Sustainable Travel International

Lanzarote Sustainability Marketing Assessment and Action Plan

Lanzarote is far along on its sustainability journey. Following the legacy of César Manrique, the destination has made a significant investment in cultural heritage protection, environmental conservation, and land use planning. It has a solid legal framework in place to ensure the long-term sustainability of the island, and to protect the coastline from over-development. There is a collective public commitment to sustainability and common vision for a sustainable tourism destination, as demonstrated through the destination’s participation as an Early Adopter in the Global Sustainable Tourism Council’s Destination Criteria and Indicators (GSTC-D) program.

This strong foundation provides many opportunities to differentiate Lanzarote and to increase the value of its tourism offering in its priority target markets, which have high and growing interest in green travel options.

Our project focused on generating increased value from existing visitors, attracting high quality travelers to the destination, and ensuring that no visitors leave Lanzarote without uncovering its rich Sustainability Stories.


Project Objectives:

  • To assist the Lanzarote Tourist Board in the development of a sustainability action plan for implementing sustainable tourism projects in Lanzarote

  • To research attitudes and current perceptions of Lanzarote as a sustainable tourism destination in key inbound markets

  • To develop strategy recommendations, sustainability positioning, and content designed to communicate Lanzarote’s Sustainability Story to consumers and the travel trade

  • To collect rapid feedback on the above-mentioned recommendations, positioning, and content from consumers and travel trade, which will help the destination to refine them for later use


Project Outcomes:

  • Thorough assessment and gap analysis of marketing strategy and materials

  • Quantitative and qualitative research report outlining opportunities in target markets

  • Social media content guide explaining how to tell Sustainability Stories to target audience

  • Revised brand positioning and values

  • Stakeholder-driven sustainability marketing action plan, including short-, medium-, and long-term recommendations for integrating sustainability into the destination’s marketing strategy and tools

single project template last updated September 11 2012 20:57:15.

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