Ecotourism in Spain: Sustainability, cooperation and innovation

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Author: Amanda Guzman (Ecotono) …

Author: Amanda Guzman (Ecotono)
Presentation for Topic 3: Practical Tools for conservation and local development
2nd European Ecotourism Conference
23-25 October 2013, Romania

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  • 1. ECOTOURISM IN SPAIN: Sustainability, cooperation and innovation 2nd EUROPEAN ECOTOURISM CONFERENCE Poiana Brașov, Romania, 23rd-25th October 2013 TOPIC 3: Practical tools for conservation and local development Amanda Guzmán ECOTONO aguzman@ecotono.es
  • 2. SPAIN hosts an exceptional biodiversity Parque Natural Los Alcornocales (Andalucía)
  • 3. More than 8,000 species of flora Parque Nacional de Garajonay (Islas Canarias)
  • 4. Parque Natural Sierra de las Nieves(Andalucía)
  • 5. Parque Natural Sierras de Cazorla, Segura y las Villas (Andalucía)
  • 6. Half of the 142,000 species of fauna estimated to exist in Europe Espacio Natural de Doñana (Andalucía)
  • 7. Parque Regional de la Sierra de Gredos (Castilla y León) José Luis Rodríguez
  • 8. Parque Nacional Picos de Europa (Asturias) Fundación para la Conservación del Quebrantahuesos
  • 9. Reserva de la Biosfera Muniellos – Fuentes del Nareca (Asturias)
  • 10. Extraordinary values reflected in an atractive network of protected areas The Natura 2000 network in Spain is more than 13.7 million hectares, more than 27% of the Spanish territory, and a million hectares of marine area. Parque Natural Breña y Marismas del Barbate (Andalucía)
  • 11. Parque Natural ZONA VOLCÁNICA DE LA GARROTXA Volcán Croscat (Vicens, J., 1994)
  • 12. Parque Nacional de Monfragüe (Extremadura)
  • 13. Parque Natural Cabo de Gata-Níjar (Andalucía)
  • 14. Parque Nacional de Sierra Nevada (Andalucía)
  • 15. Historic interaction between men and nature gave us incredible resources for tourism: landscapes, culture, handcrafts, gastron omy…. Parque Natural de Somiedo (Asturias)
  • 16. THE BIG CHALLENGE: Spain is a sun and beach destination Spain can offer more: a nature destination (Ecotourism)
  • 17. BUT WHAT IS ECOTOURISM? “responsible travel to natural areas that conserves the environment and improves the well-being of local people.” INTERNATIONAL ECOTOURISM SOCIETY, 1990 How can we ensure tourists that certain tourism products in Spain contributes to conservation and to local development? “ECOTOURISM IN SPAIN” CLUB
  • 18. ECOTOURISM IN SPAIN: the best of Spanish nature An unforgettable tourist experience in Protected Areas, showing the best of our nature and offered by companies that contributes to conservation and local development. • Ecotourism = visit to Protected Areas (heritage interpretation thanks to guided and auto-guided services) + certified basic tourist services (accommodation, restaurants, outdoor activity companies).
  • 19. Who is the product for? National and international tourists with different motivations: to find and to watch, to enjoy in an active way, to know and to learn, to rest, to stare, to meet, to connect to NATURE…
  • 20. Who makes the product? Protected Areas managers, who provide resources and public use services to know and to discover the Protected Area. Tourism entrepreneurs and other partners of these protected areas, who provide the experience components.
  • 21. Ways to gain access to the Club • • • • European Charter of Sustainable Tourism Spanish Biosphere Reserves system Pilot system to link the offer to Geoparks Future: NATURA 2000 Network
  • 22. All these systems are based on: • Active management for conservation of the protected area • Planning sustainable tourism based on participation, trying to achieve two main objectives conservation and local development • Communication and cooperation between the different stakeholders of the destination(agreement protected area – tourism businesses – local population) • Training for businesses on the values of the protected area, conservation activities and best practices • Complying with minimum requirements of quality and sustainability • Mutual commitments between the businesses and the protected areas to improve tourism sustainability (partners). • Designing authentic ecotourism products (discovering natural and cultural values, interpretation, local businesses, local products).
  • 23. There is an important number of destinations and companies to be part of the Club • 32 Protected Areas, with public use services and equipments: 23 Protected Areas with European Sustainable Tourism Charter, 8 Spanish Biosphere Reserves and 1 Geopark with partner businesses. • More than 600 companies joining these systems
  • 24. CURRENT DISTRIBUTION OF ECOTOURISM CLUB DESTINATIONS
  • 25. MANAGEMENT STRUCTURE TOURIST PRODUCT CLUB METHOD (BASED ON VALUE CHAIN) MARKETING PROMOTION QUALITY SUSTAINABILITY TRAINING SERVICES RESOURCES (trails, museums, interpretation centres) PLANNING To have success, all steps must be considered.
  • 26. TURESPAÑA PROMOTION • Ecotourism in Spain Guide, first promotion material of Ecotourism product in the Natural Protected Areas certified with the European Sustainable Tourism Charter.  It is the first guide of Ecotourism in Spain.  Guide about the 7 Natural Protected Areas firstly certified with the European Sustainable Tourism Charter and the 91 joined companies.  5.000 copies (3.000 Spanish 2.000 English).  Distribution to the Spanish Tourist Offices abroad.  Mailing to 200 specialized touroperators.
  • 27. TURESPAÑA PROMOTION Specific ecotourism channel www.spain.info In 18 languages. FIRST CLICK: What are you looking for? SECOND CLICK: Nature. It shows a list of Natural Protected Areas joined to the Club and companies committed to tourist sustainability in the Protected Areas.
  • 28. ECOTOURISM IN SPAIN CLUB MANAGEMENT MODEL Ecotourism in Spain Club EUROPARC National public sector TUREBE (Manager) including Tourist Business Groups in Natural Protected Areas with the European Charter of Sustainable Tourism + Biosphere Reserves + Geoparks + Natura 2000 Network Turespaña MAGRAMA, Biosphere Reserves Managers Board Region A Regional public sector Private sector Region B Local Action Groups Region C Entrepreneurs partners of the Club Region D 28
  • 29. What is TUREBE? 1. TUREBE is a Tourism Innovative Business Group, a non-profit association to provide innovative and sustainable solutions for Natural Protected Areas and tourism business of these areas. 2. TUREBE is the manager entity of the Ecotourism in Spain Club to strengthen the Ecotourism product positioning and opening in new domestic and international markets, and to improve the sustainability of any tourist offer in Protected Areas, getting a critical mass which allows the sustainable development of these Protected Areas and general tourism management.
  • 30. TUREBE in numbers 30 partners:      3 Natural Protected Areas Managers 1 Regional Government 13 Business Associations of Tourism 4 Non-profit Innovative Entities 9 Companies focused on tourism, environment or innovation 850 Tourist companies represented. 8 Regions: - Andalucía Aragón Asturias Canarias In - Castilla-La Mancha Castilla y León Cataluña Extremadura 17 Natural Protected Areas: - 4 6 1 10 3 National Parks Natural Parks Regional Park Biosphere Reserves Geoparks
  • 31. Manager roles • To be the domestic and international spokesman of the product. • To represent the entrepreneurs that are partners of the club. • To provide assistance to entrepreneurs partners of the club (to renew the partnership to European Charter of Sustainable Tourism or to Biosphere Reserves product, or to join new partners). • To ensure compliance of requirements and to approve enterprise adhesions. • To update club’s offer in order to get an efficient promotion. • To promote the product using the segmentation, with the support of the Government Entities. • Experience marketing (to support and/or to commercialize directly). • To offer benefits to partners: training, technical support, exchange, joint and specific promotion, marketing. • To undertake innovative projects to solve product needs (from regions, tourist companies, sellers and tourists), and to use financial mechanisms in an efficient way.
  • 32. Some steps forward: • Brand (umbrella for everybody) • Web portal • Marketing Plan • Promotional activities (facebook, twitter, media, etc.) • Pilot project Ecotourism Payback Experience
  • 33. The brand A brand to promote jointly Ecotourism in Spain product. Foreing markets: Ecotourist in Spain.com WHY THIS BRAND? PARQUE NACIONAL SIERRA NEVADA To inspire and to motivate citizens in order to promote a change in their way of traveling, and to improve the connection between citizens and “Ecotourism in Spain” product. And its values
  • 34. PROJECT: ECOTOURISM PAYBACK EXPERIENCE The project consisted of: • Designing and implementing a pilot of contribution systems of companies and tourists to conservation actions (payback system) • Designing solidary ecotourism products including visiting conservation projects with the experts on conservation and buying services of the “partner companies” • Designing and developing pilot activities of promotion and marketing of these products
  • 35. SOLIDARY ECOTOURISM PRODUCTS Discover the conservation programs of most emblematic Spanish Biodiversity with the experts in charge. Your experience will contribute with the maintenance of those activities.
  • 36. THANK YOU Amanda Guzmán aguzman@ecotono.es ECOTONO Consultant company on environment, tourism and development