Transcript PowerPointmal

Norwegian Workshop 2012
Presentation about Spanish Tourism
Eugenia Fierros. 2 October 2012
Agenda
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Highlights about Spain.
Spanish market for tourism. Data, trends…
The travel trade
Tourism between Spain and Norway.
Innovation Norway Tourism Spain. Projects and activities:
• With the trade
• With Press
• With the public
• An example from our last Summer Campaign.
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General information about Spain
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The area of Spain is slightly over 500,000 km2.
3rd largest country in the EU
Spanish population: approx. 47 million people. 43%
between 20 and 50 years old.
Languages: Spanish, vasque, catalan and gallego. Most
spoken foreign languages, English and French.
Unemployment: 22,8%. 5,2 mill unemployed
(2011)
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Inflation
3,2% (2011)
GDP:
0,7% (2011)
PIB/Per 7capita
25.237 €
Families purchasing power went down by -2,7%.
In 2012 with an increase in taxes and cuts in the public
sector, the consumption is stuck
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The Spanish tourism market
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Travel in Spain in 2011
• In 2011 total outbound tourism grew by 2,1%
• 160 million trips. +2,1% compared to 2010
• 8,2% were foreign trips (15,6% in bednights). 6,1%
increase.
• Average stay in foreign trips: 8,7. Mostly hotels.
• Most of bednights are generated in Madrid, Cataluña,
Andalucia and Valencia.
• Summer holidays have decrease and weekends and long
weekends increased by 32%. Still 30% of travel is during
summer.
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Advanced data July 2012
• Up to July, Spanish had made 17,6 mill trips. 3% more
than 2011
• 92,5 of travel is domestic with a growth of 5,5%.
• Outbound traffic is 7,5% and has suffered a decrease of 20,6%.
• Summer holidays still decline against weekends, which
represent 54% of total travel.
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Profile. Travelers to Europe
• Educated with university degree
• 47% between 25 and 44 years old
• Mostly employed or free lance workers
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40% goes to neighbour countries
Italia
UK
11,7%
France
8,3%
18,1%
Portugal
Morocco
12,2%
6,4%
Germany
5,8%
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Most travellers come from the twothree main regions
Catalunia
Madrid
ABROAD
Andalucia
Valencia
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Why abroad?
Religious 1%
Others 1,4 %
Business
19,20 %
Study 2,10 %
LEISURE 55 %
Visit family
or friends
21,40 %
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Whithin leisure: Shopping and culture
Shopping 83,3%
Beach and Sun 20,3%
Cultural Visits 80,6%
Cultural Events 28,6%
LEISURE
Gastronomy 55,2%
Trekking 42,5%
Visit Family 33,4%
Night Life 38,7%
Other sports 8,3%
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Market Trends
FIT
Cruise
Fly &
Drive
Adventure
Rural
Tourism
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The travel trade
• Division: Minorista, Mayorista, Minorista with own product,
Mayorista/minorista, Incentive.
• 6.000 travel agencies. 18 specialized in Norway.
• 365 TTOO. 58 with Norway in their programs.
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Tourism between Spain and Norway
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Tourism Spain to Norway 2011
Spania
Januar
Februar
Mars
April
Mai
Juni
Juli
August
September
Oktober
November
Desember
Hittil i år:
2006
2 122
2 371
2 753
4 630
15 036
39 824
76 365
105 096
17 267
5 179
3 095
3 932
277 670
2007
3 848
3 461
4 232
8 152
14 147
49 055
85 813
111 776
20 579
5 326
3 759
3 399
313 547
2008
3 490
4 403
5 302
6 227
17 252
41 111
65 827
86 741
16 209
5 499
3 596
2 713
258 370
2009
2 034
2 682
3 800
5 820
12 737
32 932
54 647
76 581
13 925
5 958
5 348
5 612
222 076
2010
5 486
4 448
5 806
7 826
15 608
38 675
56 069
78 306
16 320
6 922
5 202
4 793
245 461
2011
Endring
10/11
3 507
4 814
5 016
8 009
16 303
38 709
68 249
80 780
15 834
5 032
3 746
3 768
253 767
-36,1 %
8,2 %
-13,6 %
2,3 %
4,5 %
0,1 %
21,7 %
3,2 %
-3,0 %
-27,3 %
-28,0 %
-21,4 %
3,4 %
Andel av
utenlandske
gjestedøgn
1,0 %
1,1 %
1,1 %
2,7 %
3,2 %
3,1 %
3,7 %
5,5 %
3,3 %
1,8 %
1,6 %
1,6 %
3,2 %
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Distribution per regions
140 000
6
120 000
5
5%
100 000
4
80 000
3
3%
60 000
3%
2
40 000
2%
1
20 000
1%
0
0
Østlandet
Fjord Norge
2009
2010
Nord-Norge
2011
Sørlandet
Trøndelag
Andel spanske gjestedøgn av alle utenlandske i 2011
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Tourism Spain – Norway
• 3% increase between 2011 and 2010
• January – August 2012: 168.981 bednights.
• -32% decrease compared to same period 2011.
• POSSIBLE REASONS.
General decrease in outbound traffic. Economy. Flight
availability and prices. Value for money. Perception of
Norway as a really expensive country.
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Still an important market (9th overall)
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Our main mission: to promote Norway in Spain and
support the Norwegian travel trade to sell their
products in this market.
HOW?
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We work towards the
travel trade
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Fitur
Workshop
Distribution catalogues
Sales visits
Newsletter
Seminars & Presentations
Presence in consumer fairs
Work with trade press
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We work with the press
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Press trips (more than 100 / year)
Press releases (12 per year)
Newsletters (12 per year)
General daily support
• Advertising value 2011:
44.500.000 NOK.
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Spanish Press 2012
• Various meetings with bloggers. Norway is a reference.
• Bloggers press trip to Northern Norway.
• Theme press trips in groups. Four group press trips this
year.
• Participating more actively on radio programs
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We promote Norway
directly to the consumer
• Consumer Fairs (3 per year)
• VisitNorway
• Facebook, twitter, etc.
• Catalogue
• E-newsletter
• Campaigns
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Visitas
.ES Visitas
1.255.5
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Páginas
vistas
(pagevie
ws)
Visitas
únicas
Páginas
por
visita
Durac Tasa de
ión
rebote %
media
de las
visita
s
Páginas 2.17Duración
de
2’51’’ Tasa
37.29
por visita
media de
rebote
804.69
las visitas
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.com
6.252.80 10.953.82
1.75 en la web
2’09’’
51.43
200.725
133,269
2.02
2’30’’
39.58%
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9
4135743
.fr
.it
1.003.05
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Visitas
2.720.58
únicas
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2.150.760 655.757
2.14
2’24’’
35.49
2.12
2’31’’
34.23
977.561
2.073.561 644.886
.de
2.279.81
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5.215.191 1.522.5
96
2.29
2’20’’
38.86
.se
1.060.17
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2.141.677
2.02
1’54’’
45.06
2.15
2’06’’
39.16
.dk
601.383
1.294.286
711.669
403.927
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Development of new products.
NIDAROS WAY
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Press trip
Bloggers trip
The way.
Luca Bocci, Honour Pilmgrim.
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Norway BUS
Our campaigns
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E Dreams
On-line travel agency
Ocholeguas.
Online leader travel magazine
Oslo Campaign
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Always looking to the future!
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THANK YOU!
IN Tourist Team in Madrid:
Eugenia Fierros
Luca Bocci
Patricia Pitarch
Tlf.: +34 91 344 09 87
Fax: +34 91 344 09 47
Web: www.innovasjonnorge.no/spania
Address:
Oficina de Turismo de Noruega
Pza. De Colón, 2 – Torre 2 . Pta. 2028046
MADRID
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