Lanzarote focuses on sustainable tourism at ITB Berlin 2026 | News
Under the bright lights of ITB Berlin – one of the most influential tourism fairs in the world – Lanzarote makes its presence felt with quiet confidence and a clear sense of purpose. This is not an island that simply sells sunshine and scenery. Instead, Lanzarote arrives in the German capital with a compelling message: the future of travel must be thoughtful, climate-conscious and regenerative – and this Atlantic island has been living that philosophy for decades.
Emerging from the ocean like an elemental work of art, Lanzarote has always defied easy description. The volcanic landscapes, sculpted by fire and wind, feel raw and refined at the same time. Black lava fields stretch to the horizon, punctuated by vineyards growing impossibly in ash, while whitewashed villages glow against the dark earth. This dramatic setting provides the backdrop for the island’s appearance at ITB Berlin, where Lanzarote positions itself not only as a destination, but also as a model.
At the heart of Lanzarote’s strategy is sustainability – not as a marketing buzzword, but as a guiding principle. Long before responsible travel became an industry-wide talking point, the island was charting its own course. Strict building regulations, restrictions on high-rise development and a deep respect for the natural environment have preserved Lanzarote’s distinctive character. At ITB Berlin, the island’s delegation reinforces this long-term vision, emphasizing policies that balance tourism with environmental protection and community well-being.
Climate action is another pillar of Lanzarote’s message. As an island acutely aware of the impacts of climate change, Lanzarote is using its platform on ITB to highlight the importance of reducing emissions, responsibly managing resources and protecting fragile ecosystems. Renewable energy initiatives, water management innovations and conservation projects are all part of a broader commitment to resilience. The aim is not only to secure the future of Lanzarote, but to bring about meaningful change in the tourism sector.
But perhaps the most intriguing concept that Lanzarote brings to Berlin is regenerative tourism. This approach goes beyond minimizing damage; it tries to leave places better than they were found. In Lanzarote, this means tourism that actively supports local culture, landscapes and livelihoods. Visitors are encouraged to delve deeper into local food systems, traditional crafts and the island’s unique relationship with art and nature, creating experiences that enrich both guest and host.
The legacy of César Manrique, the island’s visionary artist and architect, is evident in this story. His belief that development must work in harmony with the environment continues to shape Lanzarote’s identity. Cultural centers embedded in volcanic caves, viewpoints that frame rather than dominate the landscape, and public art that celebrates nature all reflect a philosophy that feels strikingly relevant today. During ITB Berlin, Lanzarote reminds the global travel industry that authenticity and restraint can be powerful assets.
For travel professionals wandering the exhibition halls, the presence of Lanzarote offers a refreshing counterbalance to excess. This is an island that invites the world to slow down, look closer and travel with intention. It is an invitation to experience a destination where sustainability is visible in every horizon line, in every carefully preserved village and in every story shared by those who call the island home.
While ITB Berlin brings together destinations from all corners of the world, Lanzarote stands out not by shouting the loudest, but by speaking with clarity and conviction. At a time when travelers are increasingly looking for meaning beyond beauty, the island’s message resonates strongly. Lanzarote is not only joining the conversation about the future of tourism; it helps guide it, shaped by lava, light and a deep respect for the land that makes it unforgettable.
