Else Beekman
Tenerife is enhancing its tourism appeal by introducing a new Air Europa connection from Miami, with a layover in Madrid Barajas. This route operates seven days a week, with a short layover of less than three hours, providing American tourists with a convenient option to explore the beautiful Canary Islands.
This initiative is part of Tenerife’s strategic plan to attract more tourists from the United States. This market is considered a ‘priority’ by Lope Afonso, Vice President of the Tenerife Council and Tourism Advisor. According to Afonso, this new route aligns with their goal of repositioning Tenerife as a premium destination. Herewith, shifting from traditional mass tourism to attracting high-quality visitors.
Promoting Tenerife in Miami
To support this strategic move, Tenerife Tourism and Air Europa organised promotional campaigns in Miami. During these campaigns, island officials are showcasing Tenerife’s rich offerings. They emphasise the islands variety of leisure activities, nature, and gastronomy. Furthermore, they aim to raise awareness and spark interest among American travellers.
Economic impact and growth potential
The collaboration is expected to significantly boost the local economy. Imanol Pérez, Commercial Director of Air Europa, highlighted in Eldia.es that connecting Miami with Tenerife would enhance global connectivity for the Canary Islands. He also emphasised the comfort of the Dreamliner fleet, which reduces jet lag and offers a more enjoyable transatlantic experience.
Growing American presence in Tenerife
Although there is no direct connection in winter, Tenerife has already seen a 16.8% increase in American tourists in the first quarter of 2024 compared to the previous year. This trend is likely to grow with the new Miami route, contributing to the island’s internationalisation and attracting visitors with a higher spending capacity.
A strategic international connection
Dimple Melwani, CEO of Tenerife Tourism, noted that connecting Tenerife with long-haul destinations through major international hubs like Madrid aligns with their internationalisation strategy to attract visitors with greater spending capacity through experiential tourism and awareness of the sustainability of the island. “This connection not only boosts tourism but also enhances mobility and sustainability, reinforcing Tenerife’s position as a premium experiential destination.”
Currently, the only direct flight from Tenerife to the United States is from Tenerife South Airport (TFS) to Newark Liberty International Airport (EWR) in New Jersey. United Airlines operates this route, with flights lasting approximately 8 hours and 25 minutes.
Record tourism year
In 2024, Spain welcomed a record-breaking 94 million international tourists, a 10% increase compared to the previous year. While specific figures for American visitors to Tenerife in 2024 are not readily available, reports indicate that in 2023, over 26,000 American tourists visited the island. Given the overall rise in tourism in 2024, it is plausible that the number of American visitors to Tenerife also increased during that year.
Also read: Barcelona hotels now host more Americans than Spaniards