What is it?
The importance of “Growing Together.”
The advent of the internet and the rise of low-cost airlines have transformed the tourism landscape, opening the door to new models beyond the traditional “holiday package.” In the Canary Islands, while the sun-and-beach model remains predominant, more tourists are increasingly seeking experiences connected to the landscape, rural areas, and cultural, environmental, and traditional aspects of the archipelago. However, despite these changes, landscape and cultural aspects still hold limited weight in the decision to visit the Canary Islands, where the climate and beaches continue to be the primary attractions. Moreover, historically, the rural and tourism sectors in the Canary Islands have coexisted without genuine interaction, missing the opportunity to generate a positive and mutual influence that could add value to the Canary Islands brand.
Against this backdrop, in 2024, the Government of the Canary Islands reactivated “Growing Together,” a strategy originally conceived in 2015 to integrate local products into tourism consumption through a collaborative, consensus-based strategy that benefits both tourists and local products, achieving excellent results. “Growing Together” not only promotes the integration of the archipelago’s tourism, primary, and agri-food sectors but also reinforces the Canary Islands brand as a quality tourism destination, highlighting its commitment to sustainability and the local landscape.
To achieve this, it is essential to have an easily recognisable brand that does not replace any existing brand but complements them. Thus, the Volcanic Xperience brand has been revived to bring visibility to this strategy. With its focus on the volcanic element, common to all the islands, this brand helps communicate this purpose, focusing on local products and encompassing multiple benefits, reinforcing a regional message linked to the identity of the Canary Islands.

Narvay Quintero at the “Growing Together” project presentation.
Objectives and Scope
The primary objective of “Growing Together” is to increase the consumption of Canarian products within the tourism channel (hotels, restaurants, and distribution) through a collaborative, consensus-based strategy that benefits all stakeholders. Additionally, this project seeks to:
- Link the image of the Canary Islands to its products and gastronomy, identifying them as added value to the tourism destination.
- Increase the demand for Canarian products among visitors.
- Boost the presence and consumption of Canarian products in hotels.
- Generate synergies with the tourism sector to diversify the Canarian economy, increasing the prominence of the primary sector.
In parallel, the consumption of local products represents a commitment to sustainability, aligning with the United Nations’ 2030 Agenda for Sustainable Development Goals. This product-centred philosophy encompasses multiple benefits:
1
Growth
The consumption of local products supports the maintenance of small-scale production that generates wealth in the Canary Islands.
2
Landscape
The conservation of the midlands landscape depends on the existence and maintenance of traditional crops.
3
Reduction of Emissions
Local products help reduce the carbon footprint generated by imports.
4
Biodiversity
The consumption of nearby products supports the preservation of local varieties that might otherwise disappear.
5
Health
Local proximity means food retains its full properties, free of preservatives and in compliance with European legislation.
6
Culture
Eno-gastronomic products are an expression of Canarian tradition and its history as a meeting point between three continents.
7
Differentiation
The volcanic soil, climate, and the evolution of varieties over time result in unique and distinct products.
Involved Agents
In this new phase of “Growing Together,” close to twenty organisations have joined, including:
- Political and institutional sector (Government of the Canary Islands, councils, and municipalities).
Tourism sector (tourist accommodation, hospitality, airports and ports, tourism service providers, etc.). - Primary sector (agriculture, livestock, and fishing).
- Industry.
- Canarian tourism, agricultural, and industrial associations.
- Distribution sector and major retailers located in tourist or nearby areas.
- Public universities in the Canary Islands.