Promotur Turismo De Canarias SA: Canary Islands "The 7 islands that became 47"

Promotur Turismo De Canarias SA, a tourist information centre in Spain, increased tourist visits to the Canary Islands by launching a micro-segmentation model to target tourists globally.

Challenge, context & objectives

"In 2012, the number of tourists in the Canary Islands was the same as in 2001. As was the old-fashioned destination image with the traditional sun and sea campaign."

The Canary Islands sun and sea product was not in any danger of extinction.

But repositioning was urgently required because of the threat of other very competitive sun and sea destinations (lower prices, shorter investment repayment cycles, much lower operational costs than in the Canary Islands...).

In addition, our sun and sea tourism model followed the traditional business pattern with marketing revolving around the figure of the...

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