Dimple Melwani, who was appointed to the island’s top tourism job in mid-September, told TTG the destination was investing heavily into diversifying its proposition to offer international visitors a wider range of experiences. 

Speaking at WTM London, Melwani said diversifying Tenerife’s strategy was aimed at strengthening its core market – the UK – as post-pandemic Brits see the island as something more than a beach destination.

According to Tenerife Tourism Corporation data, 75% of the 1.6 million Brits that travelled to the island in the past nine months have chosen to engage in a raft of cultural and sporting activities, including trekking and cycling.

“This change is important because it aligns with our tourism strategy,” said Melwani, describing Tenerife’s objective to attract higher-end customers.

To entice even more Brits, Tenerife has featured at different trade roadshows across the UK, as well as holding face-to-face travel agent training sessions throughout the year, set to continue in 2024.

Tenerife is also looking to expand its reach into long-haul markets such as the Middle East and south-east Asia, while improving connectivity for countries such as France, Canada and the US – with the island welcoming its first direct United Airlines flight from New York last June.

“We have this connectivity with the US because we understand there’s demand for it,” Melwani added.