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2.1 The Region of Murcia The Region of Murcia is located in the South East of Spain, more precisely in what is known as the Mediterranean Arc, in the heart of the Levante area.

2 2.1 The Region of Murcia The Region of Murcia is located in the South East of Spain, more precisely in what is known as the Mediterranean Arc, in the heart of the Levante area. It is situated between two seas, the Mediterranean Sea and the Mar Menor (Small Sea) and is a land that has known how to combine its extensive cultural heritage with innovation and the avant-garde. In 1982, the Region of Murcia became one of the 17 autonomous communities of Spain. Located on the Mediterranean coast between Andalucía and Valencia the region has an area of 11,317 square kilometres with a population of 1.4 million, of which a third live in the capital, Murcia. Region of Murcia

Life in the Region of Murcia, and in particular the services and administrative infrastructure on offer, is characterised by easily accessible facilities as it is a single provincial Autonomous

Apart from what has already been mentioned, the Region of Murcia offers an important system of financial incentives, lines of credit, availability for risk capital and other backings, which together

3 Life in the Region of Murcia, and in particular the services and administrative infrastructure on offer, is characterised by easily accessible facilities as it is a single provincial Autonomous Community in which much of the administrative red tape disappears. This facilitates faster and easier access to these institutions. Apart from what has already been mentioned, the Region of Murcia offers an important system of financial incentives, lines of credit, availability for risk capital and other backings, which together with a public consultation service ensure the success of investment projects in the Region of Murcia. The Region of Murcia has a population of around one and a half million and a surface area of 11,300km2, which means it is not a very extensive territory. Nevertheless it has 252km of coast with variety of scenery, which is surprising if its size is taken into account. Within this territory is La Manga del Mar Menor, a geographical feature that is unique in the world, a strip of land that forms the Mar Menor thereby creating the biggest salt-water lake in Europe. The most important towns are Murcia, the capital, with more than 500,000 inhabitants, Cartagena with more than and Lorca, which has over 90,000 inhabitants.

It is a varied and accessible region, which can be travelled around in a few hours.

6 It is a varied and accessible region, which can be travelled around in a few hours. Mountains, beaches and towns are dotted around its landscape and its history seems to appear before the visitor s eyes. One of the main attractions is the especially mild climate, with average temperatures over 19º C and 315 days of sun per year. These characteristics offer the visitor the possibility of choosing between several alternatives when they are planning their stay in the Region of Murcia. This is a destination, which is full of contrasts where everything is nearby and well connected.

.. a cuisine that incorporates products and methods from the people and civilizations that have passed through the

9 We must not forget the Murcian gastronomy: excellent products from the fields, a variety of meats and the valued treasures of the sea... a cuisine that incorporates products and methods from the people and civilizations that have passed through the Region of Murcia over the centuries. The Romans taught us the art of conservation and salting; the Arabs, with their thousands of products, introduced rice and preparation techniques using spices, condiments and aromatic plants.

Golf must be highlighted as one of the main tourist activities of the Region of Murcia. This sport is considered to be a highly attractive segment for tourism.

accommodation and other parallel or complementary activities.

12 Golf must be highlighted as one of the main tourist activities of the Region of Murcia. This sport is considered to be a highly attractive segment for tourism. It constitutes a leisure alternative that encourages travel to destinations offering suitable facilities for the golf player and consequently entails the use of indirect related services, such as accommodation and other parallel or complementary activities. In the Region of Murcia, professionals as well as amateurs of this sport can try out their best swings on the 21 top quality courses, which are located within a radius of 50 kilometres and which add up to a total of 348 holes of every level. Some of the courses have been designed by stars such as Robert Dean Putman, Jack Nicklaus, Dave Thomas or Severiano Ballesteros, who have put together their experience and passion to recreate the most stimulating rounds where technique and strength becomes the protagonist of the game. This is the reason why the Region of Murcia is now the new golf destination of Europe, where there are top quality complexes providing all kinds of services such as accommodation, restaurants, sports areas, spas, shops and schools.

13 2.2 The characteristics of Tourism in the Region of Murcia Tourism in the Region of Murcia constitutes one of the most dynamic activities of the regional economy, with a positive result in its contribution to the GDP, which in 2008 was 9.5%, adding up to 2,654 million Euros and representing the maximum contribution over the last few years. The collective amount of accommodation on offer in the Region of Murcia in 2009 registered around 3,1115 establishments with 49,100 beds. In addition to accommodation, 2,094 restaurants and 527 cafeterias were registered as tourist establishments in the Region. As for the establishments that comprise this accommodation offer, the hotels provide the greatest number of beds (40%), followed by apartments (21%), campsites (32%) and finally rural lodgings (7%). Statistics of tourist establishments in the Region of Murcia set out by areas as of AREAS HOTEL ACCOMMODATION APARTMENTS CAMPING RURAL ACCOMMODATION RESTAURANTS CAFETERIAS No. Beds No. Beds No. Beds No. Beds Number Number Aguilas , Cartagena 18 1, , La Manga 11 4, , Mar Menor 45 4, , , Mazarron , , Interior 80 3, , , Murcia 40 4, TOTAL ,138 2,357 10, , ,275 2, TOTAL PLACES IN THE REGION: 49,100 Source: Local Ministry of Culture and Tourism Tourism Authority 1 Source: Spanish Tourism Satellite Statistics, Regional Statistics Institute (INE) 2 Source: According to the INE, the GDP of the Murcia Region amounted to 27,943 millions of Euros in 2008

14 As for the geographical layout, the distribution of the tourism is mainly between the following areas: The coastal zones, with La Manga in the lead (70.1%), are the areas with the highest occupancy. This particular destination experienced a 3.8% occupancy increase in 2009 as compared to Analysis of demand (tourists and overnight stays in the Region of Murcia compared with the rest of Spain) With reference to tourist and overnight stay data, the Region of Murcia registered the following data in 2009: Estimate of the number of tourists and overnight stays in the Region of Murcia in TOURISTS Total % OVERNIGHT STAYS Total % NATIONAL 3,876,788 79% 24,623,126 70% Resident nationals in the region 1,812,545 47% 12,391, % Non-resident nationals in the region 2,064,243 53% 12,231, % FOREIGNERS 1,041,198 21% 10,386,386 30% TOTAL OF TOURISTS 4,917, % 35,009, % Source: Taken from the data provided by the local Ministry of Culture and Tourism, 2010 The number of tourists in the Region of Murcia during 2009 rose to 4,917,986 persons, of whom 42% were Spanish from other regions, 37% were local people who toured the interior of the Region of Murcia, and 27% were foreigners. Regarding expenditure by these tourists, this rose to 48,242 million Euros. Likewise the average expenditure per person in 2009 reached 926 Euros, 2.2% more than the previous year despite the economic crisis that caused a decrease in the number of people arriving.

15 Estimate of the number of tourists in the Region of Murcia in % 37% Non-resident Nationals Foreigners National 42% Residents in the region Regarding expenditure by these tourists, this rose to 48,242 million Euros. Likewise the average expenditure per person in 2009 reached 926 Euros, 2.2% more than the previous year despite the economic crisis that caused a decrease in the number of people arriving. National The estimated number of travellers has been carried out in relation to the places where they stayed. 71% stayed in private properties, mainly in their own property or in rented accommodation. Foreigners The estimated number of foreign travellers has been carried out in relation to the places where they stayed. 78% stayed in private properties, mainly in their own property or in rented accommodation. 16.3% of travellers chose hotels, 3.2% campsites and 1% tourist apartments. With regard to areas, 75% of foreigners visited the coast rather than the interior; the areas that attracted the most tourists were the Mar Menor (39.3%), La Manga(27.1%), Mazarrón (21%), and Águilas (12.7%). Regarding the expenditure of the foreign tourists, the average was per person, per day. Tourists who spent the most were from Portugal and Germany.

17 2.3 The most important tourist attractions of the Region of Murcia Tourist Activities The Management Plan for Tourism establishes a classification and typology of the tourist products that have been developed in the Region of Murcia and with which the Region identifies itself. These products are: Health Activities Town/Cultural Activities Congress Activities Golf Activities Rural and Nature Activities Sun and Beach Activities Religious Activities The following features characterize each of these products: Health Activities Archena, Fortuna, La Manga and the Mar Menor area feature amongst the geographical areas with the greatest tradition and weight in the development of this product. Town/Cultural Activities Three very important products for cultural development are: Cartagena - Port of Cultures, Lorca Taller del Tiempo (Workshops through Time), and Caravaca de la Cruz- the Holy Town. The Cultural Activity in the Region of Murcia is gaining ground within the increasingly important tourist market by focusing on originality and diversity. Meeting or Congress Activities The product of events and of professional meetings, otherwise known as Congress and Meeting Tourism, is of major interest for tourist destinations that strive to develop tourism activities. This is mainly due to the fact that the development of the activity is not subject to resources which exist in the area and are considered as tourist, but to the quality and quantity of the tourist and non-tourist infrastructures that exist and which help professionals develop their activities as comfortably as possible. For this reason, companies and local administrations have developed important infrastructures within the Region of Murcia that are based mainly on transport, access, accommodation and places to hold meetings with all the necessary equipment.

Golf Activity This is the tourism product with the largest growth in the last few years and which attracts tourists with high purchasing powers.

21 Golf Activity This is the tourism product with the largest growth in the last few years and which attracts tourists with high purchasing powers. With regard to this the major involvement of the Regional Administration in international promotion must be highlighted. 58% of the tourists who enjoy this activity in the Region of Murcia fall between the 45 and 80 years age group, and 35% are between 30 and 45 years old. 58% stay in hotels, with a preference for four or five star accommodation. Their stay is between 4 and 15 days and they carry out 3 or more golf excursions within the Region. The average daily expenditure per tourist is Euros. This activity breaks up the seasonal lull by motivating tourism in winter and providing facilities and equipment that bestow quality on the Murcian tourism sector. Rural and Nature Activities The development of this activity is associated with the areas of the Northeast, Sierra Espuña and the Valley of Ricote. This consists of youthful tourism, younger tourists who generally travel with family and friends. Their own properties and rural cottages are used as accommodation. This kind of activity is essentially characterised by the development of spaces that are away from the urban scene. Sun and Beach Activities The main areas of coast are the Mar Menor, La Manga, Mazarrón and Águilas. Sun and Beach activities comprise the most developed and consolidated product of the Region of Murcia and are the reason why it is an acknowledged tourism destination. With regard to the division of demand, the Region of Murcia receives the main concentration of tourism principally in the summer months, but thanks to its mild climate it is a destination for journeys, holidays and leisure all year round. Religious Activities The Religious Activities take up a very important position within the activities on offer in the Region of Murcia. This activity is mainly in the municipality of Caravaca de la Cruz due to the value of the Vera Cruz sanctuary and the celebration of the Holy Year in 2010.

23 Holy week (Cartagena) Caravaca de la Cruz Wine Horses (Lorca)

24 ante de las Minas

25 Cultural/tourism Icons Cultural tourism in the Region of Murcia has evolved towards a new model that is based on seeking experiences rather than on the concept of the final destination. Under this premise, culture is now positioned as one of the dynamic points of the tourism industry, integrating rich heritage and artistic history with a wide sense of innovation and of the avant-garde. This had led to a diverse and varied offer that is capable of fulfilling the needs of any visitor. Visitors find that they have access to abundant tradition and the overlapping of cultures. Numerous remains and archaeological sites take the visitor back to the Stone Age, the Iberian Period, and the splendour of the Roman Empire to tell the observer about urban perfection, about Visigoth towns and Arabic medinas, castles, watch towers, the temples and churches of Christianity, of civil and military buildings... The most important towns - Murcia, Cartagena, Lorca and Caravaca de la Cruz- possess the greatest number of monumental, cultural and museum offerings in the Region of Murcia. On the other hand, the most modern part of the Murcian cultural scene is expressed through a wide agenda of festivals, displays and shows designed to promote artistic activity and provide new spaces for expression and thought. This is where the launching of the Festival SOS 4.8 stands out, arriving in Murcia at the beginning of May and where 48 non-stop hours are dedicated to live creation, exposition and music. In the same month the capital of Murcia holds the Murcia Festival of Three Cultures. The streets and squares of the city fill with people and are converted into open stages for arts of the world, where respect for different nations is promoted. In July the festivals take over the nights, which year after year offer lovers of music and art the International Jazz Festival of San Javier and the "Mar de Musicas" music festival of Cartagena. In August, it is the turn of the one of the most important events of cante jondo and flamenco in the world, the International Festival of the Cante de las Minas (literally the Singing of the Mines) that is held in La Union. Likewise, Torre Pacheco holds the International Flamenco Singing Festival of Lo Ferro, an ideal way of exploring and learning about the most genuine flamenco values.

26 CEMACAM (Torre Guil) Cartagena Puerto de Culturas Roman Theatre

27 Las Claras Museum (Murcia)

28 The Crossroads of Murcia (Cruce de Caminos) The city of Murcia is a metropolis where styles and cultures mix, a place where life is lived on the streets and where the inhabitants can enjoy walks through modern neighbourhoods, take the medieval route of the ancient Moorish and Jewish quarters, whilst contemplating the renaissance and baroque facades, or visiting the many monuments in the old town. Cartagena Port of Cultures Cartagena possesses an exceptional heritage which bases its attractions on the presence of Punic, Roman, Paleo Christian and Byzantine remains, of batteries and military fortresses and a variety of heritage offerings which span from archaeological findings from the epoch of Augusto, passing through the Carlos III Ramparts to the modern architecture of the XIX century. To promote this historical legacy, a few years ago the city inaugurated Cartagena Port of Cultures. This initiative has converted the streets of Cartagena and its heritage into an enormous cultural theme space that guides the visitor in his or her journey to learn about the past in an entertaining and interactive way. Lorca Workshops through Time Lorca is the town of the Hundred Coats of Arms; it was a border and military enclave and an important urban centre after the Reconquest. Nowadays it is one of the most beautiful and majestic corners of the Region of Murcia. Caravaca de la Cruz, Holy City The capital of the northeast of the Region of Murcia is Caravaca de la Cruz, one of the five cities in the world that has the privilege of being able to celebrate the Perpetual Jubilee Year, a condition it shares only with Jerusalem, Rome, Santiago de Compostela and Santo Toribio de Liébana. Here is the site for the reverence and worship of a relic, which for centuries has attracted a multitude of pilgrims. La Santísima y Vera Cruz de Caravaca is a double-armed reliquary where the Lignum Crucis is kept, a splinter of wood from the cross on which Christ was crucified.

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REGION OF MURCIA AS A MICE DESTINATION

REGION OF MURCIA AS A MICE DESTINATION Infraestructures Extensive investment in infrastructure. Excellent communications network and accessibility for both national and international visitor traffic: Roads