barcelona as a sustainable tourist destination albert de_gregorio

Turisme de Barcelona Barcelona as a sustainable tourist destinationPM4SD European Summer SchoolOctober 2017

Contents

Barcelona, a driving force for the economy and tourism

Tourist activity

The Turisme de Barcelona Consortium, a key instrument

Tourism positioning

12345 Ready to continue being a reference

Barcelona, a driving force for the economy and tourism

The city of Barcelona

1.6 milionsinhabitants

101.4 km2

Barcelona3.2 millioninhabitants

636 km2

Encompasses 36 municipalities

Barcelona Metropolit

an Area:

Sources: IDESCAT and Barcelona

Metropolitan Area

Barcelona: its economy

• Gross Domestic Product: €73,916 million (2015)

• 74,627 companies (2016)

• 1,027,352 affiliates to thesocial security (2016)

Barcelona

• Gross Domestic Product: € 111.452 million (2015)

• Number of companies: 116,128 (2016)

• 1,593,995 affiliates to thesocial security (2016)

Barcelona Metropolitan Area

Source: Barcelona Metropolitan Area. Metropolitan Indicators System of Barcelona

Source: Barcelona City Council

Distribution by spendingTourism generates

Over 13,400 million euros a year

and 37 million euros a day

120,000 jobs

10/12% of the city’s GDP

Economic impact of tourism on Barcelona

Tourist activity

Number of visitors to Barcelona

The daily floating population in the city of Barcelona is estimated at 154,641 people (tourists, visitors and cruise passengers)Daily mobility not included (labor, study, etc )

Airport and cruise passengers

• Barcelona Airport: 44.121.218

passengers in 2016

• Approximately 4,444,852 more than in 2015

Sources: AENA, “Cruise Insight” and Port of Barcelona

• Barcelona is the main cruiser port in Europe

and the fourth worldwide

• In 2016 it recorded 2,684,000

cruise passengers, 144,000 more than in 2015

International tourists arrive to the city via the Airport and Port of Barcelona

International and vacation tourists at hotels

• The number of international tourists at hotels

in 2016 was 7,159,428 (79% of the total)

• Increase from 2015 - 2016: 542,112 new

international tourists.

• Vacation tourists to the city in 2016 totalled

65%.

Source: Turisme de Barcelona, Idescat , Survey on hotel occupancy of the INE and Mastercard

Tourists at hotels 2016 % s/total

1 Spain 1,906,222 21%

2 United Kingdom 812,726 9%

3 United States 762.635 8,4%

4 France 760,211 8.4%

5 Italy 578,241 6.4%

6 Germany 539,462 6.0%

Conference tourism

• Over 590,773 delegates chose Barcelona in

2016

• Barcelona hosts 422 congresses a year,

including the Mobile World Congress

• From now to 2021, the city has confirmed

226 new major congresses

• The European Cardiology Congress, in 2017

brought in 30,000 delegates and the Mobile

World Congress, 101,000

Source: Turisme de Barcelona (congresses, conventions, incentives and workshops/seminars/courses of

40 delegates or more staying a minimum of one night)

Barcelona hosted 1,974 professional meetings in 2016

Tourism positioning

Barcelona, fifth in Europe by number of bednights

Source: European Cities Marketing (ECM) and TourMis

Ranking City 2015 2016 % Variation

1 London * 77.570.148 75.069.660 -3,2

2 Paris */** 47.959.516 44.016.074 -8,2

3 Berlin 30.250.066 31.067.775 2,7

4 Roma ** 26.420.620 26.935.666 1,9

5 Barcelona ** 17.656.329 19.162.580 8,5

6 Madrid ** 17.951.742 18.097.379 0,8

7 Praga 15.917.265 16.796.384 5,5

8 Viena * 15.138.670 15.760.254 4,1

9 Munic ** 14.055.968 14.027.106 -0,2

10 Amsterdam ** 12.898.000 13.834.000 7,3

*City and metropolitan area / ** Hotels bednights only

Ranking of cities by number of meetings organised in 2016

Source: ICCA - International Congress and Convention Association

Position City Meetings 2016

1 Paris 196

2 Viena 186

3 Barcelona 181

4 Berlin 176

5 London 153

6 Singapore 151

7 Amsterdam 144

8 Madrid 144

9 Lisboa 138

10 Seoul 137

Urban tourism on the increase

• Tourism to European cities continues to grow. In 2015

Europe saw an increase in overnight stays of up to 4.2%.

Overnight stays by international tourists rose at an even

faster pace (+ 4.4%) than those of national visitors (+ 4.0%). The chief issuing markets are German, USA and United

Kingdom.

• The month with the most overnight stays is July.

Source: The European Cities Marketing – Benchmarking Report – 12th Official Edition 2015-2016

European cities attract growing numbers of tourists

Tourists visit

European cities for

short holidays and

to attend

congresses and

conventions

Turisme de Barcelona Consortium

• Created in 1993 with the aim of promoting the city of Barcelona

as a tourist destination.

• Part-owned by public and private bodies, it promotes tourism to

Barcelona.

• It comprises:


* 8,5% of the companies are members of one or more programs or services of Turisme de Barcelona

Almost 1,500* companies form the Turisme de Barcelona Consortium

Barcelona Is Much More

•It includes the province of Barcelona in the touristpromotion of Barcelona

Barcelona ConventionBureau

•Barcelona, the destination for conference tourism

Barcelona Shopping Line

•The destination for internationalshopping

Barcelona Food and Wine

•A showcase for Mediterraneancuisine and enotourism

Barcelona Culture andLeisure

•Barcelona: a destination for culture and leisure

Barcelona Premium

•Promoting the city as thedestination and scenario for highly personalised unique

Barcelona SustainableTourism

•Promoting sustainable tourismand accessibility in the city

Barcelona Pyrinees – Snow and Mountains

•Promoting the combination of nature tourism in the Catalana Pyrenees with urban tourismfrom Barcelona

Barcelona Sea

•In conjunction with Barcelona Provincial Council it promotesBarcelona as a destination for ocean-going tourism

Barcelona Sports

•Boosting Barcelona’s image as a venue for internationallyappealing sports events

Barcelona Weddings

•Promote the city as a destination for weddings. Some of these events generate a stay of more than 3 days

LGTBI

•Barcelona is a showcase for the LGTB collective

469members

313members

205members

169members

162members

56members

31members

22members

19members

20members

24members


• Turisme de Barcelona provides business to almost

1,000 companies and commercialises over 200 tourist

products in the city.

• Some of these products are offered via

BarcelonaTickets, which combines different offerings

not associated with any specific program.

• Every year Turisme de Barcelona receives 130 requests

from companies and entrepreneurs with products

launched onto the market via the consortium's

distribution systems.

The tourist sector is a lever for entrepreneurship and business

creation

Ready to continue being a reference

Challenges

1. New story for the sector: Strategic Tourism Plan 2020.

2. Concentration of tourism in certain spaces.

3. Regulation of tourism accommodation.

1. New story for the sector: Strategic Plan 2020

Tourism: a social enabler

The journey: a cultural and social experience

Travel is part of people’slives, we have to ensurethat travel is responsible

.


1. Use of technology to regulate flows2. Greater involvement of all administrations3. The responsibility of all economic involved

actors is indispensable


Management tools: Use of technology to regulate flows

Tourism intelligence: Data knowledge

Information System for the tourism management: SIGThttp://ajuntament.barcelona.cat/turisme/en/knowledge

25


Management tools: Creation of the Barcelona Tourism Observatory


Management tools: greater involvement of all administrations

Final considerations

Barcelona needs tools to regulate the tourism impact

and avoid problems of coexistence, looking for a

sustainable tourism.

The affected sectors (taxis, restaurants, service companies…) should

participate in the public debate on this industry.


• The responsibility of all economic involved actors is indispensable


Ratio accommodation beds / residents

Rise in price of long-term rentals

Decrease in the number of long-term leases


Management tools: Tourist Accommodation Urban Planning


Measures to detect illegal offer

Inspection measures and penalties

Inter administrative cooperation measures

Policy measures

Awareness-building measures

• The proliferation of illegal tourist accommodation has negatives consequences (for everybody)

• The rights of clients and citizens are harmed in:

• Register of activity / Official controls / Tax obligations

• Use of space in residential areas

• Hygiene and cleaning/ Health and safety

• Web platforms responsibility

• Accessibility / Sustainability

• Protection of consumer rights

.

CHALLENGES

• Culture and Identity (Tourist-Citizen Reconciliation).

• Digital Transformation (Technology). Presence of Turisme Barcelona websites in digital devices .

• Expansion of the Barcelona brand. Territory. Agreement with regional administration

• Management of tourist flows

• We promote regulated and quality accommodation

• Need for involvement of all administrations.

• Responsibility of all the economic actors involved is essential

Thank you very much

www.barcelonaturisme.com

@BarcelonaTurism

barcelona as a sustainable tourist destination albert de_gregorio

Leadership & Management