This document summarizes a conference on tourism for development held in Tirana, Albania. The morning session discussed sustainable tourism development and the European framework for tourism. Sustainable tourism was defined as balancing environmental, economic, and socio-cultural impacts. The European Union supports tourism for economic growth and recognizes its cross-cutting nature. The afternoon focused on Catalonia, Spain's model of tourism administration, planning, and destination marketing.

1. Tourism
for
development
Tirana,
26th
november
2010

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. 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. 1.
Sustainable
tourism
development:
an
introducBon

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.
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.
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

8. Sustainable
tourism
A
government
perspecBve

9. 2.
The
European
Framework
for
tourism
development

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. 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. 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. 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

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. 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
organiser's
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. 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. 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

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. 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. 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

21. The
Tourism
Unit
• In
the
EC
organigram
there
is
only
a
small
Tourism
Unit
at
the
DG
Enterprise
&
Industry

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. 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. 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. 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

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.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.

27. 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

28. The
Tourism
Unit
hSp://ec.europa.eu/enterprise/sectors/tourism/documents/studies/index_en.htm
For
staBsBcs
consult
EUROSTAT

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. 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. 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. 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. A
new
poliBcal
framework
for
tourism

34. A
new
poliBcal
framework
for
tourism

35. A
new
poliBcal
framework
for
tourism

36. A
new
poliBcal
framework
for
tourism

37. A
new
poliBcal
framework
for
tourism

38. A
new
poliBcal
framework
for
tourism

39. A
new
poliBcal
framework
for
tourism

40. 3.
The
Spanish
case

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. 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. 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.

44. Paradores
Hotels
in
heritage
buildings.

45. SegiSur
Implements
innovaBon
and
technology
projects.
hSp://www.segiSur.es/

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://www.tourspain.es/es/Home/ListadoMenu

47. The
NaBonal
Tourism
Board

48. The
NaBonal
Tourism
Board

49. The
NaBonal
Tourism
Board

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. 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

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. 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. Plan
2020
• Five
axes:
– New
tourism
economy
– Value
for
customers
– Sustainability
– CompeBBve
environment
– Shared
leadership

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. 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. 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. 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. Plan
2020
Shared
leadership
• More
efficiency
• Co-­‐responsibility
• Further
coordinaBon:
– Among
the
tourism
sector
– Public/private

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. Tourism
development
in
Catalonia
(Spain)

62. Catalonia
• One
of
the
autonomous
regions
of
Spain
― 32.000 sq. km
― PopulaBon:
7.5
million

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. InformaBon
at
desBnaBon

81. Research
&
innovaBon
• Tourism
observatory
– CollecBng
sectoral
data
– Analysis
of
data
– Inputs
for
strategic
planning

82. Human
capital
• Training
seminars
for
tourism
professionals
• Jobs
fair
hSp://turispro.gencat.cat/

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. 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. 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. 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. 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. 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).

89. Tourism
markeBng
&
promoBon
DesBnaBon
Product
brands
brands
89

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. 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

92. Tourism
markeBng
&
promoBon
Less
generic
brochures,
more
product
brochures
92

93. Tourism
markeBng
&
promoBon

94. Tourism
markeBng
&
promoBon

95. Tourism
markeBng
&
promoBon

96. Tourism
markeBng
&
promoBon

97. Thank
you
!!
Carmen
Altés
Barcelona
(Spain)
caltes@innovanetgrup.com