A winter sun favourite just four-and-a-half hours’ flight time from the UK, the Canary Islands continue to draw in visitors looking for a balmy break without the hassle of a long-haul flight. Yet, with multiple islands to choose from, deciding where to book clients who don’t just want to just fly-and-flop can be tricky.
Understanding what else each of the Canaries’ main islands offer and matching them with clients’ interests and budgets is key to selling a truly memorable holiday, surpassing expectations.
Clear identity
José Juan Lorenzo, Managing Director of the Canary Islands Tourism Board (CITB), says the destination is committed to attracting high-value clients who are sensitive to the fragility of its natural resources and aware of the need to preserve local identity.
“To achieve this we make a special effort to target audiences particularly motivated by nature, active tourism, watersports and sailing, cultural heritage, professional athletes and the LGBTIQA+ segment.”
The springtime demonstrations against overtourism should not result in holidaymakers feeling unwelcome, he explains, stressing that the organisers are not against tourists but want a sustainable tourism model that respects the islands’ cultural and natural heritage.
Efforts are being made to enhance the impact of tourism activities across the value chain of the islands’ economy. The CITB is also taking steps to renew the image of the islands as a “mature destination”, rather than as a place for cheap, boozy holidays.
Increasingly, local identity is being leveraged to promote the islands and provide differentiation from other sunshine destinations.
Island adventures
With a combination of volcanic landscapes, forest trails, star gazing and watersports, the Canary Islands appeals to those with an appetite for adventure.
Fuerteventura has the edge, offering bouldering and sport climbing. As with the other islands, boat tours are a great way of viewing the coastline as well as marine life – including dolphins, finback and pilot whales – inhabiting local waters.
Mount Teide dominates central Tenerife and cycling towards Spain’s highest peak presents keen cyclists an opportunity to pedal on the challenging terrain where professional teams train.
Anaga Rural Park, a UNESCO Biosphere Reserve, is rated highly by walkers, with the Sendero de los Sentidos (Trail of the Senses) offering hiking routes suitable for varying levels of difficulty.
Jeep safaris and guided self-drive buggy tours are thrilling ways to view the arid beauty of Timanfaya National Park and the La Geria wine region in Lanzarote.
Offroad tours are also available in Gran Canaria, which also has a broad choice of watersports, including jet skiing, kayaking and surfing. Lessons are available for beginners, meaning that holidaymakers can indulge in learning a new skill.
Book it: Kuoni features Fuerteventura’s adults-only Secrets Bahia Real Resort and Spa, priced from £993pp, where windsurfing and kayaking are available as extras. kuoni.co.uk
Value for money
The volume of flights from the UK and total number of hotel beds across the Canary Islands are factors in the destination offering good value, particularly when holidaymakers travel outside of school holidays.
Benefiting from a sub-tropical climate, warm temperatures throughout the year make the islands ideal for people seeking breaks in what are typically regarded as shoulder seasons.
“British tourism in Gran Canaria has no seasonality, with similar numbers in winter and summer season,” says Katerina Bomshtein, Destination Manager for Gran Canaria Tourist Board in the UK and Ireland, who explains that high satisfaction among holidaymakers results in a high rate of people returning; increasing visitor numbers and expenditure year-on-year.
Nonetheless, Gran Canaria is arguably the best value island, partly because of the variety of offerings accessible from boutique hotels in the old quarter of Las Palmas and accommodation near the golden sand of Las Canteras Beach.
“This is a perfect base to explore picturesque towns and villages, swim in the volcanic natural pools, visit gastronomic markets, wineries, coffee and banana plantations, a rum distillery and much more,” explains Bomshtein.
Top Tip: A trip that starts in Las Palmas de Gran Canaria and moves to the south can include accommodation in cave hotels, several golf courses and spa hotels, plus six Michelin-starred restaurants where clients can treat themselves without breaking the bank.
Splashing out
Dimple Melwani, Tenerife Tourism Corporation’s CEO, says: “The island’s luxury offering is expanding, with more than 30 five-star hotels and seven Michelin-starred restaurants right now.”
Travellers have a broad choice of upscale accommodation. Options include boutique properties, new offerings such as villas of the Royal Hideaway Corales Suites, soon-to-open Gran Hotel Taoro, re-openings including the Sir Anthony Hotel and nearby Hotel Mediterranean Palace, plus adult-only hotels such as the Hacienda del Conde, a member of the Meliá Collection.
Puerto Calero, in Lanzarote, is renowned for its marina with luxury yachts, boutique shopping plus chic bars and restaurants. The Hotel Fariones and La isla y el mar Hotel Boutique are just two of the nearby five-star hotels that attract travellers looking for a touch of luxury.
Book It: Kenwood Travel offers five nights at the five-star adult-only Royal River Tenerife, on a B&B basis, from £1,641pp. kenwoodtravel.co.uk
Cultural fit
Travellers are increasingly looking for unique and authentic experiences offering touchpoints with the culture and heritage of destinations. There’s much to offer in that respect across the Canary Islands thanks to the many traditional villages, festivals and local dining options.
Santa Cruz de Tenerife hosts Europe’s largest Carnival festivities, so Tenerife lays claim to being the best destination in the Canary Islands for culture. Featuring music, colourful parades and dancing on the streets, the 2025 Carnival begins on February 28 and concludes on March 9, peaking on Shrove Tuesday.
Elsewhere, Arrecife in Lanzarote, Maspalomas in Gran Canaria and Puerto del Rosario in Fuerteventura host noteworthy festivities during Carnival.
Fuerteventura also stands out because of the charms of the beautiful small town of Betancuria. Founded early in the 15th century, it has white-walled houses and an insightful archaeology and ethnology museum worth visiting.
Top Tip: Classical music fans can combine a winter sunshine holiday with attending concerts by some of Europe’s leading orchestras and soloists.
In 2025, the Canary Islands International Music Festival – the Canaries’ only winter festival – will be held at venues across the islands between January 10 and February 16. festivaldecanarias.com
The other islands
The smaller populated landmasses in the Canary Islands are not to be overlooked.
La Palma is often described as ‘the steepest island in the world’ and has a lush landscape that makes it a hit with hikers and active types.
This year Inntravel introduced a Volcanic Trails walking holiday that, in the company of a guide, explores Tajogaite, the new volcano formed during an eruption in 2021, and the lava flows of the Aridane Valley.
Also mountainous, La Gomera also offers challenging hiking with the forest of Garajonay National Park – a UNESCO World Heritage Site – offering trails through ancient forest dominated by laurel trees. Typical of the Canaries, it also has gorgeous beaches with sand varying in colour from golden to volcanic black.
El Hierro, the westernmost populated island, is a UNESCO Biosphere Reserve, while La Graciosa, which can be reached by ferry from Lanzarote, has a coastline dotted with picturesque coves.
