LAS PALMAS DE GRAN CANARIA – The Canary Islands are seeing a remarkable increase in hiking tourism. In 2022, no fewer than 2.4 million travellers came to the islands to hike. They see the islands as an ideal hiking destination.
By now, hiking has established itself as the sixth most important tourist activity on the islands, accounting for 18.5% of the total. According to data from Turismo de Canarias, hikers mainly come from mainland Spain (17.5%) and Germany (17%).
These travellers are characterised by their great independence; 43% only book accommodation and 56% rent a car to move around more freely. In addition, 42% enjoy Canarian gastronomy, attaching particular importance to the landscape (54%) and the network of hiking trails (26.8%). In addition, 63% of these tourists return.
Tourists who opt for nature-oriented tourism often look for the authenticity of the destination, such as archaeological sites, less-visited small villages or routes in nature reserves. “This tourist shows a special interest in natural products and the identity and culture of the places visited. This allows the economic benefits of tourism to be extended to other production sectors,” said Turismo de Canarias.
Social media campaign
To attract this target group, the Ministry of Tourism of the Canary Islands has launched an advertising campaign through the Islas Canarias brand on social media. This campaign started in July and will run until December. It should put the islands on the map as a hiking destination. Consequently, it includes five Instagram stories and eight reels, highlighting different hiking trails on different islands. Two have been published so far, specifically for Tenerife and La Gomera.
Each reel shows the route and relevant technical information such as distance, time or difficulty, as well as details along the route such as views or vantage points. Each story highlights an interesting theme for hiking enthusiasts, such as interesting facts and specific practical information about each island.
Related: Spain is a hiking paradise
