Catalogo fitur 2012

1. catlogo oficialOFFICIAL CATALOGUE 18 ENERO JANUARY 22

2. ndice I N D E X1.Fiturinstitucional 2. escenarios Fitur 4. en 9 pabellonesINSTITUTIONAL FITUR FITUR POINTS OF VIEW IN 9 HALLSpg.5 pg.23 pg.77Presidente de Honor 5 Palabras de Ana Larraaga, directora de Pabelln 2 HALL 2 80HONOUR PRESIDENT FITUR 24 Asia Pacfico ASIA PACIFICPresidente ejecutivo de IFEMA 6 A WORD FROM ANA LARRAAGA Pabelln 3 HALL 3 81EXECUTIVE CHAIRMAN OF IFEMA La importancia de la I+D+i en el turismo Entidades y Organismos Oficiales EspaolesPresidente del Comit Organizador gastronmico. Jos Iaki lava 26 SPANISH PROMOTION BOARDS & ORGANIZATIONSde FITUR 8 THE IMPORTANCE OF R&D&I IN GASTRONOMICAL Pabelln 4 HALL 4 82CHAIRMAN OF THE FITUR ORGANISING COMMITTEE TOURISM frica AFRICA / Amrica THE AMERICASJunta Rectora de IFEMA 10 El turismo, un motor clave para acelerar la Pabelln 5 HALL 5 83IFEMA GOVERNING BOARD recuperacin espaola. Sebastin Escarrer 28 Entidades y Organismos Oficiales EspaolesComisin Permanente de la Junta Rectora TOURISM, A KEY FORCE FOR ACCELERATING SPANISH PROMOTION BOARDS & ORGANIZATIONS11 SPAINS ECONOMIC RECOVERY Pabelln 6 HALL 6 84THE GOVERNING BOARDS STANDING COMMITTEE Turismo enolgico: D.O. y destinos tursti- Europa EUROPE / Norte de frica y OrienteComit Ejecutivo de IFEMA 12 cos. Mar Gmez 31 Prximo NORTH AFRICA & MIDDLE EASTIFEMA EXECUTIVE COMMITTEE WINE TOURISM: DENOMINATION OF ORIGIN AND Pabelln 7 HALL 7 85Comit Organizador FITUR 2012 13 TOURIST DESTINATIONS Entidades y Organismos Oficiales EspaolesFITUR 2012 ORGANIZING COMMITTEE Los grandes eventos como dinamizadores SPANISH PROMOTION BOARDS & ORGANIZATIONSDireccin de FITUR 2012 14 tursticos y sociales. Paulo C. de Oliveira 35 Pabelln 8 HALL 8 86FITUR 2012 MANAGEMENT STRENGTHENING AND MODERNISING LEADERSHIP Empresa COMPANIES / Europa EUROPEIFEMA Internacional 15 AND CULTURE Pabelln 9 HALL 9 87 3.IFEMA INTERNATIONAL Entidades y Organismos Oficiales EspaolesCalendario Ferial 16 SPANISH PROMOTION BOARDS & ORGANIZATIONSTRADE FAIR CALENDAR Pabelln 10 HALL 10 88 Empresa COMPANIES expositores titulares 2012 2012 STAND HOLDERS pg.41FITUR2012

3. 5.expositorespor sectores 6. JornaDas tcnicasEXHIBITORS BY SECTORS TECHNICAL MEETINGSpg.91 pg.169 7.Mayoristas-Turoperadores 92WHOLESALERS-TOUR OPERATORSAgencias de viajes 96TRAVEL AGENCIESCompaas de transporte 101CARRIER COMPANIESHostelera 103HOTELS AND ACCOMMODATIONInfraestructuras 128 +INFRASTRUCTURES en FiturOcio y cultura 129 + IN FITURLEISURE & CULTUREEmpresas de servicios-Know how 134 pg.177SERVICE COMPANIES-KNOW HOWTurismo residencial 136RESIDENTIAL TOURISM Suplemento de expositores 179Medios de comunicacin 137 ADDENDA TO THE CATALOGUETRAVEL MEDIA El mundo en FITUR 189Organismos oficiales espaoles 138 THE WORLD IN FITURSPANISH OFFICIAL ORGANIZATIONS Colaboradores de prensa turstica interna-Organismos oficiales extranjeros 153 cional 193FOREIGN OFFICIAL ORGANIZATIONS INTERNATIONAL TOURISM MEDIA SPONSORSAsociaciones profesionales 156 ndice de anunciantes 197TRADE ASSOCIATIONS ADVERTISERS LISTIncentivos, reuniones y congresos 163INCENTIVES, MEETINGS & CONGRESSESFormacin 165EDUCATION & TRAINING FITUR 2012

4. Presidente de Honor HONOUR PRESIDENTS.M. el Rey Don Juan Carlos I 5 INSTITUTIONAL FITUR 2012

5. Palabras del presidente ejecutivo de IFEMA MESSAGE FROM THE EXECUTIVE CHAIRMAN OF IFEMA6FITUR Institucional2012

6. Supone una enorme satisfaccin darles la bienvenida a una nueva edicin de It is a source of great satisfaction for me to be able to welcome you to a newFITUR, una de las ferias ms emblemticas de IFEMA. edition of FITUR, one of IFEMAs most emblematic fairs.El turismo es, sin lugar a dudas, uno de los principales motores de desarrollo de Tourism undoubtedly constitutes one of the main sources of development withinla economa espaola por su capacidad de generar empleo y riqueza, y por su the Spanish economy, due to its capacity to generate jobs and wealth, not tocontribucin a la creacin de entramado empresarial. En un contexto econmico mention the contribution it makes to the countrys business fabric. Within antan complicado como el actual, el turismo ha demostrado su fortaleza gracias economic context as complicated as the one we are currently witnessing, tourisma su envidiable poder de adaptacin, lo que ha sido recompensado con una has demonstrated its strength and its enviable capacity to adapt to the prevailingpaulatina recuperacin del mercado. circumstances, which has been rewarded with a gradual recovery of the market.En FITUR queremos secundar el esfuerzo de los profesionales, contribuyendo At FITUR we seek to back the efforts made by members of the industry, helping toal dinamismo que necesita el mercado para lograr su recuperacin. Para ello, y support the dynamic drive that the market requires in order to secure its recovery.en el marco de FITUR, subrayamos, junto a numerosos foros para generar tran- Therefore, within the framework of FITUR, not only shall we be presenting varioussacciones comerciales y encuentro B2B, algunos segmentos que ayudarn al forums designed to generate trade transactions, together with different B2Bprofesional en su trabajo, contribuyendo adems a impulsar sus proyectos. meetings, but we shall be highlighting a number of segments that are likely to support professionals in their work, providing a boost for their different projects.Entre ellos, me gustara destacar la creciente importancia de FITURTECH, jorna-das organizadas, junto al Instituto Tecnolgico Hotelero (ITH), que promueven Among these initiatives I would like to highlight the growing importance ofentre los profesionales cmo aprovechar las bondades de las tecnologas en FITURTECH, a section of the fair that features a series of conferences organisedbeneficio de su negocio. En 2012 tendr especial protagonismo el e-commerce, in conjunction with the Hotel Technological Institute (ITH). These conferences willuna herramienta que sin duda va a convertirse en esencial para la promocin de provide professionals with an insight into how technology can be used to benefitmuchas empresas tursticas. Tampoco quiero olvidar el monogrfico que pone their businesses. The realm of e-commerce will play an especially prominent roleen valor la sostenibilidad en el mercado de los viajes, FITUR GREEN. Este espa- in 2012, in its capacity as a tool that is destined to become an essential resourcecio, impulsado en colaboracin con ITH, la OMT y el Patronato de Turismo de for the promotion of many tourism companies. Neither would I like to forget toMadrid, revela las soluciones que nos permitirn imponer un turismo de respeto mention the monographic event that highlights the importance of sustainabilityal medio ambiente y a nuestro entorno. within the travel market, namely FITUR GREEN. This event, which is promoted in conjunction with ITH, UNWTO and the Madrid Tourist Board, presents theA estas iniciativas se sumarn el resto de conferencias, jornadas y reuniones solutions that enable us to enjoy a form of tourism that respects our environment.que favorecern tambin las acciones comerciales, convocando a los profesio-nales ms competitivos y generando interesantes sinergias entre ellos. These initiatives will be complemented by an entire series of conferences, day events and meetings designed to promote trade initiatives, whilst bringingFITUR 2012 se convierte as en una convocatoria esencial para tomar el pulso al together the most competitive professionals, based on a high degree of synergy.sector y conocer las tendencias del mercado turstico. Una plataforma de promo-cin de primer orden que convierte un ao ms a Madrid, su ciudad anfitriona, FITUR 2012 is an essential event when it comes to gauging the current situationen un privilegiado foro donde se definirn las estrategias que seguir el mercado within the industry and discovering the latest trends on the tourism market. Onceen los meses consecutivos, y donde se producir el gran encuentro del sector again this year, this top-rated promotional showcase will turn Madrid, the hostturstico de todo el mundo, con una mirada muy especial hacia los mercados city, into an enviable forum, one at which participants can define the marketeuropeo y latinoamericano. strategies that are required over the coming months. In effect, FITUR constitutes a grand event for the tourist industry throughout the world, featuring a specialSaque el mximo beneficio a su cita con FITUR 2012. focus on the European and Latin American markets. I hope you will make the very most of your attendance at FITUR 2012.Luis Eduardo Corts MuozPresidente ejecutivo de IFEMA Luis Eduardo Corts Muoz Executive Chairman of IFEMA 7 INSTITUTIONAL FITUR 2012

7. Palabras del presidente del Comit Organizador de FITUR MESSAGE FROM THE CHAIRMAN OF THE FITUR ORGANISING COMMITTEE8FITUR Institucional2012

8. En nombre del Comit Organizador de FITUR 2012, me complace darles la bien- On behalf of the Organising Committee for FITUR 2012, it is my pleasure tovenida a una nueva edicin de la Feria Internacional de Turismo. El sector de welcome you to a new edition of the International Tourism Trade Fair. The travellos viajes y sus profesionales han demostrado en innumerables ocasiones su industry and its professionals have proved their strength, capacity for innovationfortaleza, su capacidad de innovacin y su creatividad. Sin duda, estas variables and creativity on innumerable occasions. These assets have undoubtedly playedhan contribuido firmemente a que el turismo haya sido una de las industrias que a decisive role in terms of enabling tourism to emerge as one of strongest-mejor se ha comportado durante la actual crisis econmica. Resulta evidente performing industries during the current economic crisis. Within this context, itque en este contexto, en el que de forma generalizada se han visto resentidas is evident that, whilst many different areas of business have witnessed gravedistintas reas de negocio, ha sido el turismo uno de los mercados que ha inicia- setbacks, tourism has been one of the first markets to initiate its recovery,do antes la recuperacin, y en el que se ha puesto la confianza como motor de effectively serving as a means of generating business in other sectors.propulsin de otros segmentos. For our part, at FITUR we would like to highlight the important role we play as aPor nuestra parte, desde FITUR, queremos subrayar nuestro papel en estos mo- key trade tool at the industrys service. We have always promoted the idea thatmentos como instrumento comercial para el sector. Siempre hemos defendido this fair is designed to serve the travel industry. And this capacity for serviceque el fin del Saln es el de servir a la industria de los viajes. Esta capacidad de means that we must be able to adapt to the circumstances. Thus, based onservicio exige saber amoldarse en cada momento a las circunstancias y, desde this flexible approach, at this edition we have sought to strengthen the fairsesa flexibilidad, de cara a esta edicin, se han potenciado los foros diseados different forums, events that have been designed to boost and analyse thepara promover el negocio y analizar la capacidad del turismo como pilar de mu- tourism industrys capacity to drive and support many different economicchas economas. Entre otras, y como ustedes ya sabrn, FITUR es el marco ele- sectors. As you already know, FITUR is the setting that has been chosen thisgido este ao para la celebracin del foro Exceltur: un punto de encuentro de year for the staging of the Exceltur Forum: a meeting-point for many tourismmuchos de los profesionales del turismo donde se debatir sobre el papel que professionals, one where they can debate the role that the industry should playha de jugar esta industria en la recuperacin y en el desarrollo de la actividad regarding the economic recovery and our future economic development. Thiseconmica. Cita que coincide en el tiempo con CIMET, la conferencia que rene meeting will coincide with CIMET, the conference that brings together the leadinga los principales ministros y empresarios del turismo iberoamericano. businessmen and ministers from the realm of Latin American tourism.Una vez en la Feria, hemos querido impulsar el encuentro comercial diseando At FITUR, we have sought to promote trade by designing different initiativesiniciativas destinadas al negocio con propuestas como la I edicin de INVES- aimed at promoting business, such as the first edition of INVESTOUR for theTOUR Amricas, que se suma a la III edicin de INVETOUR frica, para fomen- Americas, which will now join the third edition of INVESTOUR Africa, with a view totar las inversiones en estas dos reas geogrficas. Asimismo, se promueve, por boosting investment in these two geographical regions. Furthermore, we shall besegundo ao, el Workshop de FITUR, en el que compradores internacionales promoting the FITUR Workshop for the second year running, in which a numberinvitados a la Feria se encontrarn con los expositores, segn su perfil e inte- of foreign buyers who are invited to the fair are brought together with exhibitors,reses, para estudiar posibles oportunidades de colaboracin. Por su parte, el based on their profiles and interests, in order to study possible opportunities forBrokerage Event fomentar las transacciones y el intercambio tecnolgico en- collaboration. For its part, the Brokerage Event will encourage trade transactionstre potenciales socios de toda Europa. Junto a estos foros, tambin se convoca and technological exchanges amongst potential partners throughout the wholeFITUR LGBT, un segmento incipiente en el turismo que puede abrir un nuevo of Europe. Alongside these forums, we might also mention FITUR LGBT, anmercado con gran proyeccin a muchos profesionales. emerging tourist segment that could represent a new and potentially rich market for many professionals.En definitiva, en 2012 FITUR pretende ser la cita del negocio turstico, del in-tercambio y de las ideas, un punto de encuentro donde todos los participantes In short, in 2012 FITUR aims to present a grand event for business, exchangesalgamos con nuevas iniciativas para aplicar a nuestros proyectos e impulsar, and ideas within the field of tourism, as well as serving as a meeting-point whereas el sector. all participants can learn about new initiatives to be applied to their different projects, thus helping to provide a boost for the industry as a whole.Antonio VzquezPresidente del Comit Organizador de FITUR Antonio Vzquez Chairman of the FITUR Organising Committee 9 INSTITUTIONAL FITUR 2012

9. Junta Rectora Presidente Chairman de IFEMA Excmo. Sr. Don Jos Mara lvarez del Manzano y Lpez del Hierro IFEMA Vicepresidentes Vice-Chairpersons Excma. Sra. Doa Esperanza Aguirre Gil de Biedma GOVERNING BOARD Excmo. Sr. Don Luis Eduardo Corts Muoz Excmo. Sr. Don Rodrigo Rato y Figaredo Vocales Members Comunidad Autnoma de Madrid Madrid Regional Government Excmo. Sr. Don Ignacio Gonzlez Gonzlez Excmo. Sr. Don Percival Manglano Albacar Ilma. Sra. Doa Eva Piera Rojo Excmo. Sr. Don Francisco Javier Hernndez Martnez Ilma. Sra. Doa M ngeles Alarc Canosa Excmo. Ayuntamiento de Madrid Madrid City Council Excmo. Sr. Don Manuel Cobo Vega Excmo. Sr. Don Miguel ngel Villanueva Gonzlez Excmo. Sr. Don Juan Bravo Rivera Excma. Sra. Doa Pilar Martnez Lpez Ilmo. Sr. Don Jos Manuel Berzal Andrade Cmara Oficial de Comercio e Industria de Madrid Madrid Official Chamber of Commerce and Industry Sr. Don Javier Cuadrado de Vicente Sr. Don Miguel Garrido de la Cierva Sr. Don Juan Ignacio Lamata Cotanda Sr. Don Pedro Antonio Martn Marn Sr. Don Salvador Santos Campano Caja de Madrid Caja de Madrid Savings Bank Sr. Don Guillermo Marcos Guerrero Director general de IFEMA Managing Director of IFEMA Ilmo. Sr. Don Fermn Lucas Gimnez Secretario Secretary Ilmo. Sr. Don Federico Andrs Lpez de la Riva Carrasco10FITUR Institucional2012

10. Comisin Presidente Chairman Permanente Excmo. Sr. Don Percival Manglano Albacar de la Junta Vicepresidentes Vice-ChairmenRectora para la Excmo. Sr. Don Miguel ngel Villanueva Gonzlez Sr. Don Jos Miguel Guerrero SedanoPlanificacin y Sr. Don Guillermo Marcos Guerrero Programacin Vocales Members Ferial Comunidad Autnoma de Madrid Madrid Regional Government THE GOVERNING BOARDS Ilma. Sra. Doa Eva Piera RojoSTANDING COMMITTEE FOR Sra. Doa Ins Gmez-Acebo CalparsoroEXHIBITION PLANNING AND Excmo. Ayuntamiento de Madrid PROGRAMMING Madrid City Council Sr. Don Javier Oyarzbal de Miguel Sra. Doa Beatriz Ballesteros Snchez Cmara Oficial de Comercio e Industria de Madrid Madrid Official Chamber of Commerce and Industry Sr. Don Javier Cuadrado de Vicente Sr. Don Miguel Garrido de la Cierva Director general de IFEMA Managing Director of IFEMA Ilmo. Sr. Don Fermn Lucas Gimnez Secretario Secretary Ilmo. Sr. Don Federico Andrs Lpez de la Riva Carrasco 11 INSTITUTIONAL FITUR 2012

11. Comit Ejecutivo Presidente Chairman de IFEMA Excmo. Sr. Don Luis Eduardo Corts Muoz Vicepresidentes IFEMA Vice-Chairmen EXECUTIVE COMMITTEE Excmo. Sr. Don Miguel ngel Villanueva Gonzlez Excmo. Sr. Don Ignacio Gonzlez Gonzlez Sr. Don Guillermo Marcos Guerrero Vocales Members Comunidad Autnoma de Madrid Madrid Regional Government Excmo. Sr. Don Percival Manglano Albacar Ilma. Sra. Doa Eva Piera Rojo Excmo. Sr. Don Francisco Javier Hernndez Martnez (*) Excmo. Ayuntamiento de Madrid Madrid City Council Excmo. Sr. Don Juan Bravo Rivera Ilmo. Sr. Don Jos Manuel Berzal Andrade Sr. Don Javier Oyarzbal de Miguel (*) Cmara Oficial de Comercio e Industria de Madrid Madrid Official Chamber of Commerce and Industry Sr. Don Arturo Fernndez lvarez Sr. Don Miguel Corsini Freese Sr. Don Salvador Santos Campano (*) Director general de IFEMA Managing Director of IFEMA Ilmo. Sr. Don Fermn Lucas Gimnez Secretario Secretary Ilmo. Sr. Don Federico Andrs Lpez de la Riva Carrasco (*) Suplentes/Substitutes12FITUR Institucional2012

12. Comit Presidente Chairman Organizador D. Antonio Vzquez FITUR 2012 Vocales Members FITUR 2012 D. Antonio Gonzlez D. Jos Manuel MacieirasORGANIZING COMMITTEE D. Felipe Navo D. Juan Ignacio Lema D. Pablo Olmeda D. Javier Oyarzbal D. Jess Gatell D. Arturo Fernndez D. Juan Molas D. Percival Manglano Da. Eva Piera Da. ngeles Alarc D. Miguel ngel Villanueva D. Pablo Bautista D. Jos Luis Zoreda D. Rafael Gallego D. Javier Valds Excmo. Sr. D. Jos M lvarez del Manzano Excmo. Sr. D. Luis Eduardo Corts D. Fermn Lucas D. Manuel Sarti D. Ral Dez Da. Ana Larraaga D. Abel Matutes D. Taleb Rifai D. Antonio Araujo Da. Mar de Miguel D. Jos Tefilo Serrano Da. M Isabel Borrego D. Antonio Bernab 13 INSTITUTIONAL FITUR 2012

13. Direccin de Directora Exhibition Director FITUR 2012 Da. Ana Larraaga Directora comercial rea Internacional FITUR 2012 Commercial Director International Area MANAGEMENT Da. Lourdes Sierra Director comercial rea Nacional Commercial Director Spanish Area D. David Solar Directora comercial Medios y Actividades Commercial Director Media and Activities Da. Mercedes Ferrero Coordinadora Coordinator Da. Ana Mucientes Secretara Secretariat Da. M del Carmen Snchez Da. Macarena Ferrer Da. Pilar de la Calle Da. Ana Isabel Prieto Da. Marta Mateos Director de la Direccin de Comunicacin y Prensa Head of the Press Office Da. Marina Tejerina Redactora Press Assistant Da. Cristina Montas Prensa Internacional International Press Assistant Da. Helena Valera Secretara Prensa Press Secretariat Da. Pilar Serrano14FITUR Institucional2012

14. 2./ESCENARIOSFITURFITUR POINTS OF VIEW

15. Palabras de a WorD FroM Directora De Fitur Ana Larraaga Director oF Fitur En la era de la comunicacin on line, de Internet y de los dispositivos mviles, lejos de plantearse la utilidad de una Feria, se refuerza su posicin como herramienta nica de negocio. Los Salones permiten el contacto presencial, un valor incuestionable que no puede encontrarse en ningn otro formato comercial, y que es fundamental para generar transacciones y consolidar relaciones. Por un lado, el encuentro presencial plantea los intercambios desde la confianza, un componente que sigue siendo indispensable a la hora de hacer negocios, pero sobre todo consigue la optimizacin de recursos y tiempo, unas variables que son un mandatario en cualquier empresa o Administracin en la actual coyuntura econmica. Ningn modelo comercial que no sea un certamen de las caractersticas de FITUR puede reunir en un tiempo limitado y en un mismo LOS SALONES PERMITEN EL mbito geogrfico a todos los representantes que CONTACTO PRESENCIAL, UN participan en un sector: desde los productores- VALOR INCUESTIONAbLE creadores del producto o servicio, hasta el usuario FAIRS FACILITATE FACE-TO-FACE final pasando, lgicamente, por el canal de ventas, la distribucin, etc. No hay otras frmulas capaces CONTACT, AN UNqUESTIONABLE de articular tan armoniosamente el encuentro de ADVANTAGE In the era of online communication, Internet and mobile devices, the use and effectiveness of a fair such as FITUR, far from being questioned, is actually strengthened, in its capacity as a unique business tool. Fairs facilitate face- to-face contact, an unquestionable advantage that cannot be provided by any other trade formula, one that is quite indispensable when it comes to generating transactions and consolidating trade relations. On the one hand, face-to-face meetings approach business and exchange from the perspective of trust, a factor that continues to play a key role when it comes to doing business. On the other, fairs enable participants to optimise their time and resources, both of which are highly important variables for any company or management body in the current economic climate. No other trade formula can compete with a fair of FITURs characteristics, an event that brings together all the representatives of a particular industry for a limited period under the same roof, ranging from product and service creators to end users, not to mention members of the sales channel, representatives of the distribution channel, etc. No other format is capable of bringing together all of the leading players within24FITUR Escenarios2012

16. todos los actores de una industria y de reunir las distintas opciones que hay en an industry in such a harmonious manner, effectively encompassing all of theel mercado, permitiendo con eficacia la interactuacin de aquellos portavoces different options available on the market and facilitating the interaction of thoseque poseen capacidad de decidir y negociar y, consecuentemente, facilitar la representatives who have the capacity to make decisions and negotiate, thustoma de decisiones. oiling the decision-making process. EVOLUCIONA CON EL TIEMPO, IMPLEMEN- The presence of the most competitive members of the industry means that the optimisation of resources not only applies during the promotional and marketing TANDO TODAS AqUELLAS INNOVACIONES stage, but also during the decision-making period, thus shaping an effective qUE REPERCUTAN EN bENEFICIO DE LOS process in which, over a short period of time, a large number of important AGENTES agreements and deals can be signed and secured. No other tool exists today EVOLVES OVER TIME, INTRODUCING ALL KINDS OF that is capable of tapping in to this potential for contacts and negotiation, and INNOVATIONS THAT ARE TO THE BENEFIT OF MEMBERS this accentuates the capacity of the fair to create a unique setting, one that simply confirms its utility and competitive appeal.Esta presencia de los perfiles ms competitivos logra que la optimizacin de However, a trade fair does not exclude any other instrument that may help torecursos no slo se haga en la fase de promocin o comercializacin, si no boost an industry. In fact, other tools simply increase the fairs potential. As atambin en el periodo de toma de decisiones, un trmite eficaz que acorta faithful reflection of an industry, a fair evolves over time, introducing all kinds ofprocesos y que permite en un corto espacio de tiempo, como el que concentra innovations that are to the benefit of members of the industry. This forms theuna feria, consolidar grandes acuerdos y sustanciar importantes negocios. Sin basis of a fairs capacity to integrate new tools, in this case on-line tools, whichlugar a dudas, ninguna herramienta posee hoy en da ese potencial de contactos help to make the work of participants easier and enhance their managementy negociacin, lo que acenta la capacidad de la Feria para crear circunstancias and communication actions, as well as promoting all of the other operations thatnicas que subrayan su utilidad y competitividad. take place within the framework of the event.Pero no nos engaemos, la Feria no es una frmula mgica, exige organizacin The coincidence of all of these factors means that the results of any initiativeprevia, un trabajo anterior a la visita para cerrar la agenda y acudir con los carried out at the fair are effectively multiplied, based on a competitiveobjetivos bien marcados, as se garantiza el xito de las acciones que se investment, whose benefits in terms of savings and effectiveness are only toocelebren en ella plain to see. In short, an event of this kind is truly effective when it comes to generating business, a goal that, after all, constitutes the very raison dtre ofEl Saln comercial, sin embargo, no excluye al resto de instrumentos que a fair.pueden ayudar a impulsar, an ms, todo su potencial. La Feria, como reflejofiel de un sector, evoluciona con el tiempo, implementando todas aquellasinnovaciones que repercutan en beneficio de los agentes de la industria. Deah su capacidad de integrar nuevas herramientas, en este caso las on line, quefaciliten el trabajo de los participantes, mejoren la gestin, y permitan ademspotenciar la comunicacin y facilitar todas las operaciones que convergen enel certamen.La convivencia de todos estos elementos logra que se multipliquen los resultadosde las acciones que suceden en la Feria, con una inversin competitiva, cuyosbeneficios, por ahorro y efectividad, resultan evidentes y absolutamente eficacespara la generacin de negocio que, en definitiva, para una Feria constituye suprincipal fin. 25 POINTS OF VIEW FITUR 2012

17. La importancia de la I+D+i en el turismo gastronmico the iMportance oF r&D&i in GastronoMical tourisM Director De i+D Del basque culinary center Jos Iaki lava Marqunez r&D Director oF the basque culinary center En los ltimos aos, el turismo gastronmico ha pasado a ser uno de los motores de la industria turstica espaola y europea. Es evidente que la gastronoma es uno de los productos estrella en los planes tursticos, tanto estatales como comunitarios. Es un mercado en alza y, cada vez ms, es un producto de venta para cualquier pas. Basta con echar un vistazo a las cifras: Se estima que cada ao hay 6 millones de gastro-turistas visitando distintos lugares de Espaa. La importancia de la alta cocina en Espaa y, especialmente, en Euskadi. Siete restaurantes con tres estrellas Michelin y un total de 137 restaurantes con estrellas en Espaa. LA GASTRONOMA ES UNO DE LOS PRODUCTOS Se estima una demanda potencial de 14 millones de ESTRELLA personas para el turismo eno-gastronmico en Espaa. IT IS qUITE EVIDENT THAT Comer fuera y raro (Turismo Gastronmico) es una de las GASTRONOMY IS ONE OF THE 20 principales tendencias en la web a nivel mundial, es STAR PRODUCTS In recent years gastronomical tourism has become one of the driving forces of the Spanish and European tourist industry. It is quite evident that gastronomy is one of the star products on the Spanish tourism line-up, both on the national and regional levels. Gastronomy is a growing market and increasingly becoming a major selling factor in many countries. All you have to do is look at the figures: Estimates say 6 million gastro-tourists now visit various parts of Spain. Haute cuisine is at an all-time high in Spain, especially in the Basque Country. Spain has 7 restaurants with 3 Michelin stars and a total of 137 restaurants with at least 1 Michelin star. Estimates say there is a potential demand of 14 million people interested in Spanish oeno-gastronomical tourism. Eating out and eating well (Gastronomical Tourism) is one of the 20 main trends on the world wide web, and this is because every country in the world and even 26 FITUR Escenarios 2012

18. por ello que todos los pases, e incluso las regiones del mundo, se hallan inmer- every region in the world is racing to promote and improve their image on thesas en una carrera de promocin y mejora de su imagen a nivel gastronmico. gastronomical level. The recent consideration of gastronomy in various countriesLa reciente consideracin de la gastronoma de varios pases como patrimonio as part of a new intangible heritage of mankind recognised by the UNESCO isinmaterial de la humanidad por parte de la UNESCO es buena prueba de ello. proof of this.As lo indica el informe elaborado por la Unin Europea en 2010. Textualmente: This was also mentioned in a European Union report in 2010. Textually: AlthoughAunque Europa sea la regin ms visitada del mundo, la llegada de turistas Europe is the most visited region of the world, international tourist arrivals areinternacionales crece a un ritmo inferior al de la media mundial. Continan apa- growing at a lower rate than the world average. New competing destinations arereciendo nuevos destinos ofreciendo servicios y productos innovadores que re- emerging, offering innovative products and services, which further increase thefuerzan la competencia a la que se enfrenta la UE a nivel mundial. Por lo tanto, competition the EU is facing at a global level. Therefore, how can we face up tocmo se puede hacer frente a esta feroz competencia internacional? this ferocious international competition?La respuesta es exactamente la misma que para otros sectores econmicos: a The answer is exactly the same as we would give to other sectors of the economy:travs de la investigacin y la innovacin. Parece raro hablar de investigacin through research and innovation. It may seem strange to talk about researche innovacin en gastronoma, pero qu sino eso, es lo que llevan haciendo and innovation in gastronomy, but what, if not precisely this, have our chefs andnuestros cocineros y restauradores en los ltimos aos? El auge del turismo restaurateurs been doing in recent years? The rise of gastronomical tourism ingastronmico en Espaa se debe principalmente al atractivo que representa la Spain is basically due to the attractions offered by the internationalisation ofinternacionalizacin de nuestra gastronoma. our gastronomy.quizs haya quien piense que deberamos dejar todo el trabajo de I+D+i en There are maybe some who think that we should leave all the R&D&I work in themanos de nuestros cocineros estrella, pero esto no es realista. Los tipos de hands of our star chefs, but this is not very realistic. The type of restaurantrestaurante ms utilizados por los turistas son los restaurantes a la carta, segui- most utilised by tourists is precisely the menu or la carte restaurant, closelydos de cerca por la restauracin de tipo tapa/pintxo. Sin el trabajo de innovacin followed by the tapas/pintxo kind of establishment. Without the constante investigacin culinaria constante, que significa mantener una barra de tapas/ culinary innovation and research that goes into keeping a tapas/pintxos barpintxos, todo el atractivo turstico de estos pequeos negocios se perdera. De open and busy, all the tourist attractiveness of these small businesses would beesta forma, no slo la investigacin culinaria, sino la innovacin gastronmica lost. This means that it is not only culinary investigation but also gastronomicalen su conjunto, es necesaria para mantener e incrementar nuestra competiti- innovation in the widest sense that are necessary for maintaining and increasingvidad en el turismo gastronmico. Precedidas de las rutas tursticas, las acti- our competitive edge in the field of gastronomical tourism. Ranking just after tourist routes, gastronomical activities are the second-most solicited NUEVOS DESTINOS OFRECIENDO SERVI- information requests at tourist offices. If we are able to show and present our immense culinary wealth to the world, our great gastronomical culture, and CIOS y PRODUCTOS INNOVADORES continue innovating and researching new ideas, we will be able to maintain our NEW COMPETING DESTINATIONS ARE EMERGING, leading position in world gastronomical tourism. OFFERING INNOVATIVE PRODUCTS AND SERVICES In my opinion, the contributions of centres like the Basque Culinary Center are crucial. We must promote the use of scientific methods applied to our culinaryvidades gastronmicas se erigen en la informacin ms solicitada. Si somos arts and sciences, so that all the potential for imagination, innovation andcapaces de dar a conocer la inmensa riqueza actual de nuestra cultura gastro- investigation so lavishly shown by our many chefs and restaurateurs reaches itsnmica y continuar innovando e investigando en ella, tenemos la posibilidad de maximum level of efficiency and makes our surroundings a much more attractivemantener una posicin de liderazgo en el turismo gastronmico mundial. as a gastronomical destination than ever before.Evidentemente, la aportacin de valor de un centro como el Basque CulinaryCenter I+D es crucial. Hay que fomentar el uso de la metodologa cientfica enlas ciencias culinarias para que todo el potencial de imaginacin, innovacine investigacin que derrochan nuestros cocineros y restauradores alcance sumxima eficacia, haciendo de su entorno un destino gastronmicamente msatractivo. 27 POINTS OF VIEW FITUR 2012

19. El turismo, un motor clave para acelerar la recuperacin espaolatourisM, a Key Force For acceleratinG spains econoMic recoVery presiDente De exceltur Sebastin Escarrer chairMan oF exceltur En la actual encrucijada en la que se encuentra Espaa, es difcil identificar un sector como el turstico con mayor capacidad para desempear un papel protagonista en la necesaria recuperacin de la economa espaola. La eleva- da presencia de las actividades tursticas en la estructura econmica del pas -aportando el 10,0% del PIB-, su capacidad tractora sobre otros sectores claves de nuestro patrn de especializacin (la construccin, la industria auxiliar, los servicios de ocio, de transporte, el comercio, etc.), su vocacin exportadora por encima de los 40 mil millones de euros en ingresos del exterior, su intensi- dad en la creacin de empleo ms de 2 millones, adems de su capacidad de integracin de colectivos desfavorecidos, su amplia extensin territorial y su condicin de baluarte de la imagen exterior de Espaa, deberan situar al turismo como uno de los sector claves en la estrategia espaola para salir de la actual crisis EL SECTOR TURSTICO HA econmica. DEMOSTRADO SU CAPACI- DAD DE CRECIMIENTO Todo ello, recin terminado un ao 2011 en el que el THE TOURIST TRADE HAS sector turstico ha demostrado su capacidad de crecimiento, cuatro veces por encima de la media espaola, PROVEN ONCE AGAIN THAT segn las previsiones del PIB turstico que realizamos en IT DOES HAVE CAPACITY FOR GROWTH At the current crossroads faced by Spain today it is difficult to identify a sector as powerful as the tourist industry with the capacity for playing a decisive role in the all too necessary recovery of the Spanish economy. The strong presence of tourist activities in the economic structure of our country contributing 10.0% of GDP, its pulling force on other key sectors of Spains specially significant economic sectors (construction, ancillary industries, leisure services, transport, trade, etc.), its exporting strength above 40 billion in trade from abroad, its intensity in job creation over 2 million jobs, apart from its capacity to integrate the less favoured population groups, its extensive territorial reach and its role as a standard-bearer for Spain in other countries, should all be capable of positioning tourism as one of the key sectors in Spains strategy to solve its current economic woes. All this comes just after the end of 2011, in which the tourist trade has proven once again that it does have capacity for growth (four times higher than the Spanish average, in fact, according to the GDP forecasts for tourism that we have just undertaken at EXCELTUR), and ranks as one of the few sectors in which employment has made sustainable increases throughout the past year. 28 FITUR Escenarios 2012

20. EXCELTUR, siendo uno de los pocos que habr creado empleo de manera soste- Whereas at EXCELTUR we have been issuing warnings on the close dependencynida durante todo el ao. Si desde EXCELTUR hemos venido alertando sobre la of this increase on geopolitical problems being suffered by some of our majorestrecha dependencia de este repunte respecto de los problemas geopolticos competitors in the Eastern Mediterranean, such as Egypt and Tunisia, at thesufridos por algunos de nuestros principales competidores del mediterrneo same time we have been defending our capacity to act as a driving force fororiental, como son Egipto y Tnez, a la vez hemos defendido nuestra capacidad recovery in the wake of State policies promoting new development modelspara ejercer de motor de la recuperacin con el impulso de una poltica de Es- based on new working arrangements and a new government.tado que fomente un nuevo modelo de desarrollo basado en nuevas lgicas detrabajo y una nueva gobernanza. The challenge we face as a sector and our capacity to convert ourselves into a bastion of solidarity for the recovery of the Spanish economy is focused onEl reto que tenemos como sector y nuestra capacidad para convertirnos en un overcoming the indiscriminate growth model we have inherited, with constantlypilar solidario de la recuperacin de la economa espaola se centra en superar decreasing profit margins, and making a firm bid for renewal and repositioningel modelo de crecimiento indiscriminado de la oferta con mrgenes a la baja y towards segments with a greater capacity for economic outlay, enabling usapostar por su renovacin y reposicionamiento hacia segmentos de mayor de- to increase unit earnings and promote the creation of better and greaterrrama econmica, que permitan mejorar los ingresos unitarios e impulsen la employment. In short, we should grow by greater added value, meaning a greatercreacin de un mayor y un mejor empleo. En definitiva, crecer por mayor valor economic contribution, but not necessarily just growth in the volume of touristsaadido, lo que supone ms contribucin econmica, pero no necesariamente per se.ms volumen de turistas per se. Behind this model, what we defend is not more territorial occupation, butDetrs de este modelo, defendemos no ms ocupacin del territorio, pero s una rather a firm institutional bid materialising in economic and fiscal instrumentsfuerte apuesta institucional materializada en instrumentos econmicos y fisca- for rehabilitating the spaces and facilities already constructed, promotingles por la rehabilitacin de los espacios e instalaciones ya construidas, poten- a more entertaining use of tourist spaces, which are the brand marks of ourciando un uso ms ldico de los espacios tursticos que son sea de identidad tourist line-up, such as Spanish beaches. We do not believe that renewing andde nuestra oferta como, por ejemplo, son las playas. No creemos que renovar repositioning our more conventional product range can be resolved simply byy reposicionar la oferta ms convencional se resuelva solo con un mayor gasto greater institutional promotion, although we do favour better coordination anden promocin institucional, aunque s abogamos por una mejor coordinacin y distribution of current budgets so as to optimise their effects, avoiding overlapsdistribucin de los presupuestos actuales para optimizar sus efectos, evitando amongst public bodies and opting for more efficient marketing channels that enable greater segmentation and returns, including a more strategic kind of APOSTAR POR SU RENOVACIN y REPO- priority for the promotion of travel amongst Spaniards themselves, who, we SICIONAMIENTO HACIA SEGMENTOS DE should not forget, make up a greater part of our market. MAyOR DERRAMA ECONMICA It is not time, either, for a new wave of regulatory measures and the like; it is MAKING A FIRM BID FOR RENEWAL AND time, instead, for a brave approach that solves the simplification of our current REPOSITIONING TOWARDS SEGMENTS WITH A standards and deals with their necessary homogenisation, especially amongst GREATER CAPACITY FOR ECONOMIC OUTLAY our regional communities, so as to facilitate investment and guarantee the already-overly distorted unity of our single market. We are not supporters of monumental works in new transport infrastructure, but we do support the designsolapes entre organismos y optando por los canales de comercializacin ms of an authentic transportation and tourism policy that pursues improvementeficientes que permitan la mayor segmentacin y retorno, incluyendo con una and more efficient connections with our targeted demand markets, avoidingmayor prioridad estratgica la promocin de viajes de los espaoles, que no discrimination amongst companies that distort competition and generatepodemos olvidar, representan nuestro principal mercado. demand volumes by impulse only, which in the long run are unsustainable in the current scenario of reduced public spending and increasing energy costs.No es el momento tampoco de una nueva ola de regulacin, pero s de unaapuesta valiente que afronte la simplificacin de la actual normativa y aborde We firmly believe that amongst the greater economic policy issues faced bysu necesaria homogenizacin, especialmente entre comunidades autnomas, Spain, it is essential that we see an advance in a more ambitious reform ofcon el objetivo de facilitar la inversin y garantizar la ya distorsionada unidad de the labour market that would truly consolidate the flexicurity approach, reducemercado interno. No somos partidarios de obras faranicas en nuevas infraes- operating costs of tourist companies by means of a new tax framework andtructuras de transporte, pero s en el diseo de una verdadera poltica de trans- instrumentalise channels to guarantee the necessary access to credit. Theseporte y turismo que persiga las mejores y ms eficientes conexiones con los are all essential so as to contribute to our capability for growth within the trade.mercados de demanda objetivos, evitando la discriminacin entre compaasque distorsionan la competencia y generan volmenes de demanda por impulso 29 POINTS OF VIEW FITUR 2012

21. que son insostenibles en el actual escenario de reduccin del gasto pblico y Issues such as the scarcity of resources and the need to maximise efficiency encarecimiento de la energa. always bring in their train an extraordinary opportunity for advancement in the improvement of governance within our industry. Today more than ever we face Creemos firmemente que dentro de los grandes temas de poltica econmica the challenge of accepting a greater degree of integration of all those who form a los que se enfrenta Espaa, un avance en una reforma laboral ms ambicio- part of the value chain in tourism, redefining the contribution that each of us sa que consolide de forma real la flexiseguridad, una reduccin de los costes makes and reinforcing the overall design of the kind of tourist product line-up operativos de las empresas tursticas a travs de un nuevo marco fiscal e ins- we really want to sell on our markets while helping the Spanish economy to trumentalizar los canales que garanticen el necesario acceso al crdito, son recover. Working along these lines should bring with it a transition from the all imprescindibles para contribuir a la capacidad de crecimiento del sector. too generalised and diffuse kind of public-private collaboration we current have more rhetorical than truly institutionalised towards reciprocal commitments La escasez de recursos y la necesidad de maximizar la eficiencia introduce, a su amongst public-private bodies in which strategic decisions and management vez, una extraordinaria oportunidad por avanzar en una mejora en la gobernan- are shared, within an enhanced political priority framework and institutional za de nuestro sector. Hoy ms que nunca tenemos el reto de asumir una mayor cooperation at different levels of the public administration, with competencies integracin de todos los que formamos parte de la cadena de valor turstica, ali- that affect competition within the trade. neando ms y mejor la aportacin de cada uno y reforzando el diseo conjunto de los productos tursticos que queremos realmente vender en los mercados por From EXCELTUR we trust that this new Fitur event and the conclusions of our VI su mayor contribucin a la economa espaola. Trabajar en esta lnea debera Forum on Tourist Leadership will act as a turning point, and a renewed impulse suponer transitar de la demasiado generalizada y difusa colaboracin pblico- for a more ambitious State policy in favour of tourism in Spain, serving to privada, ms retrica que realmente institucionalizada, a compromisos recpro- enlighten our paths along a new road to sustainable prosperity in our tourism cos en rganos pblico-privados sector. en los que se compartan las de-UN NUEVO CICLO DE PROS- cisiones estratgicas y la gestin,PERIDAD SOSTENIbLE DE dentro de una mayor prioridadNUESTRO SECTOR TURSTICO poltica y cooperacin institucio-A NEW ROAD TO SUSTAINABLE nal entre las distintas escalas de la administracin pblica, conPROSPERITY IN OUR TOURISM competencias que afectan a laSECTOR competitividad del sector. Desde EXCELTUR confiamos que esta nueva edicin de Fitur y las conclusiones de nuestro VI Foro de Liderazgo Turstico sirvan como punto de inflexin e impulso de una nueva y ms ambicio- sa poltica de Estado a favor del turismo en Espaa, que alumbre un nuevo ciclo de prosperidad sostenible de nuestro sector turstico. 30 FITUR Escenarios 2012

22. Turismo enolgico:denominaciones de origen y destinos tursticos Doctora en estrateGia y MarKetinG por la Wine tourisM: DenoMinations oF uniVersiDaD De castilla-la Mancha oriGin anD tourist Destinations phD in strateGy anD MarKetinG FroM the Mar Gmez Rico uniVersity oF castilla-la Mancha En los ltimos aos se observa una tendencia generalizada a la creacin de nuevos productos tursticos, principalmente relacionados con el mbito rural. En particular, la combinacin del vino, la gastronoma y el turismo se presenta como una simbiosis perfecta que est favoreciendo el crecimiento de determinadas reas vincolas. Cada vez ms destinos se centran en el vino y los alimentos como principales productos tursti- EL TURISMO ENOLGICO cos. De hecho, se han detectado sinergias para vincular HA ExPERIMENTADO UN a los visitantes enolgicos con rutas, como la del queso o el aceite. En Espaa, han surgido diversas iniciativas GRAN CRECIMIENTO desde las entidades pblicas, entre las que destaca Sa- OENOLOGICAL TOURISM HAS borea Espaa o Rutas del Vino de Espaa de ACEVIN. EXPERIENCED STRONG GROWTH Estos hechos ponen de manifiesto que el turismo basado en el vino es una forma atractiva de viajar y que favorece el desarrollo de las bodegas. El turismo enolgico ha experimentado un gran crecimiento, especialmente, en la ltima dcada. Se trata de un medio eficaz que permite generar riqueza en las zonas rurales, mediante el incremento del empleo, la diversifi- cacin de la economa rural o la preservacin del entorno natural y cultural. En consecuencia, el turismo enolgico es una lnea de negocio con interesantes oportunidades para los empresarios vincolas, no slo como va para educar en el consumo de vino, sino para potenciar su venta desde las propias bodegas. In recent years we have seen a generalised trend towards the creation of new tourist products, mainly related to the rural environment. In particular, the combination of wine, cuisine and tourism is being presented as a perfect symbiosis, aimed at promoting growth in wine-growing areas. An increasing number of destinations are focusing on wine and food as major tourist attractions. In fact, a number of synergies have evolved, linking wine-tasting visits to wine routes, just like some already existing cheese and oil routes. In Spain, we can see various initiatives from public bodies as well, of note among which is the culinary attraction Saborea Espaa and the wine routes Rutas del Vino de Espaa from the wine association ACEVIN. These actions show that tourism based on wine is an attractive way of promoting travel and favouring the development of Spanish wine cellars. Oenological tourism has experienced strong growth in the last decade. It is in fact an efficient method of generating wealth in rural areas, increasing employment, diversifying the rural economy and also preserving our natural and cultural surroundings. In consequence, oenological tourism is a business line giving winemakers many interesting opportunities, not only as a way to educate people in wine 31 POINTS OF VIEW FITUR 2012

23. Algunas de las razones que justifican la decisin de visitar una bodega frente a consumption, but also as a means of strengthening sales at the wine cellar itself. otras son: catas y compra de vino, comer en el restaurante de la bodega, realizar Some of the reasons that justify the decision of visiting one wine cellar as una visita a la bodega contactando con el productor del vino, aprender ms sobre opposed to another are: tastings and wine sales, eating at the wine cellars own el vino, relacionarse con otras personas, disfrutar de la atmsfera y entreteni- restaurant, visiting the wine cellar and meeting the winemaker, learning more miento en la bodega. Sin embargo, el turismo enolgico incluye no slo la visita about wine, meeting other like-minded people, enjoying the atmosphere of the a las bodegas o la cata de vinos, sino la realizacin de otras actividades comple- wine cellar and having fun. Nevertheless, oenological tourism not only includes mentarias. Los visitantes de las regiones vincolas buscan experiencias relacio- visiting a wine cellar or tasting wines, but also the enjoyment of complementary nadas con las bodegas, as como otras vinculadas a la relajacin y el descanso, activities. Visitors to wine-growing areas seek experiences related to the wine el entorno rural o la naturaleza y la cultura. La variedad de rutas y alternativas cellar, it is true, but also need other attractions such as rest and relaxation, ofertadas es muy amplia y comprende, entre otras actividades, paseos a caballo, picturesque surroundings, nature and culture. The variety of routes and visitas y representaciones teatrales, jornadas gastronmicas o espectculos en attractions on offer is quite extensive, and includes, among other things, horse las propias instalaciones. En consecuencia, las bodegas y su entorno natural se riding, visits and theatrical performances, culinary seminars or shows or events muestran como una alternativa de ocio con gran potencial. at the site in question. This means that wine cellars and their surroundings can be classed as a high-potential leisure alternative. En estos ltimos aos, el nmero de reas enotursticas ha aumentado nota- blemente tanto en el mbito nacional como mundial. Algunas de estas zonas In the last few years, the number of oenotouristic sites has increased notably cuentan con una gran tradicin vincola, mientras que otras se han incorporado both in Spain and on the world level. Some of these areas have a long wine- a esta iniciativa turstica recientemente. La promocin de cada zona vincola con growing tradition behind them, whereas others have only recently started up productos y caractersticas similares proporciona a sus bodegas una marca glo- their tourist initiatives. The promotion of each wine-growing area with similar bal. En Espaa esta marca paraguas se define como denominacin de origen, products and characteristics often provides wine cellars with a global kind representando no slo el origen geogrfico del producto, sino la tradicin y la ca- of branding. In Spain, this umbrella branding is known as Denominacin de lidad del destino turstico. En este sentido, las denominaciones de origen son un origen, representing not only the geographical origin of the product, but also instrumento de diferenciacin que opera como una poderosa herramienta de co- the tradition behind it and often its quality as a tourist destination. In this mercializacin del destino enotursti- sense, denominations of origin are differentiating instruments that operate asALTERNATIVA DE OCIO CON co. En algunas ocasiones, cuando se a powerful marketing tool for the oenotouristic destination in question. In someGRAN POTENCIAL trata de denominaciones de origen cases, when the denomination of origin already has a great deal of prestige,HIGH-POTENTIAL LEISURE de reconocido prestigio, como Rioja such as Rioja or Ribera del Duero, the brand acts as a powerful clincher in the o Ribera del Duero, la marca favore- decision to visit the corresponding oenotouristic destination. If the denominationALTERNATIVE ce el conocimiento e inters para vi- of origin is less well known, it is necessary to strengthen certain aspects of it sitar el destino enoturstico. Mientras as a tourist destination that will serve to attract visitors to this wine-growing que si la denominacin de origen es area. Therefore, wine-growing areas and wine cellars themselves can act menos reconocida, ser preciso potenciar otros aspectos del destino turstico as determining factors that convince visitors to choose a particular tourist que permitan atraer a los visitantes a las reas vincolas. Por tanto, las zonas vi- destination, as wine production zones are usually attractive areas in any case ncolas y las bodegas tambin pueden actuar como un factor determinante para and vineyards provide pleasing natural surroundings. los visitantes que eligen un destino turstico, ya que las regiones vincolas suelen ser lugares atractivos y los viedos son un entorno de naturaleza agradable. Consequently, strengthening the brand image of denominations of origin is a good strategy recommended by public bodies related to the wine-growing En consecuencia, potenciar la imagen de marca de las denominaciones de ori- and the tourist industries. To achieve this, we should intensify advertising genes una estrategia recomendada para las entidades que gestionan el sector actions such as creating and distributing promotional leaflets or brochures, vincola y turstico. Para ello, se deberan intensificar las acciones publicitarias in collaboration with Town and City Councils, Wine-Growing Regulatory Boards mediante la difusin de folletos publicitarios en colaboracin con Ayuntamien- and Tourist Offices in general; promote open door seminars at wine-growing tos, Consejos Reguladores u Oficinas de Turismo; promover jornadas de puertas facilities, thereby promoting wine and wine cellars; collaborate at wine events abiertas en las instalaciones de las bodegas que permitieran dar a conocer el and trade shows, or culinary events in general, not only in the major cities vino y sus instalaciones; colaborar en ferias y eventos del vino, o gastronmicos pertaining to each denomination of origin, but also at other points of interest en general, no slo en las ciudades referentes de cada denominacin de origen, to tourists; and collaborate in the publishing of books on wine, wine-tasting and sino en otros puntos de inters turstico; o colaborar en la edicin de libros de wine-stewarding, and on cuisine. To achieve this objective in relation to brand cocina o en cursos sumilleres y de cocina. Asimismo, para la consecucin de este imaging, it will be necessary to liaise and sign agreements with other bodies, objetivo de imagen de marca, tambin sera necesario colaborar con otros orga- such as hotels, spas and health centres, restaurants and tourist enterprises nismos mediante la firma de acuerdos con hoteles, spas o balnearios, restauran- already operating in each area. In this way we can hope to offer a true variety of tes o empresas de turismo activo de la zona. De esta forma se podra ofrecer una alternatives in quality tourism for the promotion of wine culture. variedad de alternativas en turismo de calidad para promover la cultura del vino. 32 FITUR Escenarios 2012

24. Los grandes eventoscomo dinamizadores tursticos y sociales larGe-scale eVents as DriVinG Forces For tourisM anD society eMbaJaDor De brasil en espaa Paulo C. de Oliveira Campos aMbassaDor oF brazil in spain En vsperas de la apertura de su 32 edicin, la participacin de Brasil en FITUR 2012 demuestra que consideramos que la Feria Internacional de Turismo de Ma- drid es uno de los grandes eventos del sector en todo el mundo. El ao pasado, la Feria reuni a ms de 10.000 empresas de 166 pases y regiones que, junto a los 200.000 visitantes de los pabe- llones de IFEMA, hicieron del evento punto de encuentro LOS PASES EN DESARRO- del turismo mundial. LLO, LOS MAyORES RESPON- SAbLES DEL CRECIMIENTO Los datos de la Organizacin Mundial del Turismo (OMT) DEVELOPING COUNTRIES WERE indican que la industria del turismo demostr, ya en 2010, su capacidad de recuperacin de la crisis econ- LARGELY RESPONSIBLE FOR THIS mica. Ese ao, el nmero de llegadas de turistas inter- INCREASE nacionales alcanz la cifra rcord de 935 millones de personas, superando en 22 millones el rcord precrisis alcanzado en 2008 y en 58 millones las cifras de 2009. As como en la economa en general, fueron los pases en desarrollo los mayores responsables de este crecimiento, con una subida del 8%, frente al 5% de los pases desarrollados. Y Brasil, como no poda ser de otra manera, participa en este crecimiento. Como ejemplo, el nmero de llegadas al pas no ha dejado de crecer ningn mes del ao 2011. Si en 2010 tuvimos un total de 7,9 millones de entradas de turistas, On the eve of the opening of the 32nd FITUR event for 2012, the participation of Brazil shows that we consider the International Tourism Trade Fair in Madrid as a major event for the industry throughout the world. Last year, the event attracted over 10,000 companies from 166 countries and regions, which together with the 200,000 visitors to IFEMAs pavilions, made the event a world hub for the tourist trade. Data from the World Tourism Organisation (WTO) indicate that the tourist industry already demonstrated its capacity for recovery from the economic crisis in 2010. This year, the number of international tourist arrivals reached a record figure of 935 million people, exceeding the 2008 pre-crisis record by 22 million and up by 58 million over 2009. Just like the economy in general, developing countries were largely responsible for this increase, up 8% compared to only a 5% increase in developed countries. And Brazil, as could not be otherwise, has a hand in this growth. As an example, the number of arrivals to our country continued to grow in every month of 2011. Whereas in 2010 we had a total of 7.9 million tourist entries, our estimates 33 POINTS OF VIEW FITUR 2012

25. nuestras proyecciones en 2011 indicaban un total superior a 9 millones, el mejor for 2011 point to a total above 9 million, which is the best result of all time in resultado de todos los tiempos del sector. El mercado domstico tampoco se que- our industry. Our domestic market shows the same trends, having grown from da atrs, habiendo crecido entre enero y noviembre de 2011 un 16,6% en relacin January to November 2011 by 16.6% compared to the same period last year, al mismo periodo del ao anterior, sumando 61,7 millones de llegadas. totalling 61.7 million arrivals. No son slo las cifras favorables las que corroboran que el sector de turismo es una And it is not only these good results that corroborate how the Brazilian de las principales apuestas del Gobierno brasileo. Entre otras iniciativas, destaco government emphasises the tourist trade. Of note among other initiatives la creacin del propio Ministerio de Turismo, en 2003, que forma parte de nuestro was the creation in 2003 of the Ministry of Tourism, which implements our compromiso de promover el desarrollo sostenible de Brasil, con la superacin de commitment to promote sustainable development in Brazil and overcome our nuestras desigualdades sociales y regionales. Como muy bien recuerda el Ministro social and regional inequalities. As our minister Gasto Vieira remembers very Gasto Vieira, un estudio de la prestigiosa Fundao Instituto de Pesquisas Econ- well, a survey conducted by the prestigious Fundao Instituto de Pesquisas micas (FIPE) muestra que este sector es el generador de empleos ms barato de la Econmicas (FIPE) shows that this sector is the most economic generators economa brasilea. Efectivamente, se estima que actualmente cerca del 3,6% de of employment in the Brazilian economy. In fact, it is estimated that currently nuestro Producto Interior Bruto deriva de actividades ligadas al turismo almost 3.6% of our Gross Domestic Product is derived from activities related to tourism. Los grandes eventos que Brasil organizar en los prximos aos formarn parte de este proceso de fortalecimiento del turismo y de mejoras sociales, acompa- The large-scale events that Brazil will be organising over the next few years ando al crecimiento econmico will form part of a process aiming to strengthen tourism and make social del pas. Estudios encargados por improvements, accompanied by economic growth within the country. SurveysLOS ENCUENTROS DEJARN el gobierno indican que el impacto commissioned by the government indicated that the economic impact of theUN IMPORTANTE LEGADO EN econmico del Mundial de Ftbol World Football Cup 2014 will be around

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