Tourist Competitiveness of the Canary Islands in the European Nordic Market: An Analysis Based on Demand Evolution and Perception

Taking into account that competitiveness may vary based on the tourist market from which a particular destination receives tourists, a greater presence of research examining the competitiveness of one particular destination in specific markets would be expected. Accordingly, the overall objective of this research is to explore the competitiveness of the Canary Islands in the European Nordic market, in comparison with other nationalities visiting the archipelago, particularly from Germany and the UK. Firstly, a definitional approach in measuring destination competitiveness is adopted and a list of specific indicators is identified from the research on destination competitiveness in Spain over the last decade. Secondly, most of those indicators are considered with a view to exploring the ability of the Canary Islands to attract and satisfy European Nordic tourists, as well as looking at their tourism expenditure in the archipelago. Results confirm the relative competitiveness of the Canary Islands as a sun and beach tourism destination in the Nordic market. Nevertheless, the archipelago should improve its ability to attract Nordic tourists for alternative types of tourism, including nautical, wellness and rural tourism. Moreover, some attributes of the archipelago's tourist offer should be enhanced in order to better satisfy these tourists.