Holidaymakers booking flights to Tenerife will have noticed the Canary Island becoming more upmarket over the last 20 years.
This is according to Tenerife Tourism’s Javier Blanco, who said the image of "drunk British guys by the seaside" 20 years ago had been long forgotten.
He explained that the island has reinvented itself over the past two decades, with a number of golf courses and hotels having been built.
"We offer quite a lot and consider ourselves to be a luxury destination," Mr Blanco explained.
"It’s changed a lot and it is still changing, it takes time to create a new destination in an old destination."
He went on to recommend tourists pay visits to local cities such as San Cristobal de la Laguna and Santa Cruz in addition to sampling local food and gastronomy.
According to Tenerife Tourism figures, there were more than 3.4 million passengers to Tenerife between January and September last year.
More than a million of these were Brits, with more than three-quarters of these (78.8 percent) of these having visited the Canary Island before.