Gran Canaria is currently redefining itself as a multifaceted travel destination that goes far beyond sun, sea, and sand. At the heart of this vision lies the idea of presenting the island as a vibrant space of culture, nature, gastronomy, and film. This message was powerfully delivered to a select audience of North American travel professionals – and it left a strong impression.

On October 7, 2025, the European Travel Agent Forum took place at the Palacio de Congresos Expomeloneras. Organized by the Travel Show Marketing Group with the support of Turismo de Gran Canaria and the Lopesan Hotel Group, the event gathered 150 travel agents from the United States and Canada, along with 75 European providers from the tourism industry, including hotels, cruise companies, and local service providers. Together, the attending agencies represented a combined business volume exceeding 250 million US dollars, underscoring the importance of this event for the island’s positioning strategy.

During the forum, Gran Canaria presented itself as a destination of many dimensions. Attendees experienced the island’s landscapes, cultural treasures, and culinary excellence through workshops, presentations, and site visits. The message was unmistakable: Gran Canaria is much more than sun and beaches – it’s a destination for nature lovers, food enthusiasts, sports fans, and culture seekers alike.

This repositioning is part of a long-term strategy by the island’s tourism authorities to open up new markets and broaden the overall appeal of Gran Canaria. North America is now at the forefront of this effort. In 2024, nearly 20,000 visitors from that region came to the island – a noticeable increase compared to previous years, with particularly strong growth in the Canadian market. The numbers show a clear trend: Gran Canaria is steadily growing in popularity overseas, and this event is set to accelerate that momentum.

Gran Canaria in the Spotlight of Hollywood

Beyond tourism, Gran Canaria has increasingly become a magnet for international film productions and celebrities. The island’s natural beauty and cinematic landscapes have turned it into a favorite among Hollywood filmmakers. Brad Pitt filmed parts of Allied here, using Las Palmas and the Maspalomas dunes as breathtaking backdrops. John Travolta is currently shooting the thriller Mareas Negras, a production that once again brings Gran Canaria into the Hollywood spotlight. Even Will Smith visited recently – not for a movie, but for the Granca Live Fest, where he spoke enthusiastically about the island’s unique energy and charm.

These encounters are more than random headlines; they strengthen the island’s image as an international brand. When global stars work, perform, or relax in Gran Canaria, the world takes notice. The result is a wave of positive publicity that money can hardly buy – and it firmly establishes the island as a destination synonymous with quality, creativity, and joy.

Conclusion: A Modern Vision of Tourism

With events like this forum and increasing international attention, Gran Canaria demonstrates what modern tourism promotion can look like – ambitious, inclusive, and forward-thinking. The island is reinventing itself without losing its essence. Sun and sea remain a promise, but Gran Canaria today is also a place of encounters, creativity, and inspiration.