Supporting Tourism through the management of the urban built heritage.

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1 Supporting Tourism through the management of the urban built heritage. The case of Barcelona Ignasi de Delàs Deputy General Manager Dublin, April 25th, 2013 This presentation is a subject to copyright and may not be copied, reproduced or used without the express comment of Turisme de Barcelona.

2 Barcelona Capital of Catalonia 1.6 M, inhabitants (4.8 M, metropolitan area) Km2 (4.58 Km of beaches) 2,000 years of history and cultural heritage.

3 Barcelona, a city of great events Long tradition for a long term international positioning strategy, mainly based on mega events 3

4 Major events 1888 Universal Exhibition 1929 International Exhibition 1952 Eucharistic Congress 1992 Olympic Games 2002 International Gaudí Year 2004 Universal Forum of Cultures Year of Gastronomy 2006 Picasso Barcelona

5 Universal Exposition

6 International Exhibition

7 1952 Eucharistic Congress

8 1980 FIFA World Cup

9 1992 Olympic Games IOC 9

10 Overall extensive urban transformation Recovering of the sea front 10

11 Overall extensive urban transformation 11

12 Overall extensive urban transformation Recovering of the old part of the city 12

13 Barcelona Tourism Consortium (1993) Public Administration + Private Sector (Municipality) (Chamber of Commerce) Turisme de Barcelona President : Mayor of Barcelona Executive President: The President of the Chamber of Commerce Board: 50% private 50% public.

14 Turisme de Barcelona Consortium Organisation responsible for promoting the city as a tourist destination (September 1993). Public-private consortium (mixed-management system). Municipal Council Chamber of Commerce Barcelona Promotion Foundation

15 Main characteristics Budget: 42 M, (95% are own resources). In 1993 the budget was 4,1 M Turisme de Barcelona: 1 M financed by the Public Administration 3 M returned in paid taxes We are 120 employees 10%-12% of the city s GDP 20 M /day: Many sectors benefit from Tourism 100,000 direct workplaces

16 How we work and what we do Strategic Touristic Plan, Annual Action Plan: - Conventional Marketing actions: trade fairs, workshops, fams & press trips, social networks, - Non conventional marketing: commercial visits, technical assistant, Two main objectives: a) To attract tourism b) To increase the satisfaction of tourists when they are in town. We are involved in about 500 promotional actions per year, worldwide. We have a clear segmentation strategy and a commercial view.

17 Programmes & Products Barcelona Convention Bureau Barcelona Shopping Line Barcelona Culture Barcelona Gastronomy Barcelona Sustainable Tourism Barcelona Premium Barcelona Sports Programmes Products & Services Touristic Bus, Columbus Monument, City Card, Walking Tours, Catalonia Touristic Bus, Barcelona Beaches, Barcelona Movie Walks

18 818 members* of Turisme de Barcelona BConvention Bureau 335 members BGastronomy 165 members BShopping Line 164 members BCulture & Leisure 155 members BPremium 54 members BSports 20 members Bsustainable Tourism 12 members BCard 89 members BBusTurístic 62 members * 23% of the companies are members of more than one programme or service of Turisme de Barcelona

19 Tourism products (I) Barcelona Bus Turístic. It has become one of the city s most recognisable tourism icons. Barcelona Card. Top-of-the-range visitor card which has its equivalent in most other major European cities. Barcelona Walking Tours (5). Geared to cultural tourism and gaining greater knowledge of the city. Columbus Monument. Maximising the city s existing heritage.

20 Tourism products (II) Barcelona Mar. Closely related to the city s identity. Catalunya Bus Turístic (3). Helps to establish the Catalonia brand, Arqueoticket. Museums with archaeological collections. Arcoticket. 6 private foundations of contemporary art collections Barcelona Metro Walks. Helps to distribute and decentralize the tourism. Audioguides Gaudi s Barcelona, Medieval Barcelona, 22@Barcelona, the innovation district. Organise your own Gaudi s Barcelona route.

21 Tourist information Turisme de Barcelona runs a network of 20 tourist information offices. The consortium employs a permanent team of 47 information officers, working in shifts (morning, afternoon, evening and weekends). The Tourist Attention Service provides advice and assistance in 25 languages.

22 Millions Profile of Barcelona as a tourist destination: some figures 25 million annual visitors Over 7.4 million tourists Tourist and overnight stays in hotels 15,931, hotel overnight stays 12 65,000 hotel beds 35 million airport passengers ,440, million cruise passengers Tourist overnight stays

23 Profile of Barcelona as a tourist destination: some figures Barcelona is the 1 st incentive destination for non Americans and the 2 nd for American based incentive organizers, according to SITE. It is the 3th international convention destination in the world according to ICCA and the 7 th according to UIA. Barcelona is rated by Cushman & Wakefield European Cities Monitor 2011, the 6 th best European city to locate a business Barcelona is the top Cruise port in Europe and the 4 th in the world 23

24 City of Barcelona Strategic Tourism Plan Reflection process > tourism and city

25 Tourism management in Barcelona The main management tools Tourism and City Municipal Commission Interdepartmental coordination tool Presided by the City Council s General Manager All areas represented The General Manager of TdB is also member Direction of Tourism & Events Within of Economy, Enterprise and Employment Area General Board Presided by the Mayor. Public-private Several Municipal councillors are members Steering Committee Presided by the President of the Chamber of Commerce. The Deputy President is the Economy Councillor of the City Council Link Committee

26 2011 Destination Barcelona BARCELONA AND GREATER BARCELONA WORKING TOGETHER Policy and promotion coordination Product creation coordination Joint management efforts Barcelona city 26

27 Programmes Lines of promotion Barcelona Sustainable Tourism 12 members It brings together initiatives related to Social Corporate Responsibility and Sustainability geared to evaluating and reducing environmental impact at business and city level Barcelona is the first city in the world to be awarded Biosphere certification. The certification is recognised by the Institute of Responsible Tourism (ITR), which is associated with Unesco and the World Tourism Organisation (WTO), and a member of the Global Sustainable Tourism Council (GSTC) which is supported by the United Nations Foundation The city is recognised as a sustainable tourism destination committed to developing responsible tourism and including sustainable environmental, cultural and socio-economic criteria It is a member of the Global Sustainable Tourism Council (GSTC) It has joined Barcelona Agenda 21

28 Programmes Lines of promotion Accessible Barcelona More than 90 % of the city s streets are accessible Transport: The entire fleet of buses are low-floor and have kneeling ramps. 83% of metro stations have lifts Some landmark buildings, museums and theatres have facilities for sensorially impaired people Turisme de Barcelona offers: A website about accessibility ( featuring information about hotels, the city s cultural offering, transport and special services Brochure in English Braille and adapted tourism products

29 Tourism products Barcelona Bus Turístic Users: Var.12 /11: %

30 Tourism products Barcelona Card Users: Var. 12/11: + 2.2%

31 Meetings Tourism Meetings: Var. 11/10: + 6.8% Delegates: Var. 11/10: + 5.0% ,693 2, , Source: own elaboration. Note: Expansion of the sample in 2008.

32 Cruise Tourism Passengers Var. 11/10: % ,657, Cruises Boarding 28.5% Disembarking 28.0% Transit 43.5% 233, Source: Port de Barcelona.

33 Barcelona airport passenger traffic Var. 11/10: % 34,399, Origin Spain 27.8% ,048,657 International 63.2% Regular BCN-MAD 9.0% Source: AENA

34 Thank you! You can find us! facebook.com/visitbarcelona This presentation is a subject to copyright and may not be copied, reproduced or used without the express comment of Turisme de Barcelona.

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