Canary Islands want to attract more sports tourists claiming: ‘It’s Quality Tourism’
The Canary Islands are stepping up efforts to attract visitors seeking more than sun and sea, focusing instead on sports and active tourism as a key driver of sustainable economic growth. This was the main takeaway from the talk “Sport as a Driver of Tourism and Health”, held at ExpoDeca 2025, the Canary Islands’ Fair of Physical Activity and Sport.
Speakers agreed that sport not only promotes physical and mental well-being but also serves as a powerful tool for diversifying and enriching the islands’ tourism offer, positioning the archipelago as a destination where nature, leisure, and physical activity coexist.
Beyond Sun and Beach
Experts highlighted that the pandemic changed travellers’ priorities. Tourists now want experiences linked to health, wellbeing, and outdoor activity, rather than traditional resort holidays.
Other Spanish regions shared their experiences at the event. In La Rioja, regional sports director Diego Azcona explained that their strategy focuses on diversification, promoting hiking, cycling, and swimming across the region’s seven valleys to attract both elite athletes and families.
Meanwhile, Francisco J. Sánchez, Director General of Sports in Murcia, says that sports tourism was one of the first sectors to recover after the pandemic, underlining the need to be “adaptable and resilient.”
Canary Islands: A Natural Sports Destination
In the Canary Islands, the Director General of Tourism, Miguel Ángel Rodríguez, emphasised the growing importance of active tourism, pointing out that visitors increasingly want to stay active while on holiday.
He cited flagship events like the Ironman Lanzarote and the growing number of Olympic teams that choose the islands for training thanks to their ideal year-round climate.
Rodríguez added that many hotels are now incorporating fitness facilities, professional trainers, and sports experiences to meet this demand. Tourism, he noted, represents 87% of direct and indirect employment and around 37% of the Canary Islands’ GDP.
Former regional tourism minister Yaiza Castilla also joined the discussion, recalling that during her tenure (2019–2023) she promoted active tourism as a sustainable alternative. “After the pandemic, it became clear that we couldn’t depend solely on sun and beach tourism,” she said. “Sports tourism creates a value chain where visitors consume responsibly and respect the environment.”
Expodeca 2025 at the Recinto Ferial in Santa Cruz de Tenerife
Healthy Territories, Sustainable Future
Rodríguez and Castilla both stressed that leisure and physical activity must go hand in hand, encouraging destinations to provide infrastructure, qualified professionals, and services for visitors who want to maintain an active lifestyle.
Castilla concluded that the Canary Islands are already recognised as a world-leading sports destination, particularly for athletes from northern Europe. However, she warned that the sector must continue to grow sustainably, ensuring that facilities, accommodation, and local ecosystems are not overwhelmed.
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