New Tenerife Tourism Logo Promotes ‘100% Life’

New Tenerife Tourism Logo Promotes ‘100% Life’

The Tenerife Tourism Corporation has unveiled a brand new slogan and the redesign of its traditional ‘X’ logo to accommodate the new positioning of Tenerife, which attracted 93,000 Irish visitors last year. The ‘100% Life’ motto replaces the previous ‘Enjoy it all’, together with a more round shape of the word ‘Tenerife’ and an embossed ‘X’ that displays the shape of Mount Teide, the island’s natural gem. Tenerife Tourism Logo


Carlos Alonso, President of Tenerife Island Government, who was accompanied at the launch of the new branding by Miguel Ángel Santos, President, Tenerife Tourism Corporation, said: “This is not a ‘brand revolution’ but a ‘brand redesign’ so that specialisation and segmentation are reflected not only in the new positioning of the island but also in its visual identity.”

The Tenerife Tourism Corporation had been using the ‘Enjoy it all’ slogan for over a decade, which made reference to the wide array of possibilities available on the island for all sort of visitors – from white and volcanic sandy beaches and outdoor activities to culture and adrenaline sports. According to Carlos Alonso, the slogan and logo needed a makeover to reflect the specialisation of the brand in an ever-increasing competitive market.

“‘100% Life’ combines all the elements that make Tenerife a unique and differentiated destination: the island’s pleasant weather; the beauty and diversity of its natural landscapes; the friendliness of the islanders; and the dedication of all professionals who help visitors have an unforgettable experience on Tenerife,” Carlos added.

The ‘X’ logo has not been modified as it has contributed to consolidate the island as a leading holiday destination. However, it has been embossed so that the shape of Mount Teide, Spain’s highest peak at 3,718 metres, can be appreciated.

Tenerife is a popular Canary Island with Irish holidaymakers. In 2014, the island welcomed over five million visitors, including a total of 92,993 Irish tourists.For further information on Tenerife, visit

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NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 50 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 40 years.

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