Story: Ian Stalker
The southernmost part of Spain is expecting to make inroads in the Canadian market, thanks to upcoming Air Canada service.
The carrier has announced that it will be providing service from both Montreal and Toronto to the Canary Islands destination of Tenerife, with that service available from October through April. Air Canada’s first-ever nonstop service to Tenerife will offer travelers a seamless new way to reach the Canary Islands.
The routes will include three weekly nonstop flights into Tenerife South Airport — two from Toronto starting Oct. 25 (departing Thursdays and Sundays, with return service on Mondays and Fridays) and one from Montreal launching Oct. 31 (departing Saturdays with Sunday returns).
The planned service has been welcomed by Dimple Melwani, CEO of Tenerife Tourism Board.
“From our perspective, this is a highly positive development and a clear indicator of Tenerife’s growing traction in North America,” Melwani says. “As highlighted in the recent announcement of Air Canada’s first-ever nonstop service from Toronto and Montreal, the destination is entering a new phase of accessibility and awareness, positioning Tenerife as an increasingly viable and attractive European option for North American travelers. The addition of direct connectivity significantly lowers barriers to entry and supports sustained demand growth, particularly during the winter travel season.
Melwani noted that Tenerife has experienced steady growth from North America, with over 38,000 visitors from the U.S. and Canada in 2025. There’s particularly strong momentum from key feeder markets such as Toronto, New York, Miami, and Boston.
“This underscores a growing appetite for destinations that offer a mix of climate, culture, gastronomy, and outdoor experiences, all of which Tenerife delivers strongly. Importantly, this positions Tenerife not just as an alternative, but as an emerging gateway to Europe for experience-driven travelers, especially those looking beyond traditional destinations,” Melwani shared. “Expanding and strengthening international connectivity remains a strategic priority for Tenerife, both through new direct air service and by closely monitoring indirect traffic patterns that support long-term route sustainability and future market growth.”
As for the North America market, the tourist board sees it as a growth market full of opportunity.
“Overall, we see this as a growth market with significant upside, where the combination of increased connectivity, evolving traveler preferences, and differentiated product offering creates a compelling opportunity for Tenerife to expand its footprint in North America. We trust that these new direct flights will continue for the summer and for years to come,” Melwani adds.
While Tenerife may be best-known for its sun-soaked beaches, Melwani says it shouldn’t simply be viewed as a beach destination.
“Tenerife is best understood as a multi-dimensional, year-round destination, where beaches are just one part of a much broader experience,” Melwani says. “The island’s defining feature is its extraordinary diversity – from volcanic coastlines and black-sand beaches to lush forests and high-altitude landscapes shaped by Mount Teide, Spain’s highest peak and the centerpiece of a UNESCO-listed national park. Thanks to its unique microclimates, travellers can move from seaside sunshine to cooler mountain terrain within the same day. Nearly half of Tenerife’s territory is protected, encompassing landscapes that range from the laurel forests of Anaga Rural Park — a UNESCO Biosphere Reserve and remnant of the prehistoric Tertiary Era — to the dramatic cliffs and natural beauty of Teno Rural Park. Combined with an average year- round temperature of 23°C (73°F), the island offers an exceptional balance of nature, outdoor exploration, and climate.”
Beyond the coast, Tenerife also offers outdoor adventure, wellness, gastronomy, and cultural heritage, with historic towns such as Garachico, Icod de los Vinos, Adeje, Arico, Puerto de la Cruz, and San Cristóbal de La Laguna adding depth and authenticity. The island’s culinary scene is also increasingly recognized internationally, with nine Michelin-starred restaurants, distinctive volcanic wines, and fresh local products ranging from Atlantic seafood and cheeses to bananas, avocados, and local honey.
“On emerging fronts, Tenerife continues to strengthen its positioning as a destination for MICE, sports tourism, and international film production,” Melwani adds. The island offers strong appeal for activities such as golf, surfing, and hiking, while its diverse landscapes, year-round climate, tax incentives, and well-established local ecosystem continue to attract major international productions, including growing interest from the U.S. and Canada. “Together, these elements position Tenerife as a complete destination for experience-driven travellers, well beyond a traditional beach holiday.”
Melwani says Tenerife stands apart from mainland Spain through its subtropical climate, volcanic landscapes, and distinct cultural identity shaped by its Atlantic location.
“As the largest of the Canary Islands, it offers a year-round mild climate and a landscape defined by Mount Teide — Spain’s highest peak — set within a UNESCO-listed national park. Its biodiversity and dramatic terrain, from black-sand beaches to laurel forests, are unlike anything found on the mainland.
Historically positioned as a crossroads between Europe, Africa, and the Americas, Tenerife has developed a unique cultural blend, combining Spanish heritage with indigenous Guanche roots and centuries of global influence. This distinct identity is reflected not only in the island’s gastronomy and volcanic wines, but also in traditions such as Carnival celebrations, romerías, and local festivals that remain deeply embedded in everyday life.
“Tenerife also combines nature and culture with sophisticated leisure offerings, including boutique shopping, wellness experiences, beach clubs, and year-round cultural and music events. The result is a destination that feels distinctly European yet entirely its own – offering a different pace, perspective, and sense of place than mainland Spain.”
Tenerife is one of Europe’s most established and consistently high-performing leisure destinations, particularly during the winter season, welcoming more than 7 million visitors annually, with the United Kingdom, Germany, and mainland Spain representing its strongest source markets. The UK alone accounts for over 2.5 million visitors, followed by Germany with more than 1.5 million, underscoring Tenerife’s broad and sustained appeal across Northern and Central Europe.
This popularity is driven by a combination of year-round mild climate, strong air connectivity, and a diverse tourism offering, making Tenerife a “reliable choice for both repeat visitors and first-time travellers.”
As demand continues to grow across Europe, the destination is also gaining traction in newer markets, further reinforcing its position as a leading year-round destination.
Meanwhile, Melwani says Tenerife is increasingly defined by a sense of “silent luxury, where sophistication is expressed through authenticity, space, and a deep connection to the island’s natural surroundings. Rather than traditional opulence, the destination offers a more understated approach, whether through world-class wellness at signature properties, wines shaped by volcanic terroir at local vineyards, or year-round outdoor experiences set against dramatic landscapes.
“The island’s luxury offering also extends into gastronomy, with nine Michelin-starred restaurants, distinctive volcanic wines, boutique hotels, wellness experiences, beach clubs, and locally rooted culinary traditions centered around products from both land and sea. Here, luxury is not about excess, but about time, place, and perspective—from sunrise over Mount Teide to evenings shaped by gastronomy, culture, and a slower pace of life. Tenerife offers a refined, experience-led escape where travelers can engage with the destination in a more meaningful and immersive way.”
