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Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010 11
< < < < <
< < < < <
Joan-Carles CambrilsCabinet Chief of the Spanish General
Directorate of Tourism
Moscow, 15 March 2010
An introduction to theTourism PPP.
The Turespaña experience
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
CONTENTSCONTENTS
1. Characteristics of the public-private partnerships
2. Reasons for public-private partnership
3. Examples of public-private partnership
4. Scope of public-private partnership at Turespaña
5. Forms of public-private partnership at Turespaña
6. Results of public-private partnership at Turespaña
7. Pros and cons
8. Recommendations
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Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
CONTENTSCONTENTS
1. Characteristics of the public-private partnerships
2. Reasons for public-private partnership
3. Examples of public-private partnership
4. Scope of public-private partnership at Turespaña
5. Forms of public-private partnership at Turespaña
6. Results of public-private partnership at Turespaña
7. Pros and cons
8. Recommendations
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Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
Legal forms of cooperation between public authorities
and the world of business which aim to ensure the funding,
construction, renovation, management or maintenance of an
infrastructure or the provision of a service.
(source: GREEN PAPER, European Commission).
1.1. DEFINITIONS OF PPP (1)1.1. DEFINITIONS OF PPP (1)
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
1.1. DEFINITIONS OF PPP (2)1.1. DEFINITIONS OF PPP (2)
A cooperative venture between the public and private sectors,
built on the expertise of each partner, that best meets clearly
defined public needs through the appropriate allocation of
resources, risks and rewards.
It relates to the provision of public services or public
infrastructure.
Second, it necessitates the transfer of risk between
partners.
(Source: The Canadian Council for Public-Private Partnerships)
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
1.1. DEFINITIONS OF PPP (3)1.1. DEFINITIONS OF PPP (3)
Forms of cooperation between
Public and Private Tourism
Agents in different levels of
commitment: low
participation, projects
cooperation or stable
partnership.
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
1.1. DEFINITIONS OF PPP (4)1.1. DEFINITIONS OF PPP (4)
PUBLIC PRIVATE
An agreement between private and public sector agents to
undertake a particular project in line with at least one of the two principles below:
Joint decision-making.
Joint risk/financing.
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
1.2. SCOPE OF TPPP1.2. SCOPE OF TPPP
General issues about the tourism system.
Tourism marketing (mainly Communication, research and product development)
Tourism Quality policies.
Education and trainning
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PPP in Tourism Decision/ManagementPPP in Tourism Decision/Management
SOFT IMPACT
STRONGIMPACT
100% PUBLIC 100% PRIVATE
AssociationFoundation
Agreements
NTO’s, Autonom. Organism, Institute, Tourist Boards
NTA’s, PublicAdministrations
1.3. FORMS OF TPPP1.3. FORMS OF TPPP
Societies, Corporations
Consortium
Advisory bodies
Public Incentives
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
CONTENTSCONTENTS
1. Characteristics of the public-private partnerships
2. Reasons for public-private partnership
3. Examples of public-private partnership
4. Scope of public-private partnership at Turespaña
5. Forms of public-private partnership at Turespaña
6. Results of public-private partnership at Turespaña
7. Pros and cons
8. Recommendations
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Moscow, 15 March 2010
1st reason: The best tourism experiences enjoy public and private goods and services.
2. REASONS FOR PUBLIC/PRIVATE PARTNERSHIP2. REASONS FOR PUBLIC/PRIVATE PARTNERSHIP
Many environmental and cultural goods (that are tourism attractions) are public goods (non excludability, non rivality).
Particular TPPP can reduce or avoid the “parasitism” and the “lost of communal goods”
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Private goods
Public goods
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
2nd reason: External effects (+ and -) caused by tourism activity.
“Upset somebody’s welfare without his consent”
¿Why the external effects happens?
The general welfare balance the environmental
negative effects.
It’s difficult to quantify the negative/positive effects in money.
The property rights are not
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clearly defined.
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
A) Awareness of the problem with public campaigns: ethic change.
B) Negotiation by those involved, stipulating a price for welfare o discomfort.
C) Penalize or grant for the external effects.
(cont.) 2nd reason: External effects (+ and -) caused by tourism activity.
Private/Public agreements for solutions to the external effects:
Effect of a + externality
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
Cambrige (Eng)
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
3rd reason: the economic - touristic cycle of destination: Long term medial costs are increasing.
Number of tourists
Time
Exploration
Implication
Development
Consolidación
Stagnancy
Rejuvenation
Downhill
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
Global medial cost
New destination
Medium size destination
Mass destination
Long term global medial cost of tourism production, consequence of the law of decreasing marginal productivity
(short term)
(long term)
N.B. the economic downturn accelerates this commitment: more efficient choice of public/private investments and mk actions
Q= trips or inclusive tours
Global medial cost = explicit costs + opportunity costs
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Moscow, 15 March 2010
In order to correct this problem, Turespaña has promoted the consortiums for requalifying a few mature destinations
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
4th reason: sustainability.
Next generation should be able to use the same amount of
natural capital.
People and NGOs are endogenous resources taking
important economic decisions.
New culture/new governance of tourism that supports
Turespaña: shared Leadership with all the actors.
Spanish Tourism Council
Mesa de la calidad (Quality Advisory Council)
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
CONTENTSCONTENTS
1. Characteristics of the public-private partnerships
2. Reasons for public-private partnership
3. Examples of public-private partnership
4. Scope of public-private partnership at Turespaña
5. Forms of public-private partnership at Turespaña
6. Results of public-private partnership at Turespaña
7. Pros and cons
8. Recommendations
2020
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
SPAIN (national level)
Turespaña: autonomical body for marketing: 100% public.Segittur: a 100% public national company for research and new technologies.Paradores: a 100% public national hotel company, with nearly a 100 establishments, most of them monumental buildings, located in strategic places. Advisory bodies and consortiums: TPPP
3. EXAMPLES OF PUBLIC3. EXAMPLES OF PUBLIC--PRIVATE PARTNERSHIPPRIVATE PARTNERSHIP
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3. EXAMPLES OF PUBLIC3. EXAMPLES OF PUBLIC--PRIVATE PARTNERSHIPPRIVATE PARTNERSHIP
SPAIN
(local level)
Convention Bureau: non-profit making associations.
More than a 100 local constituted or in process TPPP (with a Turespaña grant).
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Moscow, 15 March 2010
Visit London: Public Limited Company, P-P shareholders
Berlin Tourismus Marketing Gmbh: 85% private capital, 15% public capital (land of Berlin)
Amsterdam Tourism & Convention Board (ATCB): Private non-profit association set up with public and private capital. Depended on by five private companies with legal personality (marketing, bookings, congresses, information and advisory).
Wonderful Copenhagen (WOCO): private non-profit entity (business foundation) with public/private capital.
Marketing Manchester: commercial company with 50% public/private capital
3. EXAMPLES OF PUBLIC3. EXAMPLES OF PUBLIC--PRIVATE PARTNERSHIPPRIVATE PARTNERSHIP
(source: FEMP)
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Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
CONTENTSCONTENTS
1. Characteristics of the public-private partnerships
2. Reasons for public-private partnership
3. Examples of public-private partnership
4. Scope of public-private partnership at Turespaña
5. Forms of public-private partnership at Turespaña
6. Results of public-private partnership at Turespaña
7. Pros and cons
8. Recommendations
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4.1. The 2020 Spanish Tourism Plan is a PPP outcome
All public administrations and all agents in the industry are committed to making the Spanish Tourism System more competitive and sustainable by 2020 for
the wellbeing of the wider community.
WHAT'S THE PLAN?WHAT'S THE PLAN?
HOW WAS IT DONE?HOW WAS IT DONE? Through an open debate between the public and private sector to examine Spain's position and
tackle the challenges posed by new trends.
WHO TOOK PART?WHO TOOK PART?
Over 35,000 touristsOver 100 industry experts
Over 2,000 industry representativesAll public administrations
4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPA4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPAÑÑAA
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4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPA4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPAÑÑAA
4.2. Spanish Council of Tourism
• A TPPP, the Spanish Council of Tourism approved the 2020 Plan. It was officially supported by the Autonomous Community Conference and the National Government.
54 MEMBERS (19 from Autonomous Communities, 4 from Spanish Federation of Municipalities and Provinces (FEMP), 4 from the State Tourist Board, 6 from the Spanish Confederation of Business Organisations (CEOE), 6 Chambers, 4 Syndicates, 9 of repute)
It has advisory functions
Frequency: It meets usually twice a year.
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4.3. Spanish Tourism Strategies 2020
1. New Tourism Economy
Knowledge Innovation Capturing talent
4. Shared leadership
Deseasonalisation and redressing regional balance
Regeneration of mature tourist destinations
Tourist destination planning and management Cooperative culture
Legal framework and simplification
Competitive Industry-wide Plans
Accessibility of tourism
4. Competitive environment
Tourism, the environment and society
3.Sustainability
2020 positioning
Experimental Spain
Helping to sell
Perceived quality
2. Value for customers
4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPA4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPAÑÑAA
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPA4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPAÑÑAA
4.3. Spanish Tourism Strategies 2020
a. Knowledge / Innovation (e.g.)
Agreement with the National Council of Chambers (INTELITUR) MK research
Agreements with the Instituto Tecnológico Hotelero - CEHAT training
Boosting PP innovation clusters (THINKTUR) innovation
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPA4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPAÑÑAA
4.3. Spanish Tourism Strategies 2020
b. Building a more sustainable / more
competitive model of tourism (e.g.)
Boosting quality, quality incentives (Q label,
Instituto de la Calidad Turística Española)
Plans for re-qualifying mature destinations
with local PP partners
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPA4. SCOPE OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPAÑÑAA
c. Building value for customers / Helping to sell (e.g.)
Agreements with companies to jointly fund product
campaigns.
Joint destinations promotion with PP tourist
destinations/brands
Agreements with PP partners for press trips.
4.3. Spanish Tourism Strategies 2020
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
CONTENTSCONTENTS
1. Characteristics of the public-private partnerships
2. Reasons for public-private partnership
3. Examples of public-private partnership
4. Scope of public-private partnership at Turespaña
5. Forms of public-private partnership at Turespaña
6. Results of public-private partnership at Turespaña
7. Pros and cons
8. Recommendations
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(i) PP signed Agreements
- Agreements, arrangements for dissemination, raising awareness
- Agreement with TT.OO. to recommend Q qualified establishments
- Agreements, arrangements for Promotion/helping to sell.
- CoMK with Air Europe, Monarch, TUI, REWE, ABTA,…
5. FORMS OF PUBLIC5. FORMS OF PUBLIC--PRIVATE PARTNERSHIP AT TURESPAPRIVATE PARTNERSHIP AT TURESPAÑÑAA
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(i) PP signed Agreements
- Agreements, arrangements for Training/quality
- Co finance the biggest Tourism postgraduate university network- SICTUR
- Agreements, arrangements for Sponsorship
- Eurobasket 2014, Madrid Tennis Open, Pan European Golf, Liverpool F.C., Spanish Basketball and Football Federations and Moto GP.
5. FORMS OF PUBLIC5. FORMS OF PUBLIC--PRIVATE PARTNERSHIP AT TURESPAPRIVATE PARTNERSHIP AT TURESPAÑÑAA
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Moscow, 15 March 2010
(ii) Advisory entitiesCreation and participation in the Spanish Council of Tourism (for advisory purposes)
Quality Advisory Council
Group of MK experts asses over
the new Spain creativity
5. FORMS OF PUBLIC5. FORMS OF PUBLIC--PRIVATE PARTNERSHIP AT TURESPAPRIVATE PARTNERSHIP AT TURESPAÑÑAA
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(ii) Incentives to the private participation in public programs
Co-finance Q label
Support European Charter for Sustainable Tourism in Protected Areas (ECST)
Support to innovation tourism clusters (25 Agrupaciones Empresariales Innovadoras)
Cofinance IT trainnig (Plan Avanza)
Support to the creation on Local TPPP
5. FORMS OF PUBLIC5. FORMS OF PUBLIC--PRIVATE PARTNERSHIP AT TURESPAPRIVATE PARTNERSHIP AT TURESPAÑÑAA
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5. FORMS OF PUBLIC5. FORMS OF PUBLIC--PRIVATE PARTNERSHIP AT TURESPAPRIVATE PARTNERSHIP AT TURESPAÑÑAA
(iv) Participation in legal institutions, sharing responsibilities to all levels, like consortiums
Mallorca, Costa del Sol, Gran Canaria
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Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
CONTENTSCONTENTS
1. Characteristics of the public-private partnerships
2. Reasons for public-private partnership
3. Examples of public-private partnership
4. Scope of public-private partnership at Turespaña
5. Forms of public-private partnership at Turespaña
6. Results of public-private partnership at Turespaña
7. Pros and cons
8. Recommendations
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6. RESULTS OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPA6. RESULTS OF PUBLIC/PRIVATE PARTNERSHIP AT TURESPAÑÑA (2009)A (2009)
i. 260 agreements with private companies and associations to carry out joint
activities
ii. Total investments of €63 million (43% Turespaña-40% private sector-17% other
public administrations) in co-MK. Induced private/other public investments: €31
million.
iii. Over 2,500 firms hold the Q quality label
iv. 30 innovation clusters set up (€3.8 million in funding)
v. 38 Projects of the Avanza training plan (€4 million in funding)
vi. 17 competiveness plans and 3 destination requalifying plans
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Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
CONTENTSCONTENTS
1. Characteristics of the public-private partnerships
2. Reasons for public-private partnership
3. Examples of public-private partnership
4. Scope of public-private partnership at Turespaña
5. Forms of public-private partnership at Turespaña
6. Results of public-private partnership at Turespaña
7. Observed pros and cons
8. Recommendations
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Moscow, 15 March 2010
7. OBSERVED PROS AND CONS7. OBSERVED PROS AND CONS
CONSPROSNeed of an strategy results
oriented: P&P have different
goals.
Lack of experience in PP
cooperation
Lack of institutional support
Need of market incomes
Disproportionate Government role
Powerful tool for implementing
policies more effectively: MK,
quality, awareness, innovation.
Share of information,
resources, risks and rewards.
Move actors to a new
cooperation culture .
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010
CONTENTSCONTENTS
1. Characteristics of the public-private partnerships
2. Reasons for public-private partnership
3. Examples of public-private partnership
4. Scope of public-private partnership at Turespaña
5. Forms of public-private partnership at Turespaña
6. Results of public-private partnership at Turespaña
7. Pros and cons
8. Recommendations
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Moscow, 15 March 2010
8. RECOMMENDATIONS 8. RECOMMENDATIONS
Understand why a TPPP.
Share vision and objectives
Adapt national/regional laws
Share risks
Professional management
Team work
Mesuared results.
Believe on your partnership: a PP effective cooperation requires a decided
and positive attitude
Tourism PPP. The TURESPATourism PPP. The TURESPAÑÑA experienceA experience
Moscow, 15 March 2010 4343
< < < < <
< < < < <THANK YOU VERY MUCH FOR YOUR ATTENTION
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