The Councilor of Tourism to the Canarias Government, Rita Martín, accompanied by the vice- councilor of this entity, Yolanda Perdomo, participated recently in a workshop that took place in the locality of Pueblochico, situated in the La Orotava municipality (Tenerife). During this workshop, it was announced that municipalities, old parts of towns and emblematic buildings will be able to join the tourist promotion label “Volcanic Experience”.

These workshops are carried out to inform the local business community about the four labels the Canarias Islands are promoting as tourist destination: Family Welcome, Water Sport Experience, Volcanic Experience and Wellness Delight. During this activity, Pueblochico received a plaque for its recent integration to the Volcanic Experience label, which is its second label the town receives after the Family Welcome label it has already obtained.
This workshop had as main goal to provide information about the essence of each one of these labels. “We want to show Canarias from a different point of view, which is a specialized point of view, and for that reason we have developed these labels” said Rita Martín.
She also talked about a new advertisement spot that was released the past 15th of June and it is being broadcasted in the main TV channels of the local TV. The spot is focused in the strategy of each label, and complements the campaign “Encuentros Afortunados” which is addressed to the volunteers form Canarias that provide and invaluable help to the promotional campaign, providing the human side it needs”.

The Joining Protocol was presented in this event, which allows municipalities, old parts of cities and emblematic buildings to join the Volcanic Experience label, as long as they fulfill with certain technical and geographical requirements. The goal is to extend the label to the surrounding areas, to provide continuity to the tourist experience.
Besides, during this meeting, it was presented the digital tool “Market Place”, which will be available soon with the goal of creating a network between the tourist businesses that are part of these labels and product and services suppliers. This will be a new online platform that will provide business opportunities.

The platform will have three levels to provide the necessary flexibility for any product or service provider to submit an innovative idea that has the potential to become part of any of the labels, from a craftsman who has a new piece of art, to a tourist agency that proposes a new tour or tourist route. These innovative actions shall be approved by “Promotur” (public entity in charge of the tourist promotion of the archipelago) before being included in the labels.

Following this same line, it was also presented the Experience Generation Protocol, which objective is to foster new ways to present the tourist offers included in each label. For this purpose, new training courses and experiencing routes different form the traditional holyday tours will be implemented.
Round Table
The event finished with a round table for the participants to clarify their doubts and make questions about this project. They received a personalized assistance form the people in charge of the coordination and implementation of the different labels.

The workshop is in the framework of a series of events intended to bring closer the tourist promotion strategy to the different regions of the Canarias Islands and integrate the local tourist industry in the global vision the archipelago has. The workshop that took place in Tenerife north is the fourth one, after the ones that took place in La Gomera, Lanzarote and La Graciosa.

Rita Martín explained that the Volcanic Experience label promotes adventure sports, trips to natural areas, visits to the volcanoes and speleology, turning the singular orographic geography of the islands into a connection to other tourist offer the archipelago has.