Tenerife Overhauls Tourism Strategy to Target North American and Eastern European Markets
Tenerife is diversifying its tourism strategy through 2026 by expanding international flight connections to North America, Eastern Europe, and the Benelux region to attract higher-spending, long-haul travelers.
Tenerife is set to transform its tourism strategy by 2026, aiming to attract visitors from a wider range of countries. According to the island’s government (Cabildo), the goal is to reduce reliance on traditional markets by expanding connections into Eastern Europe, the Benelux region, and, most significantly, North America.
The island’s move into the North American market begins this October, with Air Canada launching direct flights from Toronto and Montreal. This shift reflects a broader effort by Canary Islands officials to attract long-haul travelers who tend to stay longer and spend more.
Growth in Eastern Europe will be supported by Air Serbia, which will operate two weekly flights between Belgrade and Tenerife from October to February. Additionally, airBaltic is establishing a seasonal base at Tenerife South Airport, offering new connections to Ljubljana, Liège, Palanga, and Groningen.
Existing European routes are also being strengthened. Air France is increasing its capacity from Paris-Charles de Gaulle for the summer, and TAP Air Portugal is boosting its service from Lisbon to four flights per week.
Domestic travel is seeing a significant boost as well. Iberia Express plans to operate up to 11 flights daily between Madrid and Tenerife by summer 2026. Vueling expects a 7% increase in capacity, with a focus on routes from Oviedo and Valencia. Meanwhile, Binter Canarias is expanding its network, maintaining routes to cities like Vigo and Granada through the winter and launching new services to Seville and Badajoz.
Industry experts view this expansion as a sign of Tenerife’s economic strength. The ability to attract a diverse range of airlines highlights confidence in the island’s infrastructure, which is vital for local jobs and competitiveness. As the island grows, Lope Afonso, Vice President and Minister of Tourism, faces the challenge of managing this increased traffic while maintaining high standards of service and quality for all visitors.