La Palma, one of the least visited Canary Islands, ushers into the new year with a new tourism strategy designed not just to attract visitors, but to offer a comprehensive vision to improve life on the island, preserve natural wealth and share Palmerian authenticity with the world. This winning formula is also echoed in a new motto, “A new journey begins”, both for visitors and locals.

Promotional presentation demonstrated a collective vision of the future of island’s tourism, held at Circo de Marte Theater in Santa Cruz de La Palma on the eve of new tourism year, 12th December 2024. The grand occasion gathered over 300 leading figures from tourism, cultural, scientific and economic sectors, applauding a launch of the new promotional video, logo and digital campaign scheduled to run in both domestic and various target markets.

Festive occasion positioned La Palma as a key player in the Canary Islands in promoting meaningful, authentic and versatile landscapes away from over-visited holiday hotspots. According to the newly introduced strategy, La Isla Bonita set its sights to attract nature lovers and adventure enthusiasts seeking unparalleled destinations lured by adrenaline of the mountains, the freedom of the sea, majestic volcanoes, endless starry skies, and the authenticity of the locals.  Data from the Canarian Institute of Statistics supports the trend, where more than half of visitors to La Palma visit the island to explore the destination and 55% use the Internet to plan their trip.

Sergio Rodríguez, The President of the Cabildo of La Palma said: “We want to make a difference and decisions that will send far-reaching ripples in the tourism industry. La Palma is a one-of-a-kind destination where nature, heritage and our strategy is focused on attracting those who value our contrasting landscapes, heritage and what we stand for as Palmerians.’’ Rodríguez concluded: “We are committed to sustainable tourism, not just any tourism.”

At a time when many destinations face challenges due to overcrowding, La Palma is positioned as a model of sustainable and quality tourism.  Raquel Rebollo, Island Minister for Tourism clarified a team quality behind the new tourism chapter, focused on unique, personalized and environmentally friendly experiences: “The success of this strategy is a united effort to redefine tourism on our island. We want to make an impactful shift towards a new model based on creativity, innovation and forging meaningful ties with travelers”.

The event also featured and gained support from star-studded figures such as Valentín Martínez, Director of the Instituto de Astrofísica de Canarias (IAC), and Nemesio Pérez, Coordinator of the Volcanological Institute of the Canary Islands (Involcan), alongside hoteliers Irving Ribot from Meliá La Palma and Enrique Luis Larroque, Hacienda de Abajo.