Santa Cruz de Tenerife (EFE).- The Ministry of Tourism of the Canary Islands Government consolidates its commitment to LGTBI visitors, a segment of great relevance for the archipelago, not only because it spends more at the destination, he explains, but also because it redistribute better.
To attract these visitors, who are also characterized by having greater respect for the environment and by consuming more sustainably by opting for local products, Turismo de Canarias has launched a campaign on social networks for the celebration of LGTBI Pride next June 28.
The objective of this action, which takes place in Spain, the United Kingdom, Germany, France and Italy, is to create an emotional connection between the desire for vacations that surround the summer period and the destination, communicating the brand under a tonality of freedom and celebration, indicated in a statement.
In addition, the statement states that Turismo de Canarias continues to position the archipelago as a leading destination for the LGTBI segment, consolidating its image as an open, tolerant and safe enclave for this community.
By consolidating this aspect, it is possible to reduce the concentration of risk in other segments exclusively linked to sun and sand, in addition to promoting the diversification of the tourist offer, promoting the consumption of specific products for the segment.
This diversification is not only achieved with respect to tourists, but also in the markets, because although the share of the three main ones for the islands (United Kingdom, Germany and Spain) is maintained, other new ones are incorporated, such as Italy and France.
The action, which began this Wednesday, will take place until June 30 digitally, since social networks are a channel very similar to this segment, explains the Ministry.
A short video piece will be broadcast, in a fresh and dynamic tone, with a visual and emotional style that is highly oriented to the target audience and focused on recognition and congratulations for LGTBI Pride.
This audiovisual piece will direct users to the section created for this tourist segment within the destination’s official portal, https://www.holaislascanarias.com/turismo-LGTBI, its own space within the brand’s digital ecosystem equipped with information from value and inspirational content according to the interests and motivations of this tourist. EFE