Canary Islands host exclusive trade dinner to toast new direct Canadian lift

The Canary Islands let the food do the talking in Toronto on Thursday night (Oct. 8), bringing seven culinary “landscapes” to the table for an exclusive dinner with Canadian travel partners, following an immersive trade show for more than 100 industry professionals the evening before (Oct. 7).

Over Canarian wines and live island music, the hosts thanked the partners helping bring the destination closer to Canadians through new nonstop flights.

“Someone has to go first, and someone has to see the opportunity before it becomes obvious,” Juan Francisco Hiemenz de la Torre, trade shows and events manager at Promotur, told guests.

Approximately 30 guests gathered at downtown Toronto's The Loft on King for an executive dinner, part of “Landscapes of Identity – Canada Meets the Canary Islands.” Chef Manuel Rodríguez Berriel and sommelier Trinidad Fumero García guided attendees through seven courses paired with Canarian wines, accompanied by live island music.

Hiemenz de la Torre acknowledged the time, resources and confidence the airlines, tour operators and industry partners had invested in building the relationship.

“We are not entering a mature market. Together, all together, we are creating a new one.”

Why Canada matters

Jéssica de León, the Canary Islands’ minister of tourism and employment, told PAX that collaboration with Air Canada and Air Transat had helped establish the new connections.

The Canadian visit was an opportunity to build awareness among travellers, travel agencies and media.

She also sees Canadians as a good fit for the destination because their interest in environmental protection and sustainability aligns with Canarians’ own priorities.

“We have a fragile territory, and we need to protect it,” she said.

Figures supplied by the Canary Islands Tourism authority suggest that Canadians already visiting the archipelago stay longer and show greater interest in its landscapes, gastronomy and culture than visitors overall.

According to the destination, the average stay for Canadian visitors is 15 days, compared with 9.2 days across all markets. Gastronomy is a factor in choosing the destination for 39 per cent of Canadian visitors, compared with 27 per cent overall.

Landscapes are cited by 59 per cent, compared with 37 per cent, while cultural offerings are cited by 18 per cent, compared with 10 per cent.

For Isabel Martín Benítez, director of the Tourist Office of Spain in Toronto, the new connections provide another opportunity to introduce Canadians to the country’s regional differences.

She said Canadians are both visiting Spain in greater numbers and spending longer there.

A distinct identity, served course by course

At the dinner, that regional identity came through in the ingredients, wines and traditions presented to guests.

“We are not paella,” de León said, explaining that Canarian cuisine differs from mainland Spain’s. She highlighted local fish, potatoes and mojo sauces.

“Each island has its own flavours, and discovering them is a wonderful way to get to know the archipelago and its people,” Leticia González Chacón, from Canary Islands Tourism/Promotur’s fairs and events team, told PAX.

She highlighted winery visits, mojo sauce workshops and meals at guachinches in Tenerife, where local wine accompanies homemade food.

Gran Canaria offers coffee grown in the Agaete Valley, while Lanzarote’s La Geria wine experiences introduce visitors to vineyards planted in volcanic terrain.

“These experiences give advisors opportunities to personalise an itinerary while connecting travellers with local producers and communities,” she said.

Two musicians from the islands performed traditional Canarian songs and original compositions on violin and timple, blending island traditions with contemporary influences.

“Music is also very, very important in Canary Islands. We have special musicians from there and special instruments, and it’s also a very important part of our culture,” Martín Benítez said.

New flights, wider itineraries

Air Canada’s Toronto–Tenerife South service begins Oct. 25 with twice-weekly flights, followed by weekly Montreal service starting Oct. 31.

Air Transat will launch weekly flights to Las Palmas de Gran Canaria from Montreal on Dec. 12 and Toronto on Dec. 13. The seasonal program runs through April 4, 2027. Once all four routes are operating, they will provide five weekly flights.

According to the Canary Islands tourism authority, Air Canada’s Montreal service will increase to twice weekly in February and March, bringing the combined total to six.

The authority also said Montreal–Tenerife service would continue through summer 2027 with three weekly flights, making that connection year-round.

The two gateway islands offer starting points for wider itineraries, with inter-island flights and ferries allowing visitors to experience different landscapes and communities during the same trip.

González Chacón suggested pairing Tenerife with La Gomera for walking trails and Garajonay National Park, or with La Palma for hiking and stargazing.

Another option combines Lanzarote’s volcanic scenery and wine experiences with Fuerteventura’s beaches and water sports, followed by La Graciosa. Ferries link Lanzarote and Fuerteventura, while La Graciosa is reached by boat from northern Lanzarote.

“These are suggested combinations rather than fixed packages; local incoming agencies can help tailor them to the client’s interests and the available connections,” she said.

Dinner guest, Kathleen Hardy of G/Hardy Travel shared with PAX that she sees opportunities for well-travelled clients seeking new experiences, as well as multigenerational families and travellers interested in golf, hiking and longer holidays.

Her suggestion for golfers was direct: “Why go golfing in Florida when you can go golfing in Tenerife?”

Helping advisors take the next step

Following the two-city roadshow in Montreal and Toronto, which brought together over 200 Canadian travel professionals and 20 destination representatives, Hiemenz de la Torre told PAX that a digital campaign will launch soon, with plans to return to Canada and expand into additional markets.

González Chacón pointed advisors to the official English-language Hello Canary Islands website here, which includes a services directory searchable by island and activity, along with inter-island travel information linking to airline and ferry operators.

For bookings, advisors can contact experience providers directly or work with local incoming agencies to coordinate accommodation, transport, excursions and guided activities.

Martín Benítez highlighted presentations, fam trips, and training as core elements of Spain’s advisor support noting that agents frequently ask about transportation, hotel quality, family travel, sustainability, and accessibility. She also pointed to the ACTA international conference in León as a key example of introducing the trade to regions beyond Spain’s best-known destinations. 

De León said upcoming FAM visits would help introduce the islands’ different experiences.

“We are different islands. We are different realities. We are different landscape, but always all the islands have the same heart.”

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