Tenerife is training those who work in the island’s tourism industry to be "nicer" people to help the destination attract more repeat foreign visitors.
Its Tourism Corporation is also calling on locals and business owners to "go the extra mile and impress visitors with their innate kindness".
A new campaign, "Tenerife Buena Gente", which translates as "Tenerife Nice People" is aimed at impressing the island’s 5 million visitors, of which 1.5m are British holidaymakers.
Pia Louw, director of travel industry & promotion for the Tenerife Tourism Corporation, said: "What makes Tenerife people special is their naturally kind, patient and welcoming nature and their ability to make visitors feel at home on foreign soil.
"We want visitors to connect with our people and experience these personality traits first-hand so we inspire them to return time and again to Tenerife."
The campaign’s website contains tips on how to be a "nicer person" and Ashotel (Tenerife’s Hotel Association) has created specific courses that will be included in training sessions for their members and staff.
The campaign also aims to engage with a wider audience of business owners, students and the general public and is being promoted across local newspapers and radio stations.
