Tenerife Takes Manhattan in Major US Promotion
The Island Council of Tenerife, through its tourism board Turismo de Tenerife, partnered with Iberia in December on a joint promotional campaign. The goal was to boost the island’s profile in the United States and encourage bookings via the connecting flight route from New York to Madrid, with Tenerife as the final destination. The campaign featured eye-catching videos of the island on various public advertising screens in Manhattan, reaching an estimated three million people.
Strategic Push for a Key Market
Lope Afonso, Vice President and Councillor for Tourism of Tenerife, emphasised the campaign’s significance: “This campaign in such an iconic location as Manhattan represents a firm step in our internationalisation strategy and in strengthening Tenerife’s air connectivity. Being present in one of the world’s main financial and cultural centres allows us to position the island in a priority, high-value market like the United States.” He added that the collaboration with Iberia is a prime example of how public-private cooperation multiplies the reach of promotional actions.
One Connection Away from Paradise
Dimple Melwani, CEO of Turismo de Tenerife, stated: “This action in the heart of New York reinforces our strategic commitment to the US market, a priority due to its growth potential and high value for the destination. Bringing Tenerife’s image to iconic spaces in Manhattan allows us to connect with a cosmopolitan traveller seeking quality experiences, showing them the island is a diverse, safe destination with unique year-round offerings.” She noted the partnership with Iberia communicates that Tenerife is just one connection away via Madrid.
Víctor Moneo, Global Sales Director at Iberia, explained: “We want American customers to know that the paradise of Tenerife is just one connection away, backed by the service quality and flight frequency that only the Iberia Group can offer.”
Campaign Reach Across New York
The action with the highest reach, impacting 1.7 million users (and registering over four million impressions), took place in December on a circuit of around fifty advertising pillars in central New York. These displayed videos and images of the island’s main attractions. Another high-impact action was held at the 23 screens in Manhattan’s Brookfield Place shopping centre, located next to the World Trade Center and frequented by high-end visitors. Videos here reached 1.2 million people, generating 6.5 million impressions.
Beyond these, the campaign included banners and a dedicated Tenerife page on Iberia’s US booking website, plus videos in the airline’s in-flight entertainment systems. The promotion was extended across the airline’s network with an eight-page feature in Iberia’s in-flight magazine, Ronda, during January and February 2026. The magazine is available on Iberia, Iberia Regional, and Air Nostrum flights, sent to 10,000 loyalty programme clients, and placed in airport VIP lounges.
Foundations for Future Growth
Tenerife’s air connectivity strategy focuses not only on securing new direct routes but also on boosting connections via major national and international hubs. This significantly broadens the destination’s reach in markets like North America, Latin America, and Asia, from where various airlines operate connecting flights through their hubs in Spain and Europe.
The campaign with Iberia, like those with other airlines, is a fundamental pillar. Its aim is to stimulate indirect passenger traffic as a precursor to securing future direct routes, making it easier for airlines to market flights with Tenerife as the final destination. This contributes to de-seasonalising demand and strengthens, in the medium term, Tenerife’s position both as a destination for direct connectivity and as a potential Atlantic tourism hub.
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