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Norwegian Workshop 2012. Presentation about Spanish Tourism Eugenia Fierros. 2 October 2012. Agenda. Highlights about Spain. Spanish market for tourism. Data, trends… The travel trade Tourism between Spain and Norway. Innovation Norway Tourism Spain. Projects and activities:
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Norwegian Workshop 2012 Presentation about Spanish Tourism Eugenia Fierros. 2 October 2012
Agenda • 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.
General information about Spain • 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 millunemployed (2011) • Inflation3,2% (2011) • GDP: 0,7% (2011) • PIB/Per capita 25.237 € • Familiespurchasingpowerwentdownby -2,7%. • In 2012 withanincrease in taxes and cuts in the public sector, the consumptionisstuck 1 7
Travel in Spain in 2011 • In 2011 total outboundtourismgrewby 2,1% • 160 milliontrips. +2,1% comparedto 2010 • 8,2% wereforeigntrips (15,6% in bednights). 6,1% increase. • Averagestay in foreigntrips: 8,7. Mostlyhotels. • Most of bednights are generated in Madrid, Cataluña, Andalucia and Valencia. • Summerholidayshavedecrease and weekends and longweekendsincreasedby 32%. Still 30% of travelisduringsummer.
Advanced data July 2012 • Up toJuly, Spanishhadmade 17,6 milltrips. 3% more than 2011 • 92,5 of travelisdomesticwith a growth of 5,5%. • Outboundtrafficis 7,5% and has suffered a decrease of -20,6%. • Summerholidaysstill decline againstweekends, whichrepresent 54% of total travel.
Profile. Travelers to Europe • Educated with university degree • 47% between 25 and 44 years old • Mostly employed or free lance workers
40% goes to neighbour countries Italia 11,7% UK 8,3% France 18,1% Portugal 12,2% Morocco 6,4% Germany 5,8%
Most travellers come from the two-three main regions Catalunia Madrid ABROAD Andalucia Valencia
Whithin leisure: Shopping and culture Shopping 83,3% Beach and Sun 20,3% Cultural Visits 80,6% Cultural Events 28,6% Gastronomy 55,2% LEISURE Trekking 42,5% Visit Family 33,4% Other sports 8,3% Night Life 38,7%
Market Trends FIT Cruise Adventure Rural Tourism Fly & Drive
The travel trade • Division: Minorista, Mayorista, Minorista withownproduct, Mayorista/minorista, Incentive. • 6.000 travel agencies. 18 specialized in Norway. • 365 TTOO. 58 with Norway in theirprograms.
Tourism Spain – Norway • 3% increasebetween 2011 and 2010 • January – August2012: 168.981 bednights. • -32% decreasecomparedtosameperiod 2011. • POSSIBLE REASONS. • General decrease in outboundtraffic. Economy. Flight • availability and prices. Valueformoney. Perception of • Norway as a reallyexpensive country.
Our main mission: to promote Norway in Spain and support the Norwegian travel trade to sell their products in this market. • HOW?
We work towards the travel trade • Fitur • Workshop • Distribution catalogues • Sales visits • Newsletter • Seminars & Presentations • Presence in consumer fairs • Work with trade press
We work with the press • Presstrips (more than 100 / year) • Pressreleases (12 per year) • Newsletters (12 per year) • General dailysupport • Advertisingvalue 2011: • 44.500.000 NOK.
SpanishPress 2012 • Variousmeetingswithbloggers. Norway is a reference. • BloggerspresstriptoNorthern Norway. • Themepresstripsin groups. Fourgrouppresstripsthisyear. • Participating more activelyon radio programs
We promote Norway directly to the consumer • ConsumerFairs (3 per year) • VisitNorway • Facebook, twitter, etc. • Catalogue • E-newsletter • Campaigns
Development of new products. • NIDAROS WAY • Presstrip • Bloggerstrip • The way. • Luca Bocci, HonourPilmgrim.
E Dreams On-line travel agency
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. 20 28046 MADRID