Canarias Tourism participates in the nineteenth edition of Navartur, International Tourism Fair Reyno de Navarra, with the aim of connecting with visitors who enjoy the nature, culture, and gastronomy of the islands, and who are interested in rural, active, and sustainable tourism.
This is one of the most important annual events for the final consumer in the national tourism sector as it attracts high-spending travelers from northern Spain. Every year, visitors not only from Navarra but also from the neighboring provinces of Álava, Guipúzcoa, and La Rioja attend, as stated in a press release by the Regional Tourism Department.
Canary Islands Tourism has its own stand at the fair, featuring Lanzarote, Fuerteventura, Gran Canaria, La Palma, and El Hierro. The presence is 85% co-financed by the European Regional Development Fund (Feder).
The island counters once again have touch screens for visitors to access the interactive application that provides digital information about the various tourist resources of the archipelago.
The profile of potential tourists attending the fair is very diverse, although retired individuals interested in enjoying nature, culture, and gastronomy, as well as young couples who prefer combining sun and beach with active tourism, and families with children seeking beaches, recreational centers, visits to old towns, and small walking routes, are predominant.
Last year, almost 50,000 people visited Navartur, a 23% increase from the previous year.
PENINSULAR TOURIST PROFILE AND CONNECTIVITY
The Department points out that peninsular tourists are of high interest to the destination due to their stronger emotional connection and greater knowledge of the archipelago, as they wish to continue discovering it during their trip.
These visitors are characterized by being more curious when exploring the islands and showing a greater interest in learning about traditions, gastronomy, and landscapes.
They are younger travelers than the average, with an average age of 40 compared to 46. They also place less importance on climate as a deciding factor (63% vs. 75%) and are less inclined to rest (27% vs. 51%), preferring instead to explore the islands (37% vs. 21%).
Landscapes are more important for peninsular tourists (54%) than for the total tourist population (35%). 11% visit more than one island during their trip compared to 8% of the total, with 35% choosing accommodation only (compared to 29%) and only 20% opting for all-inclusive packages (33% of the total).
Furthermore, they spend more hours per day outside their accommodation (10 hours vs. 7) and are more independent travelers.
65% explore the island on their own (compared to 48%) and are more inclined to try Canarian cuisine (44% vs. 26%). They also visit amusement parks more frequently (16% vs. 14%) and are more likely to visit wineries and markets (18% vs. 11%) as well as museums and exhibitions (18% vs. 10%).
Regarding connectivity with this market, a 6.1% growth is expected for the summer. Additionally, according to Canarias Tourism, Navartur visitors are willing to travel not only from Pamplona but also from other nearby airports, such as Bilbao or Zaragoza.
The air capacity with Pamplona will increase by 69% this summer with five weekly flights, three to Gran Canaria and two to Tenerife Norte, operated by Binter.
In the case of Zaragoza, there is a projected 36% increase in seats with six weekly flights, four to Gran Canaria and two to Tenerife Norte, also operated by the Canarian airline.
Finally, there will be a 15% increase in capacity from Bilbao, with routes operated by various airlines: Vueling (36 weekly flights), Air Europa (six weekly flights), Volotea (two weekly flights), and Iberia (one weekly flight).
