Tourism for development Tirana, 26th november 2010
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
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
1. Sustainable tourism development: an introducBon
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.
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.
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://www.unwto.org/sdt/mission/en/mission.php
2. The European Framework for tourism development
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
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.
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.
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://europa.eu/legislaBon_summaries/consumers/protecBon_of_consumers/l32019_en.htm# hSp://ec.europa.eu/consumers/cons_int/safe_shop/pack_trav/index_en.htm
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.
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.
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.
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://ec.europa.eu/internal_market/services/services-‐dir/index_en.htm
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.
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.
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://europa.eu/legislaBon_summaries/development/sectoral_development_policies/r12519_en.htm
The Tourism Unit • In the EC organigram there is only a small Tourism Unit at the DG Enterprise & Industry
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
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
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.
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 visiteurope.com 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
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.visiteurope.com/home.aspx www.etc-‐corporate.org 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.
The Tourism Unit InformaBon about all acBviBes of the Tourism Unit can be found in its website. hSp://ec.europa.eu/enterprise/sectors/tourism/index_en.htm
The Tourism Unit hSp://ec.europa.eu/enterprise/sectors/tourism/documents/studies/index_en.htm For staBsBcs consult EUROSTAT
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.
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.
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.
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 – ……
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
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
Studies & staBsBcs • Ins@tute of Tourism Studies – Familitur: domesBc tourism survey – FRONTUR: internaBonal tourism border survey – EGATUR: survey of tourism expenditure hSp://www.iet.tourspain.es/paginas/home.aspx?idioma=es-‐ES • AddiBonally, the NaBonal InsBtute of StaBsBcs (INE) and the Bank of Spain (Central Bank) provide relevant data on tourism acBvity.
SegiSur Implements innovaBon and technology projects. hSp://www.segiSur.es/
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://www.tourspain.es/es/Home/ListadoMenu
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
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://www.icte.es hSp://www.calidadturisBca.es
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
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.
Plan 2020 • Five axes: – New tourism economy – Value for customers – Sustainability – CompeBBve environment – Shared leadership
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
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
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
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)
Plan 2020 Shared leadership • More eﬃciency • Co-‐responsibility • Further coordinaBon: – Among the tourism sector – Public/private
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)
Catalonia • One of the autonomous regions of Spain ― 32.000 sq. km ― PopulaBon: 7.5 million
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!
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
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)
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.
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
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
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
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.
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
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.
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.
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
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
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.
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.
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
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
Research & innovaBon • Tourism observatory – CollecBng sectoral data – Analysis of data – Inputs for strategic planning
Human capital • Training seminars for tourism professionals • Jobs fair hSp://turispro.gencat.cat/
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…. • ….
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
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
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
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.
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://www.youtube.com/watch?v=2wjdWB6FBGQ • Sports Tourism Des@na@ons (STD): a similar programme to target sport lovers and sports clubs (training and compeBBon).
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
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://www.gencat.cat/turistex_nou/minisites/clubs/gast/index.en.html
Tourism markeBng & promoBon Less generic brochures, more product brochures 92