Nordic Workshop 2009Presentation about Spanish Tourism

Eugenia Fierros. 8 October 2009

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Agenda• Highlights about Spain. • Spanish market for tourism. Data, trends…• The travel trade• Tourism between Spain and Norway. • Innovation Norway Tourism Spain. Projects and activities:

• With the trade

• With Press

• With the public

• An example from our last Summer Campaign.

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Spain is a great country

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The Spanish tourism market

Travel in Spain in 2010

• 162 million trips. -5,5% compared to 2009• 8,4% were foreign trips (15,5% in bednights). • There was a 6,1% decrease of domestic trips and a 6,5 %

increase in foreign trips.• Average stay in foreign trips: 8,7• Half of the bednights are generated in Madrid, Cataluña and

Andalucia.

• 47% of treavelers used internet: 94,9% for information,

78,2% for booking and 57% did a payment.

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40% goes to neighbour countries

Italia

10,8%

France

20,4%

UK

6,1%

Portugal

11,4%

Germany

9,1%

Andorra

7%

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The Spanish Traveller is young and educated

Between 25 and 44

EUROPE

47%

With university degree

74,3%

Employed

64,3%

Free lance workers

72%Source: IET Familitur 2008

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Most travellers come from the two-three main regions

ABROAD

Catalunia 28,3 %

Madrid 21,7%

Andalucia 9,2%

Valencia 7%

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Accomodation?

HOTELS

FRIENDS

CAMPING

OTHERS

0,0 %

10,0 %

20,0 %

30,0 %

40,0 %

50,0 %

60,0 %

HOTELS CAMPING

Series1

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Why abroad?

Others 1,4 %Religious 1%

Business 19,20 %

Study 2,10 %

Visit family or friends 21,40 %

LEISURE 55 %

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Whithin leisure: Shopping and culture

LEISURE

Cultural Visits 80,6%

Shopping 83,3%

Trekking 42,5%Visit Family 33,4%

Night Life 38,7%

Gastronomy 55,2%Cultural Events 28,6%

Beach and Sun 20,3%

Other sports 8,3%

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Market Trends

FITFIT

Fly & Fly & DriveDrive

CruiseCruise AdventureAdventure

Rural Rural TourismTourism

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The travel trade

• Division: Minorista, Mayorista, Minorista with own product,

Mayorista/minorista, Incentive.

• 6.000 travel agencies. 20 specialized in Norway.

• 365 TTOO. 63 with Norway in their programs.

Concentrated in two main big groups

Orizonia

Globalia

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Orizonia

Tour operators:

Iberojet Orizonia

Kirunna Orizonia

Solplan Orizonia

Vivatours Orizonia

Condor Orizonia

Orizonia Life

Travel agencies:

Viajes Iberia (960 agencies)

RACC Travel

Airline

Orbest15

Orizonia (cont)

Orizonia Incoming:

Smilo

Orizonia Hotels:

LUA BAY

Orizonia Internet:

Rumbo.com

Viajar.com

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Globalia

Tour operators

Travelplan

Touring club

Latitudes

Iberrail

Travel agencies (1.050)

Halcónviajes.com

Viajes Ecuador

Airline

Air Europa (40 planes)

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Globalia (cont)

Incoming

Welcome Incoming Service

Internet

Tubillete.com

Pepetravel.com

Hotels

Be Live Hotels (24)

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Most important travel agency groups

Viajes El Corte Inglés

Nautalia

Viajes Barceló

Grupo Europa

Grupo Airmet

Grupo Unida

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Most important tour operatorsAmbassador Tours

Aviotel

Catai

Costa Cruceros

Excelence Tours

Exyro Touring

Mapatours

MSC Cruceros

Panavisión

Politours

Transhotel

Tourmundial

Transrutas 20

Travel agencies with own product

Club Marco Polo

Viajes 66

Tierras Polares

Tourist Forum

Traveloteca

Viajerum

Viajes Nicolás

Yokmok

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Tourism between Spain and Norway

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Bednight statistics 2011

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Bednight statistics• 6% increase from January to August compared to 2010

• Spain more important than we think for leisure travel:• For FjordNorway second market worldwide if we

account hotels.• For whole Norway, third market in August.• For whole Norway, sixt market from January to

August (very close to USA)

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SOMMERSESONGENMotiv for å legge sommerferien til Norge

Kilde: Gjesteundersøkelsen 2009, TØI

Spørsmål: ”Hvor viktig har følgende faktorer vært for valg av reisemål?”Grafen viser andelen som svarte ”Svært viktig” og ”Ekstremt viktig”

,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%

Være i aktivitet/røre meg

Samvær med barna

Oppleve norsk natur

Oppleve nye steder

Bli kjent med norsk kultur og historie

Oppleve noe unikt og eksotisk

Merkedag/jubileumsreise

Slappe av

Svært viktig Ekstremt viktig

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SOMMERSESONGENAktiviteter foretatt på sommerferie i Norge

Spørsmål: Hvor viktig har de følgende aktiviteter vært for deg på denne reisen i Norge?” Grafen viser andelen som svarte ”Svært viktig” og ”Ekstremt viktig”

Kilde: Gjesteundersøkelsen 2009, TØI

,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%

Lengre fotturer (over 4 timer)

Være på havet i fritidsbåt

Sportsfiske i ferskvann

Sportsfiske i saltvann

Sykkeltur

Besøkt naturattraksjoner

Besøkt museum/kunstutstillinger

Familieparker

Spist lokal mat

Besøkt byer

Svært viktig Ekstremt viktig

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Our main mission: to promote Norway in Spain and

support the Norwegian travel trade to sell their

products in this market.

HOW?

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We work towards the travel trade

• Fitur• Workshop• Distribution catalogues• Sales visits• Newsletter• Seminars & Presentations• Presence in consumer fairs• Work with trade press

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We work with the press

• Press trips (more than 100 / year)• Press releases (10 per year)• Newsletters (6 per year)• General daily support

• Advertising value 2010:

23.000.000 NOK.

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We promote Norway directly to the consumer

• Consumer Fairs (from 3 per year)

• VisitNorway

• Facebook, twitter, etc.

• Catalogue

• E-newsletter

• Campaigns

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THANK YOU!

IN Tourist Team in Madrid:Eugenia Fierros Luca Bocci Patricia Pitarch

Tlf.: +34 91 344 09 87Fax: +34 91 344 09 47Web: www.innovasjonnorge.no/spania

Address: Oficina de Turismo de NoruegaPza. De Colón, 2 – Torre 2 . Pta. 20

28046 MADRID