Spanish Tourism Quality System and Anfitriones Tourism Trainin Program

1. Anfitriones Tourism
Training Program
Félix Serrano Delgado
Tourism Quality and Technological Development Area
11 september 2019
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2. Spanish Quality Tourism System (SCTE)

3. SCTE Evolution
• Created in year 2000, by a combination of public and private agents, with strong institutional and
economic support, with a progressive development from then until today
2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2019
Sistema de Calidad Turística Española
Anfitriones -
Formación
SICTED – Calidad Turística en Destinos
SCTE – Sectores (Q de Calidad Turística)

4. Spanish Tourism Quality System (SCTE)
impact
2.700.000 workers on
tourism sector in Spain
520.000
workers on
SCTE
companies
(19%)
€ 60,000 million annual
tourism revenue in spain
€ 8,000 million
SCTE business
income (13%)

5. Anfitriones turismo
Anfitriones (Hosts): tourism training on quality, through two
programs:
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Anfitriones training
Culture of Detail
Staff in contact
with customers
Middle
managers
Destination
in Detail
Public Servants

6. Anfitriones project objective
• Anfitriones project aims to promote tourism training in the culture of
detail and customer service to improve quality of Spain as a tourist
destination, through two clearly differentiated lines of action: Culture
of Detail and Destination in Detail.
• The Culture of Detail program is intended to cover existing gaps in the
tourism sector in terms of customer service, with differentiated content
based on two profiles: staff in contact with the client, and business
owners or middle managers.
• In the case of Destination in Detail, it is intended to provide public
employees with action guidelines for the implementation of
comprehensive actions to improve tourist destinations. The basic
content of the course includes actions for embellishment, sustainability,
accessibility and quality, to be carried out in the public space of tourist
destinations. The target audience to which this program is aimed is
public servants that have competencies in planning tourism, like
architects, tourism technicians and local development agents, among
others.
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7. Anfitriones students on last 6 years
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Forecast for
year 2019

8. 2018 Review of Anfitriones training
program
• Weaknesses of the current system
• Dates and editions closed
• Demand not covered (2,532 applications for 700 seats)
• The current system and methodologies are not scalable
• It only addresses a part of the necessary skills in tourism workers
• New system goals
• Increase the quality (depth and impact) of the training offer
• Increase the number of participating students, at least by a factor
of 10.
• Coverage of all Tourism basic and cross tourism competences, not
just tourism quality.
• Not intended to cover specialized tourism training, only basic
common competencies of tourism workers.
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9. New objectives for Anfitriones
• Improvement of the scope and impact of the Anfitriones
program, including the definition of a new open and
innovative training methodology based on the Principles of
the European Union in the field of Education and Training
(ET 2020), based on a study and analysis of the
implementation of the Anfitriones program.
• This proposal will allow, within a comprehensive vision of
the Anfitriones program, the extension and improvement of
the courses, participation in them, improvement of the
training materials of the courses and their dissemination
and application, as well as other mechanisms provided by
the technology such as peer learning and communities of
practice, to achieve their goals.
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10. Tourism Competences Framework
(draft model)
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Personal and
Innovation
Competencies
Digital
Competencies
Management
and Governance
Competencies
Quality
Competencies
Sustainability
Competencies
Accessibility
Competences
Middle
Managers
Client Staff
Destination
Managers

11. Example: Digital Competencies for Tourism
E1
Digital Competencies for
Tourism
Client Staff
Middle
Managers
Destination
Managers
E 1.1
Information management and
Data Literacy
E 1.2
Communication and
Collaboration
E 1.3 Digital content creation
E 1.4 Digital Identity and Security
E 1.5 Problem solving
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12. Open Learning in Anfitriones
• Anfitriones is part of new Open Government Parnership
(OGP) program for Spanish Quality System
• Open Learning is a solution for the need to improve the
effectiveness and efficiency of the program, currently of low
impact.
• Expansion of the program's coverage to all basic and cross
competencies for tourism
• New Open Framework of Skills of the Tourist Worker:
Innovation, Digital, Management, Quality, Accessibility,
Sustainability.
• New model of open training based on MOOC, more scalable.
• Started in 2018, continuing in 2019 with SEGITTUR support
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13. Anfitriones work plan 2018-2020
• User Survey
• Analysis of the training offer
• Create competence map
• Define a training methodology
• Include open learning techniques
• Creation, promotion, registration, revitalization, monitoring,….
• Public methodology
• Training itineraries
• Indicators
• Organize an expert meeting for validation and review.
• Open consultation on the Tourism Competences Framework
• Creation of the Collaboration Ecosystem
• Creation of the Agenda
• Course selection for the pilot
• Self-diagnosis tool and learning itineraries
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14. Thanks
https://www.linkedin.com/in/feserdel/
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