TURISME DE BARCELONA. Elena Altemir. Barcelona Convention Bureau

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2 TURISME DE BARCELONA Barcelona Convention Bureau Elena Altemir Barcelona Convention Bureau November, 2015

3 Capital of Catalonia 1.6 M, inhabitants M, metropolitan area Km Km of beaches 2,000 years of history and cultural heritage

4 Major Events 1888 Universal Exhibition 1929 International Exhibition Barcelona Before Eucharistic Congress 1982 Football World Cup 1992 SUMMER OLYMPIC GAMES 2002 International Gaudí Year 2004 Universal Forum of Cultures 2005 Gastronomy, cuisine and Food Year and After

5 Barcelona Tourism Consortium Reflection Process Public Administration + Private Sector (Municipality) (Chamber of Commerce)

6 Turisme de Barcelona 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 Members of Turisme de Barcelona Board: 50% private - 50% public.

7 Turisme de Barcelona: objectives Increase tourism in Barcelona. Promote the city and create products and services. Objectives: to consolidate tourism. to attract new visitors. to promote services and make them cost-effective.

8 Turisme de Barcelona: Budget ,1M 44% own resources ,0 M 95,5% own resources

9 Turisme de Barcelona: Budget Commercialization of products and services (from Turisme de Barcelona and consortium members) Membership fees Sponsorship BCN Original (souvenir shops) Commercialization of publications Hotel reservation commissions Advertisement at own publications

10 Turisme de Barcelona From Generic Promotion to Segmentation from ONE Barcelona to MANY Barcelonas

11 Turisme de Barcelona Segment Barcelona destination for: meetings shopping gastronomy sport culture special experiences sustainable and responsible tourism health destination wedding others Program / Product BConvention Bureau BShopping Line BGastronomy BSports BCulture &Leisure BPremium BSustainable Tourism BHealth BWeddings coming soon BCard BBus Turistic BPass

12 Barcelona Convention Bureau Founded in st CB was created in Detroit, USA. London, 1st European CB Spain Convention Bureau (FEMP) 56 members European Cities Marketing (ECM) more than 105 members - International Congress and Convention Association (ICCA) more than 1,000 members -

13 Barcelona Convention Bureau Primary Goal The promotion of the city as a VENUE for congresses, conventions, incentive trips,... in short; FOR ALL SORT OF PROFESSIONAL MEETINGS The BCB performs two different functions Consultancy in the planning and organization of meetings Promotional activities to attract meetings to the city 50 / 50 public and private sector; BCB members 1983 Budget: Euros 2015 Budget: 1,9 Million Euros private- public collaboration pattern

14 Barcelona Convention Bureau +320 members from every sector in Barcelona - Convention Centers and exhibition infrastructures - Hotels - Unique venues - Restaurants - OPCs, DMCs and event organizers - Ancillary services - Etc

15 Barcelona Convention Bureau RFPs & RFIs Confidentiality is key Deep understanding of our clients needs Tailor made responses Tailor made assistance Brand and destination positioned

16 Barcelona Convention Bureau To influence the decision maker Specialized trade shows: IBTM World Barcelona, IMEX Frankfurt, IMEX Las Vegas, MEEDEX Paris, ACE of MICE Istanbul,... Workshops: ECM, SCB, ICCA... Educational Trips ( fam trips ) Personal contact Site Inspection A targeted Promotion Sales visits to the markets of interest Ambassadors Club Direct Marketing Adds (specialized magazines,...) Web, online platforms, community media... Virtual or indirect contact These tools help to build trust, our industry is all about people

17 Barcelona Convention Bureau Results Business 2014 Number of delegates: ,7% Number of overnights: ,0% Meetings confirmed: Generated by the BCB: 203 (10,3%) Delegates: Generated by the BCB: (4,0%) Overnights: Generated by the BCB: (16,9%)

18 Barcelona Convention Bureau Results Meetings celebrated in 2014 Meetings confirmed: Generated by the BCB: 203 (10.3%) Delegates: Generated by the BCB: (47.5%) Business generated by the BCB during 2014 Meetings: 122 Delegates: Overnights: Economic Impact: Million

19 ECONOMICAL IMPACT ,2%

20 Where How do we to work find and us what do 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: To attract tourism 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 big network of tourist offices in town: more than 20 points We also run some tourist attractions, as the Barcelona Touristic Bus (2.5 Million passengers per year) or Columbus Monument ( clients per year)