Presentación. Tourism Development Planning Infrastructures Creation and development of equipments Improvement of the landscape New leisure equipments.

Presentación

Tourism Development• Planning• Infrastructures• Creation and development of equipments• Improvement of the landscape• New leisure equipments• Etc.

INVESTMENT AND ENGINEERINGINVESTMENT AND ENGINEERING

Traditional concept based on:

From the commercial point of view....

• A touristic product is a combination of tangible and intangible items that meet the needs and motivation of a certain consumer.

TOURIST ATTRACTIONS

TOURIST ATTRACTIONS

INFRASTRUCTURESAND

EQUIPMENTS

INFRASTRUCTURESAND

EQUIPMENTSSERVICESSERVICES IMAGE AND

SYMBOL VALUES

IMAGE ANDSYMBOL VALUES

New Trends (WTO)• Reduce lenght of stay of the holidays• Fragmented holiday periods• Fast growing of made-to-measure holidays• Great expectations to link holidays with

experiences!• New emerging destinations in the

international market• Deep market segmentation

New Trends (WTO)• Increase the social pressure: “you have to go”, “you

have to visit”,...• The world is becoming smaller for the tourist. They

can reach everywhere.• The technology is going to play a VERY

IMPORTANT role to obtain tourist information.• We are in a market where the client is the KING.• European population is getting older: 23% of european

population was older than 55 in 1999, 28% in 2005.• Important increase of last minute desicions.

Key point: segmentation • In order to attract visitors, the different components of

the tourist industry have to combine to create specific products targetting an specific consumer.

• The destination is the umbrella under we have to offer a wide range of produtcs: segmented and with a theme

Segmented products• To get together what exists to make it more

attractive and/or introduce as a new thing.

• Add little elements: activities, services, some equipments,...

• Positioning

Based in marketing techniques

IMAGINATION AND COORDINATIONIMAGINATION AND COORDINATION

Advantages for the destination• Adapt quickly to market changes

• Diversify the products portfolio

• Product better adapted to the customer: it makes the buying process very easy and increases the satisfaction

• Makes the selling process easier.

However, it requires.....

Requirements• Knowledge of the market• Compatible mix products/markets• Initiative and innovation• Creativity• Organising and coordination• Correct channels of

commersialisation• Add value to the product

It doesn’t exist a magical receiptWe have to work on it constantly

Generic Trips

• Wide range market• Popular destinations• Mid-low level clients• Easy packages• Standard services• Advertising based on price• Controled by big tour operators• Buy through travel agents

Generic Trips• Costa Brava has an important market share of

this kind of trips

New Trends• Trips based on a leisure or physical activity• Targetting niche markets• Competition based on the activity• Destinations: locals or remote• High level client• All inclusive packages• Small and specialized tour operators• They need more organising• They are sold directly or through selected agencies

• New trips are based on EXPERIENCES and FEELINGS. We sell dreams, fantasies and memories.

TOURIST PROFILE ARRIVING TO COSTA BRAVA GIRONA AIRPORT IN LOW COST

FLIGHTS

• Based on 3 studies in different seasons:

– July – Setember 2003 (High Season)

– March – June 2004 (Low Season)

– July – Setember 2004 (High season)

• At the moment 17 Ryanair destinations, with more than 21 flights daily all year round.

• Ryanair 3.000.000 passangers / 2004

• Objective: Reaching 5.000.000 passangers by 2006

• Average of passangers before Ryanair 550.000 per year

TOURIST PROFILE

1 day 3,2 2,1

2,3 days 18,1 8,9

4 - 7 days 38,7 -2

8 - 15 days 27 -8,5

16 - 30 days 9,2 -0,2

more than 30 3,8 -0,3

Total 100 ---

Difference 2004 H /2003 H

Stay 2004 NH

TOURIST PROFILE

Age

2003 H 2004 H 2004 NH

% % accum. % % accum. % % accum.

<18 2,8 2,8 2,3 2,3 2,2 2,2

18 - 24 27,3 30,1 24,2 26,5 24,3 26,5

25 - 29 17,1 47,2 18,1 44,6 21,8 48,3

30 - 39 19,5 66,8 22,3 66,9 23,2 71,6

40 - 49 14,2 81 15,6 82,5 15,1 86,7

50 - 59 11,8 92,8 10 92,5 9 95,7

60 - 64 3,4 96,2 3,4 95,9 2,9 98,6

65 or more 3,8 100 4,1 100 1,4 100

100Total 100 100

TOURIST PROFILE

2004 H

0,40%

7,90%

34,30%

57,40%

primary school

secondary school

University

Level of StudiesNeither read or write

TOURIST PROFILE

2004 H

24,2

17,8

4,6work colleagues

5,7

32,9

32,5

28,3family

friends32,9

couple37,3

single

Who with

travel interest 2004 NH

Holidays 63,4

Visit family/friends 17,1

Business 5,9

Congresses, exhibitions 1,7

Culture 5,1

Studies 3,2

Others 3,6

2003 H

69,3

11,8

6,6

1,9

4,5

2,7

3,1

destination 2004 H1Difference 2004 H /

2003 H

Girona 49,5 1

Girona city 2,3 -0,8

Costa Brava 46,5 1,7

Pirineu de Girona 0,7 0,1

Barcelona 40,4 -3,3

BCN city 29,4 -2,6

El Barcelonès 0,1 0

Costa del Maresme 9,4 1,5

Costa del Garraf 0,7 -1,2

Catalunya central 0,7 -1,1

Tarragona 2,1 -0,5

Costa Daurada 2,1 -0,5

Lleida 0,1 -0,1

Terres de Lleida 0,1 0

Pirineus-prepirineus 0 -0,1

Rest of Spain 4,7 -0,3

Total 100

Difference /2004 (en %)

Hotels 45,7 -0,2 -41,2

4-5* 9 -3,1 -75,5

3* 19,5 1 1

1-2 * 7,9 -0,8 -35,4

Pensions 9,3 2,7 -21,5

apartment 12,6 -2,5 21,4

Rural Tourism 1,2 0,5 33,3

Campsite 7,6 1,8 65,8

own home 8,1 0,2 6,2

Relatives & friends houses 23,1 2,1 4,8

Others 1,7 -1,9 76,5

Total 100

Kind of Accommodation

Season

2004 HDifference 2004 H /

2003 H

Intention to use this kind of flights

85,9 85,6 83,6

3,6 2,4 4,2

10,5 11,9 12,2

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2003 H 2004 H 2004 NH

yes No don't know