Tenerife has become the latest member of the Association of Touring and Adventure Suppliers (Atas) to showcase the range of activities on the largest of Spain’s Canary Islands.
Dimple Melwani (pictured), chief executive of the Tenerife Tourism Corporation, said the new associate membership enables the tourist board to target agents who sell to “active adventurer”.
It can also showcase its sporting activities, nature and wildlife, cultural events and sustainability credentials to the trade.
Melwani highlighted how the island has an average temperature of 23 degrees all year round – and almost half is protected territory, including volcanic formations and ancient forests.
“We want to connect with specialist travel agents and tour operators that may not have Tenerife in their programmes yet or may have never thought of Tenerife in this way, to show them all the sports and outdoor opportunities our beautiful island has to offer,” she said.
“We have always worked closely with the travel trade to promote Tenerife and attract visitors who enjoy sports and adventure to the island, as a key element of our tourism strategy.
“We know how much British and Irish travellers value the information and advice they get from travel agents; they trust their recommendations.
“We want to give those agents new ideas they can use to improve their sales to Tenerife and bring in new customers who enjoy sports and the outdoors.”
She said the tourist board can offer agents information, content and resources to help sell adventure holidays in Tenerife, along with training and the chance to meet at Atas events, including the annual conference in September.
“Tenerife is also home to Spain’s highest peak, Mount Teide, while its surrounding waters are teeming with amazing marine life. This lesser-known outdoorsy side of Tenerife is what we’d like travel agents to learn about and promote to their customers,” she continued.
“The touring and adventure travel sector is important to Tenerife because it allows us to showcase the diverse experiences that the island has to offer – which might be lesser known to some of our visitors.
“From stunning beaches and volcanic landscapes to vibrant cultural events and outdoor activities, Tenerife is a perfect destination for both relaxation and adventure.
“By promoting these unique experiences, we can attract a wide range of travellers, including one of our core markets: active adventurers.”
Melwani also noted an increasing interest in sustainable and eco-friendly travel options, “particularly among work-hard urbanites” – plus growing demand for community tourism and wellness tourism.
“We are committed to promoting eco-friendly tourism practices and preserving Tenerife’s natural beauty,” she said.
“Our initiatives include supporting local conservation efforts, encouraging responsible tourism and providing information on sustainable travel options to our visitors.
“We continue to collaborate with local businesses and communities to ensure that tourism benefits the island’s economy and environment.”
Claire Brighton, Atas director, said: “I’m delighted to welcome Tenerife – the island’s mix of culture, outdoor adventure, sporty activities, amazing scenery and sustainability initiatives fits perfectly with the ethos of our travel agent community.
“It will be great to see them at our events and taking part in our campaigns to showcase their touring and adventure credentials.”
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