How Gran Canaria Compares
Repeat visitor rates are the holy grail of destination marketing — and at the same time the metric few people talk about because it is hard to compare. Not every country measures it the same way. Still, there are reference values that draw a clear picture. The data come from a study by three researchers from the Master’s in Tourism Management and Planning at the ULL: Lorena Cabrera Matos, Adrián González Padilla and Laura Ester Santana. They analysed the Tourist Expenditure Survey of ISTAC across four quarters (Q3/2024 to Q2/2025).
| Destination | Repeat rate | Source / Year |
|---|---|---|
| Lanzarote | 76.7 % | ISTAC / Ashotel 2024 |
| Gran Canaria | 73.0 % | ISTAC / ULL 2025 |
| La Palma | 72.5 % | ISTAC / Ashotel 2024 |
| Canaries overall | 70.9 % | ISTAC / Ashotel 2024 |
| Fuerteventura | 69.3 % | ISTAC / Ashotel 2024 |
| Tenerife | 68.3 % | ISTAC / Ashotel 2024 |
| Cyprus | ~50 % | CyStat 2024 |
| Mallorca | ~45–50 % | Industry estimate |
| Crete | ~40 % | INSETE 2023 |
| Algarve | ~35–40 % | Turismo de Portugal |
The Canaries as a whole operate in a league no other European sun destination reaches. Lanzarote leads with 76.7 per cent — almost four in five tourists return. Gran Canaria follows directly behind. Mallorca, which far exceeds Gran Canaria in absolute visitor numbers (13.4 million vs 5.8 million), does not publish an official repeat rate — which in itself says something.
Why the Number Matters
Repeat visitors are more valuable than first-timers. Not for sentimental reasons, but for three concrete ones.
They spend more. The ULL study puts average daily expenditure on Gran Canaria at €172.80 — including accommodation, dining, activities and transport. That is above the Canary Islands average. Repeat visitors know the island, venture into restaurants beyond the hotel zone and book activities first-timers do not find.
They need less marketing. The acquisition cost of a repeat visitor is a fraction of that of a new customer. Someone who has been to Gran Canaria five times does not google «Canary Islands comparison» — they book directly.
They stabilise demand. In a crisis — pandemic, volcanic eruption, geopolitical shift — repeat visitors are the first to return. After the Covid pause the Canaries recovered faster than most European destinations. The repeaters were the reason.
Who Comes Back — and Who Does Not
Irish and Scandinavian tourists are the most loyal — over 80 per cent return, and nearly half of all Nordic visitors have been five times or more. The least loyal are the French: fewer than half come back, likely because France has its own sun destinations closer to home (Corsica, the Overseas Departments, North Africa).
Gran Canaria Tourist Profile
8.88 out of 10. That is no courtesy score. That is a verdict only destinations get when expectations and reality match — or when reality exceeds expectations.
Strength and Warning
The 73 per cent figure is simultaneously a strength and a warning. The strength is obvious: a customer base any destination in the world would envy. A 73 per cent repeat rate means most of the business does not depend on advertising but on experience. That is the most stable form of tourism there is.
The warning is in the detail: the average tourist is 47 and 23 per cent are over 65. The most loyal customer group is ageing. If Gran Canaria wants 73 per cent repeaters in ten years, the island needs to attract younger first-time visitors who will become the next generation of returnees.
The ULL study hints cautiously at this: there are «oportunidades para la diversificación de la oferta más allá del producto sol y playa tradicional, especialmente para los segmentos repetidores que muestran mayor interés en la exploración del destino». In English: the people coming for the fifth time do not want their fifth afternoon by the pool. They want the interior, the barrancos, the vineyards. And the island that offers them that, keeps them.
FAQ
What is Gran Canaria’s repeat visitor rate?
73 per cent of tourists visiting Gran Canaria say they have been at least once before, according to a Universidad de La Laguna analysis of ISTAC data (Q3/2024 to Q2/2025). Across the Canaries the rate is 70.9 per cent. 37 per cent of all Canary Islands visitors have been five times or more.
How does Gran Canaria compare with other European sun destinations?
Gran Canaria has one of the highest repeat rates in Europe (73 %). Lanzarote is higher (76.7 %). Mallorca is estimated at 45–50 %, Crete around 40 %, the Algarve at 35–40 %. No other major European sun destination comes close to the Canary Islands figures.
Which nationalities return most often?
Irish tourists lead at 81.8 %, followed by Nordic travellers (80.2 %) and the British (80.1 %). The French are the least loyal — only 46.4 % return.
How much does a tourist spend per day on Gran Canaria?
An average of €172.80 per day including accommodation, dining, activities and transport. 29 % of visitors report annual incomes above €75,000. The satisfaction score is 8.88 out of 10.
Why are repeat visitors so important for a destination?
Repeat tourists spend more than first-timers, require less marketing investment and stabilise demand during crises. After Covid the Canaries recovered faster than most European sun destinations — the high repeat rate was a key factor.