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Seminario Islandia: Un mercado, un destino
24 de Septiembre de 2015
Antonio Nieto Magro
Vocal asesor
INSTITUTO
DE TURISMO
DE ESPAÑA
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1. Tourism contribution to economy
SPAIN
ICELAND
WORLD
World, Iceland and Spain
1,135
Million
9%
5.7%
International
tourists
of
employment
of world exports
1
5.8%
20.5%
million
International
tourists
of
employment
of Iceland
exports
Spillover
effect
on
economy
65
million
International
tourists
12.7%
of
employment
15.3%
of Spain
exports
Sources: Instituto Nacional de Estadística, UNWTO, World Economic Forum. 2013
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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
Russia
Germany
Rest
of the
World
48%
Top
10
52%
Year 2014
Germany
8
United Kingdom
9
Russia
10
Rest of
the World
57%
Top 10
43%
Mexico
Austria
Hong Kong
Poland
Malasia
Source: UNWTO Barometer May 2015
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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
63.094 Mill. €
Total expenditure
in 2014 (+7%)
in 2014 (+6,5%).
Both average spending and
average daily spending grew
295
68 million
million hotel overnights
international passengers
in 2014 (+3%)
arrived at Spanish airports
in 2014 (+6%)
65% by non residents
48% with low cost carriers
(+2,9%)
(+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
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3. Outbound markets to Spain by geographic region
2014 International tourists (% share % growth)
North America
2,2% share
-0,3% decrease
Main European markets
86% share
+7% growth
Africa
1% share
+18%
Rest of Europe
5% share
+6,7% growth
Asia
2,9% share
+22% growth
Latin América
2,6% share
+4,6% growth
Oceania
0,4% share
-2,7% decrease
Source: TURESPAÑA. Frontur 2014
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3. Outbound markets to Spain by geographic region
2015* International tourists (% share % growth)
North America
2,7% share
+22%
Main european
85% share
+2,5%
Rest of Europe
5% share
+11%
Asia
3,7% share
Africa
1% share
+20%
+41%
Latin America
2,7% share
+5,4%
Oceania
0,4% share
+0,4%
Source: TURESPAÑA. Frontur 2015 *Jan-jul
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4. Tourism competitiveness
World Economic Forum
Source: Travel and Tourism Competitiveness Index 2015. World Economic Forum.
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4. Tourism competitiveness
Iceland and Spain
Labour market & HR
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
Price competitiveness
Ranking
Iceland
Spain
18
1
77
1
8
4
5
6
39
10
15
12
38
14
11
29
13
31
4
31
34
33
2
34
6
41
30
100
128
105
Safety & Security
Government commitment
International openness
Cultural resources & MICE
Tourist service infrastructure
Government commitment
Transport infrastructures
Source: Travel and Tourism Competitiveness Index 2015. World Economic Forum.
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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
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7. Distribution of Tourism Competences in Spain
Territorial coordination
Spanish Constitution 1978
The Regions/Comunidades Autónomas “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 Autónomas.
•
General coordination of tourist activity.
•
International promotion and commercialization support .
•
Tourist Intelligence and Statistics.
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7. Distribution of Tourism Competences in Spain
Territorial coordination
Interministerial Commission
Departamentos ministeriales
Private
entities
Autonomous
& local
Sectorial Conference
Autonomous Regions
Council of Tourism
Private&public
Administration
Central
Administration
Advisory Council of Tourspain
Private&Public – decision-making
about TourSpain’s activities
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8. Tourism policy goals and objectives in Spain
Global trends – effects on tourism. Huge changes
Socio-demográphic
changes
Economic
changes
Technologic
changes
Transformations with important implications on Tourism
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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.
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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
Support to mature
destinations’
restructuring
Analise the impact
on tourism of new
regulations
List of services
Monetary help for
young
entrepeneurs
Credits to update
infrastructures
Market unitiy
Modernise STOs
Tourism
Entrepeneurs
Programme
Changes in
legislation
New orientation of
Tourism Statistics
Adapt formative
offer to market
demands
Spain Brand
Spain loyalty
Strategic Marketing
Plan
Encourage national
demand
Permanent
representation in
the UE
New airport taxes
Redefine
local small
destinations
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
Tourspain’s
decision making
Support
internationalisation
Cutting red tape
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9. Main action areas
Supply oriented activities
REQUALIFICATION OF MATURE DESTINATIONS
4 Projects
•Playa de Palma
•Costa del Sol Occidental
•San Bartolomé de Tirajana
Total investment on 4
projects:
51,4 million euros
•Puerto de la Cruz
Playa de Palma Before
Simulation Playa de Palma after
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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.
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9. Main action areas
Supply oriented activities
CREDIT LINES FOR LOCAL ENTITIES & BUSINESSES
205 local projects
493 million euros
33 million euros in
2014 and 2015
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9. Main action areas
Supply oriented activities
STRUCTURED PRODUCT CLUBS
Private
Busines
s
Adminis
trations
Instituti
ons
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
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9. Main action areas
Supply oriented activities
STRUCTURED PRODUCT CLUBS
47 UNESCO Biosphere
reserves (2nd in the world)
More than 400 businesses in
Spain attached
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9. Main action areas
Supply oriented activities
STRUCTURED PRODUCT CLUBS
20 certified Wine Routes
Genuine rural environment
450 wine cellars
1.7 million visitors per year
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9. Main action areas
Supply oriented activities
STRUCTURED PRODUCT CLUBS
Genuine spanish gastronomy
5 destinations D.O. Jamón
Ibérico
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9. Main action areas
Supply oriented activities
STRUCTURED PRODUCT CLUBS
Close cooperation between
private and public sector
Foster Spain promotion as
Health and wellness
destination
50 hospitals 100 treatments
inluded.
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9. Main action areas
Comprehensive activities on destinations
INTELLIGENT TOURIST DESTINATIONS
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9. Main action areas
Comprehensive activities on destinations
INTELLIGENT TOURIST DESTINATIONS
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9. Main action areas
Definition and execution of Spain’s 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
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9. Main action areas
Definition and execution of Spain’s 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
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9. Main action areas
Definition and execution of Spain’s marketing strategy abroad
33 offices abroad, covering 79 markets
grouped in 8 regional areas
MORE THAN 60 YEARS AT THE SERVICE OF SPAIN’S TOURISM
•
Developing market intelligence.
•
Positioning Spain’s 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.
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9. Main action areas
Definition and execution of Spain’s 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
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Thank you very much
www.tourspain.es
www.spain.info
Antonio Nieto Magro
INSTITUTO
DE TURISMO
DE ESPAÑA