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Tenerife, Spain closes 2nd quarter of the year with three major industry partnerships

Calle La Carrera, La Laguna.

The largest of the Canary Islands, Tenerife celebrates important new collaborations as it seeks to position itself in the US market emphasizing adventure, luxury and sustainability.

TENERIFE, SPAIN – Nestled in the Atlantic, off the coast of Spain, Tenerife has had a tremendous summer fueled by the announcement of a nonstop United Airlines route to the island out of Newark Liberty International Airport. The direct flight debuted on June 9 and facilitates access to North American travelers who wish to visit this diverse and exciting destination without stopping in another European destination. Tenerife, widely recognized for its historic and adventure appeal along with its unparalleled sustainable practices, has continued to position itself within the U.S. travel industry leveraging its attributes, goals, and values into key partnerships with Signature Travel Network, the Adventure Travel Trade Association (ATTA), and the United States Tour Operators Association (USTOA).

This week, the destination inaugurated two important collaborations. Tenerife partnered with USTOA to develop Sustainable Suzie, a first-of-its-kind comic book series that introduces a superhero for responsible travel. Tenerife also engaged with Signature Travel Network’s more than 8500 US-based advisors to showcase resources and tools available to promote Tenerife. In November, representatives from the Island will also conduct an in-person event at Signature’s Conference. In the meantime, this September, the destination will host a group of adventure-focused journalists and travel agents for a familiarization trip coordinated in partnership with ATTA.

“Tenerife is a vibrant destination with a wealth of experiences to offer the U.S. market. To help position our island at the top of mind of the American traveler, we understand the importance of key partnerships with organizations that share our values and objectives,” said David Perez, CEO of Tenerife Tourism. “Our connection with these three impactful partners and their adjacent network brings exciting new opportunities to the table. From large-scale events across the U.S. to a superhero comic series, we cannot be more excited to continue building upon these announcements.”

Signature Travel Network
Signature Travel Network is a member-owned community of leading travel agencies and supplier partners in the industry that Tenerife Tourism is proud to join. Through comprehensive educational events, including conferences alongside additional marketing collaborations, this partnership will leverage Tenerife’s appeal and Signature’s tech and network to continue supporting the success of travel agents booking itineraries to Tenerife for their clients.

The United States Tour Operators Association
Sustainable travel is at the core of USTOA’s vision, and to celebrate its 50th anniversary, USTOA introduces Sustainable Suzie, a superhero comic book centered around sustainable tourism. The comic highlights key pillars of meaningful travel, including the need to protect the natural resources and wildlife in destinations and conserve cultural heritage while creating authentic tourist experiences. Tenerife is a proud gold-level sponsor of the USTOA 50th Anniversary Sustainable Suzie campaign launched on August 17. With nearly 50% of its territory categorized as protected areas, Tenerife’s commitment to sustainable and responsible growth and unwavering appreciation for nature’s gifts make it a perfect fit to partner with USTOA on its 50th year of impactful work.

Adventure Travel Trade Association
The mission of the ATTA is to empower the global travel community to protect natural and cultural capital while creating economic value that benefits both trade members and destinations. With an overwhelming synergy around adventure travel and sustainability between ATTA and Tenerife, the partnership comes naturally. Through this bond, the two entities will collaborate on everything from familiarization trips to targeted information campaigns and more.

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