High season in the Canary Islands, which ends on March 31, closed with encouraging figures for the archipelago’s tourism sector in the German market. A total of 1.7 million flight seats were recorded, marking a 28.5 percent increase in seats compared with pre-pandemic levels.
During the Berlin ITB International Tourism Exchange, Jessica de León, the Tourism Counselor, highlighted these results at the Canary Islands pavilion. The event confirmed a robust rebound from this important source of visitors for the archipelago, underscoring renewed confidence in the market as a whole.
With these numbers, De León stated that the year had started better than expected for the archipelago. Government projections for the Canary Islands point to closing the winter with a 14 percent growth in German arrivals compared with the previous year.
This positive momentum is reflected in revenue, reaching 2,101 million euros, which represents a 21 percent increase in spending captured on the islands. It is important to note that ticket prices and related flight costs are not included in this total.
From April, when the summer off-peak season begins, it will be possible to see whether the upward trend continues. De León confirmed a slight reduction in German air capacity available for sale compared with 2023, at about one percent, a small but notable shift in the market.
Nevertheless, and aligning with grower and government optimism shown in Berlin, airlines have already scheduled 1.3 million seats for the summer period, with more than 200 regular arrivals from Germany and a striking nearly 80 percent rise in seats bound for La Palma. This surge is expected to be driven in part by German interest in visiting the island to view the Tajogaite volcano.
Market observers caution that the summer seat figures are provisional at this stage, reinforcing a cautious yet hopeful outlook for peak travel months.
Analysts noted that if airlines detect a rising demand, they are very likely to increase frequencies on routes already on sale, a prediction echoed by the Tourism Counselor.
Saving to Travel and German Confidence
In a briefing the previous week, De León also explained that 2023 saw fewer German tourists in the Canary Islands compared with 2019 by 3.8 percent, yet they spent more. Each German visitor spent an average of 115 euros daily in 2023, up from 91 euros four years earlier, reflecting stronger consumer willingness to travel despite broader European economic challenges. These visitors, totaling 2.55 million, helped sustain higher daily expenditures during their stay.
The year saw Germany facing economic headwinds, described by De León as a weak mood amid a broader Eurozone slowdown and energy concerns tied to the Ukraine crisis. Yet these conditions did not deter German travelers from prioritizing vacations, suggesting a resilient demand within the market.
Among the islands, Tenerife posted a 13 percent increase in German arrivals, followed by El Hierro at 5.6 percent and Fuerteventura at 4.1 percent. De León emphasized that German travelers are prioritizing trips and that a ReiseAnalyse study shows 60 percent of respondents have saved some money specifically to enable travel. This implies that the upcoming summer seat totals on major routes could surpass the current projection of 1.3 million seats.
Spanish destinations retain strong appeal, ranking second after Germany as favored vacation spots for German travelers. Spain has recently shown a notable rise in popularity, with a 20 percent share, ahead of Italy (15 percent), Greece (7 percent) and Turkey (6 percent). De León highlighted the favorable ranking shift and the value of a positive image for the Canary Islands among German tourists.
Notable Milestones and Destination Perception
So far, 1.7 million seats have been sold for the high season. Given that many German travelers seek sun, sea, relaxation, and family experiences, the Canary Islands position themselves as a potential beneficiary within Spain for this travel segment.
Recent YouGo market research reinforces this sentiment by describing the archipelago as a top priority destination for German travelers. The report notes that the Canary Islands enjoy a higher reputation than many competitors, with overall traveler satisfaction around 75.5 percent upon visits to the archipelago.
Further data from the same study show that about 14 percent of respondents are considering a future vacation in the Canary Islands, which ranks as the second most-visited destination for Germans after Germany itself.
Visuals and Sustainability on Display
The Canary Islands Tourism Authority attended ITB with an 825-square-meter pavilion that hosts 140 participants and collaborators, plus a hundred Canary Island businesses. The installation stands out for its striking design, featuring 16 large aerial cubes that act as visual showcases for each of the eight islands, with audiovisual displays highlighting the diverse offerings of the archipelago.
The pavilion uses LED technology for lighting and electronics, delivering higher brightness with lower energy consumption. Compared with the ITB 2019 setup, total electrical consumption has been reduced by about 30 percent.
Main structural elements are modular and stackable, significantly cutting space and weight and reducing transport volume by around 20 percent by avoiding the need for a heavy-duty truck.
Across trade shows, the pavilion has achieved a material reuse rate close to 85 percent without compromising the final space quality. This commitment to sustainability and efficiency aligns with the overall strategy of presenting the Canary Islands as a modern, responsible tourism destination.
In this way, the pavilion demonstrates a balance between visual appeal and practical practicality, underscoring the archipelago’s ongoing dedication to sustainable growth and high-quality visitor experiences.