canary islands summer tourism campaign 2026

Canary Islands tourism campaign targets summer staycations

New tourism drive targets Canary Islands residents

Turismo de Canarias has launched a campaign called ‘Orgullosamente Turisla’ (Proudly Turisla), aimed at encouraging Canary Islands residents to travel within the archipelago this summer. This internal tourism generated an estimated €137 million in revenue during the same period last year and is noted for its responsible, respectful approach to the destination.

Evolving the ‘Turisla’ concept

The campaign builds on the concept of ‘Turisla’, which was created exactly a year ago to refer to Canary Islanders who love their islands and enjoy travelling around them. This year, the focus is more on a sense of belonging and how residents live, care for, and enjoy the archipelago, the tourism board explains. Through recognisable profiles and situations, the campaign showcases different ways to enjoy summer in the Canary Islands: returning to a favourite beach, discovering new landscapes, sampling local cuisine, spending time with family, or exploring hidden corners.

To make the message more relatable and turn residents into natural ambassadors for the destination, the various plans are personalised through six Canary Islanders rediscovering their homeland: María, Yaiza, Jonay, Rayco, Gara and Sofía share their favourite summer plans across the Islands.

Multi-platform reach

The initiative will be broadcast on television, radio, press, outdoor advertising, digital media and social networks. It also includes a dedicated section on the destination’s website, offering ideas and content linked to different types of experiences on each of the islands.

The economic impact of local tourism

Internal tourism in the Canary Islands is a strategic segment. According to the Impactur Canarias report, it generates around €1.85 billion in tourism revenue each year. These travellers help distribute spending across the different islands, promoting territorial balance, boosting local economies, and spreading the sector’s benefits more evenly throughout the archipelago.

Summer is one of the peak periods for resident travel between islands. In 2025, the Canary Islands population made nearly 737,000 tourist trips during the summer season, 38 per cent of which were within the archipelago. Of the 7.4 million overnight stays made by residents, the largest share – 35 per cent – took place in the Canary Islands. These tourists generated €137 million in revenue during the summer holidays, with an average spend of €500 per trip and an average stay of 9.3 days. Furthermore, only 2 per cent booked a package holiday, which allowed for a better distribution of spending.

Top activities for island-hopping locals

As for the activities residents undertook during their stays around the Islands, beach visits topped the list (69 per cent), followed by visiting friends or relatives (42 per cent), cultural visits (25 per cent), shopping (24 per cent), and hiking (22 per cent).

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