Our conclusions indicate that Lanzarote, and the Canary Islands in general, are already reference destinations for Blue Tourism, which is a form of active tourism that puts the protection of oceans, coasts and natural water sources at its centre, fostering a balance between economic growth, the preservation of marine ecosystems and the well-being of local communities.
Going deeper into the definition, and from travellers’ point of view, Blue Tourism also appeals to their responsibility in preserving and caring for the oceans and marine resources, recognising their essential role in the health of the planet. Activities categorised as Blue Tourism include all those taking place in marine or aquatic environment, promoting sustainable tourism and respect for the environment through leisure and recreation.
Two thirds of active tourism in Lanzarote is “blue”
To dimension the scope of Blue Tourism in the Canary Islands and Lanzarote, we studied the demand drivers for these experiences. Data shows that Blue Tourism represents 13% of the reasons for travel to the Canary Islands, 15% in the case of Lanzarote, two percentage points more than for the whole of the Canary Islands. In fact, two thirds of the travellers who visit Lanzarote as an active tourism destination do so to enjoy Blue Tourism experiences (7 out of 10 travellers in the case of the Canary Islands).
Lanzarote has also managed to position itself as a Blue Tourism destination in a wide range of experiences and activities. As Mabrian points out, snorkelling and diving (including attractions such as the impressive Museo Atlántico, the only underwater museum in Europe) are the most popular active tourism activities for travellers visiting Lanzarote (for one in four). A 17% look for alternatives to practise various water sports, whereas one in ten visitors sees Lanzarote as a shark diving destination. Other relevant Blue Tourism activities in the destination are surfing, windsurfing and kitesurfing (7% of active tourism demand), jet and water skiing (6%), as well as paddle surfing, kayaking and canoeing, or fishing tours and charters.
Ireland, France and the United Kingdom, “blue” markets for Lanzarote
Our analysis on Lanzarote indicates that, of the 10 main inbound markets, there are three that show great potential to increase the impact of Blue Tourism: Irish, French and British, both due to the demand volume for these experiences, as well as due to their spending patterns and length of stays. The figures provide clues on how to approach the promotion, booking and travel cycles, in order to direct them towards the objective of extending stays and spending, and attracting more visitors interested in Blue Tourism.
Ireland is the most promising market because, although it concentrates around 5% of the demand for Blue Tourism in Lanzarote, it is the market with the highest average daily spending with credit card and by length of stay (7.1 days), and also shows a very stable seasonal behaviour that allows taking advantage of the capacity of Blue Tourism to be enjoyed throughout the year.
The United Kingdom, which is the main market for Lanzarote’s active tourism segment, is also so for Blue Tourism: it represents around 30% of this segment demand on the island, particularly concentrated during winter season. Moreover, UK it is the second market by average length of stay (6.9 days), and the fifth by average spending (with credit card). France, with a sustained demand pattern throughout the year, is also a market with great potential for this segment, since it represents 10% of the demand for “blue” experiences in Lanzarote (second following UK), and ranks third per average length of stay (6.1 days) and average spending.
The data suggest that there are two other source markets, still niche in terms of demand volume, that are worth monitoring taking into account their average spending (with credit card): Switzerland (second) and Belgium (fourth). This favours a combined approach of Blue Tourism experiences with other more powerful demand drivers for these two markets, to push for longer stays from Swiss and Belgian visitors.
Finally, it is also relevant to mention the Italian market case which, although it is not ranked among the highest in terms of average spending, is among those with the longest stays (5.6 days) and presents a levelled demand pattern throughout the year; thus, Blue Tourism can represent an opportunity to boost tourist spending and, consequently, lengthen stays at the destination.
Tags: Blue Tourism, sustainable tourism, Blue Islands Innovation Summit by Lanzarote, Mabrian
