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National and Integral Tourism Plan (Plan Nacional e Integral de

Turismo: PNIT) 2012-­2015

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★ Introduction & Objective★Methodology★ Conclusion★ Recommendation

Contents

Tourism  in  Spain  

» Tourism in Spain (Sunshine & Beach, Island, Historical Site, Culture & Sports, MICE, Festival)

» National and Integral Tourism Plan (PNIT) 2012-2015

7  Objectives  of  DESTINATION SPAIN» Boost Tourism Activity and Profitability» Generating Quality Jobs» Encourage Market Unity» Improve the international position » Improve the cohesion and renown of the Spain

brand» Favor Public-private Co-responsibility» Promote the Deseasonalisation of Tourism

1.  Boost  Tourism  Activity  and  Profitability» Direct Contribution to GDP

(World Travel &Tourism Council,2015)

2.  Generating  Quality  Jobs

» Contribution of Travel & Tourism to Employment (Direct)

(World Travel &Tourism Council,2015)

3.  Encourage  Market  Unity  » Transparency of government policies

4.  Improve  the  international  position    » Capital investment in travel & tourism

(World Travel &Tourism Council,2015)

5.  Improve  the  cohesion  and  renown  of  the  Spain  brand

» Country Brand RankingValue System,Quality of Life, Good for

Business, Heritage and Culture,TourismHeritage and Culture: 7(2011), 11(2012)Tourism: 3(2011),15(2012)Overall: 14(2011),11(2014)

6.  Favor  Public-­‐private  Co-­‐responsibility  

» Degree of participation by private initiative in decision-taking procedures

» Index of private financing of promotion activities

7.Promote  the  Deseasonaliation  of  Tourism  

EGATUR FAMILITUR

International tourist arrivals:2011: 40% in summer2012: 38% in summer

• Same analysis of Tourism Seasonality

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» How to evaluate PNIT?1. Measure prioritization criteria

• Ease of implementation

• Impact

Methodology

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2. Prioritization  Matrix  

• Priority quadrant(green)Implemented in the short-mid term

• Strategy quadrant(pink)Implementation will call for a big effort due to the high degree of difficulty

• Continual improvement quadrant(blue)Call for continual effort in a medium- and long-term timeframe

• Rapid improvement quadrant(yellow)A lower relative impact, comparatively easy to tackle

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» Is PNIT effective enough?

Conclusion  

• Security Safety

• Public Holiday Conflict

• Segregation of labour employment between regulation and reality

• Sustainable Improvement Tourism

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» How will labour reform be effective enough to solve the tourism employment problem in reality?

» How to promote Spain non-seaside area tourism from a policy perspective?

Leading  Questions  for  Recommendation  Discussion  

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By

Doris ZHANG