Federal Agency for Tourism Russian Federation Public-Private Partnership in a city: The success Story of Barcelona Pere Duran Turisme de Barcelona General Manager Moscow, March 15 th, 2010
Federal Agency for Tourism Russian Federation Barcelona 1992 Summer Olympic Games Critical REFLECTION Turisme de Barcelona • New Tourism Promotion Policy
Federal Agency for Tourism Russian Federation Major events 1888 Universal Exhibition 1929 International Exhibition 1952 Eucharistic Congress 1982 FOOTBALL WORLD CUP 1992 OLYMPIC GAMES 2002 International Gaudí Year 2004 Universal Forum of Cultures
Federal Agency for Tourism Russian Federation 1987 (1992) 1993 Public Administration (City Hall) Reflection Process + Private Sector (Chamber of Commerce) Turisme de Barcelona From “Generic Promotion” to “Segmentation” from ONE Barcelona to MANY Barcelonas
Federal Agency for Tourism Russian Federation Executive Structure Back-up structure General Management Programme segmentation of what the city has to offer adapted to the demand which is also segmented
Federal Agency for Tourism Russian Federation Barcelonas Programmes Barcelona destination for meetings Barcelona Convention Bureau Barcelona destination for shopping Barcelona Shopping Line Barcelona destination for gastronomy Barcelona Gastronomia Barcelona destination for sport Barcelona Sports Barcelona destination for culture Barcelona Cultura Barcelona destination for special experiences Barcelona Premium Barcelona destination for cruises . . . . Barcelona destinations for LGBT . . . . Barcelona destination for health treatment (…) . . . .
Federal Agency for Tourism Russian Federation Budget 1994 2010 Subsidies 2, 2 M. € Own resources 1, 9 M. € 32, 5 M. € 4, 1 M. € 34, 7 M. € TOTAL
Federal Agency for Tourism Russian Federation Revenue budget 1994 -2009
Federal Agency for Tourism Russian Federation • Tourist Information Offices Network : 20 points • Own Tourist Products : • • Barcelona Bus Turístic Barcelona Card Columbus Monument Walking Tours • • • Barcelona Pass Barcelona Mar Barcelona Metrowalks Arqueoticket ……………. .
Federal Agency for Tourism Russian Federation Barcelona as a tourism destination Hotel accommodation 1990 1992 2000 2007 2009 Number of hotels 118 148 187 295 321 Rooms 10. 265 13. 352 16. 561 27. 806 30. 933 Beds 18. 569 25. 055 31. 338 54. 036 60. 331 Occupancy rates 74% 64% 80% 72% (% of rooms) increase in hotels 1990 -2009 : 172% increase in beds 1990 -2009 : 225%
Federal Agency for Tourism Russian Federation Barcelona as a tourism destination Tourists and overnights (millions) 1990 1992 2000 2007 Tourists 1, 7 1, 9 3, 1 7, 1 6, 5 Overnights 3, 8 4, 3 7, 7 13, 6 12, 8 increase nº tourists 1990 -2009 : 274% increase nº overnights 1990 -2009 : 238% 2009
Federal Agency for Tourism Russian Federation Barcelona as a tourism destination Purpose of visit 1990 2007 Vacation (%) 22, 7 51, 5 48 50, 0 Professional (%) 69, 1 45, 7 49 41, 9 8, 2 2, 8 3 8, 1 Others (%) 2009
Federal Agency for Tourism Russian Federation Barcelona as a tourism destination Cruise passengers 1990 Number of passengers 115. 137 1992 2000 2009 132. 807 572. 571 2. 151. 465 86. 145 873. 611 Barcelona Bus Turístic clients Number of clients 1. 913. 419 23. 759 Barcelona Airport passenger traffic Number of passengers 9. 048. 657 10. 023. 326 19. 808. 812 27. 311. 765
Federal Agency for Tourism Russian Federation Barcelona Key Factors (as a successful tourist destination) • 1992 Olympic Games • Political leadership • Urban transformation • Citizens complicity • Tourism sector coordination (public-private) • PERMANENT INFRASTRUCTURES INVESTMENT • MEGA-EVENT DEVELOPMENT • TURISME DE BARCELONA CREATION
Federal Agency for Tourism Russian Federation A real Public-Private Partnership experience (1): → Subsidies : • Chamber of Commerce • Municipaliy ON A 50 % BASIS → Members : • Private companies on Programmes and Products (through fees, reinvestments, commissions, etc. . ) → Finalist contribution : • Municipality
Federal Agency for Tourism Russian Federation A real Public-Private Partnership experience (2): → General Council : Chaired by the City Major → Executive Committee : Chaired by the Chamber of Commerce President • Percentage of representation 60% private 40% public
Federal Agency for Tourism Russian Federation www. barcelonaturisme. cat pduran@barcelonaturisme. cat
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