The value of the Canary Islands¿ Brand is on the rise in Europe
A study led by the Canary Islands¿ government shows a growth in the value of the Canary Islands¿ Brand and an increasing amount of visitors intending to go back to the islands within the next two years
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The value of the Canary Islands¿ brand has taken a remarkable step forward since the last study was carried out, revealing an increase in the the fame of the Archipelago over the last five years and an increased intention to visit within the next two years. In order to analyse the impact of the Canary Islands¿ brand a total of 30,000 surveys were carried out in 19 countries that are traditionally a source of visitors to the islands
The destination continues to be strong in terms of climate, especially in the winter, beaches and nature, and transport links are considered to be very good, in fact the high season saw an increase of 17 percent in aviation capacity.
This comparative progression study into the Canary Islands¿ brand, to determine the fame index, as well as the image index, whether cognitive, affective, or global was carried out in Germany, United Kingdom, Spain, Ireland, Holland, Belgium, France, Italy, Portugal, Austria, Switzerland, Sweden, Norway, Finland, Denmark, Russia, Luxembourg, Czech Republic and Poland.
The authors of the study have valued this increase in the brand's good perception at around 40 million euros, which comes from multiplying the 3 extra euros that every tourist would be willing to paying by the 14 million visitors to the Archipelago.
