Autonomic Framework: Cultural Tourism and Cultural Routes in Andalusia (Tourism Plans)

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1 CERTESS PROJECT INTERREG IVC CULTURAL ROUTES: TRANSFERRING EXPERIENCES, SHARING SOLUTIONS TUTORING SESSION NR.4 GRANADA 6-8 MAY 2014 Doc 6F-TS-50 Autonomic Framework: Cultural Tourism and Cultural Routes in Andalusia (Tourism Plans)

2 TOURIST COMPETENCES LEGAL FRAMEWORK CONSTITUTION 1978 REGIONAL STATUTE 2006 Exclusive competences assumed on Tourism Regional Act 13/2011 of Tourism of Andalusia Multiannual General Tourism Plan (guidelines for tourism policy) State Act 7/1985 Local Administration Juridical Regime. Regional Act 5/2010 Local Autonomy of Andalusia Competences to Municipalities/Provinces to promote local tourism Tourist Board (Provincial or Municipal) Regional Ministry of Tourism & Commerce Decree on Planning & Promoting Tourism Private Tourist Sector Associations

3 SPECIFIC REGULATIONS AND REFERENCES TO CULTURAL ROUTES IN TOURIST POLICY - Regional Act 13/2011, of Tourism of Andalusia creates the so called Sustainable Tourist Strategies of Andalusia (STS) as an ensemble of measures for the strategic planning of a territory and based on the cooperation with public and private actors. - The STS comprises two possible initiatives: 1. Initiative of Sustainable Tourism: aimed at territories with an important potential of tourist resources, cultural or natural.

4 SPECIFIC REGULATIONS AND REFERENCES TO CULTURAL ROUTES IN TOURIST POLICY - 2. Initiative of Tourist Towns: aimed at a) Creating a network or middle size tourist towns, specially of those appointed World Heritage by the UNESCO. b) Implementing or consolidating CRs or tourist itineraries, enabling the territories to offer cultural or natural tourist products of great appeal.

5 SPECIFIC REGULATIONS AND REFERENCES TO CULTURAL ROUTES IN TOURIST POLICY - The Annual Report on Tourism in Andalusia 2012 features the importance of cultural tourism, highlighting that: - 6,7 m tourists (31% of the total) visited Andalusia for cultural motivations (63,5% Spaniards, 36,5% foreigners) - around m revenue - 41,6% fidelity degree with respect to 2011 But no particular references/data concerning CR. Nonetheless, figures and data are needed (nr.of visitors, revenue, expectations and trends, etc.) to elaborate diagnoses and strategies (19 June 2012, meeting of Managers of ECI of CoE in Spain and CI candidates to ECI, proposing the creations of Spanish Network of CI)

6 WHO CAN BE A CR s PROMOTER? 1. Non profit associations, with the participations of municipalities. 2. Grouping of municipalities, provided they count on the adhesion of the private actors of the territory. 3. Foundations 4. Associations entirely integrated by private entities dedicated to tourist activities. They present the CR projects following the Project s Manual guidelines elaborated and loaded in the Regional Ministry s Website:

7 PROJET S MANUAL CONTENTS Diagnose - Precedents and justification/theme selection - Social and economical diagnose of the territory - Tourist diagnose - Conclusion: SWOT analysis Networking tables and agreements with local stakeholders: - Public: municipalities/provinces, universities etc. - Private: hotels and restaurants associations, friends-of-the route, commerce and craftsmanship associations, etc. Action Plan: - Specific objectives to achieve. - Specific actions/projects to implement

8 PROJET S MANUAL CONTENTS Follow up and monitoring plan Dissemination plan: - Press/radio campaigns - Seminars with stakeholders and other local actors - Raising awareness campaigns addressed to locals and decisions markers about the necessity of preserving the cultural heritage as part of the sustainable development of the territory and as means of diversifying the tourist offer. - Final conference to presen results Financial plan and timeline of actions

9 COOPERATION AGREEMENTS Modality A) according to STS of Andalusia: - Regional Ministry of Tourism and Commerce - Promoters (as seen before) Modality B) exceptional subvention - Regional Ministry of Tourism and Commerce - State s General Administration (Act 30/1992, Coop. Agreements with PP.AA and art. 149 CE general planning of economical activity) - Local Authority (Provinces/grouping of municipalities) - Private Tourist Sector Association

10 COOPERATION AGREEMENTS Structure - Signatories - Objectives - Financing intensities: - Regional Ministry of Tourism and Commerce allocates up to 70%, 60% or 40% depending on the case. - Management (internal or external expert) - Follow up through a Steering Committee - Justification of the expenditures - Duration (up to 4 years, possibility of extension) - Action plan (agreement annex)

Action plan COOPERATION AGREEMENTS Route infrastructures - Signalling (Reg.M.of Education, Culture and Sports Signposting Manual for Monuments, Archaeological and Heritage zones) - Each CR design its signposting.

11 Action plan COOPERATION AGREEMENTS Route infrastructures - Signalling (Reg.M.of Education, Culture and Sports Signposting Manual for Monuments, Archaeological and Heritage zones) - Each CR design its signposting. (monuments s signalling highly evaluated by most visitors-annual Report on Cultural Tourism 2011) - Barriers-free actions for disable visitors.

12 COOPERATION AGREEMENTS Action plan 2. Route services - Creation, refurbishing or equipping new Info points or existing ones (accordingly to Decree of Tourist Boards) 3. Points of interest - Material: - Restoration/preservation of monuments and archaeological excavations. - Museums/ Interpretation Centers: creation, refurbishing and equipping. - Immaterial: - Recreation and staging of cultural and historical events (markets, daily living, etc)

13 Historical Events Staging

14 FORT DE LA MOTA ALCALÁ LA REAL IC Castles and Battles CR ARCHEOLOGICAL SITE OF CERRILLO BLANCO OBULCO (PORCUNA) Iberian World CR

15 Mozarabic Way of Santiago province of Málaga

16 Roman Betic CR

17 Ways of Passion CR

18 COOPERATION AGREEMENTS Action plan 4. Promotion and marketing - Creation, consolidation and positioning of the route brand. - Attending national and international tourist fairs. - Commercialization ation through channels like: - TT.OO. - NTIC (web site), social network - Workshops - Fam trips (TT.OO, press, etc.) - Mass media campaigns - Press releases - Newsletters s for the ongoing dissemination and fidelity programs. - Brochures

19 COOPERATION AGREEMENTS Examples of cultural routes agreements - Castles and Battles CR - The World of Iberians CR - Ways of Passion CR - Roman- Betic CR - Mozarabic Way of Santiago - El Tempranillo CR

20 AS A WAY OF CONCLUSIONS 1. High importance of cultural tourism segment in the global tourism context of Andalusia. 2. A more in depth and detailed analysis concerning CRs should be made in the Annual Report on cultural tourism. 3. Demanding procedure, under the principles of publicity, and free competition for CRs Promoters when candidating their proyects for implementation.

21 AS A WAY OF CONCLUSIONS 4. The CERTESS Project s RIP and Good Practices should upgrade that procedure with specific orientation. 5. A network of CRs in Andalusia should be created (Public Adm. s support) for their continuing improvement and tourist promotion, enabling them to achieve: - More visibility in market - Deeper impact as a cultural tourist product - A stronger position in view or an on-going institutional finance and support - Transferring good practices

22 COOPERATION AGREEMENTS That is all! Thank you very much for your attention

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