Dimple Melwani, CEO of the Tenerife Tourism Corporation: “We’re not promoting more tourism, we’re promoting better tourism,”

For Dimple Melwani, CEO of the Tenerife Tourism Corporation, tourism activities must enhance the quality of life of the island’s local population and help enhancing infrastructure, fostering the business of small enterprises and promote new destinations to reduce pressure on other parts of the island. 

How was the season summer 2025 for all incoming markets ?  

Dimple Melwani – During the summer, 1.4 million tourists stayed in hotels and apartments, generating over 9.2 million overnight stays and an average occupancy rate of 80%. The average stay was 6.56 days. Tourist apartments recorded a 6.5% increase in tourist arrivals and a 3.5% increase in overnight stays, reaching an occupancy rate of 72.8%.

In terms of source markets, domestic tourism grew by 3.1%, driven by a strong increase in local movements (+18.5%) and mainland Spain arrivals (+2.1%). Among international markets, there were notable increases from Ireland (+10.7%), Romania (+17.4%), Canada (+15%), Switzerland (+6.8%), Portugal (+5.3%) and France (+2.5%). The United Kingdom and Germany recorded figures similar to those of the previous year.

Does United Airlines pull-out from Tenerife affecting your marketing efforts towards North America?

Dimple Melwani – We had a successful direct flight from New York with United Airlines for almost four years. However, it was suspended last winter. But it does not alter our plans in the US. We’re still seeing strong American arrivals via connections through Madrid, Lisbon, or Miami with Iberia, TAP, and Air Europa. We believe that with aircraft like the Airbus A321XLR — smaller but long-range — direct service can resume soon.

American travelers want destinations offering sun, golf, gastronomy, and shopping — all of which we have. Our aim is to encourage the already growing interest of these travelers to our island with joint marketing actions. It also allows us to expand our presence in Latin America via hub connectivity. And ultimately helps to reduce seasonality.

What are the efforts to re-balance Tenerife tourism activity, promoting sustainability and taking into consideration the wish of the local population? 

Dimple Melwani – Tenerife is a destination that is 100% committed to sustainability, not only environmental but also social and economic. The island is already a destination with a high level of nature preservation. In fact, almost half of our territory is protected, we -as tourism board- have numerous initiatives that contribute to this sustainability, involving travel companies, travelers and our citizens.

Some examples of our effort to limit tourism footprint is the need to book in advance the access to Masca Gorge as well as the limitation of private transport to go to Punta de Teno or Tede volcano. The local government is adding more public buses, introducing double-decker models, and studying two new train lines — one for the north and one for the south. 

I would also name our ‘Regenerate’ campaign, which seeks to nurture ecosystems, while raising awareness of the importance of conserving them. Other projects, such as those related to the circular economy, seek to promote reuse and recycling as well as the responsible use of resources. The aim for tourism is to generate wealth and social progress, but also to bring about positive transformation. Tenerife is really a destination that is 100% committed to sustainability, not only environmental but also social and economic. 

Do you have any new marketing activities or themes to promote in 2026? 

Dimple Melwani – Tourists from across Europe are spending more on experiences and activities. If I look at British travelers, they traditionally came mainly to relax by the beach. Now, they’re exploring more of the island, looking at gastronomy, cultural sites, wine tours, trekking, mountain biking, and even stargazing. Most are couples or solo travelers, and fewer opt for all-inclusive resorts. Instead, they choose bed and breakfast or half-board, which means they go out to dine and experience local life. That’s great for the local economy — and exactly the kind of sustainable tourism we’ve been promoting. Our long-term strategy — focusing on lifestyle and premium tourism — is definitely paying off. We’re not promoting more tourism — we’re promoting better tourism…

Are they new destinations to be promoted to better spread tourism flows across the Island?  

Dimple Melwani – Visiting our charming historic centers, hiking in the Anaga Rural Park, windsurfing in El Médano or kayaking in Los Gigantes not only enriches the visitor’s experience, but also contributes to local development. The same can be said of any of the restaurants scattered throughout the the island. I should mention that our new Michelin stars for Il Bocconcino at Royal Hideaway Corales Resort and Donaire at GF Victoria join the ranks of the island’s highest quality cuisine, with its 10 Michelin stars.

Beyond hotels, theme parks such as Siam Park, which has added its spectacular new attraction Saifa, and Loro Parque, with its Coral Kingdom, continue to enhance the destination’s holiday offering.

How about the new eco-tax to be launched next year?

Dimple Melwani – We must take the necessary measures to generate the least possible impact, from tourism. The local government will then introduce an eco-tax for fragile natural areas such as Teide and Anaga. Visitors will pay from January 1, 2026 a small fee, which will vary depending on the route and type of hike, with a maximum cap of €25. All proceeds will go toward conservation and improving visitor services. including the use of clean energy, recycling and reuse.