In 2011, the Lanzarote Sports Destination brand was launched as a promotional tool to establish the island as a top-tier year-round destination for sports and athletic events
Lanzarote Sports Destination (LSD) was launched in 2011, a public-private initiative spearheaded by the Foreign Promotion Society (SPEL) Turismo de Lanzarote, part of the Cabildo (Lanzarote Island Council) together with the island’s key hospitality and accommodation associations, AETUR and ASOLAN, and the Lanzarote Chamber of Commerce – all stakeholders in SPEL. The LSD brand was officially unveiled at the Spanish Olympic Committee’s headquarters in Madrid, marking the first step in a strategy to position Lanzarote as a leading global sports tourism destination.
In 2013, at the request of these partners, SPEL Turismo de Lanzarote, led by CEO Héctor Fernández, assumed full management of the brand. Fernández explains, ‘The initial defining principle for Lanzarote Sports Destination was to focus on outdoor sports disciplines and events. This naturally showcased Lanzarote’s stunning landscape and leveraged its year-round mild climate. This is the primary factor when selecting which events we sponsor.’
He adds, ‘Given our core aim is to establish Lanzarote as a premier sporting destination for both professional and amateur competitions and training, we can confidently say this strategy has been a resounding success. The number of sports tourists has grown, and now accounts for between 15% and 20% of total visitor arrivals.’
Through its website – lanzarotesportsdestination.com – LSD has also promoted the island at major international tourism events such as FITUR (Madrid), WTM (London), and ITB (Berlin). Beyond that, regular working groups are held with accommodation providers specifically catering to this growing market, many of whom now host sports events and have adapted their facilities to meet the needs of their guest athletes, including Club La Santa, Club Santa Rosa, and Sands Beach Resort.
‘Another important aspect of our work,’ Fernández points out, ‘is to support sports event promoters and sports-focused businesses. We organise training courses, seminars, and workshops to keep them up-to-date on topics like legislation, technology, and sustainability. Essentially, we empower them to develop successful events and acquire vital knowledge for their businesses.’
The strategic roadmap for LSD in the coming years was laid out in the European Sports Destination Strategic Plan, presented by the Lanzarote Island Council in December 2021. This plan outlines a clear path for consolidating Lanzarote’s position as a world-class destination for sports tourism.
