The City Council of Las Palmas de Gran Canaria has presented its fourth Tourism Marketing Plan 2026-2030, which prioritises the generation of economic, social and environmental value, with residents at the centre of the strategy.
The City Council of Las Palmas de Gran Canaria unveiled its tourism roadmap for the next five years on Tuesday. The fourth Tourism Marketing Plan 2026-2030, under the slogan 'The Atlantic city where tourism generates value', proposes a shift in focus that integrates tourism activity into the urban and social development of the Gran Canaria capital.
The Councillor for Tourism, Pedro Quevedo, explained that the aim is to "work towards balanced tourism that respects and values our quality of life." The document, which has been developed with the participation of over a hundred people in sector workshops, gathers the opinions of citizens, industry professionals, and potential visitors from Europe and West Africa.
The strategy is structured into ten operational programmes that will be progressively developed until 2030 under the LPA brand. Among them are LPA Deliciosa, to promote local gastronomy; LPA Barrios (warmth and colour), aimed at extending the benefits of tourism to different districts; and LPA Verde-Azul and LPA Activa, focused on enhancing the coastline and activities linked to the ocean and nature.
The plan also includes attracting professional events through the LPA MICE programme and consolidating the West African market. The brand 'City of Sea and Cultures' remains, but updates its narrative by incorporating three new concepts: cooperation, awareness, and value generation.
The councillor highlighted that the plan prioritises the generation of economic, social, urban, environmental, and cultural value, with a model that aims for tourism activity to directly impact the quality of life of citizens. "We want tourism to stop being seen as an isolated activity and to be integrated into the development of the city," Quevedo stated.
The City Council has based the strategy on market studies conducted among MICE sector companies, tourism intermediaries, and potential visitors in Europe and West Africa. Additionally, the opinions of tourists staying both in the capital and in the south of Gran Canaria have been taken into account.
Among the main lines of action are extending the benefits of tourism to the districts, promoting local gastronomy, and enhancing the coastline. The plan also aims to consolidate the capital as a destination for congresses and professional events, as well as strengthening connections with the African market.
The tourism strategy of Las Palmas de Gran Canaria for the coming years is presented in a context of sustained growth in the sector on the island. The City Council is committed to a model that balances tourism activity with the quality of life of residents, an approach that has already been applied in other European cities.
The plan includes a specific programme to integrate the districts into the tourism offer, aiming for visitors to experience the city's diversity beyond traditional areas. LPA Barrios (warmth and colour) aims to energise the districts and generate economic opportunities in all areas of the capital.
The Councillor for Tourism emphasised that the plan is the result of a process of citizen listening and data analysis. "We have gathered the concerns of residents and professionals to design a strategy that benefits everyone," Quevedo affirmed.
The implementation of the ten programmes will begin progressively throughout 2026, with annual milestones until 2030. The City Council plans to periodically evaluate the results to adjust actions if necessary.
With this roadmap, Las Palmas de Gran Canaria seeks to position itself as a sustainable and diverse tourist destination, where visitors and residents coexist in harmony. The strategy advocates for tourism that generates shared value and contributes to the comprehensive development of the city.
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