Tenerife Aiming High To Offer Brits More Than Beaches And Court Markets

Nov 10, 2023

News

Dimple Melwani has been appointed to be the head of the tourism sector of Tenerife since mid-September. She is the chief executive of Tenerife Tourism Corporation. She told TTG that the destination has been investing a lot into making tourism more diversified. It will then offer international visitors a wide range of things to enjoy.

While speaking to WTM London, Melwani said that diversifying the tourism strategy would ultimately strengthen the core market. The UK, ever since the pandemic wrapped up, has started to see the island as something more than just a beach destination.

75% of the British population of about 1.6 million that have traveled to Tenerife in the past nine months have opted for cultural and sporting activities such as trekking or cycling. This is what the Tenerife Tourism Corporation data has revealed.

Melwani describes the objective of Tenerife to attract more high-end customers to the island. “This change is important because it aligns with our tourism strategy.”

To attract more Brits, Tenerife has featured different roadshows at trade fairs across the UK. They have also held face-to-face travel agent training sessions all around the year. It is set to continue in 2024.

Tenerife is simultaneously looking to expand its reach into long-haul markets like the Middle East and Southeast Asia. It also seeks to improve connectivity for neighboring countries like Canada, France, and the US. Tenerife welcomed its first direct US flight last June straight from New York.

Melwani added, “We have this connectivity with the US because we understand there’s demand for it.”To sum it up, Tenerife will continue to focus on reinforcing the core markets of its base while also expanding into new ones. It will be part of its 2024 tourism regeneration strategy. Dimple Melwani, the chief executive of Tenerife Tourism Corporation, has revealed.

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Sarmind is a Writer and an aspiring Editor who has experience in various short and long-form niches. Her academic pursuits intensely mold her industry background in content creation. She holds a Master's degree in Literature, and when not writing for professional purposes, she can be found re-reading old classics of Jane Austen and the Brontë sisters. She is super fond of cats and enjoys hours of doom-scrolling through memes on social media while cuddled up with a cup of desi chai. She likes to think she is an intellectual badass (colloquial: nerdy bore), and now all she needs is a sewing kit to complete the look!

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