FUNDING OPPORTUNITIES FOR MOUNTAIN SUSTAINABLE DEVELOPMENT

10 de Septiembre de 2010Valcea. Rumania

Alberto Martínez Villa

SumarioAntecedents Tourist Sector in Spain

Antecedents Tourist Sector in AsturiasTouristic Asturias Cluster

About usMission and Estrategic Vision

Response and challengesStructure: Organization Chart and Bussines Organization

Foundation and Consolidation Estrategic Lines and Goal

• Human Resources. The People• Tourist Resources• Tourist Services

• Marketing, E-Marketing and Distribution• Creación y Consolidación de la AEI

• Posibles áreas de Cooperación Internacional Projects

New Products Thecnology

Sumary

First part. Develop Tourism in SpainSecond Part: Tourism in Asturias.

Tourist Cluster.

Sumario

MAR CANTÁBRICO

Antecedents of touristic in Spain

Spain. 52 million tourists Revenue: EUR 48.242 millionTourist average spending: € 926

Only 27% of foreign tourists used tourist packages Tourist Satisfaction: 7.7 out of 10. Accommodation and

catering were the most valued aspects. Loyalty: 41% of tourists visiting Spain in more than 10 times Hotels (domestic and external tourism) 77.6 251.9 m. visits and

overnight staysGDP: 10.5%

EMPLOYMENT: 1.6 million

Economics indicators of spanish tourism

Increase and growth The Spanish’s TourismFifty Years (1960-2010)

First Stage: Quickly Growth1960-197820 Million of Tourist

Second Stage (1980-1998):Slowly Growth)45 Million of Tourist

Economic Crisis

Third Stage:Exponential Growth (98-2000)60 Million of Tourist

Stability Stage2008- Actuallity56 Millions of Tourist

Antecedents Touristic sector in Spain…

*Fuente: IETEspaña 52.231.099Francia 74.200.000Italia 43.586.000Croacia 9.335.000Chipre 2.141.193Túnez 6.901.400Marruecos 7.710.227Turquía 27.000.000Egipto EEUU 54.884.184

Antecedentes del sector turístico en Spain…

*Fuente: IET

Alojamiento 8,3Medio ambiente 7,7Gastronomía 8,3Hospitalidad 8,2Infraestructuras 7,9Precios 6Seguridad 7,8

Alojamiento 8,3Medio ambiente 7,7Gastronomía 8,3Hospitalidad 8,2Infraestructuras 7,9Precios 6Seguridad 7,8

Tourist satisfaction

Antecedents of tourístic sector in Spain…

*Fuente: IET

•Campings 1.233 770.367 •Apartaments 168.246 586.357 •Hotels 18.330 1.733.383 •Rural Tourism 15.779 144.331 •Total 203.588 3.234.438

Stores Number Beds

Antecedents tourístic sector in Spain…

Strategy Planes in diferents phases

90s Decade2000 Decade

New Horizon

Antecedents of touristic sector in Spain. Challenges

– Post-crisis situation: New ScenarioNew form of consume. Polarization.

A- Old Tourist: Mass Tourism or massive. Change.B- New Tourist More demanding. Search products and experiences to do and enjoy and not destinations.

Tourism experienceAuthentic TourismExclusive tourism.

Greater diversification of offer.From Sun and sand to culture, nature, trails,

cities, ... C-Clusters of Touristics Products: enology, culture club, sea, etc D- More Added Value: Innovation, technology and quality C- Not compete on price- Compete on quality, services and new

products D-Need for EU tourism policy E- Increased coordination among regional governments, state and local governments

Previus Destination After1.They use search enngines2.Read tourism web-portals3. Registry favorits(bookmarks)4. Registry Newsletters5. Buying travel guides6. Visit but no buy travel agencies

7 Research destinationthrough technologysocial (blogs, photo-sharing, dating agencies, IM Communities and podcasts). WEB 2.08. Using systemsgeolocation (Google Earth)

1. Visit Points information2. Collection of business cards of those places we liked3. Buy local products4. Taking pictures and video5. Using podcasts6. Recording podcasts7. Georeferencing ofattractions8. Use of technologiessocial (recommendations)

1. Publication of photos and videos2. Blogging3. Editing and publishingour podcasts4. Publication georeference5. Evaluation of the placeswe have been(Tripadvisor.com)6. Recommendation to friends and family. Tell stories7. Exchange of experiences and emotions (yahootravel.com). Tell us stories8. Selecting our next destination

12

www.turismosiglo21.com

Acts as the twenty-first century traveler

Antecedents of touristic sector in Sapin…

Tourism experienceCulture, nature, specific productsMore Value AddedMore Sustainable

Mass tourismSun and SunsetLow value addedUntenable

http://www.spain.info/es/saborea/rutas-del-vino/index.html

http://www.spain.info/es/conoce/grandes-rutas/caminodesantiago/index.html

Antecedents of touristic sector in Spain

Exclusive Tourism

Auntenthic Tourism

Experiencies Tourism

Mass Tourism

More Added ValueMás revenue & economic profitMás sustainableLess consuption of public resourcesMore Quality and Innovation

Less added valueLess income (money)Less sustainableMore public consumptionLess Quality and Innovation

More competitive

DOUBLE ESTRATEGY

WINNING STRATEGY.SUSTAINABILITY AS A SOURCE Competitive AdvantagePROPER USE OF RESOURCES

LOSING STRATEGYRESOURCE DEPLETIONNEED MORE INVESTMENT TO REPLENISCH OR RECOVER

Antecedents Touristic sector in Spain

A first period (1960-1973) characterized by a centralized policy and starring the lateMinistry of Information and Tourism. At this stage developmental policy was pursued trying to get theincreased volume of tourists as possible. Impetus to the growth of the hotel offer and demand. The result was a dramatic increase in tourism. Destinations, plazas, visitors. Disadvantage anarchic development soughtquick profit and land speculation. Dependence on foreign tour operators.

The 2nd period (1974-1982) corresponds with the arrival of democracy and the emergence d CommunitiesAutonomous. Although tourism policy objectives d did not vary substantially, it begins at this stage agradual decentralization of powers tourism (Central State Autonomy).·The third period (1983-1996). In the late 80s is a crisis in the Spanish receptive tourism. The government writes the Spanish Tourism White Paper and future plans. The chaos on trying to resolve with the creation of cooperation agencies. First strategic thinking.·The last period (1997-2000) More tourism research and adoption of PICT. Cooperation between government and in promoting quality programs, with the aim of raising the level of income per tourist without increasing the number of tourists. Improving competitiveness.

Tourism 2020Improving the profitability of both social and economicDevelopment of business models based on sustainabilityIncreased sustainabilityIncreased productivityTalent and innovationDevelopment of new products with higher added value

Antecedentes del sector turístico en España…

Antecedents touristic sector in Spain…

Hay que pasar de la retórica ylas políticas de gestos y consultas puntuales a una cogestión comprometida y eficaz. Se debe revisar y avanzar desde los viejos esquemas de los Organismos de promoción que están llegando a su limite.

We must move from rhetoric andpolicy gestures and specific queries to a committed and effective co-management. It must review and forward from the old schemes of promotion agencies. They are now, too limited.

Antecedents touristic sector in Asturias…

Tourist Model of Asturias

Cluster Turístico de Asturias

Antecedents Tourism in Asturias…Dates and figures

Asturias, a tourism model based on three pillars: Nature, Culture and Quality

Asturias in numbers ... A Tourism Expenditure Total 2,2 millions thousand euros,

Representing a 9.33% GDP Asturian economy.Visits: 6 millions (accommodation + Excursionist)

Two million passengers and three million overnight stays in accommodation.

  Jobs generated 42 928 representing 10.08% of the total. Accommodation 76.365 BEDS

Origen tourist: They are coming comes from a 84.4% domestic tourism, a 8.4% foreign tourists and 7.2% is asturian tourism.

  

*Fuente: Informe anual del SITA 2008

Antecedents regional tourism. Asturias…

One of the pioneers in developing regions, rural tourism, and with a clear focus on quality, making tourist activity continues to grow steadily.

There is a strong commitment by the employer for Quality over 1000 certified organizations. Asturias has its own distinctive marks, based on the quality of

establishments and tourist services (Casonas, Mesas,…).

Asturias has a 33% landscape protected

An offer especially fragmented and atomized, making it difficult to viability increasingly competitive markets for lack of resources to make investments and

reach other markets. 

Weak demand and seasonalWe Need to improve and reorganize tourism resources

A tourist destination with poor visibility at the international level there is lack of positioning of the destination Asturias

Strengths, Weaknesses, Opportunities, ThreatsWE NEED ANSWERS

About Us…

Clúster de Turismo de Asturias born from the initiative of a group of leading companies in each of the segments of the tourism value chain in

Asturias. Albergue Linde BobiaApartamentos Picos de EuropaAsturias VivaCamping de DevaCamping Palacio de Garaña

Camping Picos de EuropaEscuela Asturiana de PiragüismoGran Hotel RegenteHotel La Cepada

Hotel LuzanaHotel Palacio de CutreHotel Palacio de GarañaHotel Príncipe de AsturiasKaly Aventura La Casona de SelgasLa Reserva LodgeReservas Centro Ciudad.com y Reservas AsturiasRestaurante El Cenador de los CanónigosRuraliaCADETUR.

About us…

In addition, the Tourism Cluster of Asturias has the support of public institutions and assosiation main initiative of a group of leading companies in each of the segments of the tourism value chain in Asturias :

Sociedad Regional de Turismo (SRT) del Principado de Asturias Instituto de Desarrollo Económico del Principado de Asturias (IDEPA) Federación Asturiana de Empresarios (FADE) Universidad de Oviedo Cámaras de Comercio de Oviedo y Gijón Unión Hotelera de Asturias Cudillero Turismo Club Asturiano de la Calidad Asociación Clúster TIC de Asturias AENOR AsturiasIntermark

Other support and collaboration IDEPA and ATClusters, business cooperation project between clusters of different Atlantic regions, funded by the EU within the framework of Territorial Cooperation Programme Atlantic Area.

INTERACCION DE DIFERENTES PARTES

Value Chain Tourism

Travel Plan

Buying Travel /Information

Marketing/Promotion

Transports/Transfers

Local Transports

BusTrain

TTOO

RentCar

TO Destination

Taxis

Ships Air

From OriginTo Destination

Acommodations Hotels

ActivitiesLeisure

ShoppingRestaurants

ExperiencesProducts

BuildingInstalling

ManagementBussines

RepairCompanies

Segurity/Safty

LogísticSupliersAuxiliar

Companies

ThecnologyInformation

Ciomunications

MANAGEMENT

GovernmentPlans

Architectural and Engineering Services

Financial Resources

Capital

SupliersEquipments

Leisures Restaurants

ActivitiesReceptiv

NaturalResources

CulturalResources

Activitys

Museums

Events

PromotionActions

RESEARCH AGENCIES-UNIVERTY

About us…

About us…The Cluster was found and actually, it is driven and coordinated by the Business Innovation Group Travel Asturias-AEI (legally: legal actual spanish’s structure) A consulting-firm has the management.

Organization Chart

President.Board of management Shareholders

What is the Mission and Vision?

Mission The Association was created to improve the competitiveness of Touristic industry and business, expanding markets and increased profitability of its companies. Looking internationally. The organizations that are integrated into the cluster, looking for the cooperation and more critical mass for design and execute projects of higher temporal and financial scope. Projects that benefit at entire tourism sector and the companies comprising the cluster. The Cluster promotes synergy between its members. 

VisiónThe Cluster wants to become a standard reference on business

cooperation with the aim of positioning Asturias as region leader in innovation and creativity applied to tourism

Lines of action and Strategic objetives

The People. Human ResourcesEmployers and workers: key in the sector

Tourist ResourcesAre the based Tourism Product

Tourist ServicesImprove tourism services and increase profitability

Marketing, Sales and DistributionSell more and better, the final goal

Innovation, thecnology, quality and sustenaible Implementation standars and projects

Creation and Consolidation AEIStrengthen the internal cohesion and public presence of the AEI

International Cooperation

A SECTOR MORE COMPETITIVE AND

PROFITABLE

A SECTOR MORE COMPETITIVE AND

PROFITABLEFOUND AND COSOLIDATION AEI

Independent legal and administrativeFOUND AND COSOLIDATION AEI

Independent legal and administrative

TOURIST RESOURCESTOURIST RESOURCES

PEOPLEPEOPLESERVICES TOURIST

SERVICES TOURIST

MARKETING, SALES

AND DISTRIBUTIO

MARKETING, SALES

AND DISTRIBUTIO

IMPROVE AND SUSTENAIBLE TOURISTIC RESOURCES USE

Improve, diversify and innovate in services and tourism products

ACCES A NEW MARKETS WITH NEW THECNOLOGIES AND WORKING

MODELS

IMPROVE MANAGEMENT AND HUMAN RESOURCE

Lines Actuation Strategics objetivs

Program 1: Creation and consolidation AIE

Comunication PlanRealistically convey the role of the tourism sector as a catalyst for local

economic activity, and the role of local people in the tourism experience of visitors.

Plataform WebCorporate website, a platform for communication and transmission of

ideas, projects, etc. Social Networking

Working Group and sectorial LidershipStrengthen internal working dynamics of the AEI and collaboration

between the integrated companies and the rest of the sector. Incorporate more companies to the cluster

Program 2: People Improvement Program of Human Resourcs in the tourism sectorImproving the educational level of workers in the sector and attract and

qualify new personnel.

Training Program Directors and Management improvement CompaniesModernising the corporate governance of the sector, greater

professionalization of business, introduction of management techniques and advanced planning, improved understanding of the evolution of demand,

increase capacity for innovation in product and process.

Advanced Sector InformationMake available to companies advanced information about the situation and developments in the sector, especially on trends in demand, both generally

and in particular..

Program 3: Tourism ResourcesImprove the development of tourism resources

Promote concrete actions of the government to improve the performance of tourism resources, with consequent positive impact

on the destination.

Seasonally adjusted tourism demand through better use of tourism resources

 Strengthen the most competitive sites to seasonally adjusted the

demand for tourism.

Sustainability Protect more importants and keys tourism resources to ensure long-

term conservation and increase their social profitability and benefit.

.

Program 4: Tourist Services Improve

Improve the quality touristics services execution.

Innovation and DiversifyDevelop new services and to integrate the actually offer : adapt and stay- ahead of the markets. Research news markets and doing new products.

Reduce CostReduce costs in the providing services

Program 5: Marketing, Sales and Distribution

New Markets Improving knowlwdge and effectiveness of marketing of more

important markets.

New segmentsNew types customers with specifics interest (niche markets).

New modelsDiversify and improve marketing effectiveness of companies and the sector as a whole, it aimed at the needs and demands of customers

Program 6: International cooperation. Good Practices

Market KnowledgeThe touristic sector is higger globalized but the little and more regional

destination have limitated acces to most important tourist flows Marketing research and cross marketing

Development new productsThe Cluster aims to focus on very specific segments: nature tourism, adventure

tourism, nautical tourism, culture tourisme, … Joint development of products, seasonal products (trekking, bird watching,

nature,…)

Improve Practices and ServicesThe tourism industry is quickly changing: market requirements, marketing

channels and on-line marketing, enironmental practices,… Exchange of experiences and good practices

Líneas de actuación y Objetivos estratégicos

Projects in executionProjects in execution

Strategic Line Identification and Management of Tourism Resources. Creating Products

CLUSTER PROJECTS

CAVE for cheese making and maturationMuseum of Pastors

Meeting Point and explication traditional life

RouteExplicative

LODGESHotelsRural TourismCampings

Aproach pathExpert guides explain Natural space, environment, history And traditional life on The mountain

National Park EUROPA PEAKS

Pastors Town

The pastors speak abouthis life, traditions,legend, preparation of the cheese.Visit a cabin. Food withTipical cheese.Possibility of sleeping in a hutAnd making cheese

Exclusive product and experience. Pastors, Mountain and Cheese

Experimental And authenticTourism

Distribution and e-marketingThecnological developments

Integration Process

MULTIPLE CONECTIONS MORE SALES POINT

http://www.reservascentrociudad.com

Need access to information for decision making: speed and qualityWEB 2.0, Social Networking, Information Technology.

SelecciónDiscriminación

COLABORATORS

Cluster TICFUNDATION CTIC

INDICATORS SOURCES OF INFORMATION

RESULTS AND BENEFITSPLATFORM BY SECTOR USE

Collaborator: Instituto para la Calidad e Innovación en Asturias

Market KnowledgeThe tourist sector is a highly globalized sector

but away from regional destinations have limited access to principally tourist flows

Market Research, Marketing and Marketing crossed, Market Dossiers ...

Marketing Research. Collaboration Oviedo University.

Plataform WebDesign an information system support the

strategy of cooperation based on information and communication technologies

THANK YOU FOR YOUR ATENTION

www.clusterturismoasturias.com