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The Ministry of Tourism, Industry and Commerce of the Government of the Canary Islands wants to promote the archipelago among travelers from European countries who are interested in exploring new landscapes and trying new experiences and who are looking to visit authentic places, where traditions are still alive.
Under the slogan "Around the World in 8 Islands", the campaign moves away from the more traditional image of sun and beach and delves into other values related to the identity and culture of the Canary Islands through messages related to the discovery of lost civilizations or mystical trees.
As indicated by the Minister of Tourism, Industry and Commerce of the Government of the Canary Islands, Yaiza Castilla, "we must take advantage of the strengths of the Canary Islands compared to other destinations in the winter season not only because of our good weather but also because in the current pandemic context we continue to be a safe destination. Thinking of those travelers who at another time would bet on visiting more distant and exotic places, we want to reach them so that they consider the Canary Islands as the best option since it offers them the same: the discovery of new landscapes and discovery of spaces of high ecological value showing that we are also an exotic territory”.
The message of the different creative pieces is based on the fact that if you come to the Canary Islands you will be able to say that you have gone around the world because only here you will find the greatest diversity and authenticity: lush forests, unique beaches, remains of lost civilizations or centuries-old traditions, so that you can discover all the landscapes of the world spread around the Canary Islands Archipelago.
In this sense, the counselor Yaiza Castilla adds that "many tourists want to immerse themselves in the culture of the place and can learn about our traditions, for example, while hiking, discovering on their way the best local cheeses or wines enjoying not only our landscapes but also understanding our island identity”.
After the campaign was first promoted in continental Spain, the second phase includes, in addition to Spain, other European countries like the United Kingdom, Germany, Belgium, Ireland, Norway, France, Holland, Switzerland, Sweden, Denmark, Finland, Italy and Austria.