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Jet2’s CEO ‘demands an explanation from Lanzarote’s president’ after she vowed to have fewer Brits

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Jet2’s British CEO ‘demands an explanation from Lanzarote’s president and says he has extreme concern’ after she vowed to have fewer Brits and more ‘higher quality holidaymakers’

  • Lanzarote wants to to attract higher-spending holidaymakers from Europe
  • Steve Heapy has sent a letter to Ms Corujo asking her to clarify her comments 

Jet2’s CEO has reportedly demanded an explanation from Lanzarote’s president after she said the island’s tourist industry was aiming to rely less on Brits in favour of ‘higher quality holidaymakers’.

Airline boss Steve Heapy has sent a letter to Dolores Corujo asking her to clarify her statements and whether she wants tourists from the UK coming to the Canary island, according to The Canarian Weekly.

He said he had ‘extreme concern’ after she vowed to steer the island away from British holidaymakers as her statements would have ‘a very detrimental effect on British tourists’ who chose to holiday on the island. Jet2 has been approached for comment.

This follows Corujo’s comments last week that claimed Lanzarote was being saturated by British tourists and that the island instead wanted to accommodate more travellers from mainland Europe.

She said she did not want Lanzarote to have to depend on large volumes of British tourists, and would instead seek to attract higher-spending holidaymakers from Germany, the Netherlands, and France.

Steve Heapy, CEO of Jet2, is said to have sent a letter to Lanzarote president Dolores Corujo asking her to clarify her comments

Steve Heapy, CEO of Jet2, is said to have sent a letter to Lanzarote president Dolores Corujo asking her to clarify her comments

Jet 2 sends around 625,000 tourists to Lanzarote each year to enjoy its volcanic beaches

Jet 2 sends around 625,000 tourists to Lanzarote each year to enjoy its volcanic beaches

Jet2 is the UK’s largest holiday tour operator. The company sends around 625,000 tourists to Lanzarote each year.

Mr Heapy said there was a lot at stake for the company and for the tourism industry, The Canarian Weekly reported. Despite Ms Corujo pivoting the island’s future tourism strategy away from Brits, he said Jet2 had heavily invested in Lanzarote.

The company has contracts with 111 hotels, 46 villas, and 8 resorts across Lanzarote, playing a crucial role in the island’s economy. 

Last week, Ms Corujo told German tourist representatives that their market aligned with her intention to bring a ‘higher-quality’ tourism to the island.

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.’

Ms Corujo’s statement taking a swipe at British holidaymakers was subsequently published across the UK press.

Mr Heapy said he had ‘extreme concern regarding the articles that have been published in the main print and online newspapers in the United Kingdom this weekend’.

He said it would have ‘a very detrimental effect on British tourists who are choosing Lanzarote for their holidays this year.’

Ms Corujo is pivoting the island's future tourism strategy away from British holidaymakers

Ms Corujo is pivoting the island’s future tourism strategy away from British holidaymakers

Ms Corujo said she would instead seek to attract higher-spending holidaymakers from Germany, the Netherlands, and France

Ms Corujo said she would instead seek to attract higher-spending holidaymakers from Germany, the Netherlands, and France

Ms Corujo has for months appeared to warn against UK travellers. Last month she declared the Canary island was saturated with British tourists and wanted a new approach to their tourism industry.

She claimed the change of profile would bring in fewer visitors ‘with a greater spending in the destination’.

Lanzarote tourist board information shows Britons spend an average of €34.94 per day on the island, more than most foreign visitors.

Moreover, around half of all the tourists who visit the island are British. In 2019 there were a total of 1.3 million UK visitors to Lanzarote.

This is four times more than Germany at 309,000, with Ireland sending 285,000 and France totalling 115,000. 

Despite this Ms Corujo has pinned the island’s future tourism strategy on one of ‘diversification to reduce the dependence on the British market’ and what she claims will welcome more ‘upmarket’ holidaymakers.

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