The island’s president, Oswaldo Betancort, said: “We are sending a very clear message – Lanzarote doesn’t want just any tourist, but rather those who love and enjoy the island, who respect its uniqueness and contribute to its preservation.”

He added: “We are creating a globally unique model of ethical and responsible tourism. The aim is for visitors to understand, even before they land here, that they are entering a delicate and beautiful territory that needs to be protected.”

Details have yet to be finalised, but Hector Fernandez, chief executive of Turismo Lanzarote, added the message will be integrated into work with airlines and tour operators “to reshape how tourism is viewed on the island”.

Lanzarote has been the subject of protests about overtourism in recent months. The island has a population of around 150,000 but receives three million visitors annually. Water has become scarce and rental rates for locals pushed up due to the amount of holiday lets. All-inclusive hotels are another concern, with locals saying they do not benefit the wider economy.

Spain and its islands have seen campaigners step up protests against overtourism, which has drawn a response from some destinations.

Gran Canaria has introduced a tourist accommodation tax, ring-fencing proceeds for improvements and sustainability, while Tenerife said at WTM London it would target more affluent clients.