Santiago del Teide took part in ITB Berlin 2026, held from March 3 to 5, one of the leading international tourism events, where it continues to position itself as a reference destination for those seeking experiences connected to the environment and a more conscious and respectful way of traveling. The fair provided an opportunity to analyse market trends and strengthen ties with tourism professionals across Europe, particularly from Germany and the Nordic countries.
The German market continues to show sustained interest in the island, especially in proposals linked to nature, culture, and the environment, in line with a growing sensitivity toward sustainability. The SDTree campaign is aligned with this approach, reflecting a way of discovering the destination that is closely connected to the territory and how it is experienced.
SDTree: an initiative to discover the destination through care for the territory
The SDTree campaign has been the central focus of Santiago del Teide’s participation at ITB Berlin, presenting a way of discovering the destination through its relationship with the environment. The initiative is structured around actions linked to the territory, highlighting knowledge of the landscape, its care, and the involvement of both the local population and visitors.
This approach is part of a broader line of work in which Santiago del Teide continues to advance in meeting the Sustainable Development Goals of the 2030 Agenda, being the only destination in Europe certified in 14 of the 17 SDGs.
During the fair, the offerings generated interest among tourism professionals, particularly those involved in initiatives that promote a closer, more connected way of discovering destinations.
ITB Berlin, a space for exchange and connection
ITB Berlin is established as a key meeting point for knowledge exchange within the tourism sector. During the event, Santiago del Teide had the opportunity to analyse current trends in the German market, gain insight into the outlook of major European destinations, and strengthen relationships with tourism professionals and companies.
In this context, Councillor for Tourism, Luz Goretti Gorrín, highlighted the growing interest of the German market in the destination, emphasizing its significance in tourism expenditure and its affinity with experiences focused on environmental care. She also noted the positive reception of the SDTree campaign in markets such as Germany and the Nordic countries, where this type of initiative aligns with visitors’ travel preferences.
This direct contact with the sector allows the municipality to refine how it presents itself across different markets and to continue developing proposals aligned with the destination’s characteristics.
An ongoing line of work
Participation in ITB Berlin helps to further strengthen connections with the sector and maintain an active presence in markets such as Germany and the Nordic countries, where the destination continues to generate interest. In this context, initiatives like SDTree align with an increasingly widespread way of traveling, linked to understanding the place and connecting with its environment.
These actions form part of an ongoing line of work through which Santiago del Teide continues to evolve in how it presents itself internationally, staying connected to its values and to the characteristics of those who visit.
