Tenerife Aims to Elevate British Visitor Numbers at World Travel Market

Tenerife is making a significant presence at the World Travel Market (WTM) in London, which is set to run until November 6. The island’s participation is driven by a strategic agenda focused on enhancing air connectivity with the United Kingdom, as well as attracting a larger influx of visitors who are interested in experiencing the island’s unique lifestyle and premium tourism offerings.

Recent data from the Tenerife Cabildo highlights the importance of the UK as a key market for the island. In the previous year, a remarkable 2.74 million British tourists visited Tenerife, marking a notable 9.7% increase compared to 2023. Furthermore, in the first nine months of 2025 alone, the island welcomed 1,555,048 visitors who chose to stay in various hotels and apartments across the region. This influx underscores the enduring appeal of Tenerife as a travel destination for British holidaymakers.

Tenerife stands out among the Canary Islands, leading in both air traffic and tourism share from the UK. The island is projected to account for an impressive 44% of the air travel and visitor market share for 2024. This dominant position reflects Tenerife’s strategic efforts to cater to British tourists, who are drawn to its diverse attractions, stunning landscapes, and favorable climate.

During the WTM, representatives from Tenerife are set to engage with a range of key players in the travel industry. They will hold discussions with major airlines, tour operators, and travel agencies, including prominent names such as TUI, British Airways, British Airways Holidays, Barrhead Travel, On the Beach, Equator Global, and World2Meet. In addition to these industry connections, Tenerife’s representatives will also interact with influential media outlets, including The Daily Telegraph, Monocle, Travel Bulletin, and Breaking Travel News, to further promote the island’s tourism offerings.

Lope Afonso, the Vice President and Tourism Councillor of the Cabildo, emphasized the significance of the World Travel Market for Tenerife. He stated, “The World Travel Market serves as a strategic platform to strengthen the excellent relationship Tenerife has with the British market and to continue expanding our air connections. Our aim is to ensure that Tenerife remains an accessible and appealing destination for UK travelers.” Afonso’s remarks highlight the island’s commitment to fostering strong ties with British tourists and enhancing the overall travel experience.

The focus on British tourism is not merely a response to current trends; it is part of a broader strategy to position Tenerife as a premier destination for travelers seeking both relaxation and adventure. The island boasts a rich array of attractions, from its stunning beaches and vibrant nightlife to its cultural heritage and outdoor activities. With its year-round pleasant climate, Tenerife has become a favored getaway for those looking to escape the hustle and bustle of daily life.

Furthermore, Tenerife’s tourism strategy includes promoting its premium offerings, which cater to discerning travelers looking for high-quality experiences. This includes luxury accommodations, gourmet dining options, and exclusive tours that showcase the island’s natural beauty and cultural richness. By highlighting these premium offerings at the WTM, Tenerife aims to attract a more affluent segment of the British tourist market.

As the WTM progresses, Tenerife’s representatives are optimistic about the potential outcomes of their engagements. The island’s proactive approach to strengthening air connectivity and enhancing its tourism appeal is expected to yield positive results in the coming years. By fostering relationships with key industry players and media, Tenerife is positioning itself to capture a larger share of the British tourism market.

Key points

• Tenerife is participating in the World Travel Market in London until November 6.
• The UK is the largest source market for Tenerife, with 2.74 million British tourists in the previous year.
• In the first nine months of 2025, Tenerife welcomed 1,555,048 visitors.
• The island is projected to account for 44% of the air travel and visitor market share from the UK in 2024.
• Representatives from Tenerife are engaging with major airlines, tour operators, and media outlets during the WTM.
• Lope Afonso emphasized the importance of strengthening ties with the British market.