Lanzarote Premium an Initiative to Attract a High-End Tourist


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Jameos del Agua hosted the presentation of this project that has the support of more than 120 companies and will be piloted by Turismo Lanzarote, in collaboration with Grupo Martínez.

The Cabildo de Lanzarote presented this Thursday the tourism product 'Lanzarote Premium', an ambitious project led by the first island Corporation, through SPEL-Turismo Lanzarote, in collaboration with the Martínez Group, which has the support of more than 120 entities businesses on the island and whose objective is to position Lanzarote as "an exclusive and differentiated destination, in order to attract a high-end tourist, who demands select experiences with sustainability ", said the president of the First Island Corporation, Mª Dolores Corujo.

In the presentation ceremony, which was held in the Jameos del Agua Auditorium and brought together a large representation of the island tourism sector as well as authorities from the main public institutions of the island, the president highlighted that “with Lanzarote Premium, a group of businessmen, in a scenario of extraordinary adversity, have decided to take a step forward with this fantastic product, questioning themselves about their role in the response to the crisis and making themselves available to the institutions to join forces and create synergies ”.

During the presentation ceremony, Yolanda Perdomo, representative of ICF SH&E, Inc., the prestigious international consulting firm that will develop the design of the strategy for the repositioning of the destination in the Premium segment, also intervened. The project, which will bring together the experience and expertise of three teams specialized in tourism, branding / communication and aviation, includes four phases to implement this new product: Analysis and Diagnosis (1st phase); Product and Governance (2nd Phase); Marketing and Communication (3rd phase) and Management of the evaluation for continuous improvement (4th phase).