Canary Islands tourism, part of the Ministry of Tourism and Employment of the Canary Government, continues to showcase the efforts of businesses, institutions, and local communities that contribute to establishing a more sustainable destination. Through two-minute video capsules, the promoters of each initiative explain the nature of the projects and the benefits they bring to both the environment and society.
This fifth wave of the campaign has already highlighted a total of thirty-eight initiatives from the eight islands across ten European markets. Jéssica de León, the Minister of Tourism and Employment for the Canary Government, stated, “With this action, we focus on the good practices carried out by businesses, institutions, and local communities, demonstrating how tourism activity can contribute to the improvement of the natural environment, social well-being, and economic development of our land and our people.”
The projects featured in the campaign are selected based on their connection to tourism and their contribution to sustainability. This new wave is characterised by real stories told by their protagonists, including Spring Hotels, Hotel Barceló Playa Blanca, Elías Casañas, Energía Bonita, IR Maxoinversiones, the Giant Lizard Recovery Centre of El Hierro, and Fred. Olsen Express.
Each project is presented in a two-minute video capsule, where the protagonists explain their work and the benefits it brings to the environment and society. The campaign will be disseminated across ten European markets and will also target Canary citizens under the concept ‘The destination we want to be’.
The next edition will include a public call for more entities to present their sustainability projects. In its 2025 edition, the campaign surpassed eighty-three million impressions and reached twenty-one million unique users, reflecting the growing reach of an initiative aimed at positioning the Canary Islands as a destination committed to sustainability.
