The Canary Islands are making a fresh push for higher-value visitors from the United States and Canada, using professional travel-agent meetings in Mallorca and the return of United Airlines' direct New York-Tenerife service to raise the archipelago's profile in North America.
Turismo de Islas Canarias is taking part in a set of Turespana-organised professional sessions from 18 to 21 June aimed at travel agents and tour operators from the United States and Canada. The programme is designed to put the Canary Islands in front of the people who still shape a large share of long-haul holiday decisions in North America: agents, advisors and specialist sellers who build European itineraries for clients looking for more than a standard beach break.
The initiative also includes a visit by a group of US and Canadian travel agents to the Canary Islands, where they are expected to experience the destination first-hand. That matters because the archipelago is still much less familiar to North American travellers than mainland Spain, Italy, France, Greece or the Balearic Islands. For a visitor in New York, Toronto, Montreal, Chicago or Vancouver, Tenerife, Gran Canaria, Lanzarote or Fuerteventura may not yet be an instinctive holiday choice. The tourism board's task is to make the islands easier to understand, easier to sell and easier to combine with a wider Spain or Europe trip.
The timing is important. United Airlines has brought back its direct link between New York/Newark and Tenerife, with the route restarting from 9 June and operating three weekly flights. That gives the Canary Islands one of the strongest visitor-facing tools a long-haul destination can have: a non-stop connection from a major North American gateway into Tenerife South Airport. Air access does not create demand on its own, but it removes one of the biggest barriers for first-time travellers who might otherwise see the islands as too complicated to reach.
For FlyToCanarias readers, this is not a story about an immediate change to airport rules, resort access, hotel operations or entry requirements. It is a market-development story with practical consequences over time. If the campaign works, more US and Canadian travellers could begin to see the Canary Islands as a realistic Atlantic holiday destination for winter sun, nature, culture, gastronomy, wellness, cruises, island hopping and premium resort stays.
Why the North American market matters now
The Canary Islands have a deeply established tourism base in Europe. The United Kingdom, Germany, mainland Spain, the Nordic countries, Ireland, France, Italy, the Netherlands and Belgium remain far more important to current visitor volumes than the United States or Canada. That will not change quickly, and there is no sign that North America is about to replace the archipelago's traditional source markets.
What is changing is the strategic value of diversification. The Canary Islands are a mature year-round destination, but recent travel patterns have shown how sensitive tourism can be to airline capacity, consumer confidence, source-market economies, exchange rates, accommodation prices and competition from the Mediterranean, the Caribbean and long-haul sun destinations. A broader mix of visitors gives the islands more resilience. It also creates a chance to attract travellers who plan further ahead, stay in higher-category accommodation, book guided experiences and spend beyond the hotel.
US and Canadian travellers can fit that goal when the destination is positioned carefully. They are not likely to choose the Canary Islands only because the weather is warm. North America already has easier warm-weather options in Florida, Mexico, the Caribbean and Central America. The Canary Islands need to offer something more specific: European culture, Spanish food and wine, volcanic landscapes, Atlantic beaches, safe resort infrastructure, historic towns, UNESCO-listed spaces, walking routes, whale watching, stargazing, golf, wellness hotels and a climate that makes outdoor travel possible through much of the year.
That is why the travel-agent channel is so important. Long-haul visitors often need reassurance before they commit to a less familiar destination. They want to know where to stay, how long to go for, whether English is widely understood, how the islands differ, whether a car is needed, which season is best, what the beaches are like, and how the Canary Islands compare with mainland Spain or other European island destinations. A trained advisor can answer those questions and turn curiosity into a booking.
What the June travel-agent sessions involve
The professional meetings are being held in Mallorca from 18 to 21 June as part of a Turespana initiative focused on agents from the United States and Canada. Turismo de Islas Canarias is using the sessions to present the islands' tourism offer directly to agencies and tour operators from both countries.
The agenda is built around high-volume professional contact. Turismo de Islas Canarias says it is holding 25 daily appointments with representatives from travel agencies and tour operators. For a destination that is still growing its North American visibility, that kind of repeated trade contact is valuable. It allows the islands to explain their product clearly instead of relying on broad advertising or generic Spain messaging.
The agent visit to the Canary Islands is just as important as the formal meetings. A destination can be difficult to sell from a brochure, especially when it has eight island identities and a geography that many long-haul travellers do not immediately understand. A familiarisation trip gives advisors the chance to see hotels, resorts, airports, landscapes, food experiences and excursion possibilities themselves. In the North American market, where personal recommendation carries weight, that first-hand knowledge can be decisive.
The Canary Islands' pitch is also being made in a market where Europe already performs well. North American travellers continue to choose European holidays in large numbers, with familiar countries such as Italy, the United Kingdom, France, Germany and Spain often high on the consideration list. The opportunity for the Canary Islands is to join the itinerary once a traveller has already chosen Spain or Europe. Instead of competing only for a standalone transatlantic trip, the islands can be positioned as an extension of a Madrid, Barcelona, Seville, Malaga or Lisbon journey, or as a warm-weather European escape in their own right.
| Key point | What it means |
|---|---|
| Professional event | Canary Islands tourism representatives are joining Turespana sessions with US and Canadian agents from 18 to 21 June. |
| Trade contact | The agenda includes 25 daily appointments with agencies and tour operators from the two North American markets. |
| Destination visit | A group of US and Canadian agents is also due to visit the Canary Islands to experience the offer first-hand. |
| Air access | United Airlines has restarted its direct New York/Newark-Tenerife route from 9 June, with three weekly flights. |
| Tourism strategy | The islands are trying to build awareness among higher-value, long-haul travellers who may combine sun, nature, culture and multi-stop Spain itineraries. |
The United New York-Tenerife route gives the campaign a practical anchor
Promotion is stronger when it is tied to a route travellers can actually book. The return of United's New York/Newark-Tenerife service gives the Canary Islands a direct selling point in the United States, especially for travellers in the New York metropolitan area and those who can connect through Newark from other US cities.
The route links Newark Liberty International Airport with Tenerife South Airport, placing the largest Canary Island within a non-stop transatlantic journey from one of the world's most important aviation regions. The service is scheduled with three weekly flights, which is enough to support holiday planning without turning the route into a mass-market shuttle. For the destination, that balance is useful: it creates visibility and access while still encouraging a measured, value-led approach.
Tenerife is the natural entry point for this part of the campaign. It has the archipelago's most recognisable international profile in many markets, a large hotel base, strong resort infrastructure in the south, Teide National Park, whale-watching areas, historic towns, hiking, beaches, golf, food, wine and enough variety to fill a longer stay. For a North American visitor crossing the Atlantic, that matters. A destination needs depth when the travel time and cost are higher.
The route can also help other islands indirectly. Once travellers arrive in Tenerife, the wider Canary Islands become easier to explain as an island-hopping destination. Gran Canaria offers city, beach and mountain contrasts; Lanzarote has volcanic landscapes, art, wine and distinctive architecture; Fuerteventura is built around beaches, water sports and open space; La Palma, La Gomera and El Hierro appeal to travellers interested in nature, hiking, quieter stays and more specialised experiences. A direct flight into Tenerife can therefore act as a gateway to the archipelago, not only to one island.
That said, the route should not be overread. Three weekly flights do not suddenly turn the United States into a dominant visitor market for the Canary Islands. The stronger interpretation is more realistic: the route gives tourism officials, hotels, destination companies and travel advisors a credible product around which to build awareness. It makes the islands easier to include in conversations that might previously have stopped at mainland Spain or the Balearics.
How US and Canadian travellers differ from core European markets
The Canary Islands know how to serve European holidaymakers. British travellers often arrive with strong resort awareness and a long history of package holidays, apartment stays and repeat visits. German travellers are familiar with winter sun, walking, wellness and longer stays. Mainland Spanish travellers may travel for family, climate, domestic flights, city breaks, events and summer escapes. Irish, Dutch, Belgian, Nordic and French visitors each bring their own booking rhythms and destination habits.
North American visitors require a different explanation. Many will not know that the Canary Islands are part of Spain. Some will assume they are much closer to mainland Europe than they are. Others may not understand why the climate is mild in winter, why the landscape is volcanic, why the islands are in the Atlantic off the north-west coast of Africa, or how travel rules work within the Schengen area. These are not obstacles if they are explained well. In fact, they can become part of the destination's appeal.
The US and Canadian markets are also shaped by longer travel distances. A visitor from New York, Boston, Toronto or Montreal may be willing to cross the Atlantic, but they usually need a trip that feels substantial. That can mean a week in Tenerife with excursions, a two-island Canary Islands holiday, or a wider Spain itinerary that adds the islands after city and cultural stops. The more complex the journey, the more useful a travel advisor becomes.
Canadian travellers bring a slightly different opportunity. Many are already familiar with long winter-sun escapes, and Canada has deep travel links to the Caribbean, Mexico, Florida and parts of Europe. The Canary Islands can stand out by offering winter warmth with European culture rather than a conventional resort-only holiday. For Canadians who have already visited Spain, Portugal, France, Italy or the UK, the archipelago can offer a new version of Europe with a more reliable outdoor climate.
US travellers may be especially receptive to the islands when the trip is tied to special interests. Tenerife's Teide National Park, volcanic scenery, whale watching, wine routes and coastal resorts can work for couples, nature travellers and premium clients. Lanzarote's design and landscape identity can appeal to culture and architecture-minded visitors. Gran Canaria's capital, beaches and mountain villages suit travellers who want variety. La Palma, La Gomera and El Hierro can be sold to a more adventurous segment looking for quieter islands and nature-led stays.
Why sustainability is part of the message
Turismo de Islas Canarias is also paying attention to the type of North American traveller it wants to reach. The official tourism message notes that North American visitors are attracted to sustainable destinations and that, according to Turespana, bookings are increasing in hotels with environmental commitments and social-responsibility programmes. It also highlights a preference for travel spending that benefits local communities.
This is a useful direction for the Canary Islands, but it has to be handled carefully. The archipelago faces real pressures around housing, water, transport, protected landscapes, coastal planning and visitor concentration in certain resort areas. A sustainability message only has value if it is connected to practical choices: spreading visitors across experiences and seasons, supporting local businesses, improving public information, protecting natural areas and encouraging visitors to explore with respect.
North American travellers can help with that if the product is built well. They are often interested in food, culture, nature, guided activities and meaningful local experiences, especially when they are travelling further and spending more. A visitor who books a whale-watching trip with responsible operators, eats in local restaurants, visits wineries, joins a guided walk, stays longer and travels outside the busiest resort pattern can contribute more broadly than a visitor whose spending remains inside a narrow package.
That does not mean every US or Canadian traveller is automatically a high-value or sustainable visitor. Source market alone is not enough. The value comes from the way the destination is sold and experienced. Travel advisors can help by setting expectations before arrival: which natural spaces need care, when to book official access, how to avoid overcrowded times, why local culture matters, and how to combine resort comfort with genuine island discovery.
What hotels and tourism businesses should watch
For hotels, the North American push is a signal to sharpen product clarity. US and Canadian travellers often want clear room categories, strong online information, reliable service standards, flexible itineraries, transfer options and easy answers about location. Hotels that can explain their connection to beaches, excursions, wellness, gastronomy, family travel, remote work or premium experiences will be easier for agents to sell.
For activity providers, the opportunity sits in curated experiences. North American travellers are good candidates for guided volcano and national-park visits, private or small-group tours, wine and gastronomy routes, cultural walking tours, boat trips, stargazing, cycling, diving, surf lessons, wellness retreats and multi-island itineraries. These are the products that give a long-haul trip more texture and help visitors justify choosing the Canary Islands over better-known sun destinations.
For transport and destination-management companies, the key will be simplicity. First-time visitors need to understand whether to rent a car, how airport transfers work, how ferries and inter-island flights fit together, and how much time to allow between islands. The more friction that can be removed before booking, the more likely an agent is to recommend the destination confidently.
Restaurants, wineries, local producers and cultural venues also have a part to play. North American visitors often respond strongly to food and place-based storytelling. Local cheeses, wines, bananas, tropical fruit, seafood, traditional dishes, coffee from Agaete, volcanic vineyards in Lanzarote, historic town centres and markets can all help make the islands feel specific rather than interchangeable.
What this means for visitors planning a Canary Islands holiday
For travellers in the United States, the most practical development is the New York/Newark-Tenerife link. It creates a direct route into the Canary Islands during the season in which the service operates, making Tenerife more accessible for those who can reach Newark easily or connect through United's wider network. Travellers should still compare dates carefully, as three weekly flights mean trip length and return-day options need planning.
For Canadian travellers, the June trade campaign may not change flight options immediately, but it should improve how the islands are presented by advisors and tour operators. Canada is already an important long-haul winter-sun market globally. If Canary Islands product knowledge improves among Canadian sellers, the archipelago may appear more often as an alternative to traditional sun destinations or as an extension to a European trip.
For visitors already in Europe, the campaign is another reminder that the Canary Islands are increasingly being positioned as more than a short-haul beach destination. The islands are still excellent for sun, sea and resort holidays, but the tourism strategy is also leaning into nature, culture, gastronomy, sustainability, high-value visitors, remote work, active tourism and multi-island discovery.
There is no need for travellers to change current holiday plans because of this news. The professional sessions do not introduce new restrictions, new tourist taxes, airport disruption or resort changes. The significance is longer term: the islands are working to make themselves more visible in a market that can bring new demand, new spending patterns and new opportunities for tourism businesses.
A careful opportunity rather than a quick fix
The Canary Islands' North American campaign should be seen as a careful opportunity, not a quick fix. Building a new long-haul market takes time. Airlines need route performance, travel agents need product knowledge, hotels need market-fit, and visitors need confidence that the destination is worth the journey. The June meetings and agent visit are part of that groundwork.
The strongest element is the combination of trade education and real air access. A direct New York-Tenerife flight gives agents something tangible to sell. The Mallorca meetings give tourism officials a chance to explain why the islands deserve attention. The familiarisation visit can turn that explanation into first-hand conviction. Together, those pieces make the campaign more substantial than a simple promotional appearance.
The risk is that the Canary Islands are treated as one more sun product in an already crowded market. To avoid that, the destination must keep its message specific. The islands are not the Caribbean, not mainland Spain, not the Balearics and not a generic warm-weather resort chain. Their strength is the unusual combination of European services, Atlantic geography, volcanic landscapes, mild climate, distinct island identities and mature tourism infrastructure.
If that story is told well, the US and Canadian markets could become a useful addition to the Canary Islands' tourism mix. They will not replace core European visitors, and they should not be pursued as volume at any cost. The better goal is balanced growth: more travellers who understand the destination, stay long enough to explore, spend across local businesses and help support year-round tourism without overwhelming the places that make the islands attractive.
For now, the news is a clear signal of intent. The Canary Islands want to be more visible to North American travellers, and they are using the channels that matter in that market: airline connectivity, professional advisors, destination education and first-hand experience. With United's New York-Tenerife route back in the schedule and US and Canadian agents being courted this month, the archipelago has a timely chance to turn long-haul curiosity into a more serious travel proposition.