Tourism for development


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Seminario sobre política turística en Europa

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Tourism for development

  1. 1. Tourism  for  development   Tirana,  26th  november  2010  
  2. 2. Morning  session   Tourism  in  the  European  context  &   the  case  of  Spain  1.  Sustainable  tourism  development:  an   introducBon  2.  The  European  framework  for  tourism   development  3.  The  Spanish  case      
  3. 3. AJernoon  session   A  pracBcal  case:  the  model  of  tourism   development  in  Catalonia  (Spain)  1.  The  role  and    structure  of  tourism   administraBon  2.  The  Strategic  Tourism  Development  Plan  3.  MarkeBng  Catalonia  as  a  tourism  desBnaBon    
  4. 4. 1.  Sustainable  tourism  development:  an  introducBon  
  5. 5.   Sustainable  ttourism   Sustainable   ourism      A  DEFINITION  BY  WTO  (2004)  •  "Sustainable  tourism  development  guidelines  and   management  prac@ces  are  applicable  to  all  forms  of   tourism  in  all  types  of  des@na@ons,  including  mass  tourism   and  the  various  niche  tourism  segments.  Sustainability   principles  refer  to  the  environmental,  economic  and  socio-­‐ cultural  aspects  of  tourism  development,  and  a  suitable   balance  must  be  established  between  these  three   dimensions  to  guarantee  its  long-­‐term  sustainability.        
  6. 6.   Sustainable  tourism    A  DEFINITION  BY  WTO  (2004)  (cont)    Thus,  sustainable  tourism  should:    •  Make  op@mal  use  of  environmental  resources  that  consBtute  a  key   element  in  tourism  development,  maintaining  essenBal  ecological   processes  and  helping  to  conserve  natural  heritage  and  biodiversity.    •  Respect  the  socio-­‐cultural  authen@city  of  host  communiBes,  conserve   their  built  and  living  cultural  heritage  and  tradiBonal  values,  and   contribute  to  inter-­‐cultural  understanding  and  tolerance.    •  Ensure  viable,  long-­‐term  economic  opera@ons,  providing  socio-­‐ economic  benefits  that  are  fairly  distributed  to  all  stakeholders,   including  stable  employment  and  income-­‐earning  opportuniBes  and   social  services  to  host  communiBes,  and  contribuBng  to  poverty   alleviaBon.      
  7. 7.   Sustainable  tourism    A  DEFINITION  BY  WTO  (2004)  (cont)  •  Sustainable  tourism  development  requires  the  informed   par@cipa@on  of  all  relevant  stakeholders,  as  well  as  strong   poli@cal  leadership  to  ensure  wide  parBcipaBon  and  consensus   building.    •  Achieving  sustainable  tourism  is  a  con@nuous  process  and  it   requires  constant  monitoring  of  impacts,  introducing  the  necessary   prevenBve  and/or  correcBve  measures  whenever  necessary.    •  Sustainable  tourism  should  also  maintain  a  high  level  of  tourist   sa@sfac@on  and  ensure  a  meaningful  experience  to  the  tourists,   raising  their  awareness  about  sustainability  issues  and  promoBng   sustainable  tourism  pracBces  amongst  them."    hSp://    
  8. 8. Sustainable  tourism   A  government  perspecBve  
  9. 9. 2.  The  European  Framework  for   tourism  development  
  10. 10. Tourism  within  the  EC  •  The  EC  insBtuBons  have  recognised  in  numerous   occasions  the  contribuBon  of  tourism  to  a  wide  range   of  key  EU  objecBves:   –  sustainable  development   –  economic  growth  and  regional  development   –  job  creaBon   –  social  and  regional  cohesion   –  protecBon  and  enhancement  of  natural  and  cultural   heritage   –  EU  ciBzenship  &  idenBty   –  peaceful  relaBonships  
  11. 11. Tourism  within  the  EC  •  Tourism  is  a  cross-­‐cuXng  sector  and  the  EC  has   so  far  carried  out  a  variety  of  acBons  supporBng   tourism  development  within  the  framework  of   various  policies  and  programmes:   –  Structural  Funds  (regional  &  local  development)   •  LEADER  (different  phases)   •  TransnaBonal  projects   –  LIFE  (environment)   –  Other  •  But  there  is  no  EU  budget  line  for  direct  tourism   ac@vi@es.      
  12. 12. EC  iniBaBves  impacBng  on  tourism  •  1976,  Bathing  Water  Direc@ve   –  Safe  water  is  an  important  factor  in  tourist´s   choice  of  a  desBnaBon   –  The  DirecBve  has  been  revised  (latest  ??)   –  Blue  Flag:  a  voluntary  quality  seal  developed  with   the  aim  of  raising  awareness  about  the  need  to   control  the  quality  of  bathing  water.    
  13. 13. EC  iniBaBves  impacBng  on  tourism  PACKAGE  TRAVEL  DIRECTIVE  •  An  iniBaBve  of  the  DG  Health  and  Consumer  ProtecBon   directly  impacBng  on  the  tourism  industry.  •  Direc@ve  on  package  travel,  package  holidays  and   package  tours  90/314/EEC  of  13  June  1990     –  The  standards  applying  to  package  travel,  package   holidays  and  package  tours  in  the  European  Union   (EU)  have  been  harmonised,  thus  enabling  consumers   to  purchase  these  services  outside  their  own  Member   State  with  a  maximum  of  guarantees.     hSp://   hSp://      
  14. 14. EC  iniBaBves  impacBng  on  tourism  PACKAGE  TRAVEL  DIRECTIVE  •  A  package  requires  the  following  two  condiBons  to  be  met:     –  the  service  provided  must  cover  a  period  of  more  than  twenty-­‐four  hours  and   –  must  be  sold  at  an  inclusive  price.  •  Any  brochure  made  available  to  the  consumer  must  indicate   clearly  and  accurately:   –  the  price;   –  the  desBnaBon,  the  iBnerary  and  the  means  of  transport  used;   –  the  type  of  accommodaBon;   –  the  meal  plan;   –  the  passport  and  visa  requirements;   –  the  health  formaliBes;   –  the  Bmetable  for  payment;   –  the  deadline  for  informing  the  consumer  in  the  event  of  cancellaBon.   The  informa@on  contained  in  the  brochure  is  binding  on  the  organiser.    
  15. 15. EC  iniBaBves  impacBng  on  tourism  PACKAGE  TRAVEL  DIRECTIVE  •  Before  the  contract  is  concluded,  the  organiser  is  required  to   provide,  in  wriBng,  certain  informaBon  on  passports,  visas  (periods   for  obtaining  them)  and  health  formaliBes.  •  Before  the  start  of  the  journey,  the  organiser  must  supply  in   wriBng:   –  the  Bmes  and  places  of  intermediate  stops  and  transport  connecBons   as  well  as  details  of  the  place  to  be  occupied  by  the  traveller;   –  the  name,  address  and  telephone  number  of  the  organisers  local   representaBve  or,  failing  that,  an  emergency  telephone  number;   –  certain  addiBonal  details  in  the  case  of  journeys  involving  minors;   –  informaBon  on  opBonal  contracts  covering  insurance  or  assistance.  •  The  terms  laid  down  by  the  DirecBve  are  to  be  set  out  in  wriBng  in   the  contract.  
  16. 16. EC  iniBaBves  impacBng  on  tourism  PACKAGE  TRAVEL  DIRECTIVE  •  The  prices  s@pulated  in  the  contract  may  not  be  changed  unless  the  contract   expressly  provides  for  the  possibility.  In  such  a  case,  only  variaBons  in   transportaBon  costs,  dues,  taxes  or  fees  chargeable  and  exchange  rates  may  be   reflected  in  the  price.  •  If  the  organiser  alters  the  contract  significantly,  the  consumer  may  either   withdraw  from  the  contract  without  penalty  or  accept  a  rider  to  the  contract.  •  If  the  consumer  withdraws  from  the  contract  or  if  the  organiser  cancels  the   package,  the  consumer  is  enBtled  either  to  take  an  alternaBve  package  or  to  be   reimbursed  the  sums  paid.  Where  appropriate,  the  consumer  is  enBtled  to  be   compensated  for  non-­‐performance  of  the  contract.  •  The  organiser  is  responsible  for  the  failure  to  perform  or  the  improper   performance  of  the  contract,  except  where  the  consumer  is  at  fault  or  for  reasons   of  force  majeure.  
  17. 17. EC  iniBaBves  impacBng  on  tourism  •  Direc@ve  2006/123/EC    on  SERVICES  IN  THE  INTERNAL   MARKET  (part  of  single  market  policies).  •  Adopted  by  the  European  Parliament  and  the  Council  on  12  December   2006.     –  Deadline  to  be  fully  transposed  by  Member  States  into  their  naBonal   systems:  28  December  2009.    •  ObjecBve:  to  release  the  untapped  growth  potenBal  of  services  markets  in   Europe  by  removing  legal  and  administra@ve  barriers  to  trade  in  the   services  sector.    •  The  simplificaBon  measures  foreseen  by  the  DirecBve  should  significantly   facilitate  life  and  increase  transparency  for  SMEs  and  consumers  when   they  want  to  provide  or  use  services  in  the  single  market.      hSp://­‐dir/index_en.htm  
  18. 18. EC  iniBaBves  impacBng  on  tourism  SERVICES  DIRECTIVE  -­‐BENEFITS  FOR  BUSINESS    •  The  DirecBve  requires  the  Member  States  to  simplify  procedures  and   formali@es  that  service  providers  need  to  comply  with.  In  parBcular,  it   requires  Member  States  to  remove  unjus@fied  and  dispropor@onate   burdens  and  to  substanBally  facilitate:   –  the  establishment  of  a  business,  i.e.  cases  in  which  a  natural  or  legal  person   wants  to  set  up  a  permanent  establishment  in  a  Member  State,  and   –  the  cross-­‐border  provision  of  services,  i.e.  cases  in  which  a  business  wants  to   supply  services  across  borders  in  another  Member  State,  without  seXng  up  an   establishment  there.    •  Pursuant  to  the  DirecBve  Member  States  are  obliged  to  set  up    points  of   single  contact,  through  which  service  providers  can  obtain  all  relevant   informaBon  and  deal  with  all  administraBve  formaliBes  without  the  need   to  contact  several  authoriBes.  The  "points  of  single  contact"  have  to  be   accessible  at  a  distance  and  by  electronic  means.    
  19. 19. EC  iniBaBves  impacBng  on  tourism  SERVICES  DIRECTIVE-­‐  BENEFITS  FOR  CUSTOMERS        •  The  Services  DirecBve  strengthens  the  rights  of  recipients  of   services,  which  can  be  both  consumers  and  businesses.  For   instance,  it  prohibits  discriminatory  condi@ons  based  on  the   na@onality  or  residence  of  the  service  recipient,  such  as   discriminatory  tariffs.  It  also  lays  down  a  set  of  measures  to   promote  a  high  quality  of  services  and  to  enhance  informaBon  and   transparency  relaBng  to  service  providers  and  their  services.    •  Finally,  the  Services  DirecBve  obliges  the  Member  States  to   cooperate  with  each  other  in  order  to  ensure  efficient  supervision   of  providers  and  their  services.        
  20. 20. EC  support  to  tourism  as  part  of  the   foreign  aid  policy  •  The  EC  has  been  quite  ac@ve  in  suppor@ng  tourism  as  an   engine  for  development  (mainly  in  ACP  countries  and   Eastern  Europe)  •  In  1997  the  DG  Development  Prepared  a  Strategy  for  European   Commission  Support  for  Sustainable  Tourism  Development  in   Developing  Countries.  •  It    led  to  a  Communica@on  from  the  Commission  to  the  Council  and   European  Parliament  of  28  October  1998:  "A  European  Community   strategy  to  support  the  development  of  sustainable  tourism  in  the   developing  countries"  COM(1998)  563  final  •  OBJECTIVE:  To  establish  a  strategic  framework  for  European   Community  acBviBes  in  the  tourism  sector  in  developing  countries  in   order  to  allow  tourism  to  develop  sustainably,  thus  ensuring  the   posiBve  contribuBon  of  this  sector  in  the  long  term.    hSp://    
  21. 21. The  Tourism  Unit      •  In  the  EC  organigram  there  is  only  a  small  Tourism  Unit  at   the  DG  Enterprise  &  Industry    
  22. 22. The  Tourism  Unit  •  Among  Tourism  Unit  acBviBes:   –  1990,  European  Year  of  Tourism     –  1997,  Conference  on  tourism  and  employment   –  High  level  review  group  prepared  the  EC  CommunicaBon   Working  together  for  the  future  of  European  Tourism  (2001)   »  Annual  European  Tourism  Forum   »  Fostering  networking  services  and  support  funcBons   »  PromoBng  sustainable  development   »  Asessment  methods  and  tools        
  23. 23. The  Tourism  Unit  •  Since  2003,  following  the  EC  Communica@on  on   Basic  Orienta@ons  for  the  Sustainability  of   European  Tourism   –  The  Tourism  Unit  adopted  a  broader  approach  to  tourism   –  In  2004  the  Tourism  Sustainability  Group  was  established  •  The  EC  CommunicaBon  Agenda  for  Sustainable  and   Compe@@ve  European  Tourism  (2007)  based  on  the   work  of  the  Tourism  Sustainability  Group  (TSG)  can   be  considered  the  main  strategy     –  Basic  idea:  a  more  sustainable  approach  to  tourism  will  make   Europe  more  aSracBve  to  tourism  
  24. 24. The  Tourism  Unit  •  The  Tourism  Sustainability  Group  report  pointed  out  the  8   key  challenges  for  sustainable  tourism  management:   –  Reducing  the  seasonality  of  demand   –  Addressing  the  impact  of  tourism  transport   –  Improving  the  quality  of  tourism  jobs   –  Maintaining  and  enhancing  community  prosperity  and  the   quality  of  life  overBme   –  Minimising  resource  use  and  waste     –  Conserving  and  enhancing  the  natural  and  cultural  heritage   –  Making  holidays  available  to  all   –  Using  tourism  as  a  tool  in  global  sustainable  development    •  AddiBonally,  a  set  of  some  50  indicators  to  measure   performance  were  defined.      
  25. 25. The  Tourism  Unit  – In  the  Agenda  for  Sustainable  and   Compe@@ve  European  Tourism  the  EC  set   objecBves  for  itself:   •  Promote  the  sharing  of  best  pracBces   •  Promote  Des@na@on  of  Excelence  (EDEN)  awards  and   the  portal   •  FacilitaBng  businesses´  access  to  European  funding   •  Encouraging  all  EC  departments  to  take  the  sustainability   and  compeBBveness  of  the  tourism  sector  into  account   when  draJing  legislaBve  proposals  and  programmes   (mainstreaming  tourism).  –  To  be  reviewed  in  2011  
  26. 26. The  Tourism  Unit   VISITEUROPE.COM  Managed  by  the  European   Travel  Commission   (ETC)  is  an  associaBon   of   NaBonal  Tourism   OrganisaBons  (NTOs)   created  in  1948  to   promote  Europe  as  a   desBnaBon  to  long-­‐ haul  tourism  markets.   39  members   hSp://   www.etc-­‐     It  is  an  independent  body  which  is  financed  enBrely  by   annual  membership  contribuBons.  It  also  generates     significant  funding  for  its  markeBng  acBviBes  from     commercial  partners  in  relevant  marketplaces.  
  27. 27. The  Tourism  Unit  InformaBon   about  all   acBviBes  of  the  Tourism  Unit    can  be   found  in  its   website.   hSp://    
  28. 28. The  Tourism  Unit  hSp://   For  staBsBcs  consult  EUROSTAT    
  29. 29. EvoluBon  of  the  poliBcal  framework  for   tourism    •  Since  2000,  the  EC  has  launched  several  Communica@ons   –  2001  -­‐Working  together  for  the  future  of  European  tourism  COM(2001)  665   final   –  2003  -­‐Basic  orientaBons  for  the  sustainability  of  European  tourism  COM(2003)   716  final   –  2006  -­‐A  renewed  tourism  EU  policy:  towards  a  stronger  partnership  for   European  Tourism  COM(2006)  134  final   –  2007  -­‐Agenda  for  a  sustainable  and  compeBBve  European  Tourism  COM (2007)  621  final  •  Communica@ons  are  non-­‐binding  acts  and  more  involvement   from  the  European  Parliament  Members  and  the  Tourism  Unit  is   needed.    
  30. 30. A  new  poliBcal  framework  for  tourism  LISBON  TREATY  (2009)  -­‐  A  NEW  COMPETENCE  FOR  TOURISM    Title  I,  Ar@cle  6(d)  TFEU  •  The  Union  shall  have  competence  to  carry  out  acBons  to  support,   coordinate  or  supplement  the  ac@ons  of  the  Member  States.  The  areas   of  such  ac@on  shall,  at  European  level,  be:  (…)  (d)  tourism    Title  XXII,  Ar@cle  195  TFEU  •  1.  The  Union  shall  complement  the  ac@on  of  the  Member  States  in  the   tourism  sector,  in  par@cular  by  promo@ng  the  compe@@veness  of  Union   undertakings  in  that  sector.  To  that  end,  Union  acBon  shall  be  aimed  at:   –  encouraging  the  creaBon  of  a  favorable  environment  for  the  development  of   undertakings  in  this  sector;   –  promoBng  cooperaBon  between  the  Member  States,  parBcularly  by  the   exchange  of  good  pracBce.  
  31. 31. A  new  poliBcal  framework  for  tourism  LISBON  TREATY  -­‐A  NEW  COMPETENCE  FOR  TOURISM  (cont)  •  2.  The  European  Parliament  and  the  Council,  acBng  in  accordance   with  the  ordinary  legislaBve  procedure,  shall  establish  specific   measures  to  complement  ac@ons  within  the  Member  States  to   achieve  the  objec@ves  referred  to  in  this  Ar@cle,  excluding  any   harmonisa@on  of  the  laws  and  regula@ons  of  the  Member  States.  
  32. 32. A  new  poliBcal  framework  for  tourism  •  A  resoluBon  from  the  European  Parliament  (2007)  based  on  the  Agenda   for  Sustainable  and  CompeBBve  Tourism  pointed  out    that  under  the  new   TFEU,  the  EC  and  the  Parliament  were  given  new  competencies  in  relaBon   to  tourism  policy  •  It  spelled  out  the  following  topics  for  acBon:     –  Tourism  and  EU  Visa  policy   –  StaBsBcs  and  data  collecBon  (manual)   –  HarmonizaBon  of  quality  standards  of  accommodaBon   –  Quality  management  schemes   –  Consumer  protecBon   –  Health  tourism   –  Accessible  tourism   –  Passenger  rights   –  Sustainable  tourism   –  ……  
  33. 33. A  new  poliBcal  framework  for  tourism  
  34. 34. A  new  poliBcal  framework  for  tourism  
  35. 35. A  new  poliBcal  framework  for  tourism  
  36. 36. A  new  poliBcal  framework  for  tourism  
  37. 37. A  new  poliBcal  framework  for  tourism  
  38. 38. A  new  poliBcal  framework  for  tourism  
  39. 39. A  new  poliBcal  framework  for  tourism  
  40. 40. 3.  The  Spanish  case  
  41. 41. Tourism:  a  key  sector  for  the  economy  •  1.3  million  hotel  beds  •  2.1  million  workers   –  11%  of  naBonal  workforce   –  16%  of  services  workforce  •  52.2  million  of   internaBonal  tourists  in   2009  (-­‐8.7%)   –  Third  world  desBnaBon   aJer  France  and  the  USA   –  48,242  million  euros   tourism  expenditure  •  10%  GDP  
  42. 42. The  NaBonal  Tourism  AdministraBon  •  MINISTRY  OF  INDUSTRY,  TOURISM   &  TRADE   –  General  Secretariat  of  Tourism     •  Responsible  for  the  definiBon,   development,  coordinaBon  and   execuBon  of  the  naBonal  tourism   policies.     •  CoordinaBon  with  other   government  bodies  through  the   Interministerial  Commission  for   Tourism.   •  CoordinaBon  with  the   governments  of  the  Autonomous   Regions.  •  Most  competencies  have  been   transfered  to  the  Autonomous   Regions      
  43. 43. Studies  &  staBsBcs  •  Ins@tute  of  Tourism  Studies   –  Familitur:  domesBc  tourism  survey   –  FRONTUR:  internaBonal  tourism  border  survey   –  EGATUR:  survey  of  tourism  expenditure   hSp://­‐ES    •  AddiBonally,  the  NaBonal  InsBtute  of  StaBsBcs  (INE)  and   the  Bank  of  Spain  (Central  Bank)  provide  relevant  data  on   tourism  acBvity.    
  44. 44. Paradores  Hotels  in  heritage  buildings.      
  45. 45. SegiSur  Implements  innovaBon  and  technology  projects.   hSp://  
  46. 46. The  NaBonal  Tourism  Board  TURESPAÑA   –  Plans  and  conducts  the  internaBonal   promoBon  of  Spain   –  Manages  the  brand  SPAIN   –  Has  a  network  of  offices  in  source   markets   –  Works  in  alliance  with  the  governments   of  the  Autonomous  Regions  and  large   companies   –  Offline  and  online  acBviBes     hSp://        
  47. 47. The  NaBonal  Tourism  Board  
  48. 48. The  NaBonal  Tourism  Board  
  49. 49. The  NaBonal  Tourism  Board  
  50. 50. Improving  the  compeBBveness  of  tourism   desBnaBons  •  Tourism  development  plans  •  Cofinanced  with  Autonomous  Regions  and  MunicipaliBes  with  two   objecBves:   –  For  mature  desBnaBons  (beach  tourism):  Planes  de  Excelencia   –  For  new  desBnaBons  (cultural/nature  tourism):  Planes  de  Compe@@vidad        •  Based  on  a  parBcipaBve  process  •  Submited  by  the  Autonomous  Regions  to  the  Secretariat  of  Tourism  •  1-­‐3  million  euros  total  investment  •  AcBviBes:  enhancement  of  tourism  aSracBons  and  public  spaces,   improvement  of  public  services,  product  development,  sign   posBng,  training,  technical  assistance,  promoBon….    •  Each  plan  has  a  manager  at  the  desBnaBon  •  Implemented  in  2-­‐3  years    
  51. 51. Quality  •  Ins@tuto  para  la  Calidad  Turís@ca  Española  (Ins@tute  for   Tourism  Quality)  •  Manages  the  “Q”  seal  of  quality.   –  CerBfies  the  Quality  Systems  created  for  the  tourism  industry   •  Standards  by  acBvity  sectors     –  Stakeholders:  naBonal  tourism  business  associaBons,  Secretariat  of  Tourism,   Autonomus  Regions  and  the  Spanish  FederaBon  of  Tourist  MunicipaliBes.    •  Created  years  ago  with  the  support  of  the  Secretariat  of  Tourism,   nowadays  is  an  independent,  not  for  profit,  private  organisaBon.  hSp://  hSp://  
  52. 52. Plan  2020:  a  new  vision  for  the  Spanish  tourism  •  Changes  in  the  marketplace  present  new   challenges:   –  Improving  methodologies  and  tools  for  tourism   planning  (sustainability).   –  AdapBng  products  and  markeBng  to  the  new  market   trends.   –  TargeBng  new  long-­‐haul  markets  and  new  strategic   segments  in  the  European  market.   –  Building  customer  loyalty       –  Breaking  the  seasonal  paSern  of  the  demand   –  Improving  human  resources  management  
  53. 53. Plan  2020:  a  new  vision  for  the  Spanish  tourism  •  Goal:  making  the  tourism  sector  more   sustainable  &  compeBBve     –  The  Ministry  of  Industry,  Trade  and  Tourism  took   the  iniBaBve  to  develop  the  Plan  Turismo  2020.   –  ResulBng  from  the  cooperaBon  between  the   public  and  private  sectors,  it  was  approved  by  the   Council  of  Ministers  in  november  2007.  
  54. 54. Plan  2020    •  Five  axes:   –  New  tourism  economy   –  Value  for  customers   –  Sustainability     –  CompeBBve  environment   –  Shared  leadership  
  55. 55. Plan  2020    New  tourism  economy      ObjeBve    •  Achieving  differenBaBon  through  innovaBon,   knowledge  and  human  capital.  Programmes  •  GeneraBng  knowledge  to  support  decision-­‐making  •  InnovaBng  along  the  value  chain  •  People  as  a  strategy  for  differenBaBon  
  56. 56. Plan  2020    Value  for  customers    ObjecBve  •  Focusing  on  customer  saBsfacBon,  and  developing  new   product  experiences  that  streghten  the  posiBoning  and   differenBaBon  of  Spain.  Market  oriented  approach.    Programmes  •  ExperienBal  Spain,  new  products  with  value  added  •  PosiBoning  2020:  reposiBoning/  new  segments    •  Perceived  quality:  foster  a  culture  of  detail  •  New  approach  to  commercialisaBon  
  57. 57. Plan  2020    Sustainability          ObjecBve  •  PromoBng  a  new  model  of  sustainable  tourism   development  supporBng  desBnaBons  with  models  for   integrated  management,  and  promoBng  iniBaBves  to   spread  demand  along  the  year.    Programmes  •  Territorial  balance  &  spreading  the  demand    •  DesBnaBon  planning  and  management  •  ReinvenBng  mature  desBnaBons  •  Tourism,  environment  and  society  
  58. 58. Plan  2020    Compe@@ve  environment      ObjecBve  •  Improving  the  business  environment,  supporBng   compeBBve  and  innovaBve  companies  and  fostering   public/private  cooperaBon.    Programmes  •  Accessibility  •  SimplifyicaBon  of  regulaBons  •  Fostering  cooperaBon  •  CompeBBveness  plans  (by  sector)  
  59. 59. Plan  2020    Shared  leadership    •  More  efficiency    •  Co-­‐responsibility  •  Further  coordinaBon:   –  Among  the  tourism  sector   –  Public/private    
  60. 60. Recently  approved  financing  lines     for  tourism  •  FOMIT   –  Fund  for  tourism  infrastructures  (public  sector),  since   2004  •  Plan  Renove  Turismo  approved  in  2008  (for   companies)   –  600  million  euros  in  2009  •  FuturE  Turismo  2009  (within  PlanE  whose   objecBve  was  Fostering  Economic  AcBvity  and   Employment)  
  61. 61. Tourism  development  in   Catalonia  (Spain)  
  62. 62. Catalonia   •  One  of  the   autonomous   regions  of  Spain   ― 32.000 sq. km   ― PopulaBon:  7.5   million  
  63. 63. Catalonia  as  a  tourism  desBnaBon  •  Catalonia  is  the  leading   interna@onal  tourist  des@na@on   in  Spain  and  one  of  the  most   important  in  Europe.  •  Its  geographic  loca@on,  climate   and  accessibility  benefit  the   development  of  tourism.  •  Barcelona  receives  6,7  million   tourists  and  is  the  4th  most   visited  city  in  Europe.  It  is  also  the   leading  cruise-­‐ship  port  of  the   Pyrenees mountains! Mediterranean  and  one  of  the   leading  ciBes  in  the  world  for   CATAL Lleida! Girona! Business  Tourism.   ONIA! Reus! Barcelona! Tarragona! Mediterranean Sea!
  64. 64. Catalonia  as  a  tourism  desBnaBon   •  Tourism  is  one  of  the  main  sources  of  wealth   for  Catalonia:   ― 11%  of  the  GDP  of  Catalonia   ― Tourism   Satellite   Account   2006:   Restaurants:   25.64%;   Food   industry:   10.66%;   Transport:   9.24%;   TexBle:   8.05%;   Hotels:   7.71%;   Trade:   4.85%;   Business   services:   4.33%...   Travel   agencies:  0.11%...)   ― €13.47   billion   per   year   impact   on   the   Catalan   economy   ― 25  million  tourists  per  year   ― 180.000  people  directly  employed  in  the  sector   ― Hotels,  Restaurants  and  Travel  Agencies  
  65. 65. The  tourism  administraBon  •  Department  of  InnovaBon,  UniversiBes  and  Enterprise   –  Secretariat  of  Trade  &  Tourism   •  General  Directorate  of  Tourism     –  Network  of  own  tourism  offices  (airports  and  key  locaBons)   –  Deputy  manager,  Organisa@on  and  Regula@on   »  CoordinaBon  with  public  sector   »  Register  of  tourism     »  InspecBon   –  Deputy  manager,  Tourism  programming   »  Tourism  Planning   »  Quality  and  innovaBon   »  Training   »  ProducBon  and  distribuBon  brochures  and  publicaBons   »  Tourism  Observatory   –  Catalan  Tourism  Agency  (promo@on)  
  66. 66. The  challenges  § Catalonia   confronts   challenges   in   the   internaBonal   context:   ― Changes  in  source  markets   ― New  compeBtors  § Decrease  in  tourist  arrivals  and  tourist  expenditure.      § The  euro  exchange  rate  for  non-­‐euro  outgoing  markets   makes  our  desBnaBons  less  compeBBve  .  § In  some  areas  (mainly  sun  &  beach  desBnaBons)  there  is   overcapacity   of   tourist   beds   and   greater   pressure   on   prices.      
  67. 67. Strategic  Tourism  Plan  2005-­‐2010     §  The  PETC  was  conceived  as  a  Roadmap  with   the  mission  of:       1.  Laying  the  foundaBons  for  the  future  of  the   tourism  model  of  Catalonia.   2.  SeXng  a  reference  framework  for  both  the   public  and  private  sector.   3.  Determining  and  managing  the  objecBves  and   guidelines  of  the  tourism  policy  of  the   Government  of  Catalonia    
  68. 68. Strategic  Tourism  Plan  2005-­‐2010  •  The  preparaBon  of  the  Plan  was  based  on  a   par@cipa@ve  process   12  experts  grouped  in  2  CommiSees:     •  Academics   •  Business  people   13  round  tables  with  the  parBcipaBon  of  more  than  250  stakeholders                 represenBng  the  public  and  private  sectors.   500  telephone  interviews:     •  400  tourists   •  50  travel  agents     •  50  foreign  tour  operators.     •  50  students  at  tourism  schools.   500  surveys  targeBng:   •  Tour  operators   •  Tourism  administraBons  
  69. 69. Strategic  Tourism  Plan  2005-­‐2010   BASIC  CRITERIA   10  Programmes  (48  ac@vi@es)     1.  Sustainability     1.  Territory,  landscape  and  society   2.  Fostering  new  integrated  tourism   2.  Cultural  iden@ty     products   3.  Quality     3.  IdenBficaBon  and  strengthening  of   4.  Innova@on     disBncBve  features  of  the  Catalan   5.  Demand-­‐oriented  approach   tourism  offer     4.  MarkeBng  and  promoBon   6.  Compe@@veness   5.  ModernisaBon  and  improvement  of   7.  Tourism  at  the  service  of  the  public   tourism  informaBon     8.  Regional  balance     6.  Quality     9.  Breaking  the  seasonal  pajern    of   7.  Training  and  human  resources  for   tourism   tourism  ac@vity   8.  Applied  research,  technology  and   10.  Collabora@on,  coopera@on  and   innovaBon   coordina@on     9.  Strengthening  of  the  public  and  private     sectors  and  regulatory  framework     10.  CommunicaBon  and  awareness    
  70. 70.  Grants  for  improving  tourism  services  •  Grants  for  creaBng/renovaBng  accommodaBon  faciliBes     –  New  faciliBes  up  to  35  beds   –  RenovaBon  works  with  the  objecBve  of  upgrading  the  faciliBes  or   fulfilling  the  requirements  to  qualify  for  a  quality  brand  (including   Family  DesBnaBon  or  Sports  DesBnaBon).   –  Buildings  of  tourist  apartments     –  Rural  tourism   –  Campings  along  the  “naBonal”  tourism  routes   –  Campings  first  class  or  deluxe  (up  to  200  places)  •  Up  to  30%  of  total  investment  (up  to  50%  in  municipaliBes  with  less   than  5000  inhabitants).  Maximum  grant  between  3000  and  75000   Euro.  •  Target:  Small  companies  (independent),  medium  enterprises   invesBng  in  new  units  in  areas  with  less  than  1,5%  of  tourist  beds   over  the  total  in  Catalonia.      
  71. 71. FOMIT      •  NaBonal  Fund  for  the  ModernisaBon  of  the   Tourism  Infrastructures  created  in  2004   –  Funding  provided  by  the  central  government   through  the  ICO  (Official  InsBtute  for  Credit)   –  Regional  Governments  manage  the  process:   •  Call  for  proposals  every  year   •  SelecBon  of  projects   •  Supervision  and  control  
  72. 72. FOMIT  •  Financial  support  for  renovaBon  and  modernizaBon  plans  in   mature  tourism  des@na@ons  carried  out  in  cooperaBon  between   the  public  and  private  sectors.     –   Mature  desBnaBons:   •  Urban  and  environmental  overload   •  OverexploitaBon  of  resources   •  Obsolescence  of  tourism  faciliBes   •  Low  investment  by  private  sector   •  StagnaBng  or  declining  demand  and  supply    •  ExecuBng  agency:  local  authoriBes  and  organisaBons.    •  Long  term  loans  at  preferenBal  rates.    •  FOMIT  finances  public  investment  within  integrated  projects  if   there  is  commitment  from  the  private  sector  to  invest  in  paralel  at   least  30%  of  the  total  investment.      
  73. 73. FOMIT  •  What  can  be  financed:   –  Building,  enlarging  or  renovaBng  municipal  public   infrastructures   –  CreaBng,  replacing  or  repairing  tourism  equipments   –  SeXng  up,  enlarging  or  improving  municipal  services   related  to  tourism   –  Investments  to  recover  natural  and  urban  landscapes,   environmental  quality       –  Other  investments  to  upgrade  mature  desBnaBons  •  FOMIT  does  not  finance  operaBonal  and  recurrent   costs,  nor  refinancing  of  previous  projects.        
  74. 74. FOMIT  •  Criteria  for  selecBon:   –  LocaBon  (10%)   –  JusBficaBon,  coherence  and  level  of  detail  (10%)   –  ContribuBon  to:   •  Sustainability  (10%)   •  Environmental  management    through  new  environmental   technologies  (12%)   •  Accessibility  for  handicapped  (10%)   •  Urban  rehabilitaBon  (12%)   •  BeSer  quality  of  faciliBes  and  services  (12%)   •  DiversificaBon  of  supply  and  aSracBng  demand  in  the  low  season   (12%)   •  ICT  (10%)  •  Delay  for  execuBon:  4  years  maximum  
  75. 75. RegulaBon  of  private  sector  acBviBes  •  The  Catalan  Government  aproves  legislaBon  and   authorises  what  are  considered  as  tourism   businesses  in  the  Tourism  Law   –  Travel  agents   •  Wholesalers  and  retail,  taking  into  consideraBon  the  European  DirecBve   on  package  travel   –  Accommoda@on   •  Hotels   •  Tourist  apartments  (companies):     –  Difficult  to  control     –  A  stay  under  3  months  is  considered  tourism  and  the  owner  needs  a   municipal  licence  of  economic  acBvity.   •  Campings   •  Rural  tourism   –  Other  tourist  ac@vi@es   •  Tourist  guides  
  76. 76. RegulaBon  of  private  sector  acBviBes  •  Restaurants  are  not  considered  tourist  companies  any   more  because  they  have  to  fulfill  many  other   regulaBons.  Complaints  are  dealt  with  by  the  Catalan   Agency  for  Consumer  Affairs.  •  Authorised  companies  are  included  in  the  Tourism   Registry  of  Catalonia.    •  The  tourism  authority  conducts  inspec@ons  based  on   complaints,  sues  or  its  own  ini@a@ve.     –  ObjecBve:  prosecuBng  illegal  acBviBes  and  ensuring   that  legal  companies  comply  with  the  regulaBons.    
  77. 77. RegulaBon  of  private  sector  acBviBes   – DirecBve  2006/123/EC  on  services  in  the   internal  market  had  an  impact  on  the   tourism  law  and  regulaBons:   •  SimplificaBon  of  procedures.     •  Market  open  to  companies  from  all  EU  countries.   It  is  an  opportunity,  however  those  not  prepared   may  loose  business.   – Companies  in  outgoing  markets  are  beSer  posiBoned   than  those  based  in  the  incoming  markets.   •  CerBfied  tourism  guides  only  required  in  naBonal   monuments  and  the  network  of  museums  of  the   Catalan  Government.    
  78. 78. RegulaBon  of  private  sector  acBviBes  The  origin  of  the  regulaBons  of  tourism  acBviBes  in  Spain  goes  back  to  the  60s  when  the  Spanish  government  defined  BASIC  STANDARDS  for  an  incipient  industry.  At  the  Bme,  the  objecBve  was  to  guarantee  quality  service  to    internaBonal  visitors.        Recently,  the  approach  has  evolved  towards  a  simplified  system  concerning  the  administraBve  process  for  the  authorisaBon  of  the  acBvity.        A  WELL  ORGANISED  SECTOR  IS  KEY  TO  FOSTER  SOUND  ECONOMIC  DEVELOPMENT  
  79. 79. InformaBon  at  desBnaBon  •  ObjecBve:  facilitaBng   access  to  tourism  sites   and  aSracBons.   –  SignposBng     •  ClassificaBon  of  tourism   resources   •  Manual     –  Main  InformaBon   Centers  (CATs)   –  Network  of  local   tourism  offices  
  80. 80. InformaBon  at  desBnaBon  
  81. 81. Research  &  innovaBon  •  Tourism  observatory   –  CollecBng  sectoral  data   –  Analysis  of  data   –  Inputs  for  strategic  planning  
  82. 82. Human  capital  •  Training   seminars  for   tourism   professionals  •  Jobs  fair   hSp://  
  83. 83. CoordinaBon  within  the  public  sector  •  Interdepartamental  Commission     –  Members  are  all  government  bodies  with   competencies  which  have  an  impact  on  tourism   development   •  Interior:  immigraBon/visa/police   •  Public  works:  infrastructures   •  Environment:  sustainable  development  and  protected   areas   •  EducaBon:  awareness  at  school,  teaching  foreign   languages….   •  ….  
  84. 84. Tourism  markeBng  &  promoBon     From    the  tradi@onal     New  approach:  public/private   model   partnership   based  on   Inspired by other successful public   public-private partnerships sector   •  Barcelona Tourist Board •  Olympic Games ’92 financing   And a need for better A  new  model     CTA   coordination of objectives, based  on  two  pillars:   Catalan     strategies and activities •  Co-­‐financing   Tourist  Agency     •  Co-­‐responsibility  in   decision-­‐making   84
  85. 85. Tourism  markeBng  &  promoBon    § The  Catalan    Tourist  Agency  (CTA):  A  new  public/private  partnership   ― Approved  unanimously  by  the  Catalan  Parliament  in  November  2007.  § The  CTA  has  two  boards:   — The  General  Council  for  discussion  and  consulta@on:  all  stackeholders   are   represented   (private   companies,   local   tourist   boards,   municipaliBes,  unions,  ...)   — The   Management   Board   for   decision   making   and   operaBons.   The   par@cipa@on   in   this   board   is   condi@oned   to   make   an   economic   contribu@on  to  the  Agency.    § 9   Tourist   PromoBon   Centres   in:   France,   UK,   Germany,   Benelux,     Scandinavia,  Italy,  Russia,  China  and  Spain
  86. 86. Tourism  markeBng  &  promoBon     Objectives Functions• Positioning Catalonia as a “quality • To plan, execute, coordinate and lead the tourism destination with a distinctive tourism promotion activities of Catalonia. identity. • To encourage the relationships between• Fostering collaboration among all tourist the different administration levels agents involved in tourism promotion. involved in tourist promotion.• Working for and favour the territorial, • To manage all assets, tourist products socio-economic and environmental and services entrusted to the CTA . balance . • To commercialize tourist products and• Providing all tourist related agents and services that may help to diversify the suppliers with the market information and tourist supply and to extend the tourist the technical assistance they require. season, in close cooperation with the private sector.• Optimising the promotion activity in terms of efficiency and results. • To promote and support the commercialization of the Catalan tourist products . 86
  87. 87. Branding   Tourism  markeBng  &  promoBon       BRANDING  Gaining  visibility  in   the  internaBonal   market  requires   strong  brands.     It  is  important  to     establish  a   hierarchy  of     tourism  brands   and  combining     des@na@on   brands  with   product  brands.  
  88. 88. Tourism  SegmentaBon  romoBon     markeBng  &  p  SegmentaBon  strategy  includes:  •  Strategic  product  brands  and  acBon  plans  with   product  clubs.    •  TargeBng  market  niches:  From  AcBve  Tourism   to  Bird-­‐watching  and  other  niches.      •  DifferenBaBng  desBnaBons  by  segments:   •  Family  Tourism  Des@na@ons  (FTD):  an  evoluBon  of   the  Sun  &  Beach  product  through  a  cerBfied   programme  targeBng  families  with  children.     You  Tube:   hSp://   •  Sports  Tourism  Des@na@ons  (STD):  a  similar   programme  to  target  sport  lovers  and  sports  clubs   (training  and  compeBBon).    
  89. 89. Tourism  markeBng  &  promoBon   DesBnaBon   Product  brands   brands   89  
  90. 90. Tourism  markeBng  &  promoBon    PRODUCT  CLUBS  •  Formed  by  companies  and  other   stakeholders  for  each  strategic  product/ segment.  •  Objec@ve:  joint  targeted  promo@on  and   commercialisa@on.      •  Matrix  organisaBon:    with  product   managers  and  annual  plans  by  product.  •  The  Clubs  benefit  from  public  support:   –  The  Catalan  Agency  of  Tourism    provides   cofinancing  and  technical  assistance.  •  Members  parBcipate  in  the  definiBon  of   the  acBon  plan.  •  Advantages:  Facilitates  the  communicaBon   with  the  markets  and  achieving  the   desired  posiBoning   90  
  91. 91. Tourism  markeBng  &  promoBon    EXAMPLE  The  Gastronomic  Tourism  Club  offers  members  the  following  benefits:  •  Publica@ons.  EdiBon  of  Gastronomic  Diary,  the  calendar  of  gastronomic  events  and  Routes   to  Get  a  Flavour  of  a  Country.  •  Distribu@on  of  publicaBons  in  targeted  promoBon  acBviBes  for  this  product  •  Technical  advice.  Turisme  de  Catalunya  offers  Club  members  its  experience  in  tourism   promoBon.  •  Use  of  Turisme  de  Catalunya  Tourism  Promo@on  Centres  in  source  markets.  •  Publica@ons  of  Club  members  on  the  Turisme  de  Catalunya  website.  Club  members  will   appear  on  the  mini-­‐site  that  Turisme  de  Catalunya  devotes  to  the  Gastronomic  Tourism  Club.   For  members  with  their  own  websites,  a  link  will  be  included.  •  Access  to  the  Gastronomic  Tourism  Professional  Forum.  The  Forum  is  an  Internet  mailing   list  which  facilitates    communicaBon  and  disseminaBon  of  informaBon  amongst  Club   members.  The  list  can  be  used  to  announce  changes  in  contact  people,  to  send  news  about   members’  acBviBes,  to  request  informaBon  and  cooperaBon,  to  inform  about  new   developments,  market  studies,  etc.    •  Support  and  promo@on  of  professionally-­‐organised  gastronomic  events,  shows  and   campaigns.   hSp://    
  92. 92. Tourism  markeBng  &  promoBon  Less  generic  brochures,  more  product  brochures   92  
  93. 93. Tourism  markeBng  &  promoBon  
  94. 94. Tourism  markeBng  &  promoBon  
  95. 95. Tourism  markeBng  &  promoBon  
  96. 96. Tourism  markeBng  &  promoBon  
  97. 97. Thank  you  !!   Carmen  Altés     Barcelona  (Spain)    
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