Canary Islands and TUI UK will promote the destination with joint campaigns until 2028

The Department of Tourism and Employment of the Government of the Canary Islands has ordered the publication of the agreement signed between Promotur Turismo Canarias, S.A. and the private entity TUI UK Limited for the development and execution of joint co-branding promotional actions and campaigns for the 2026-2028 period. The General Technical Secretariat issued the resolution on September 16, 2026, and the Official Gazette of the Canary Islands disseminated it in issue number 195, dated September 29, 2026. The agreement was signed in Las Palmas de Gran Canaria on August 18, 2026.

The publication is based on article 29.2 of Law 12/2014, of December 26, on transparency and access to public information, and article 20 of Decree 11/2019, of February 11, which regulates agreement activity and the electronic registries of agreements and cooperation bodies of the Autonomous Community. This regulation requires the publication of public sector agreements of the autonomous community in the Official Gazette of the Canary Islands within twenty days following their signature. The resolution bears the signature of the General Technical Secretary, Francisco Hernández Padilla.

Promotur Turismo Canarias, S.A. is a public commercial company attached to the Department of Tourism and Employment, acting as an internal resource and instrumental technical service of the regional Administration, and operates within the framework of the Canary Islands Destination Strategic Plan 2025-2027. The agreement itself justifies the operation due to the need to stimulate markets that “are beginning to show signs of weakness,” especially the German and British markets, where socioeconomic uncertainty and the political situation are leading European consumers, particularly families, to cut disposable spending.

An investment of 600,000 euros and distribution of tasks

Promotur Turismo Canarias, S.A. will allocate a total amount of 600,000.00 euros to the agreement for its primary duration, excluding applicable indirect taxation. The contribution is made from the monetary funding that the company receives from the Department of Tourism and Employment of the Government of the Canary Islands, and the text details the breakdown with IGIC at 7% in the case of Promotur and with an exemption in the case of TUI.

The obligations of each party are distributed as follows:

• Promotur: development and execution of campaigns segmented by audience typology and geolocated in the cities and source markets with direct air connections to the destination, prioritizing digital actions and outdoor advertising.
• TUI: comprehensive communication and promotion strategy using its own channels—digital platforms, social networks, newsletters, and customer databases—combined with external media and B2B activities.
• Both parties: joint and balanced use of their distinctive signs, prior consent on content and schedules, and the enabling of a specific landing page with exclusive content about the islands.

Nine source markets and results monitoring

The campaigns will be targeted at the end consumer and the professional channel in the United Kingdom, Germany, Netherlands, Belgium, the Nordic Countries, Poland, Czech Republic, Austria, and Switzerland, aligned with the Canarias Destino 2025-2027 Strategic Plan and with special attention to travelers who value sustainability, quality, and premium experiences.

Upon closure of the agreement, the parties will share an investment and results report with indicators for impact, views, clicks, social networks, visits, and conversions. The agreement complies with competition law and does not prevent either party from signing similar agreements with third parties.

Validity, monitoring, and signatories

The agreement will be valid for two years from its completion by the consent of the parties, extendable by mutual agreement for another two years, up to the maximum permitted by Article 49, letter h), of Law 40/2015, of October 1, on the Legal Regime of the Public Sector. Extensions and modifications must be agreed upon in the Monitoring Commission and likewise published in the official bulletin.

The Monitoring Commission will be composed of one representative from each party, with decision-making capacity and agreements by unanimity. Promotur appoints Elena González Vázquez de Parga and TUI appoints Hannah Morris. The agreement is signed, on behalf of Promotur Turismo Canarias, S.A., by its Managing Director, José Juan Lorenzo Rodríguez (NIF A35845593), and on behalf of TUI UK Limited (company no. 2830117, address at Wigmore House, Wigmore Lane, Luton LU2 4TN, England), Sarah Lyman, Head of Tourism Office Relations and Partnerships, and Hannah Morris, Senior Manager of the same area.

The operation reinforces the archipelago’s commitment to the British market, the main source of tourists to the islands, at a time of cooling European spending. For the Canarian tourism sector, the agreement represents an injection of 600,000 euros in shared promotion with one of Europe’s largest tour operators and a stable framework for collaboration until 2028.

Source: Official Gazette of the Canary Islands, no. 195, of September 29, 2026, III. Other Resolutions, pages 35602-35614 (official reference: Resolution 3366).