with Spain’s 2030 Strategy,” said Marlene Figueroa, Tourism Councillor of the Fuerteventura council.
Figueroa explained that markets are becoming increasingly diverse—in age, origin, and preferences—and that the destination must maintain a balance between supply and demand that benefits the island’s society. “It simply makes no sense otherwise,” she added.
She continued, emphasizing that the industry—and Fuerteventura in particular—are at a pivotal point where competitiveness is defined by connectivity, speed, innovation, and quality in an ever‑more digital world. Customers are becoming more critical, demanding added value, flexibility, authenticity, and personalization in every interaction. “Being up to the challenge is essential to stay competitive, and I am confident we will achieve it,” she affirmed.
The Fuerteventura delegation also included representatives from the island’s business and accommodation sectors, who are using the fair to secure bookings and pricing for the upcoming season and to diversify markets. This effort is part of a shared strategy with the Tourism Board, which has already held key meetings with executives from Ítaca Poland, Thalasso n1 France, Barhead Travel United Kingdom, TUI Group, and EasyJet.
Tourism Councilor of Pájara, Tina Da Silva, highlighted the municipality’s commitment—one of Spain’s most important tourist destinations—to diversify its visitor base and continue expanding high‑quality products, such as the new golf course and the Morro Jable marina, which attract discerning tourists.
Mayor of La Oliva, Isaí Blanco, underscored the northern municipality’s ongoing improvements in quality over recent years, aiming to cement its status as a top destination for British and Central European travelers.
Finally, Tourism Councilor of Antigua, Cristina Rodewig, is betting on British family tourism as a key market for her municipality. In London she proposed expanding high‑quality offerings tailored to this segment, as well as to related niches such as blue‑water tourism, golf, and gastronomy.