“The destination we want to be”: Canary Islands Tourism takes Fuerteventura’s green hydrogen project to Europe

Canary Islands Tourism has selected a green hydrogen mobility project developed by Fuerteventura-based company IR Maxoinversiones to feature in its new international campaign promoting sustainable initiatives.

The Fuerteventura project will be promoted in ten European markets alongside six other initiatives from the archipelago. The campaign aims to showcase the work of companies, institutions and local communities that help make the tourist destination more sustainable.

The initiative is part of the campaign’s fifth edition, led by the Canary Islands Government’s Department of Tourism and Employment, which has already showcased a total of 38 projects from all eight islands.

IR Maxoinversiones is taking part in this edition with its green hydrogen mobility project, which has the Canary Islands’ first hydrogen refuelling station and a fleet of 36 vehicles.

The company aims to complete the energy cycle by producing hydrogen on Fuerteventura, with the goal of moving towards greater energy autonomy. It operates a production plant with a 1-megawatt electrolyser powered by solar energy.

Seven projects linked to sustainability

Alongside the Fuerteventura initiative, Canary Islands Tourism has selected six other projects covering different areas of sustainability.

They include the employee wellbeing programme run by hotel chain Spring Hotels; an initiative to help young migrants into work at the Barceló Playa Blanca Hotel in Lanzarote; and the use of geothermal energy to meet the energy needs of tourist accommodation.

Also taking part are Energía Bonita, a community energy initiative bringing together more than 300 people, organisations and tourism businesses in La Palma; the El Hierro Giant Lizard Recovery Centre; and Fred. Olsen Express, with its measures to reduce the risk of collisions between vessels and cetaceans.

International promotion in ten European markets

The campaign will run in Spain, the United Kingdom, Germany, France, Italy, Ireland, the Netherlands, Belgium, Sweden and Norway through social media and the press.

Alongside the international promotion, the seven initiatives will feature in a campaign aimed at people across the archipelago, under the slogan “The destination we want to be”.

Jéssica de León, the Canary Islands Government’s Minister for Tourism and Employment, highlighted the aim of recognising projects that help improve the tourism model.

“With this campaign, we are shining a light on good practices by companies, institutions and local communities. They show how tourism can contribute to improving the natural environment, social wellbeing and the economic development of our land and our people,” she said.

The initiative, co-funded by the European Regional Development Fund (ERDF), generated more than 83 million impressions and reached 21 million unique users in its 2025 edition.

The video capsules attracted nearly 40 million views, including eleven million complete views.

As a new development, Canary Islands Tourism has announced that the next edition will include an open call for companies, institutions and other organisations across the archipelago to submit projects and apply to be included in the video collection.