Redaccion
“We are an active part of the conservation and regeneration of our natural heritage not only because it is a fundamental asset of our tourism offer but, above all, because we owe it to the new generations,” says Jéssica de León
With the message “Today nature has a gift for you,” the Ministry connects with a traveler who prioritizes the environmental surroundings, the network of trails, and the landscapes when choosing a destination
Canary Islands Tourism joins for the tenth consecutive year in the celebration of Earth Day, commemorated every April 22nd, in order to continue raising awareness of the respect for the natural environment of the islands. With the message “Today nature has a gift for you,” the Ministry of Tourism and Employment of the Government of the Canary Islands, through the public company Tourism of the Canary Islands, highlights the extraordinary benefits that the Canary landscapes provide every day and the need to care for and preserve them.
“We must not forget that 40.57% of our territory has some form of environmental protection, from National Parks to Areas of Special Landscape Interest, which represents the highest percentage in Spain,” says councilor Jéssica de León. “Therefore, we are an active part of the conservation and regeneration of this natural heritage not only because the peculiarity, variety, and beauty of our landscapes have been, and will continue to be, a fundamental asset of the tourism offer of the different islands, but also because we owe it to the new generations.”
Since 2016, Canary Islands Tourism has joined this celebration through an action based on the strategy of ‘dayketing’ or event marketing, which consists of taking advantage of key moments when audiences are more predisposed to share certain messages. In addition to raising awareness, the goal is to continue positioning the natural spaces of the Canary Islands so that they remain present in the minds of potential travelers.
With this action, they connect with a visitor who in 2024 accounted for 21% of total arrivals in the Canary Islands and who is characterized by being more independent, as only 35% book a package compared to 50% of the total. Additionally, this traveler stands out for enjoying a longer average stay (10.1 days compared to the total of 9.4 days), for spending more evenly across the territory, and for prioritizing the environmental surroundings, the network of trails, and the landscapes when choosing a destination.
Canary Islands Tourism aims with the message of this tenth edition, whose production is funded by the European Regional Development Fund (ERDF), to pay tribute to planet Earth on social networks by once again showcasing the landscapes and natural treasures of the archipelago, a true gift for those who inhabit it and visit it.
The pieces have been disseminated in eight markets: United Kingdom, Germany, France, Spain, Sweden, Italy, Netherlands, and Norway. Tomorrow, April 22nd, the launch of an audiovisual piece in ‘reel’ format for Instagram and a video for TikTok will take place, which is the culmination of a series of publications prior to this celebration.
To awaken the interest and curiosity of users, a daily ‘story’ began to be published in the eight languages of the campaign on the corresponding social profiles of the Canary Islands on Facebook and Instagram starting from April 9th. These ‘stories’ aimed to interact with the community of followers, inviting them to answer three questions about their preferences in different natural settings such as, for example, “What makes you feel a sunset on the beach?”
Finally, in the last image of the story, and once the three questions were answered, they could access the surprise that ‘Today nature gives you’. This gift consisted of the relaxing music of ‘Canaryfulness’, a project carried out by Tourism of the Canary Islands for which the composer from Lanzarote, Samuel Aguilar, composed an original soundtrack consisting of seven musical pieces aimed at relaxation and meditation in natural spaces of the islands that were given as a gift in each ‘story’.
