Lanzarote has launched a bid to boost tourism just months after the island's president took aim at British tourists by demanding an influx of more "higher-quality" ones.
Island chiefs have struck a deal with Ryanair to bring more British and Irish tourists to Lanzarote.
The advertising campaign will focus on the UK and Ireland but will also attempt to attract travellers from other European countries including Italy, Belgium, Germany, Poland, France, Slovakia, Austria, Hungary and Croatia.
Earlier this year, the Lanzarote's president said low-spending British tourists travelling to the island are a poorer quality to holidaying Germans.
Island chiefs have struck a deal with Ryanair to bring more British and Irish tourists to Lanzarote
PAMaria Dolores Corujo said the country relies too heavily on holidaymakers from the UK.
In February, she said: "It's essential to work on the diversification of the sector and the growth of markets like the German market, which adapt to our intentions of aiming at higher-quality tourism and holidaymakers who spend more when they're here and moves us away from mass tourism."
Her comments saw backlash from Britons, who make up nearly half of the tourist who visit Lanzarote every year.
British tourists spend an average of €34.94 per day on the volcanic islands, more than most foreign visitors, according to Lanzarote tourist board information.
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While British expats make up five per cent of Lanzarote's 130,000 population.
Corujo was criticised amongst the travel industry on the island alongside Jet2 boss Steve Heapy, who wrote to her asking for an explanation of what she said and clarify whether or not she wanted British tourists coming to the island.
The president later made another statement for British tourists by insisting: "You are and will always be welcome here."
In an open letter to a newspaper on the island, she added: "It's categorically false that in Lanzarote we do not want British tourism or that we want to reduce the numbers of British tourists.
President Dolores Corujo said the island was aiming to rely less on Brits in favour of 'higher quality holidaymakers'
Wiki Commons"I will say it once and for all. British tourism has always, is and will always be welcome on the island of Lanzarote.
"In Lanzarote we are also lucky to have an excellent long-time resident British community, a community that is sensitive to the environment and involved in caring for and defending sustainable development for our island.
"We share our island character with the British and that makes the existence of limits in an insular, fragile and small territory like ours very well understood."
