Compiled with the help of artificial intelligence, based on Spanish-language information. Source below the article.
La Palma has cemented its status as the Canary Islands’ premier destination for German tourism. Arrivals data show the German market has become the island’s leading international source, marking a uniquely strong performance within the wider archipelago. The latest confirmation of this trend comes from a meeting held by the Cabildo (island council) with Schauinsland Reisen, one of Germany’s major tour operators, to explore new commercial and connectivity opportunities.
A remarkable exception in the Canary Islands
The current situation is something of a paradox. While German tourism is losing momentum across the Canary Islands as a whole, La Palma has defied the trend with a 21.5% increase in arrivals from Germany during the second quarter of 2026. In that period, the island welcomed 15,741 German visitors, up from 12,951 the previous year, representing 32.7% of all tourists received by the island.
This growth makes La Palma an exception within the Canarian tourist market. The strength of the German market is also evident in the structure of demand. While the domestic Spanish market remains significant, and the United Kingdom occupies second place among foreign source markets, Germany retains a particularly robust presence, at times accounting for more than 40% of international air passengers during certain months of 2026.
A loyal and valuable visitor
One characteristic helps explain this special relationship: loyalty. German visitors rarely treat La Palma as a one-off destination. In 2024, around 70% of German tourists arriving on the island had visited before, with 15.9% having travelled there at least ten times. The Isla Bonita (Beautiful Island) has thus built a loyal, returning clientele who know the territory well and are drawn back by an offering far removed from mass tourism.
These visitors also make a significant economic contribution. The average spend per trip by German tourists stands at €1,593, compared to €1,168 for British visitors. This is complemented by longer stays and a profile closely aligned with La Palma’s key tourism attractions: nature, hiking, astronomy, and gastronomy. The way Germans organise their holidays further underscores the importance of tour operators. A high proportion of German travellers to La Palma book through operators or agencies, meaning companies such as Schauinsland Reisen can directly influence destination choice, accommodation, and the experiences offered to their clients.
Forging stronger ties with Schauinsland Reisen
This week’s meeting therefore carries significant commercial weight. The Councillor for Tourism, Raquel Rebollo, met with Schauinsland Reisen’s Product Director, Martin Bensing Carvalhal, the Senior Product Manager for the Canary Islands, Leo Christmann, and Francine van Dijken, the company’s ground handler representative for La Palma and La Gomera. The talks analysed opportunities to expand the tourism offering and strengthen connectivity with Germany.
Strong recovery in arrivals and spending
The meeting comes amid a strong recovery for La Palma’s tourism sector. The island received 48,114 tourists during the second quarter of 2026, compared to 37,012 in the same period of 2025 — an increase of 11,102 visitors, or 30%. The figure confirms the significant progress made by La Palma following the years overshadowed by the pandemic and, subsequently, the Tajogaite volcanic eruption.
Growth is not limited to arrival numbers alone. Tourists generated €57.5 million in spending during that quarter, up 29.4% on the previous year. This rise in revenue matches the increase in visitor numbers and reinforces the role of tourism in the island’s economic recovery.
The recovery is no longer dependent on a single market. Spain contributes a substantial volume of visitors, while the United Kingdom has experienced notable growth during 2026. Germany, however, maintains a distinctive position thanks to its combination of visitor numbers, spending, length of stay, and traveller loyalty.
Connectivity and promotion at the forefront
Connectivity is now one of the decisive factors in consolidating this recovery. For an island destination, market interest must translate into sufficient air capacity. La Palma’s tourism strategy centres on maintaining existing routes, reinforcing those that perform best, and expanding arrival options from key European markets. Promotional efforts in Germany have also been intensified, with the Cabildo maintaining contact with operators and agencies in cities such as Frankfurt, Stuttgart, and Düsseldorf, ensuring that travel professionals selling holidays gain first-hand knowledge of what La Palma has to offer.
In this context, Schauinsland Reisen represents a key piece of the strategy. The goal is no longer simply to attract German visitors, but to consolidate a commercial relationship that allows demand to discover new experiences and a tourism offering capable of supporting its growth. Engaging with one of the major players in the German market places this relationship in a new light: an island that has recovered much of its tourism appeal, finding in Germany one of its strongest allies for the road ahead.
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