At Flecher.co, we’re kicking off 2025 with one of our most exciting launches yet: Find The Seasouls of Canary Islands. This is the very first tourism brand activation on Roblox in Europe, created by Flecher.co and BrandNewVerse for Turismo de Islas Canarias. An ambitious initiative designed to redefine how the travel industry engages with the travelers of the future. How? By speaking the language of new generations and joining them on their favorite platforms.
Why Talk to Generation Alpha?
Here’s a fact many don’t know: 43% of children influence their family’s travel decisions, and 63% of parents admit they choose a destination because they believe their kids will enjoy it more. If young audiences are major decision-makers in vacation planning, not communicating with them would be a huge missed opportunity.
But how can tourism brands build bridges to Generation Alpha? How can they connect effectively with children who are growing up in a different digital landscape?
Every Generation Has Its Own Digital World
While Gen Z spends hours on TikTok and Instagram, Generation Alpha rules over a different kingdom: Roblox. With over 80 million daily active users spending an average of 2.5 hours a day creating, playing, and exploring, Roblox has become the digital playground where today’s children live, play, and imagine.
For those unfamiliar—usually parents without young kids—Roblox is an online gaming platform where users create, share, and play games built by others. For smart brands, it’s a golden opportunity: Roblox branding activations are already reshaping how companies connect with younger audiences.
“Find The Seasouls” es un videojuego tipo finder donde los jugadores y jugadoras deben explorar cada una de las Islas Canarias en busca de los 160 especies de Seasouls que habitan el archipiélago virtual. Cada Seasoul se corresponde con una especie real, sirviendo como vehículo para descubrir el mundo submarino de las islas a los más pequeños. El cuidado de los mares y Exploring the Canary Islands in the Metaverse
Find The Seasouls is an adventure-style finder game where players explore each of the Canary Islands in search of 160 different Seasouls—virtual species that represent real marine life in the archipelago. This gamified journey introduces children to the underwater world of the Canary Islands while promoting sustainability and ocean conservation.
Beyond entertainment, the game integrates values of environmental protection and awareness of endangered species, turning Roblox into a tool for both fun and education.
In just its first month, the game has already reached close to 1 million visits, marking not just a success for the Canary Islands but also a historic milestone for European tourism.
With this project, the Canary Islands continue to strengthen their reputation as a pioneering travel destination, leading trends and proving that tourism brands can also be innovative and tech-driven.
In today’s digital-first world, this strategy does more than connect with children. It also places the Canary Islands on the radar of families looking for more than sun and beaches. By entering Roblox, the Canary Islands show that metaverse tourism experiences are no longer the future—they’re the present.
A Milestone for Tourism in Roblox
Find The Seasouls of Canary Islands is more than just a game—it’s a declaration of how tourism can reinvent itself, inspire, and educate. By speaking directly to Generation Alpha in their digital language, this initiative positions the Canary Islands as Europe’s trailblazing tourism brand in the metaverse.
This is not only a virtual experience—it’s a new way of discovering destinations. And for the Canary Islands, it’s proof that innovation and tradition can come together to inspire the travelers of tomorrow.
