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TURISME DE BARCELONA

TURISME DE BARCELONA. 2010. Barcelona. Capital of Catalonia 1.6 M. inhabitants - 4.8 M. metropolitan area 101.4 Km2 - 4.58 Km of beaches 2,000 years of history and cultural heritage. Major events. 1888 Universal Exhibition 1929 International Exhibition 1952 Eucharistic Congress

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TURISME DE BARCELONA

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  1. TURISME DE BARCELONA 2010

  2. Barcelona • Capital of Catalonia • 1.6 M. inhabitants • - 4.8 M. metropolitan area • 101.4 Km2 • - 4.58 Km of beaches • 2,000 years of history and cultural heritage

  3. Major events 1888 Universal Exhibition 1929 International Exhibition 1952 Eucharistic Congress 1992 Olympic Games 2002 International Gaudí Year 2004 Universal Forum of Cultures 2005-2006 Year of Gastronomy 2006 Picasso Barcelona

  4. 1987 1993 From “Generic Promotion” to “Segmentation” fromONE Barcelona to MANY Barcelonas Reflection Process 1993 Public Administration + Private Sector (Municipality) (Chamber of Commerce) Turisme de Barcelona

  5. 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 • Members of Turisme de Barcelona

  6. Mayor 3 vice-presidents 11 members Municipal Council 12 members Chamber of Commerce 3 members Foundation Others (…) Turisme de Barcelona Organisational structure General Council President Chamber of Commerce 2 vice-presidents 3 members Chamber of Commerce 3 members Municipal Council 1 member Foundation Others (…) Executive Committee General Manager

  7. Turisme de Barcelona: objectives • Contribution in increasing tourism in Barcelona. • Promotion of the city and the creation of products and services. • Objectives: • to consolidate tourism. • to attract new visitors. • to promote services and make them cost-effective.

  8. Turisme de Barcelona’s commitments • Cruises. Highly valuable asset for the city’s economy. • Culture. - Barcelona is Culture 2000-2004. - Promotion of the Museu Nacional d’Art de Catalunya (MNAC). - Promotion of the Museu Marítim. - Commitment to the five Barcelona Walking Tours, which have culture at their core. • The city’s own identity. - Gothic Quarter and modernisme. - The Catalan language and culture as two distinguishing aspects.

  9. 743 members of Turisme de Barcelona • BConvention Bureau 333 members* • BShopping Line 179 members • BGastronomy 158 members • BSports 18 members • BPremium 14 members • BBusTurístic 49 members • BCard 88 members • BPass 19 members • BMar 1 member • BScooter 1 member * 13% of the companies are members of more than one programme or service of Turisme de Barcelona

  10. Sectors of activity of members • 24% shops • 23% restaurants and bars • 18% accommodation • 10% cultural / leisure facilities • 7% convention centres, meeting and events venues • 5% travel agencies, PCOs and DMCs • 3% transport • 2% institutions and associations • 8% other sectors

  11. Management tools • Budget • Business plan • 25 market objectives • 50 projects (2007) • Promotional plan (trade fairs, workshops, presentations, sales trips, special events, advertising, press trips...)

  12. Promotion (I) • Segmented promotion of the city. • Culture, meetings tourism, shopping, gastronomy … • Promotion by geographical and economic markets. • Traditional markets (United Kingdom, Italy, United States, France and Germany…) • Emerging markets (China, India, Brasil, Russia) • Others (Middle East, Southeast Asia …)

  13. Promotion (II) • Promotional activities Travel Trade • Presentations in source markets and workshops • Trade fairs and sales trips • Fam trips/Press trips • Travel agencies • Tour operators • The media General public • www.barcelonaturisme.cat. • Tourist information offices (OITS)

  14. Programmes-Lines of promotion (I) • Barcelona Convention Bureau • 333 members. • Leading position of Spanish convention bureaux. • Bringing trade fairs, congresses, conventions and incentive trips to the city. • Attracting 24,6 % of the delegates hosted by the city. • Synergies with Barcelona Trade Fair. • Synergies with the hotel sector. • EIBTM, Mobile World Congress.

  15. Programmes-Lines of promotion (II) • Barcelona Shopping Line • 179 members - 12 shopping centres. • Positioning Barcelona as an international shopping city. • Creating and promoting the Barcelona Shopping Line brand. • Attracting 23,78% of credit card spending in Spain. • International campaigns Christmas Shopping (Scandinavia, Ireland …). • Collaboration with Global Blue for the refund of VAT to non-EU tourists in the tourist information office.

  16. Programmes-Lines of promotion (III) • Barcelona Gastronomy • 158 participating restaurants. • Positioning Barcelona as one of the world’s leading gastronomic cities. • Vice-president of the good food cities network Délice cities. • Gastronomy as a way to promote the city. • Reservation service on www.barcelonaturisme.cat • Gourmande City (2002).

  17. Programmes–Lines of promotion (IV) • Barcelona Sports • 18 members (sport events) • 12 organizers (clubs and companies) • 3 institutions: • Catalan Government • Barcelona Regional Council • Barcelona Municipal Council • Positioning Barcelona as a venue for sporting competitions. • Objectives: • To promote the main sport events of the city’s annual calendar • To promote Barcelona as a sport city, specialized in the celebration of big sport events

  18. Programmes–Lines of promotion (V) • Barcelona Premium • 14 members • 6 Travel agencies and DMCs • 8 Hotels 5* GL • Positioning Barcelona as a luxury destination, promoting exclusive and unique experiences, and very personalized trips • Promotion as specific promotional fairs : ATM Dubai, ALTM Xangai and ILTM Cannes • Presentation catalogue • barcelonapremium.com

  19. Other lines of promotion (VI) • Barcelona Beach • Promotion of the 7 beaches of Barcelona • They provide a perfect complement to the cultural attractions of the city. • All year round they offer a never-ending variety of activities • Barcelona Movie Walks • Barcelona has become a favourite location and showcase for the world’s filmmakers, firmly establishing Barcelona as a movie city. • “The Perfume”, “Todo sobre mi madre”, “Manuale d’amore 2”, “Vicky Cristina Barcelona”, “L’Auberge Espagnole” and “Salvador” • www.barcelonamovie.com

  20. Tourism products *A service with added value • 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. • Barcelona Bici. European-style products. • Barcelona Mar. Closely related to the city’s identity. • Catalunya Bus Turístic. Helps to establish the Catalonia brand. • Arqueoticket. Museums with archaeological collections. • Barcelona Metro Walks. Helps to distribute and decentralize the tourism.

  21. Tourism products Users of tourism products: Barcelona Bus Turístic Users 09/08: - 7.9%

  22. Tourism products Users of tourism products: Barcelona Card Users 09/08: - 2.3%

  23. Tourist information • Turisme de Barcelona runs a network of 20 information points. • The consortium employs a permanent team of 40 information officers, working in shifts (morning, afternoon, evening and weekends). • The Tourist Attention Service provides advice and assistance in 25 languages. • Collaboration agreement with the Catalan police providing specialised assistance points in the city’s police stations.

  24. Budget • 4.1M€ • 44% own resources • 2009 34,6 M€ • 93.5% own resources

  25. Revenue budget 1994-2010

  26. Own resources 2009 • Sale of products and services at tourist offices • On-line sale of products and services • Hotel reservations • Fares and commissions (BCB, BSL, BGastronomia, BSPorts, BPremium) • Advertising inserts and promotions • Barcelona Original Shops • Sponsorships

  27. Strategic lines • Cultural tourism. • Meeting tourism. • Shopping / Gastronomy. • Cruise tourism. • Sports tourism. • Dedicated tourist and visitor attention service. • Geographical and multisectorial distribution of the effects of tourism. • To reconcile tourists/community. • To reinforce Barcelona’s image around the world as an economic engine for the city. • www.barcelonaturisme.cat

  28. Economic impact of tourism in Barcelona: • 18-22 millions of € per day and 7,500 millions of € per year. • Between 80,000 and 100,000 people employed in tourism. • Visitors to Barcelona: • 24,5 millions annual tourists + day visitors.

  29. TOURISM ACTIVITYBARCELONA 2009

  30. Number of tourists and overnights in hotels Tourists: 09/08: -2.7% Overnights: 09/08: + 2.6% Font: own elaboration.

  31. Seasonality Tourists in hotels Overnights in hotels Font: own elaboration.

  32. > 70% 2009 72.4% 2008 76.3% 2007 79.7% 0,00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00 100.00 % % Room occupancy in hotels Font: own elaboration.

  33. Hotel accommodation available 2009 Growth of the number of rooms since 31th December 2008:5.6%

  34. Tourists in hotels by nationality % Tourists 2009 (2008) Font: own elaboration based on data from Idescat and the INE.

  35. Purpose of visit 41,9% Source: own elaboration.

  36. Meetings Tourism Source: own elaboration. N.B.: Expansion of the sample in 2008.

  37. Cruise Tourism Passengers: 09/08: + 4.0% Source: Port de Barcelona.

  38. High Speed Train N.B.: Other routes not included : Barcelona-Saragossa, Barcelona-Lleida, Barcelona-Tarragona, Barcelona-Guadalajara, *Number of passengers in both directions from 20th February to 31st December 2008, Source: RENFE.

  39. POSITION WORLDWIDERANKINGS

  40. Tourists in European cities Source: own elaboration based on data provided by TourMIS and other sources. N.B. 1: Number of tourists in hotels and other types of accommodation, except for Paris, Rome, Madrid, Munich and Amsterdam, which include only tourists in hotels. Madrid classes boarding houses as hotels (INE data). N.B. 2: Number of tourists in the municipal area of each city with the exception of London, Dublin and Vienna, which include the metropolitan area. N.B. 3: London and Dublin include visits to friends and relatives (VFR).

  41. World’s top cruise homeports 2008 Font: Dream World Cruise Destinations Autumn 2009.

  42. Rànquings de turisme de reunions - ICCA

  43. www.barcelonaturisme.cat * Copying, reproducing, or using the contents featured on this powerpoint in any way is not permitted without the prior permission of Turisme de Barcelona.

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