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An eye-catching campaign to attract remote workers has been launched in 12 countries, with giant screens that cover the streets of London and Berlin, and a presence in the crowded Plaza de Callao to attract these long-stay tourists.
“We have put the archipelago on the map of 'remote workers", who are beginning to establish themselves as a structural segment within the Canarian tourism model, increasingly diversified and less dependent on traditional sun and sand,” explains Yaiza Castilla.
Turismo de Canarias continues with its commitment to attracting European teleworkers to the islands, this time with a striking international campaign that focuses attention on the wide variety of experiences and plans that the archipelago offers them after finishing their work day.
"With this new international campaign, the second for this segment, we are entering a new phase of communication," explains the Minister of Tourism, Industry and Commerce of the Government of the Canary Islands, Yaiza Castilla, who recalls that it was at the end of 2020 when the strategy to place the islands on the map for teleworkers had begun.
“We want to tell teleworkers about the large number of experiences that they can have on the islands once the work day is over and they turn off the computer,” explains the counselor. Through this campaign, the aim is to convey that "the Canary Islands offer endless leisure plans and a range of outdoor activities in one of the best natural environments in all of Europe", highlighted Yaiza Castilla.
With the aim of increasing the notoriety of the action, Turismo de Canarias has designed innovative and large-format pieces for London and Berlin, where several vehicles with giant digital screens will follow a strategically designed route, which runs through business and technological areas. In Madrid, the message will be launched to the tens of thousands of people who pass through one of the busiest areas, Plaza de Callao, through the well-known screens located in this central area of the Spanish capital.
The managing director of Tourism of the Canary Islands, José Juan Lorenzo, explains that the destination is already starting from a leadership position in a new tourist segment such as remote workers in Europe and that now the objective is to make its position established, through a campaign of great proportions. “We want to invite European 'remote workers' not only to the office with the best climate in the world, but also to the destination that offers the best work climate in the world, with eight islands that allow them to explore different landscapes, put tensions aside and enjoy the 'aftertelework' together thanks to our landscapes, gastronomy and sports, cultural and leisure activities”, says Lorenzo.
In addition, Turismo de Canarias will launch its message and increase the awareness of the Canary Islands brand through the well-known WeTransfer file transfer platform, a tool widely used by teleworkers.
Turismo de Canarias will invest 600,000 euros, under REACT-UE funds, in this campaign, which is already underway in 12 European markets: United Kingdom, Germany, Spain, France, Italy, Ireland, Finland, Sweden, Switzerland, Belgium, the Netherlands and the Czech Republic.
Remote workers and digital nomads in the Canary Islands
According to Nomad List, the world reference portal for 'remote workers', between January and November 45,800 teleworkers arrived in the Canary Islands. These tourists have an average stay of 50 nights and spend an average of 3,171 euros, according to the latest reports from Turismo de Islas Canarias.
Regarding the countries of origin of remote workers in the Canaries, according to the data managed by the Canarian Association of Collaborative Spaces, Germany leads the ranking (27%), followed by the United Kingdom (12%), the Netherlands (10%), the Czech Republic (8%), the United States (6.6%), Spain (6.6%) and Ireland (5%).