Lanzarote has struck a deal with Ryanair to bring more Brit tourists to the popular holiday destination - just months after officials said they wanted to attract “higher-quality” European tourists instead.
The €275,000 (£239,000) advertising campaign, signed off by the island's Department of Tourism Promotion, will focus on the UK and Ireland.
It will try to also lure travellers from European destinations including Italy, Belgium, Poland, France, and Slovakia.
It marks an about-face from comments made earlier this year by the island’s president, María Dolores Corujo, who said it should target the German market because it was “higher-quality”.
She said: “It’s essential to work on the diversification of the sector and the growth of markets like the German market, which adapt to our intentions of aiming at higher-quality tourism and holidaymakers who spend more when they’re here and moves us away from mass tourism.”
She added the stance would mean aspiring to receive fewer visitors “with greater spending in the destination,” and that she aimed to diversify to “reduce the dependence on the British market.”
The comments were connected to the problematic behaviour of some British visitors to the Canary Islands.
Ms Corujo and other ministers argued the only way to grow the tourism industry is by attracting higher-spending holidaymakers.
But some industry figures hit out at the comments.
Daniel Trigg, of the Lanzarote Business and Residents Association, said at the time he was concerned by the idea of a backlash against traditional holidaymakers and the impression that “Lanzarote does not want British and Irish tourists”.
British tourists make up nearly half of the tourists who visit Lanzarote every year.
According to Lanzarote tourist information board data, Brits also spend an average of €34.94 (£30.22) per day on the volcanic islands, more than most foreign visitors.
British expats also make up five per cent of Lanzarote's 130,000 population.
