Some holidaymakers have been advised against visiting a popular Spanish island, as local officials assert they don’t “just want any tourist” in the wake of a new travel campaign. Lanzarote, which saw over 1.7 million Brits last year, has launched its latest initiative to attract visitors who will respect and preserve the island.
Oswaldo Betancort, the president of Lanzarote, said: “In Lanzarote we need not just any tourist, but a tourist who loves and enjoys the island”. His sentiments were echoed by He虂ctor Ferna虂ndez, the CEO of the Lanzarote Foreign Promotion Society, who characterised the initiative as “an awareness campaign towards the search for ethical tourism”, according to local newspaper La Voz de Lanzarote.
Ferna虂ndez explained: “The objective is to promote a more conscious tourism model, respectful of the territory and committed to the common welfare.” He further clarified that the goal is to make “people understand that, from before landing, you enter a deeply fragile and beautiful territory that must be conserved and promoted”.
In collaboration with airlines and tour operators, the campaign aims to “to reshape how tourism is viewed on the island”, as reported by the Liverpool Echo. Not everyone, however, sees merit in these plans, reports the Daily Record.
Mari虂a Dolores Corujo, predecessor to the current Lanzarote president as Betancort, suggested that pressing local issues like overtourism and a shortage of housing should be prioritised by the authority. “While residents do not have housing and hotel places skyrocket, the President responds with marketing campaigns asking tourists for affection instead of acting,” criticised Corujo. “It is not about asking the tourist for affection, but about exercising government responsibly. And that means declaring stressed areas, limiting tourist beds, curbing speculation and betting on a model that puts people at the centre.”
Previously known for advocating a reduction in Lanzarote’s reliance on mass-market British reservations and high-volume tourism during her presidency, Corujo faced a backlash from key figures in global and local tourism sectors, although she later insisted that British holidaymakers would always be appreciated on the island.
Jet2 chief executive Steve Heapy remarked on a “perception” that some foreign visitors aren’t well-received. Spats over tourism have grown in Spain’s popular destinations, leading to numerous demonstrations by locals against the increasing number of tourists, with protests sometimes featuring displays proclaiming: “Tourists go home.”
Rental prices soaring due to tourism have been a significant bone of contention at these demonstrations. Speaking earlier this month at the Spanish embassy in London, Heapy remarked: “We’ve had people ringing the call centre and going into travel agents, asking questions like ‘Is Spain safe?’ ‘Are we still welcome in the resort?’ It is becoming a big issue unfortunately, and perception becomes truth.”
Manuel Butler, the Spanish Tourist Office’s London director, emphasised the need to not allow isolated events to spoil Spain’s overall reputation. He commented: “The vast majority of Spain remains enthusiastic in welcoming tourists. Where protests have occurred 鈥 in cities such as Barcelona, Palma de Mallorca and Santa Cruz 鈥 concerns stem from broader societal issues: housing pressures, rising costs of living, and environmental strain in high-density areas.
“Spain is taking concrete steps to address these issues 鈥 through legislation on short-term rentals, tourism taxes in certain regions, and more comprehensive destination management.”
With over 18 million UK visitors last year, Spain retains its position as the preferred holiday spot for Brits. Rosario Sanchez Grau, Spain’s tourism secretary, said: “We are proud and grateful that Spain remains the number one holiday destination for UK visitors. It is our priority to protect and nurture this relationship for the future.”