Gran Canaria Island Council’s Minerva Alonso: ‘It’s very important that companies from the rest of Spain and Europe participate so that we can establish ourselves as a professional platform’

Swimwear fashion returns to Gran Canaria once again this year. From June 24 to 27, the island hosted another edition of Gran Canaria Swim Week, with an opening day at the Perchel Beach Club and the rest of the fashion shows taking place at the Expomeloneras venue in Maspalomas. This was the first edition following the change in dates; until now, the event had taken place in October, as part of an effort to strengthen its position on the industry’s international calendar. FashionNetwork.com spoke with Minerva Alonso, Gran Canaria Island Council’s councilor for Economic Development, Industry, Commerce, and Crafts, to take stock of the event and learn the ins and outs of the runway shows.

FashionNetwork.com: What is your assessment of this new edition of Gran Canaria Swim Week?

Minerva Alonso: The first day was spectacular because we chose a different outdoor venue. The goal of the opening of Swimwear Fashion Week is to showcase the landscape, the values of Gran Canaria, our island character, and our defining features. It was a wonderful start, and we were watched via livestream from various parts of Europe and from Miami. 

On the other hand, having brands from the rest of Spain and Europe participate is very important for the island, as it helps us establish ourselves as a professional platform. This year, some brands also attended that are interested in using the runway for their shows next year, although I can’t reveal their names just yet.

FNW: This year, the outdoor opening day event changed locations and was held at Perchel Beach Club. Will this location be retained next year?

M.A.: We’re going to evaluate it. This is the first year at this location after two years at Pasito Blanco. Now we’ll evaluate everything—the outdoor setting, the communication, the buyers—to plan for next year. We’ll stick with the strategy; it’s very important that the opening be held outdoors, but I can’t guarantee it will be at the same venue.

FNW: Given the positive feedback on the livestreams during the outdoor fashion shows, are you considering expanding this format to more days? Would that depend on financial or logistical factors?

M.A.: We’ve discussed it, but nothing has been decided yet. The possibility of adding a second day outdoors and holding the rest indoors has been one of the topics discussed in team meetings.

But it’s not a financial issue—it’s an administrative one, subject to public sector contracting law. Right now, we wouldn’t be able to add another outdoor day next year. We’d have to wait for the next contract, make modifications, and put it out to bid again.

FNW: Beyond the change in dates, what other new features have you incorporated into this edition?

M.A.: We’re essentially repeating last year’s communication plan, but we’ve added a focus on the audiovisual sector. We’ve invited eight production companies to create synergies with local ones. The audiovisual industry has an economic impact of about 110 million euros in the Canary Islands, and we also want to attract fashion advertising production companies to the island.

In addition, we’ve changed the buyer model. There’s no longer a physical space; instead, we’re now operating a B2B system, with schedules and meetings between brands and buyers. It’s working very well, and we’re already seeing business contacts and sales.

We’ve also welcomed the British Fashion Council and the Bucharest Fashion Week team for the first time, with whom we’ve organized meetings to explore potential collaborations. This is an initial outreach to assess medium-term synergies.

FNW: At the previous edition, potential synergies with ModaLisboa and Berlin Fashion Week were announced. What progress has been made in collaborating with these platforms?

M.A.: Both collaborations are proving fruitful. Specifically, Pedro Palmas will participate in ModaLisboa through a promotional campaign, while the Carmen González brand will take part in an exhibition as part of Berlin Fashion Week in January.

FNW: One of the major challenges for Canarian brands continues to be the additional costs associated with customs duties and taxes when marketing their products outside the archipelago. What scope do government agencies have to support companies in this situation?

M.A.: That falls under the jurisdiction of the national government and the Canary Islands Government. Here at the Cabildo, we have support programs in partnership with the Chamber of Commerce, but we cannot change the tax system. There are excessive costs simply because we’re in the Canary Islands, both for exporting and for importing products. It’s a competitiveness issue that must be addressed at the national level.

FNW: Regarding brands, what is your assessment of new additions like Women’secret? And how is the buyer program organized?

M.A.: Women’secret’s participation is, above all, a driving force that we view as positive for raising the profile of all the other, more artisanal brands.

As for the buyer program, it is designed in collaboration with the Chamber of Commerce and based on a survey of local brands to identify the types of buyers they need. Subsequently, B2B meetings are scheduled, and professional follow-up is provided. 

FNW: What was the investment for this edition, and what economic impact is it having on the island?

M.A.: The investment allocated to the fashion show remains at levels similar to previous years, with a budget of close to two million euros. According to the latest study, the 2025 edition generated an economic impact of 10.3 million euros, compared to the 6.2 million recorded in 2024. Among the factors that may explain this trend are the nearly 40% increase in the hiring of local companies associated with the event, as well as the improved commercial results of the participating brands. More and more contacts, business opportunities, and sales are being generated, which helps the economic impact of the fashion show continue to grow year after year.

FNW: How do you view the current geopolitical context, and how do you think it might affect the sector in Gran Canaria?

M.A.: We haven’t noticed a direct impact on this sector. Companies continue to operate. Some small businesses have closed, as happens in any sector, but there has been no significant impact. In fact, 28 of the 41 participating firms are from the Canary Islands. It’s a resilient sector.

Of course, there are small businesses that may have scaled back or paused their operations, as happens in any sector, but there hasn’t been a significant impact. In fact, 28 of the 41 participating firms are from the Canary Islands.

FNW: Regarding the next edition, when will it be held, and what new features will it include?

M.A.: In June, before San Juan. As for new features, we’ll first focus on analyzing and evaluating this 2026 edition, and from there, we’ll design the next one. This edition has been a great success, and we’ve reached more countries than before, so our goal will be to continue that momentum heading into next year.