1 Seminario Islandia: Un mercado, un destino 24 de Septiembre de 2015 Antonio Nieto Magro Vocal asesor INSTITUTO DE TURISMO DE ESPAA 2 1. Tourism contribution to economy WORLD 1 SPAIN 1,135 ICELAND World, Iceland and Spain Million International tourists million International
tourists 9% of employme nt 5.8% of employme nt 65 12.7% million of employme nt International tourists 5.7% of world exports 20.5% of Iceland exports
Spillover effect on econom y 15.3% of Spain exports Sources: Instituto Nacional de Estadstica, UNWTO, World Economic Forum. 2013 3 1. Tourism contribution to economy Top 10 tourist destination countries France 1 France USA 2 USA Spain 3
Spain Italy 4 China China 5 Italy United Kingdom 6 Turkey Mexico 7 Year 2000 Canada 8 Russia 9
Germany Rest of the World 48.00% Top 10 52.00% 10 Germany Year 2014 United Kingdom Top 10 43.00% Rest of the World 57.00% Russia Mexico Austria Hong Kong Poland Malasia Source: UNWTO Barometer May 2015
4 2. Tourism in Spain: Main facts and figures 2014 Spain is the third country in the world in terms of international arrivals, second in terms of travel receipts (UNWTO) and the first in terms of Tourist Competitiveness (World Economic Forum) 65 million international tourists in 2014 (+7%) Total expenditure in 2014 (+6,5%). Both average spending and average daily spending grew 68 295 million hotel overnights in 2014 (+3%) 65% by non residents 63.094 Mill. (+2,9%) million
international passengers arrived at Spanish airports in 2014 (+6%) 48% with low cost carriers (+10%) 140 million trips by Spanish residents within Spain en 2014 (-3%) 35.389 Mill. surplus Travel & Tourism Balance of Payments in 2014 (+1,9%) 165% of trade deficit 8 3. Outbound markets to Spain by geographic region 2014 International tourists (% share % growth) Main European markets 86% share +7% growth
North America 2,2% share -0,3% decrease Latin Amrica 2,6% share +4,6% growth Rest of Europe 5% share +6,7% growth Asia 2,9% share +22% growth Africa 1% share +18% Oceania 0,4% share -2,7% decrease Source: TURESPAA. Frontur 2014 9
3. Outbound markets to Spain by geographic region 2015* International tourists (% share % growth) Main european 85% share +2,5% North America 2,7% share +22% Latin America 2,7% share +5,4% Rest of Europe 5% share +11% Asia 3,7% share Africa 1% share +20% +41%
Oceania 0,4% share +0,4% Source: TURESPAA. Frontur 2015 *Jan-jul 10 4. Tourism competitiveness World Economic Forum Source: Travel and Tourism Competitiveness Index 2015. World Economic Forum. 11 4. Tourism competitiveness Iceland and Spain ICELAND TOP PILLARS Travel & Tourism Competitiveness Index Cultural resources and business travel Tourist service infrastructure Prioritization of Travel & Tourism Ground and port infrastructure Air transport infrastructure Natural resources Environmental sustainability ICT readiness Safety and security Health and hygiene Human resources and labour market International Openness Business environment
128 105 Labour market & HR Safety & Security Government commitment International openness SPAIN TOP PILLARS Cultural resources & MICE Tourist service infrastructure Government commitment Transport infrastructures Source: Travel and Tourism Competitiveness Index 2015. World Economic Forum. 12 5. Comparative view of tourism sector in Iceland and Spain ICELAND SPAIN Hotels 422 Hotels 19.318 Rooms 11,422 Rooms 906.289
Bed-places 23,738 Bed-places 1,874.896 Av. length of stay 2 days Occupancy rate 54.3% Av. length of stay 3,4 days Occupancy rate 57,2% Source: UNWTO Basic indicators 2013 13 7. Distribution of Tourism Competences in Spain Territorial coordination Spanish Constitution 1978 The Regions/Comunidades Autnomas are responsible for the promotion and regulation of Tourism within their geografic area. State competences: Plans to develope and promote tourist products
International tourist cooperation. Cooperation with private sector . Relations with Comunidades Autnomas. General coordination of tourist activity. International promotion and commercialization support . Tourist Intelligence and Statistics. 14 7. Distribution of Tourism Competences in Spain Territorial coordination Interministerial Commission Departamentos ministeriales Sectorial Conference Autonomous Regions Autonomous & local
Council of Tourism Private&public Administration Central Administration Advisory Council of Tourspain Private&Public decision-making about TourSpains activities 15 8. Tourism policy goals and objectives in Spain Global trends effects on tourism. Huge changes Socio-demogrphic changes Economic changes Technologic changes Transformations with important implications on Tourism 16 8. Tourism policy goals and objectives in Spain Current tourism policy: National and Integral Tourism Plan 12-15 (PNIT) 7 main goals :
Grow tourist activity and profitability. Generate quality employment. Promote market unity and competitiveness. Improve international positioning. Improve awareness and cohesiveness of the brand Spain. Improve private-public partnership. Reduce seasonality. This goals are facilitated mainly trough 3 means: Better knowledge, entrepreneurship and education.
Updating tourist offer. Diversifying tourist demand. 17 8. Tourism policy goals and objectives in Spain Current tourism policy: National and Integral Tourism Plan 12-15 (PNIT) BRANDING CLIENT ORIENTATION SUPPLY & DESTINATIONS ALIGNMENT KNOWLEDGE ENTREPENEURS Spain Brand Spain loyalty Support to mature destinations restructuring
Analise the impact on tourism of new regulations List of services Monetary help for young entrepeneurs Strategic Marketing Plan Encourage national demand Credits to update infrastructures Market unitiy Modernise STOs Tourism Entrepeneurs Programme Permanent representation in the UE New airport taxes
Redefine local small destinations Changes in legislation New orientation of Tourism Statistics Adapt formative offer to market demands Optimise visa processing Intelligent destinations Network of agencies specialised in experiences Homogenise classification Developmetn of Spanish Tourism Quality System Cultural, natural and gastronomic heritage Encourage Sustainable tourism Private sector starts to have an input on
Tourspains decision making Support internationalisation Cutting red tape 18 9. Main action areas Supply oriented activities REQUALIFICATION OF MATURE DESTINATIONS 4 Projects Playa de Palma Costa del Sol Occidental San Bartolom de Tirajana Total investment on 4 projects: 51,4 million euros Puerto de la Cruz Playa de Palma Before Simulation Playa de Palma after 19 9. Main action areas
Supply oriented activities COMPETITIVENESS PLANS A total amount of 256 plans since 1993 Objectives: Increase competitiveness, sustainability and accessibility in tourist destinations. Fight seasonality creating new products. Promote high potential products. Maximize commitment among administrations at all levels: central, autonomous and local. 20 9. Main action areas Supply oriented activities CREDIT LINES FOR LOCAL ENTITIES & BUSINESSES FOMIT MODERNIZATION OF TOURISM INFRASTRUCTURES 205 local projects 493 million euros EMPRENDETUR INTERNACIONALIZATION 33 million euros in 2014 and 2015
21 9. Main action areas Supply oriented activities STRUCTURED PRODUCT CLUBS Private Business Administ rations Institutio ns Structure Management Planification Promotion & Evaluation What is a Product Club? A strategic alliance among tourism managers, businesses, institutions to create and manage a sustainable tourism product A Set of well-structured tourist services Guarantee for consumers Association of businesses A method of planification and promotion Objective Ensure the quality and sustainability of best products and promote them in an efficient manner 22
9. Main action areas Supply oriented activities STRUCTURED PRODUCT CLUBS ECOTURISM CLUB 47 UNESCO Biosphere reserves (2nd in the world) More than 400 businesses in Spain attached 23 9. Main action areas Supply oriented activities STRUCTURED PRODUCT CLUBS WINE ROUTES OF SPAIN 20 certified Wine Routes Genuine rural environment 450 wine cellars 1.7 million visitors per year 24 9. Main action areas Supply oriented activities
STRUCTURED PRODUCT CLUBS ROUTE OF JAMN IBRICO Genuine spanish gastronomy 5 destinations D.O. Jamn Ibrico 25 9. Main action areas Supply oriented activities STRUCTURED PRODUCT CLUBS HEALTH TOURISM: SPAIN CARES Close cooperation between private and public sector Foster Spain promotion as Health and wellness destination 50 hospitals 100 treatments inluded. 26 9. Main action areas Comprehensive activities on destinations INTELLIGENT TOURIST DESTINATIONS 27
9. Main action areas Comprehensive activities on destinations INTELLIGENT TOURIST DESTINATIONS 28 9. Main action areas Definition and execution of Spains marketing strategy abroad STRATEGIC MARKETING PLAN Demand research and market knowledge by TOS Strategic Marketing Plan 2012-2015 Global Plan Regional Strategic Marketing Plans Annual Tactical Plans 29 9. Main action areas Definition and execution of Spains marketing strategy abroad STRATEGIC MARKETING PLAN RELAX DISCOVER ENJOY
LEARN MEET By the sea City breaks Night life Spanish MICE In the countryside Itineraries Food and Wine Other courses Campings Art & culture Shopping Wellness Nature Special interest
Big Events Golf Water sports Adventure sports Winter sports Other sports 30 9. Main action areas Definition and execution of Spains marketing strategy abroad 33 offices abroad, covering 79 markets grouped in 8 regional areas MORE THAN 60 YEARS AT THE SERVICE OF SPAINS TOURISM Developing market intelligence. Positioning Spains image abroad Working together with opinion leaders, media and tour operators Supporting the marketing activities of Spanish
destinations and companies Executing the Annual Marketing Plans in cooperation with the Autonomous Communities. 31 9. Main action areas Definition and execution of Spains marketing strategy abroad Annual Operative Plans (POA) Planification of activities for the whole 2015 3,000 annual activities To promote spanish tourist destinations abroad 25,000 8,500 international travel agents journalists 2,000 press articles Advertising Value Equivalency of
90 millon euros published 1,800 fam and press trips for 3,000 professionals 45 millon consumers reached 50 millon impacts 32 Thank you very much www.tourspain.es www.spain.info Antonio Nieto Magro INSTITUTO DE TURISMO DE ESPAA
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