presentación de powerpoint · photo: xavier gómez. la vanguàrdia 2016 1,3 % tourism unemployment...
TRANSCRIPT
_ L’OBSERVATORI DEL TURISME A BARCELONA
#EURAC #Bolzano13th MAR 2018
Barcelona:
Measuring Tourism Activity for a Sustainable Tourism DestinationDamià Serrano@damiaserranoBarcelona Tourism Observatory Coordinator
DESTINATION SPEED GROWTH1
32 M(total 2017)
15 M(total2017)
TOURISM: AN EMERGING ISSUE FOR LOCALS2
Source:Pere Virgili
Photo: Xavier Gómez. La Vanguàrdia 2016
Photo:Pere Virgili. ARA 2014
Photo: Xavier Gómez. La Vanguàrdia 2016Source:qz.com
Photo: Xavier Gómez. La Vanguàrdia 2016Source:Metro.co.uk
Tourist flows according to Twitter. Barcelona 2016. Source: Urban Planning Department, Barcelona City Council
DMO. SHIFTING FROMMARKETING TO MANAGEMENT 3.
11
12
13
Photo: Xavier Gómez. La Vanguàrdia 2016
Tourism Activity
Accomodation Available
Tourist Profile
Local Participation and Satisfaction
From DMO to DMMO =
15
Photo: Xavier Gómez. La Vanguàrdia 2016
1,3 %
Tourism
Unemployment
Traffic problems
Accessibility to housing
Unsecurity
Others
19,1 %
What is the main problem in the city of Barcelona?Source: semestral opinion survey of Barcelona citizens. OTB.
Answers June 2012 Answers June 2017
An institutional participatory framework to host a wide and diverse
representation of stakeholders and social and political organizations.
RESPONSIBILITIES OVER TOURISM POLICIES
• To advise the municipal government
• To propose execution• To develop studies or opinions• To prepare an annual report
17
18
19
20
BARCELONA
DECLARATION
2017
¿CÓMO LA TECNOLOGÍA NOS AYUDA A MEDIR LA EXPERIENCIA?
FEW IDEAS TO SHARE ABOUT OVERTOURISM4.
FROM THE TOURIST MANAGEMENT OF A CITY TO THE MANAGEMENT OF A TOURIST CITY
1/5
Integrate the acknowledge of Destination Marketing + Destination ManagementIndicators.
Introduce the local perception in the algorithm for Destination Index (satisfaction, Security, Overcrowding, etc.).
City Tourism Council as a governance powerful key
Digital Transformation, technology and Big Data Projects
WHAT IS TOURIST, NOWADAYS?
2/5
What do we have to count?
TOURISM MOBILITY AS A BIG CHALLENGE
3/5
BCN airport will increase the capacity to operate with more passengers. From 47 M passengers (record 2017) to 70 M passengers (goal on 2026).
The sustainable destination success will be based in the tourism mobilityefficiency.
Ask the right questions + Micro-urban tourism surgery+ Technology
CO-CREATION and DIGITAL TRANSFORMATION
4/5
Measure the tourism experience on digital transforms (online reputation,tourism activities packages, interests, opinions, etc.)
Be local. Establish indicators of co-creation (local and tourism corp.).
THE OVER LAP OF USES AND INTERESTS IN URBAN DESTINATIONS GENERATES
TENSION AND CONFLICT BUT IT IS ALSOA FERTILE GROUND FOR CREATIVITY,
IMAGINATION AND INNOVATION.
5/5
Thank you Bolzano!
@damiaserrano