A new tourism campaign in the Canary Islands is urging locals to holiday within the archipelago this summer, and officials are spending more than £400,000 to make it happen. The regional Government has launched a new initiative designed to encourage inter-island travel among Canarian residents, hoping to boost the local economy and strengthen emotional ties to the land.

The campaign, which began on Monday, June 23, and runs until the end of July, has a total budget of 500,000 euros (around £427,000) and is co-financed by the European Regional Development Fund. “With this new initiative, we are targeting Canarian citizens who travel across their own islands with pride, respect, and a deep emotional connection to their land,” said Jéssica de León, Minister of Tourism and Employment for the Government of the Canary Islands.

“We are building a narrative that appeals to the sense of belonging and shared identity, promoting the rediscovery of our land,” she added.

The campaign introduces a new term: Turisla, defined as “a Canarian person who loves their islands and enjoys them by travelling”. 

It replaces the word “tourist” with a message that reads: “Here we have our own way of enjoying and caring for our favourite spots. 

“This summer, enjoy your islands as only those who love them know how to do.”

Aimed at reconnecting locals with the islands’ natural and cultural heritage, the promotion is being rolled out across a wide range of platforms, including digital media, billboards, radio, television, newspapers, and social media.

It also involves collaborations with influencers and local media to help spread the message.

The push comes as officials try to revive domestic tourism, which made up 46% of all summer trips taken by Canarian residents last year, according to Spanish newspaper Gomera Noticias. 

It comes after recent research by Which? Travel found tourists now outnumber locals on one island by 120 to one.

In total, locals took 825,821 trips during the summer season, with 381,212 of those being within the islands themselves.

Those who stayed in the archipelago spent an average of 8.8 days on holiday and collectively spent more than 186 million euros.

Popular activities included going to the beach (71%), visiting friends and family (27%), cultural visits (23%), and hiking (22%).