The island of La Palma is focusing on the unique experiences it offers to visitors as it seeks to establish itself as a prime destination for the British market at the World Travel Market 2026. This significant international event, which began on 3 November and runs until 5 November, provides an opportunity for La Palma to enhance its visibility and appeal, particularly following last year's record attendance of over 46,000 visitors.
Raquel Rebollo, the island's Tourism Councillor, is attending the fair alongside technical staff from the tourism service. They have a packed schedule of meetings aimed at strengthening ties with professionals and businesses in the tourism sector.
The Tourism Service is actively promoting the various activities and services available to visitors, highlighting the island's natural beauty, gastronomy, and astronomical attractions. This information is compiled in a new tourist guide launched at Fitur earlier this year, which is available in Spanish, English, and German to reach a broader audience.
La Palma's participation in the World Travel Market not only aims to solidify its position in the British market but also seeks to reinforce its presence in its primary market, Germany, while also targeting other key markets such as France, Poland, the Czech Republic, Belgium, and Denmark.
The Cabildo of La Palma is committed to attracting travellers in collaboration with major tourism agents and international platforms, particularly important as the European tourism sector faces challenges such as fleet restructuring, operational cost volatility, and shifts in demand from major operators.
During the World Travel Market, both destinations and airlines have expressed concerns about rising fuel costs due to ongoing global conflicts, which have led airlines to close certain routes and create uncertainty about future operations. Additionally, airlines are under pressure to meet decarbonisation commitments by 2030, necessitating significant investments in new aircraft and prompting drastic decisions regarding routes.
In this context, the island's government reminds stakeholders that changes in flight frequencies and capacity adjustments by private airlines are driven by dynamics within the international aviation market, which are beyond the direct control of public administrations. The local government calls for collective efforts to work in unity to defend the interests of La Palma.
