Destination Governance models and structures – success stories.

Case of The CatalanTourist BoardMoscow, 14th March 2011

Index

0. Tourism of Catalonia. General Overview

1. Tourism in Catalunya. The Tourism Promotion

2. The Challenge of Destination Management

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MEDITERRANEAN SEACATALUNYA

SPAIN

FRANCE

ITALY

UK

0. Tourism of Catalonia. General OverviewLOOK AT THE SITUATION

START LOCATION BARCELONA COSTA BRAVA COSTA DAURADA PYRENEES GASTRONOMY GOLFACCOMMODATION LEISURE BARÇA BUSINESS

Main Facts & Figures

• Catalonia is located in the North-East of Spain close to the French border. • It is a small country in terms of territory (32.000 sq. Km.) and population (7,5M.

inhabitants) but it is large and valuable for its one thousand years of own identity expressed in terms of history, language, culture and traditions.

• Catalonia receives 27 M. tourists per year: with 13.5 M. international tourists is the leading international tourism destination in Spain (25%), the fourth leading destination in the world.

• Barcelona receives 7 M. tourists and is the 4th most visited city in Europe.

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MEDITERRANEAN SEACATALUNYA

SPAIN

FRANCE

ITALY

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LOCATION BARCELONA COSTA BRAVA COSTA DAURADA PYRENEES GASTRONOMY GOLFACCOMMODATION LEISURE BARÇA BUSINESS

A great cultural tourist destination• Catalonia boasts a great extensive rich cultural and historical heritage, ranging from the

ancient Greeks through Modernism with the architecture of Gaudí and some masterpieces of the best contemporary architects.

• 33 sites declared World Heritage by the UNESCO.

• Universal genius, talent and creativity expressed in : Architecture and urban planning: Gaudí, Cerdà, Bofill Painting: Dalí, Picasso, Miró Music: Montserrat Caballé, Josep Carreras, Pau Casals Cuisine: Ferrán Adrià, Ruscalleda, Santamaria, Roca Science and medicine: Broggi, Valentí Fuster, Barraquer, Puigvert Sports: JA Samaranch, FC Barcelona, Pau Gasol, Dani Pedrosa

0. Tourism of Catalonia. General OverviewLOOK CATALONIA

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MEDITERRANEAN SEACATALUNYA

SPAIN

FRANCE

ITALY

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The Mediterranean, the world-leading tourist destination

• Barcelona becomes the capital centre of the Union for the Mediterranean, a project backed and financed by the European Union that welcomes 43 countries and 750 million inhabitants. It will be a point of encounter for projects to strengthen ties between territories, cultures and people.

• At present, the city also hosts the Association of the Mediterranean Chambers of Commerce and Industry and the European Institute for the Mediterranean.

• Barcelona and Catalonia are committed in the development of a shared Mediterranean space.• Cooperation with UNWTO will be strategic for a well balanced regional tourism development.

0. Tourism of Catalonia. General OverviewLOOK CATALONIA

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CATALUNYA

The Mediterranean:a unique blend ofcultures and the idealsetting for leisureactivitiesSPAIN

FRANCE

ITALY

UK

• Mediterranean lifestyle.• Our capital is Barcelona, but also:

Lleida Girona and Tarragona.• With 4 International airports.• 5 cities to be linked by high speed

train network .• European leader in cruising:

Barcelona + (Palamós +Tarragona).• The gateway to the rest of Europe.

0. Tourism of Catalonia. General OverviewLOOK CATALONIA

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CATALUNYA

The Mediterranean:a unique blend ofcultures and the idealsetting for leisureactivitiesSPAIN

FRANCE

ITALY

UK

MEDITERRANEAN SEA

• 600 kilometres of coastline: 10 Family Tourist Destinations.• One of the highest density of World UNESCO Heritage in Europe.• 12 natural parks and 1 national park.• A European leader for accessible tourism.• 56 Michelin stars and 45 restaurants in the whole of Catalonia.• Spain’s leader in the MICE industry: Catalonia Convention Bureau.

0. Tourism of Catalonia. General OverviewLOOK CATALONIA

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1.- Tourism in Catalonia The Tourism Promotion

Situation at present: the tourism promotion model

•The public sector, in collaboration with the private sector, assumes most of the financing and management of the Catalan Tourist Board.

•The Catalan Tourist Board in figures:

Budget: 25 M. Euros Personnel: 110 employees Promotion: more than 300 activities per year 9 Tourist Promotion Centres in: France, UK, Germany, Benelux,

Scandinavia, Italy, Russia, China and Spain

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1.- Tourism in Catalonia The Tourism Promotion

Situation at present: strategic guidelines

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1.- Tourism in Catalonia The Tourism Promotion

Innovating to face the new challenges of the markets

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1.- Tourism in Catalonia The Tourism Promotion

The new Catalan Tourist Board (CTB) / Agència Catalana de Turisme (ACT)

• The CTB law was approved unanimously by the Catalan Parliament in November 2007.

• The new body is born with the will to offer a tourist promotion management model to encourage the participation of the private sector by providing a more effective tool of promotion.

• The CTB has two boards:- The General Council for discussion and consultation with all the sectors

represented (private companies, local tourist boards, municipalities, unions, ...)- The Management Board for decision taking and control of the agency. The

participation in this board is conditioned to make an economic contribution to the Agency.

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1.- Tourism in Catalonia The Tourism Promotion

New orientation of the CTB

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1.- Tourism in Catalonia The Tourism Promotion

Main key elements provided by the new CTB

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1.- Tourism in Catalonia The Tourism Promotion

Better capacity to explore new opportunities

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1.- Tourism in Catalonia The Tourism Promotion

Facing the future of tourism promotion

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2.- The Challenge of Destination Management Manager

Strategies and policies of the Catalan Tourist Board

1.Collaboration public – private

2.Market and business orientation

3.Segmentation of products and markets

4.Identity, quality and innovation

5.Non-conventional marketing

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2.- The Challenge of Destination ManagementManager

1.- Collaboration public - private

• Creation of the Catalan Tourist Boarda) The private sector is committed to make an annual economic contribution to

the general budget, not subject to a specific expense.b) Full involvement in the strategies and actions decision taking.c) Generosity of the public sector.

• Development of the product marketing plans defined with the participation of the private sector

a) Notable increase of the instruments, platforms and budget assigned to the public and private co-ordination: product clubs, workshops and seminaries, training sessions.

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2.- The Challenge of Destination Management

2. Market and business orientation

a) Bilateral economic agreements between the CTB and private companies: hotel chains, food & beverage groups, airlines, . . . • In search of a mutual benefit• Compatibility of common (public) interests and the making of private benefits. b) Evaluation of the ROI of the promotional budget

Cost of the action, economic estimation of the return (in terms of advertising rates) and level of satisfaction of the participants are calculated for most of the promotional actions through surveys and questionnaires.

c) Elaboration of a Catalogue of Products and Services to be offered to the companies and local promotional bodies.

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2.- The Challenge of Destination Management

3. Segmentation of products and markets

a) From segmentation to micro-segmentation - From Active Tourism to Bird-watching and other niches of interest. b) Establishing uniformed and approved standards

- Family Tourism Destinations (FTD): an evolution of the Sun & Beach product through a certified programme to target families with kids according to their needs and requirements. You Tube: http://www.youtube.com/watch?v=2wjdWB6FBGQ

c) Sports Tourism Destinations (STD): a similar programme to target sport lovers and clubs for training and competition. - Development of cross segments like Accessible Tourism:

http://www.turismeperatothom.com19

2.- The Challenge of Destination Management

4.- Identity, quality and innovation  a) Identity

• The culture and the own features of Catalonia are the guidelines and the inspiration of our tourist promotional policy. “Only being local you can achieve be global”. b) Quality

• Positive discrimination for the outstanding quality products and services.c) Innovation

• Imminent development of the new Internet sites www.catalunya.com • A change of paradigm must be proposed.

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2.- The Challenge of Destination Management

5. Non-conventional marketing  

d) Regular analysis and evaluation of the conventional promotional actions: fairs, fam and press trips, . . .

• Example: a decrease of 43 fairs in 3 years (from 93 to 50) due to poor results evaluated.

e) More actions in collaboration or partnership

• Agreement with the Health Department of the Catalan Government and BCN Centre Mèdic to promote tourism of health in Catalonia

• Expo Shanghai 2010

f) International relevant events

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Thank you!Patrick Torrent

Deputy DirectorMarch, 14th, 2011www.catalunya.com