Canary Islands Tourism Faces Headwinds as Nordic Travelers Decline
The Canary Islands, a long-time favorite winter destination for Nordic travelers, are experiencing a shift in tourism patterns. While overall visitor numbers reached a record high in 2025, nearing 5 million, a concerning trend is emerging: a decline in tourists from Norway, Sweden, Finland, and Iceland.
A Nordic Retreat?
Traditionally, the Nordic countries have been a key market for the Canary Islands. However, recent data reveals a downturn in travel from these nations. Tourist authorities are responding by intensifying marketing efforts specifically targeted at Nordic audiences.
The Numbers Tell the Story
Figures from Turismo de Islas Canarias confirm the decline. Norway saw a 3 percent decrease in visitors in 2025. Sweden experienced a more significant drop of nearly 12 percent, while Finland and Iceland recorded declines of over 9 percent and 8.6 percent, respectively. Denmark was the only Nordic country to show an increase, but it was marginal, at just 0.4 percent.
Gran Canaria and Tenerife Feel the Impact
The decline is evident across the popular islands. Gran Canaria, the most favored destination for Norwegian tourists, welcomed 298,000 visitors from Norway last year – a 2.1 percent decrease. Tenerife, the second most popular island, saw a 6.6 percent reduction in Norwegian visitors, and Lanzarote experienced a 4.3 percent decline.
Why the Shift?
The reasons behind this shift aren’t explicitly stated, but the data suggests a broader trend of Nordic travelers diversifying their winter holiday options. Increased competition from other warm-weather destinations, changing economic conditions, and evolving travel preferences could all be contributing factors.
Did you know? Gran Canaria’s south side, particularly Puerto Rico, Arguineguín, and Playa del Inglés, remains the most popular area for Norwegian tourists.
Overall Trends and Future Outlook
Norwegian travel activity to all Canary Islands fell by 2.9 percent in 2025. While the islands continue to attract substantial numbers of British and German tourists, maintaining and regaining market share in the Nordic region is now a priority for local tourism authorities.
FAQ
Q: Which Canary Island is most popular with Norwegians?
A: Gran Canaria.
Q: What was the overall visitor number to the Canary Islands in 2025?
A: Nearly 5 million.
Q: Which Nordic country experienced the largest decline in visitors to the Canary Islands?
A: Sweden, with a nearly 12 percent decrease.
Q: Is Denmark also experiencing a decline in visitors?
A: No, Denmark saw a marginal increase of 0.4 percent.
Pro Tip: Consider exploring lesser-known islands within the Canary archipelago for a more authentic and less crowded experience.
What are your thoughts on the changing travel landscape? Share your experiences and opinions in the comments below!
