The Monitor identifies the trends that are changing the rules of the game:
The report is based on an extensive analysis combining surveys of 150 travel agencies within Coral Travel’s network across European source markets; social listening and monitoring; qualitative analysis through in-depth interviews with international experts and opinion leaders; and research using specialized tourism industry sources, including market reports, demand studies, consumer trends, media outlets, and specialized platforms.
The events were held on June 2 in Gran Canaria, with the participation of FEHT and the support of Turismo de Gran Canaria, at Salobre Golf Resort; on June 4 in Tenerife, with the participation of Turismo de Tenerife and the support of Ashotel, at Hotel Landmar Playa La Arena; and on June 17 in Lanzarote, with the participation of SPEL–Turismo Lanzarote and the Federación Turística de Lanzarote, at Arrecife Gran Hotel & Spa.
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During the presentation of the study, Sonia García García, MADISON’s Client and Brand Director, and Santiago Vega Lopina, MADISON’s Travel & Tourism Manager, took part in a panel moderated by Senior Advisor Yolanda Perdomo. They highlighted that the Canary Islands offer attributes that are particularly well aligned with many of the trends identified, including climate, safety, nature, gastronomy, wellness, sports, culture, hospitality, and a diverse range of year-round experiences.
Gran Canaria identified the application of artificial intelligence, experience personalization, the growth of influencer marketing and travel planners, the strengthening of the B2B channel, and the development of pet-friendly tourism as its main trends. The event also highlighted the importance of tourism intelligence and data analysis in anticipating travelers’ evolving needs.
PARTICIPANTS
Yolanda Perdomo
Executive Board Member · MADISON Travel & Tourism
Sonia García
Clients and Brand Director · MADISON Digital Experience Marketing
Santiago Vega
Manager · MADISON Travel & Tourism
Fernando Estany
Vicepresident · FEHT
Koray Cavdir
COO · Coral Travel en Germany, Austria and Switzerland
Onur Sonnur
General Manager · ODEON Tours en España
PARTICIPANTS
Yolanda Perdomo
Executive Board Member · MADISON Travel & Tourism
Sonia García
Clients and Brand Director · MADISON Digital Experience Marketing
Santiago Vega
Manager · MADISON Travel & Tourism
Pia Louw
Promotion Director · Turismo de Tenerife
Koray Cavdir
COO · Coral Travel en Germany, Austria and Switzerland
Onur Sonnur
General Manager · ODEON Tours España
In Lanzarote, priorities included the practical application of artificial intelligence; the growth of premium and wellness travel; and the development of high-potential segments such as women’s travel and pet-friendly tourism.
The event also highlighted the importance of strengthening air connectivity; collaboration among destinations, businesses, and tour operators; influencer marketing; and the creation of high-quality content to improve positioning in emerging AI-driven environments.
Regarding the main challenges and the tools needed to reach potential visitors, they highlighted air connectivity, B2B and B2C communication through tour operators, the creation of high-value content to support AI systems, and influencer marketing.
PARTICIPANTS
Yolanda Perdomo
Executive Board Member · MADISON Travel & Tourism
Sonia García
Clients and Brand Director · MADISON Digital Experience Marketing
Santiago Vega
Manager · MADISON Travel & Tourism
Susana Pérez
President · Federación Turística de Lanzarote
Héctor Fernández
CEO · SPEL-Turismo de Lanzarote
Onur Sonnur
General Manager · ODEON Tours España
Juan Manuel Alonso
Manager · ODEON Tours Canarias
The events also examined the characteristics of the main source markets, including the DACH region—Germany, Austria, and Switzerland—Poland, the Czech Republic, Romania, the Baltic States—Estonia, Lithuania, and Latvia—and Spain’s domestic market.
Germany, Austria, Switzerland, Poland, the Baltic States, Romania, and the domestic market were also identified as priority source markets, highlighting the importance of tailoring promotional strategies to the specific characteristics and needs of each one.
Drawing on the findings of the 2026 Trends Monitor, MADISON Travel & Tourism and Coral Travel are developing initiatives designed to improve traveler acquisition and retention through tourism intelligence, artificial intelligence, data analysis, personalization, influencer marketing, and promotional campaigns in strategic markets.
Discover the key trends identified in the Trends Monitor.
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