Four has been pivotal in rebranding Tenerife from a winter sun favourite to an upmarket, aspirational destination since 2022. In the first nine months of 2024, Tenerife welcomed over 2 million British visitors with a growing proportion of these from the luxury travel segment. Our focused marketing, PR, and trade activities have showcased Tenerife's diverse offerings beyond just sun and beach, highlighting sports, nature, and wellness. Engaging targeted influencers and initiating media collaborations with outlets including Condé Nast Traveller, have been key drivers in this transformation
