Discover Magazine

DI SC OV ER

SEPTEMBER 2019 | ISSUE 3 | VOLUME 1

WHAT'S TOURISM ABOUT? The ultimate tourism evolution guide through History and Andalusian History.

CONTENTS 3

ELEMENTS OF TOURISM Direct and Indirect elements

6

ELEMENTS OF TOURISM IN ANDALUSIA

9

TOURISM EVOLUTION

12

TOURISM IN FIGURES: HISTORICAL TREND

15

EVOLUTION OF TOURISM IN ANDALUSIA

20

TOURISM FAIRS AND ITS IMPORTANCE IN TOURISM SECTOR

25

28

PRIVATE AND PUBLIC INSTITUTIONS RELATED TO THE TOURISM SECTOR THE IMPORTANCE OF TOURISM HUBS

32

SOCIAL AND ECONOMIC DEVELOPMENT OF TABERNAS AS AN INBOUND TOURISM HUB

38

THE USE OF NEW TECHNOLOGIES IN TOURISM SECTOR IN ANDALUSIA

48

IMPORTANT JOBS WITHIN TOURISM SECTOR

54

WEBGRAPHY

Element s of tourism The t ourism in dust ry in cludes: Those sect ors w hich en ab le t ourist s t o t ravel t o an d f rom t he dest in at ion (f or exam p le t ravel agen t s, airlin es, b us com p an ies, t our op erat ors an d ren t al car com p an ies. Those sect ors w hich are p art of t he p roduct at t he dest in at ion (f or exam p le, accom m odat ion , f acilit ies an d at t ract ion s) an d t he hum an com p on en t of t ourism (t he lab our f orce), p ub lic sect or or govern m en t agen cies, region al t ourism organ isat ion s, p rof ession al associat ion s an d in dust ry t rain in g organ isat ion s.

Di rect an d I n d i rect el em en t s Dir ect elem en t s of t h e t ou r ism in du st r y - Those areas of the tourism industry which come into direct contact with tourists.

Tr an spor t : According to Eurostat, in 2015, well behind motor vehicles, air transport accounted for 16% of all trips made by EU residents, railway for 11%, bus for 6% and waterways for 2%.

These are the statistics of tourism in Andalusia in the first, second and third quarters of 2019: Activities and attractions: They can range from physical features (beauty of the natural environment, historic sites of interests) or activities, shopping, events and leisure.

-

Sales: From tickets to travel packages, this sector covers the distribution of tourism products to the consumer through retail travel agents, tour operators and wholesalers. A commission is generally established for the intermediates for air tickets, tour or travel packages and other related services.

Accom m odat ion : In Spain, the classification of the types of accommodation varies depending on the Autonomous Region.

In Andalusia, we can find tourist apartments, campsites, rural houses and hotel establishments (5-star great luxury, 5-star, 4-star, 3-star, 2-star and 1-star hotels; 5-star, 4-star, 3-star, 2-star and 1-star aparthotels; 2-star and 1-star hostels, and inns).

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Ancillary services: also known as support services, this term encompasses the additional services hired for trips and holidays that may make a difference, such as insurances (medical, cancellation, baggage loss and personal liability insurances, among others), car hires, parking tickets, luggage storage services or tour guides.

Food and beverages is one of the main attractions of Spain thanks to its healthy and varied diet.

Although shopping has not traditionally been one of the main attractions of Spain, the current trends of the youngest visitors make an influence in the retailing

-

-

sector of this country.

Advertisement: There is a whole advertisement industry focused on tourism. Apart from the traditional information brochures and travel guides, the Internet is an important source of information for tourists and tourist companies, from social media to travel blogs and ads campaigns. According to the Minerva Travel 2017 market research, commissioned by Google Spain, 70% of hotel reservations were made via Internet, and 67% of tourists considered the Internet as a source of inspiration for their following travel.

Entertainment: discos, cinemas, theaters, football matches and shows are places and services mostly looked for by tourists. The main cities of Spain offer a wide range of leisure facilities that may be of interest to tourists.

In dir ect elem en t s of t h e t ou r ism in du st r y - They are usually called support sectors. Those parts of the tourism industry which may not come into direct contact with tourists, but without them, the rest of the industry could not operate.

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Infrastructures: Infrastructure is critical to the success of the tourism product. Without a suitable access to a destination whether by road or air, the tourists will not be able to visit it.

This is vital in developing countries, but also affects developed countries, like rural areas.

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Communications also play a vital role, especially today when people expect cell phone coverage and Internet access to keep in touch with relatives and friends and share their experiences with them.

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Likewise, tourists usually expect to find access to electricity and water supplies in the course of their journeys, as well as sewerage and waste disposal. This last point is crucial nowadays due to the growing awareness of the environmental impact of tourism in tourist areas.

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Access to clean public toilets can be very important to the satisfaction of a tourist?s holiday.

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Clear signage is vital for independent travellers both within the cities to show routes to attractions, on roads to point out the way to destinations and also within and outside tourist attractions providing information.

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The manufacturing and building industries are vital to providing the superstructure that tourists need ? hotels, restaurants, shops and attractions.

WE TRAVEL NOT TO ESCAPE LIFE. BUT FOR LIFE NOT TO ESCAPE US.

-ANONYMOUS-

El em en t s of t ou ri sm i n An d al u si a Accom m odat ion s: It is a place where tourists can find food and shelter provided he/she is in a fit position to pay for it. There are various types of accommodation from a five star deluxe hotel to a normal budget class hotel. Examples: hotels, resort hotels, rural houses, motels, etc.

M ar k et in g f acilit ies: Means galleries, kiosks, desks and other physical facilities from which Licensed Vacation Ownership Interests or Licensed Unbranded Vacation Ownership Interests are marketed to the public but that do not provide for actual sales activities. For example, shopping facilities are places where we can buy things.

M ar k et in g & Pu blic Relat ion s: On the one hand, marketing is that business discipline by which the visitors are attracted to a certain location which can be a state, a city, a specific heritage site or a tourist destination spot, a hotel or a convention center and, on the other hand, the public relations is a connector between the marketing and the public as the goal of the tourism industry is to stimulate the public?s desire to travel and then turn this desire in the purchase of tickets.

Cu lt u r al h er it age: Cultural heritage is the legacy of physical artifacts and intangible attributes of a group or society that are inherited from past generations.

Cultural heritage includes tangible culture (such as buildings, monuments, books, etc.), intangible culture (such as folklore, traditions, language, etc.), and natural heritage (including culturally significant landscapes, and biodiversity).

Map of Andalusia showing the different components of the cultural heritage in Andalusian provinces on the left.

En t er t ain m en t : It is a form of activity that holds the attention and interest of an audience, or gives pleasure and delight. Some examples of tourism entertainment are: attend a festival or fair, or other cultural events; visit a zoo, aquarium, botanical garden, historic sites, national parks, museums, or art gallery; watch sports or participate in gaming.

Recr eat ion : Recreation in tourism is about activities, pastimes and experiences which are freely chosen.

Examples of tourism recreation: amusement activities, sport and games and nature tourism.

Tr an spor t at ion : accessibility means reachability to the destination place through various means of transportation. Transportation should be regular, comfortable, economical and safe. Today there are various means of transportation like airlines, railways, surface (road transportation) and water transportation.

The transportation should be there for all kinds of tourists and destinations.

"The travel and tourism industry, it's just a huge part of our economy."

-KAREN HUGHES-

Tourism Evolut ion According to the World Tourism Organization, tourism includes the activities carried out by people during their trips and stays in places other than their usual environment, for a consecutive period of time less than one year, for leisure, business and other purposes.

When a person makes a trip, it requires a wide variety of services ranging from transportation, accommodation and food to entertainment or shopping; so, tourism encompasses a set of activities that produce the goods and services demanded by consumers. Tourism is considered a social, cultural and economic phenomenon, related to the movement of people to places outside their usual place of residence for personal or business / professional reasons.

These people are called visitors (who may be residents or non-residents) and tourism has to do with their activities, some of which involve a tourist expense (OMT, 2011). These activities and trips have been developing for a long time.

From our origins, man has been driven to relocate for different reasons: hunting, commerce, wars, conquests, religion or leisure, among others (UNWTO, 1998).

In this way, mobility became the focus of the first emperors to facilitate the transport of men and materials for military purposes. The improvement of roads and the extension of the length of roads and accesses also facilitated trade, which helped the growth and development of the original economies. Later, the Romans and Greeks introduced improvements in transport systems, especially

in their canals, to commercial activities.

improve

trade

and

In Rome it was common to travel to summer villas to escape the bustle of cities and to rest and, in Ancient Greece, travelling for pleasure was reflected in three aspects: trips for religious purposes, as pilgrimages were made, trips for sport purposes, given that there were many displacements on the occasion of the Olympic Games, and trips for commercial purposes, which helped to consolidate a strong economy. Additionally, the Greek and the monetary exchange system they possessed facilitated long trips. The rise of the Roman Empire and the greatness that would reach Greece made travelling recognized as something exclusive in those times.

During the Middle Ages (5th century to 15th century) there is a setback due to conflict situations and a strong economic recession.

Religious pilgrimages resurface strongly due to Christianity. At this time, the first maps for travellers, inns and all kinds of services for walkers are created. In the same way, the monasteries were the institutions that began offering free accommodation during those years.

After the fall of the Roman Empire of the East or Byzantine Empire (year 1453), tourism evolved during the Renaissance period (XV-XVI centuries). There was a change from rural to urban and the impact of the Renaissance on education gave impetus to travel for learning reasons. The wealth that

was generated as urban economies grew resulted in increased travel.

Wealthy people, a monarchy in favor and the desire to see new places set the pace of tourism development. The increase in industrialization led to the growth of smaller geographical areas and the emergence of the concept of "congestion." This fact gave rise to the desire to ?escape? from these ?crowded? places that, together with the development of steam engines and boats, boosted travel.

At the time of the Enlightenment (mid-18th century until the beginning of the 19th century), the custom arises among the well-off classes of sending young travel aristocrats at the end of their studies, in order to complete their training and gain experience, mainly to prepare for political and public office. This trip was known by the name of Grand Tour. Weather conditions also helped people choose their destinations, and a large majority of people began looking for sunny places, especially near the sea. Spas were originally considered popular for health reasons. This was a consequence derived from the concept of "spas" popularized by the Greeks. This phenomenon also occurred in the United States. Also, the introduction of the railroad in the United States gave a strong boost to tourism, and in the 1870s Niagara Falls had become a popular honeymoon destination. This growth continued until the outbreak of World War I (1914) and it is not until the second half of the twentieth century when tourism emerges as a mass phenomenon.

D I S C O V E R

" T H E

W O R L D

B O O K ,

W H O

M A G A Z I N E

A N D

D O

R E A D

N O T

I S

A

T H O S E

T R A V E L

O N L Y

P A G E . "

-SAINT AUGUSTINE-

A

6 | Ou t d oor M agazi n e Oct 20 16

Tou ri sm i n f i gu res: h i st ori cal t ren d Secon d h al f of t h e 20 t h Cen t u ry Figure 1 show s several con clusion s.

The m ost eviden t is t he con st an t in crease in in t ern at ion al t ourism (b lue lin e), w hich exp erien ced an average an n ual grow t h of 6.2% b et w een 1960 an d 20 0 0 .

Bet w een 1950 an d 20 0 0 , a record year, t he n um b er of in t ern at ion al t rip s in creased f rom 25 m illion t o alm ost 70 0 m illion (OMT, 20 0 2).

The great est in creases occurred in t he f if t ies an d sixt ies, w it h average an n ual grow t h of 10 .6% an d 8.5%, resp ect ively, w hile in t he f ollow in g t w o decades t he average grow t h w as 5.1% an d 4,2%, resp ect ively. I n t he secon d half of t he t w en t iet h cen t ury t he grow t h t ren d has on ly b een in t errup t ed on ce, alt hough t he declin e w as less t han 1%. I t w as in 1982 w hen t here w as a 0 .3% decrease in in t ern at ion al t ravel due t o t he im p act of som e arm ed con f lict s an d t he oil crisis.

This grap h show s t he evolut ion of in t ern at ion al t ourism in t he secon d half of t he 20 t h cen t ury. I t should b e rem em b ered t hat UNWTO classif ies in b oun d t ourism t o in b oun d t ourism an d out b oun d t ourism , t hat is, t he act ivit ies carried out b y residen t visit ors out side t he coun t ry of ref eren ce, as p art of t heir in t ern al or out b oun d t ourist t rip s, an d

t he act ivit ies carried out b y visit ors Non - residen t s in t he coun t ry of ref eren ce, as p art of t heir in b oun d t ourist t rip s. The glossary in cluded at t he en d of t he docum en t can b e of great help in clarif yin g t hese t erm s.

From 20 0 0 p resen t : 21st

to t he Cen t u ry

From f igure 2 w e can draw n um erous con clusion s. The m ost eviden t con t in ues t o b e t he con t in uous grow t h of in t ern at ion al t ourist arrivals, w it h t he excep t ion s of t he years 20 0 3 an d 20 0 9, w here a n egat ive result of 0 .6% an d 4.1%, resp ect ively, w as recorded. The alm ost zero grow t h of 20 0 1 is m ain ly due t o t he ef f ect s of t he econ om ic crisis an d t he at t acks of Sep t em b er 11 in t he Un it ed St at es. I n just 17 years (20 0 0 - 20 17 years), t he n um b er of in t ern at ion al t rip s has doub led, f rom f igures close t o 70 0 m illion p assen gers t o f igures close t o 140 0 m illion , rep resen t in g an average year- on - year grow t h of 4% sin ce 20 0 0 .

I n t he f irst decade of t he 21st cen t ury, t he t ourism in dust ry regist ered an average an n ual grow t h of 3.6% an d sin ce 20 10 t he in dust ry has grow n at an average an n ual rat e of 5%.

I n 20 17, t he in dust ry grew b y 16.7%, an am oun t t hat is w ell ab ove t he sust ain ed an d st eady grow t h t ren d of 5% or m ore sin ce 20 10 an d rep resen t s t he st ron gest result s sin ce t his dat e. This

grow t h is slight ly higher t han t he average in crease of 3.8% p roject ed f or t he 20 10 - 20 20 p eriod b y t he UNWTO in it s f orecast ?Tourism b y 20 30 ?

(World Tourism Barom et er, 20 18).

Accordin g to t his docum en t , in t ern at ion al t ourist arrivals w ill reach 1.8 b illion in 20 30 .

Header

This chart show s t he evolut ion of in t ern at ion al t ourism f rom t he en d of t he 20 t h cen t ury t o t he p resen t , in cludin g an est im at e f or t his year (20 18).

Con cl u si on Tourism has b een develop in g f or a lon g t im e an d has had an in credib le hist orical p rogression .

I t s rem arkab le exp an sion f rom t he m id- t w en t iet h cen t ury p laced it as on e of t he m ost p rom in en t social p hen om en a of t he last cen t ury. Af t er t he f in an cial crisis t his grow t h slow ed dow n , b ut w e have seen how in t ern at ion al t ourism is n ow exp erien cin g p rogressive years of sust ain ed grow t h. I n t erm s of dist rib ut ion , Europ e is t he region t hat receives m ore t han half of all t ourism at t he level in t ern at ion al an d con solidat es it self as a leadin g region w orldw ide f or t he eight h con secut ive year. This region has b een t he f ocus of our sub sequen t an alysis.

The con t rib ut ion of in t ern at ion al t ourism t o t he w orld econ om y is un den iab le, gen erat in g 10 .4% of w orld GDP t akin g in t o accoun t it s w ider, in direct an d in duced im p act s. I n 20 16, reven ues f rom in t ern at ion al t ourism reached t he f igure of 1,10 2,0 0 0 m illion euros an d gen erat ed ab out 119 m illion job s w orldw ide.

Advan ced econ om ies accoun t

7 | Ou t d oor M agazi n e Oct 20 16 f or alm ost 65% of t hese reven ues f rom in t ern at ion al t ourism , w hich highlight s t he lon g journ ey t hat t he coun t ries st ill have em ergin g econ om ies t o achieve t hem . Again , Europ e is t he region t hat receives t he m ost f or t his reason , en t erin g 36.7% of reven ues f rom in t ern at ion al t ourism in 20 1 an d highlight s t he im p ort an ce it w ill develop in t he f ut ure.

Graph 2: I nternational tourist arrivals and annual growth (%) period 1995 - 2018.

Graph 1: I nternational tourist arrivals and annual growth (%) period 1950 - 2000

-GAYLE FOREMAN-

" T R A V E L L I N G

S O M E T H I N G

G O O D

I T ' S

D O

I S

Y O U ' R E

A T ,

S O M E T H I N G

L I K E

N O T

Y O U

B R E A T H I N G . "

JOURNEY TO YOUR SWEET ESCAPE

As the 20th century progressed, tourism was increasingly regarded as a priority for Spain and all governments worked towards developing and improving the sector.

1940?s ? 1970?s Strategy: Maximize growth and focus on Sun & Beach offer: Tourism industry became regulated focus on the importance the importance of maintaining low prices and increasing the quality of accommodation.

First, in 1939, the government regulated the hotel industry to ensure good quality of services. Second, in 1942, the government, through the State Credit 1970?s ? 2000?s: Development of a more sustainable offer diversified from ?sun & beach segment? : the previous stage in 1978 increased the size of the sector, but it had compromised the region attractiveness and the industry sustainability, due to the negative pressures on infrastructure and natural beauty. So In 1972-1975, a new ?Tourism development plan? to attract foreign tourists with higher income and to keep increasing local demand. To achieve these objectives, a new law issued in 1970 established the minimum level of infrastructure quality required for any facility for tourists.

Apart from that in 1984 the

Evol u t i on of t ou ri sm i n An d al u si a new ?Spanish Tourism Council? was established to foster interaction between the public and private sectors and thus a more sustainable tourism offer.

Finally marketing-wise, the regional government launched an aggressive local advertising campaign. Finally, it tried to strengthen the variety of Andalusian tourism offer.

2009, while the number of

Clu st er

average. The growth was

h igh ligh t

t he

local

tourists

increased.

has

Overall,

the

total number of tourists increased

2%,

outperforming the national average (-1%). As for the average

expense

per

tourist, it increased by 7%, above inflation but below the increase in the national

per f or m an ce

driven by the improvement

As we can see in the following

in the economies of the

figure

the

main countries of origin,

relevance of Andalusia in the

U.K. and Germany. Finally,

tourism sector is remarkable,

the number of employees

ranking second in number of

in the sector decreased

employees

12%.

(next

page),

in

Southern

Europe, only after the Canary

The

Islands (#1) and

tourists in the region are

Catalonia

(#3), both in Spain.

vast

majority

of

Spanish nationals coming

The typical visitor that comes

from

other

regions

to the region is semi-qualified,

(approximately

middle-income,

and

total tourists in 2009), as

attracted by the ?sun and

observed in the following

beach?

figure.

offer,

advantage

of

young not the

taking cultural

Among

80%

foreign

of

tourists,

experience.

U.K., Germany and France

The following figure shows

are the main countries of

that

origin. Other

Andalusia

has

areas like

experienced a decrease in the

Americas and Asia, as well

number of foreigners visiting

as parts of Europe, are

the region between 2005 and

barely represented.

9 | Ou t d oor M agazi n e Oct 20 16

In terms of daily expenses per traveller, the tourists that spend the most are those who come from outside Europe, while local tourists spend the least per day.

The fact that most tourists are nationals is detrimental for Spain, since less capital flows into the country, but positive for the region. Local tourists are the most loyal (90% of visitors have come to

Andalusia more than

once).

Moreover, there are limited differences in the relatively high satisfaction

levels between

foreigners and

indicating similarly sophisticated demand levels.

nationals,

In 2010, the Empresa PĂşblica para la GestiĂłn del Turismo y del Deporte de Andalusia, S.A. was born through the merger of the public companies Turismo Andaluz, S. A. and Deporte Andaluz, S. A., both associated with the Regional Department for Tourism, Trade and Sport of the Andalusian Regional Government. Since then, the Andalusian Regional Department for Tourism and Sport has a double objective: promoting the Andalusia brand as a tourist and world class sporting destination, as well as developing the renewal process of both sectors in Andalusia. In fulfilling these objectives, the following business lines are developed : -

-

-

-

-

-

Promoting the tourism industry in all of its aspects and development of all activities to that end.

Promoting the tourism offer in the strict sense, as well as the complementary offer.

Research and analysis of new tourist products.

Management of tourism facilities as assigned by the Andalusian Regional Government.

Edition of promotional material in all mediums.

Production and distribution of information that promotes the development of tourism in Andalusia.

Coordination of promotional activities for public or private entities that have the same role in the context of the global tourism policy.

Application of modern technologies applied to marketing

As something that can produce a future change in the Andalusian tourism, it can be mentioned the tourism marketing strategy in Andalusia ?Horizonte 2020".

INTERNATIONAL TOURISTS IN ANDALUSIA Foreign Tourists or International Tourism In 2016, Andalusia received 10.6 million international tourists. 12% up on 2015, which was 10% up on 2014, which was 8% up on 2013, which was 3% up on 2012.

(International tourists means that the country of residence is not Spain and whose main visit is to Andalusia).

2016 was 30% up on the 15 year average since 2000. There has been an increase since the lowest year which was 2010, with 7.4 million. These figures would place Andalusia (if a country) about 25th in a world league of foreign tourist arrivals.

The total international tourist spend in 2013 was 8.4 billion euros, with an average holiday spend per tourist of 1,067 euros and an average stay of 11 nights, that is, an average daily spend of 97 euros.

This holiday spending is generally broken down into about 20% on transport, 25% on accommodation, 15% in a package holiday, 15% in restaurants or food and 20% in excursions.

Those staying in hotels averaged 8 nights whilst those not in hotels averaged 16 nights.

The principal arrival was via an airport at 80% and by road 8%. A minority of foreign tourists now arrive as part of a package holiday as 79.8% travel independently in 2010.

There is very much a high season as 3.2 (2,8) million or 37% (37%) arrive in July, August or September in 2014 (2012). 2014 showed a tendency for this seasonality to be increasing. www.web si t e.com web si t e@web si t e.com

Main reason for coming to Andalusia according to a survey are:

Climate 26% Beach 15% Cultural 17% Sites of interest 11% Visiting relatives 8% Price 5% Nature 5% Golf 3% Ski 1% Other reasons 10%

In the table and the graph below, it is noticeable the increase in international (ie non-Spanish) tourist arrivals in Andalusia from 2000 to 2007 and then the fall to 2010 with a pick rise to date.

"TOURISM CARRIES A TREMENDOUS POTENTIAL THAT MUST BE ACKNOWLEDGED AS ESSENTIAL FOR THE FUTURE OF HERITAGE. BUT WITHOUT PROPER MANAGEMENT, WE CAN EASILY GET OUT OF CONTROL."

-BONNIE BURNHAM-

Tourism fairs and it s import ance in tourism sector The in t ern at ion al t ourism f airs

help t he at t en din g com p an ies in t he f ace of com p et it ive f act ors.

That is w hy t ourist com p an ies m ove aw ay f rom t he t radit ion al t ourism m arket in g m odel an d f ocus on ot her asp ect s such as m arket in g, t echn ology or hum an resources. The goal is t o do b usin ess.

The n at ion al an d in t ern at ion al t ourism m eet in gs in w hich An dalusia p art icip at es are t he f ollow in g on es: -

FI O (Parque Nacion al de Mon f ragüe, Sp ain ).

Vakan t ieb eurs (Ut recht , Net herlan ds).

Feiren - Messe Wien (Wien , Aust ria).

CMT (St ut t gart , Germ an y).

UNWTO (Madrid, Sp ain ).

FI TUR (Madrid, Sp ain ).

MATKA (Helsin ki, Fin lan d).

I ATE (Rim in i, I t aly).

ENTER (Rom e, I t aly).

I TF SlovakiaTour (Brat islava, Slovakia).

HOLI DAY WORLD (Dub lin , I relan d).

Travel Exp o (Budap est , Hun gary).

I TB (Berlin , Germ an y).

I TM I n t ourm arket (Moscow , Russian Federat ion ).

I n t ern at ion al Ski Travel

-

-

Market (Cort in a, I t aly).

UI TT (Kiev, Ukrain e).

WTM LA (Sao Paulo, Brazil).

B- TRAVEL (Barcelon a, Sp ain ).

I MTJ (Op at ija, Croat ia).

WTTC Sum m it (Ban gkok, Thailan d).

OTBF (Odessa, Ukrain e).

I FRT (Bucharest , Rom an ia).

KKL Lucern e (Lucern e, Sw it zerlan d).

I TB Chin a (Shan ghai, Chin a).

WAD (Pun e, I n dia).

I MEX (Fran kf urt , Germ an y).

UNWTO - Mast er Class on At t ract in g Chin ese Tourism t o t he Medit erran ean (Vallet a, Malt a).

UNWTO - I n t ern at ion al West ern Silk Road Workshop (Sof ia, Bulgaria).

I CTB (Lucern e, Sw it zerlan d).

JATA (Tokyo, Jap an ).

I FTM Top Resa (Paris, Fran ce).

AMPYTTAC (Querét aro, Mexico).

UNWTO Glob al Con f eren ce on Win e Tourism (Men doza, Argen t in a).

TTG I NCONTRI (Rim in i, I t aly).

FI TPAR (Asun ción , Paraguay).

I TB ASI A (Marin a Bay San ds, Sin gap ore).

WTM Lon don (Lon don , Un it ed Kin gdom ).

AMFORHT (Mon t real, Can ada).

UNWTO - Train in g f or t he Develop m en t of Tourism

-

Sat ellit e Accoun t s Workshop (Brussels, Belgium ).

ATHE (East b ourn e, Un it ed Kin gdom ).

I GTM (Can n es, Fran ce

This t yp e of even t s arise in t he lat e 60 ?s as a f orm of m eet in g an d un ion b et w een t he m ost visit ed t ourist dest in at ion s. At t hat t im e, t he ob ject ive of t hese f airs w as t o of f er a sam p le of t he gast ron om y, cult ure an d f olklore of t he dest in at ion . But t he m arket is in con st an t chan ge, an d, w it h it , t he dem an d of t he clien t s an d t heref ore t he t ourist sup p ly. I t is very im p ort an t t o b e clear ab out w hat each dest in at ion w an t s t o sell.

Even t s such as in t ern at ion al t ourism f airs are n ot alien in t his sp irit of t he t im e. The com m ercializat ion of t ourism t hrough f airs w as t he sp irit t hat exist ed in t he 80 ?s.

Curren t ly, t he t rade f un ct ion of t he f airs is quest ion ed. The idea ab out t he f airs servin g exclusively t o sell b ecom es un sust ain ab le. The alt ern at ive is t o b elieve in t he p ot en t ial ef f ect s of a f air n ot on ly as a m eet in g p oin t of com m ercial in t erest s im m ediat ely, b ut as a m ean an d in st rum en t in ducin g a chan ge of act ivit y con cep t s t our. Havin g said t hat , w e can say t hat t he m ain f un ct ion s of t he t ourism t rade f airs are t he f ollow in g on es: -

Prom ot e direct com m un icat ion b et w een com p an ies an d in st it ut ion s of t he t ourism in dust ry.

Ob servat ion of t he en viron m en t an d com p et it ion : ob serve how our p roduct act s in t he m arket .

-

Meet n ew p roduct s an d t ren ds.

Tourism f airs are p ub lic an d p eriodic even t s t hat have, as p rim ary p urp ose, t he exhib it ion an d dissem in at ion of t he of f er of goods an d services of t he t ourism sect or, as w ell as t o con t rib ut e t o t heir kn ow ledge an d com m ercializat ion . Curren t ly, 150 t ourist f airs are organ ized every year in Europ e, b y m ore t han 10 m illion p eop le an d ab out 20 0 ,0 0 0 t ourism p rof ession als. Alt hough t his t yp e of even t s ab sorb b et w een 10 an d 20 % of glob al resources allocat ed to m arket in g t ourism , an exhaust ive exam in at ion of w hat has b een p ub lished n at ion ally an d in t ern at ion ally, eviden ces t he ab sen ce of em p irical w orks on t he f air t hem e. This f act , t oget her w it h t he in creasin g p ow er of con vocat ion t hat f airs con t in ue t o have, leads us t o ask w hat p ot en t ial b en ef it s rep ort t o p art icip an t s in t hem an d w hat f avorab le con sequen ces t hey p roduce in t he t ourism sect or.

The in crease in com p et it ion in t ourism , t oget her w it h t he chan ges t hat are b ein g p roduced on dem an d, are requirin g a st ron g adap t at ion of t ourist dest in at ion s an d com p an ies t o a n ew com p et it ive f ram ew ork an d t he dem an ds t hat t his f ram ew ork has. We kn ow t hat com p et it iven ess can b e un derst ood as a charact erist ic of an en t it y econ om ic t hat allow s you, in a sust ain ed m an n er over t im e, t o ob t ain result s or achieve cert ain ob ject ives b et t er or m ore p erf ect ly t han ot her en t it ies of ref eren ce. From t his def in it ion , a set of realit ies t hat im p ly t he con cep t of

com p et it iven ess: -

-

-

Ap p licab le t o an y t yp e of en t it y.

Aggregat e f act or, con st it ut es t he result of t he in t erven t ion of m ult ip le f act ors an d variab les.

Relat ed t o ob t ain in g success, w it h t he achievem en t of t he ob ject ives p ursued b y t he en t it y t hat is sup p osed t o b e com p et it ive.

Sust ain ab le over t im e.

I t is n ot an exclusive or exclusive con cep t .

I t is relat ed t o ob t ain in g added value.

Wit hin t his m odel of t ourism evolut ion , f airs are an in st rum en t t hat goes b eyon d t he m ere com m ercial ut ilit y con t rib ut in g t o t he im p rovem en t of t he p osit ion of t he com p an ies again st t he com p et it ive f act ors of t he en viron m en t . From all t hat has b een said it f ollow s t hat t radit ion al m arket in g f un ct ion s an d p rom ot ion b ecom e m ore com p lex an d are n o lon ger un ique an d p riorit y. Relat ed f un ct ion s w it h t he exp lorat ion of in f orm at ion ab out t he m arket , t echn ology, m an agem en t , resources hum an s an d learn in g should t ake cen t er st age if you w an t t o get an d keep a com p et it ive advan t age.

I n t his w ay, t he b en ef it s t hat t his t yp e of f airs en t ail f or t he An dalusian t ourism sect or are ext olled as f ollow s: -

They b oost t he t ourist dest in at ion (An dalusia, in t his case), as w ell as t he com p an ies t hat op erat e in t heir en viron m en t .. .

-

-

-

They help t o m ake con t act w it h p rof ession als.

They sp read t he im age of t he com p an y, m ake it m ore kn ow n an d p resen t t he p roduct or service t o p ot en t ial cust om ers.

They im p rove p osit ion in g in f ron t of our com p et it ors.

They help p rof ession als an d n on p rof ession als t o get m ore in f orm at ion ab out t he m arket an d f in d n ew areas of act ion .

They in crease sales an d ret ain cust om ers.

They aid t o kn ow t echn ological advan ces t hat f avor t he Tourism I n dust ry in An dalusia.

-DEREK WALCOTT-

"I READ; I TRAVEL; I BECOME."

Private and public inst it ut ions related to t he tourism sector

The m ain p ub lic en t it y of t he Region al Govern m en t of An dalusia is t he Region al Min ist ry f or Tourism , Regen erat ion , Just ice an d Local Man agem en t , headed b y Juan An t on io MarĂ­n Lozan o.

Sp ecif ically, Man uel Pab lo MuĂą oz is in charge of t he Gen eral Secret ariat of Tourism .

The An dalusian Tourist Board is an associat ed b ody of t he Min ist ry f or Tourism est ab lished w it h t he p urp ose of advisin g t he Region al Govern m en t on t ourism m at t ers. I t is associat ed t o t he Region al Min ist ry f or Tourism an d it s m ain ob ject is t he p rom ot ion an d develop m en t of t ourism an d sp ort s in dust ry in An dalusia.

DISCOVER MAGAZINE

"IT'S BETTER TO SEE SOMETHING ONCE THAN TO HEAR ABOUT IT A HUNDRED TIMES."

-RUSSIAN PROVERB-

The import ance of tourist hubs characteristics.

These hubs create tourist flows: WHAT IS A A tourist hub

TOURIST HUB is a geographic

location generating an outbound or inbound tourist activity. Visitors or tourists visit a place for a certain reason depending on the place of

tourist travelling to other hubs to develop activities due to different factors: -

Natural: climate resources, presence of forests, rivers, lakes and other attractive

interest.

places in nature.

TYPES

OF

TOURIST

HUBS

-

economic, etc.

The hub may consist on a country, region

or

town

and

can

be

-

* Ou t bou n d t ou r ist h u b: A hub with of residents of a given country travelling to and staying in places outside their place of residence (the number of people travelling to other places is higher than the number of people arriving). On a general basis, such hub has a high economic and social level and creates a tourist flow * In bou n d

another t ou r ist

hub.

h u b:

A

hub

receiving a number of people higher than

the

number

Technical:

infrastructures,

supplementary offer, etc.

denominated as:

towards

Human: historical: cultural,

of

people

travelling to other places. Such hub (either a country, region or town) attracts a tourist flow for its own climate, natural, historic or cultural

Political: political stability, absence of armed conflicts, wars or coups d?ĂŠtat, etc.

-

Social:

working

professionality,

stability,

absence

a rich cultural heritage are reduced to

of

wearing costumes and putting on

.

acts for the tourists in return for

crimes or social conflicts.

money. The lack of understanding or ANALYSIS OF ADVANTAGES AND DISADVANTAGES

awareness about this situation may be interpreted as a lack of respect for local traditions and culture.

Tourism has many advantages for tourism hubs:

In developing countries, most of the tourism

The income generated

is

owned

and

tourist

managed by big foreign companies,

activities can make up a significant

which make the major profits, and

proportion

leave local businesses with relatively

of

the

in

industry

tourism

hub

income.

little benefit.

Therefore, this situation provides jobs

Usually, most jobs created by tourism

for the locals: hotels, bars, sales,

are

transport, guides?

remunerated, have little prospect of

The arrival of tourists can provide an

promotion and no extra benefits

incentive for

local

compared to fixed, long-term job

infrastructures that both the locals

positions which do not depend on

and tourists will take advantage of:

the tourist industry.

transportation

networks,

A massive tourist flow may disrupt

cultural

education

and

preservation,

investment

in

medical facilities;

improvement

and

maintenance of local public facilities?

The

establishment

of

business,

cultural, and personal connections between the locals and the tourists in the

medium/long

term

and

the

reflection of such connection in both tourism hubs.

seasonal,

not

properly

the daily life of the locals.

The arise of tourist apartments is likely to increase the rental prices for the locals.

Tourism can often damage urban environments and sites of interest like ancient buildings, monuments, and temples often struggle to cope with the vast amounts of tourist

However, it is impossible to ignore

traffic and they suffer wear and tear

the disadvantages of tourism:

or damage.

The commercialization of culture can

Travelling by itself is also an activity

undermine the soul of a tourist

which damages the environment due

destination. Local traditions that have

to the CO2 emissions caused by

travelling by plane, conventional cars or ships.

Many tourist

cities have tax

implemented

to

be

accommodation

in

paid

a

in

the

order

to

counteract the damaging effects of tourism

and use such source of

income in

activities, facilities and

benefits for the locals. Such tax may be a fixed or proportional amount applied to the number of nights in a tourist

accommodation.

Therefore, the inbound tourism hub should offer a sustainable offer that can be beneficial for the locals in such a way that the arriving tourists can travel and enjoy their stay, make profitable activities for the locals and with the smallest possible impact to the environment of the inbound tourist hub.

Likewise, the tourist must be respectful towards the locals and their environment.

Besides, an outbound tourist hub should also be concerned about attracting tourists as well in order to attract incomes from tourism and return such benefit to the local people, who would not only have more money to spend in the inbound tourist hub, but also in their own place of residence.

"Please be a traveller, not a tourist. try new things, meet new people and look what's right in front of you.

Those are the keys tounderstand this amazing world we live in."

-ANDREW ZIMMERN-

SOCIAL AND ECONOM IC DEVELOPM ENT OF TABERNAS AS AN INBOUND TOURISM HUB SOCIAL AND ECONOM IC

the main economic engines

DEVELOPM ENT

of the region.

TABERNAS

OF AS

AN

INBOUND TOURISM HUB Sunny

and

secluded

beaches

surrounded

Many movies were filmed from late 50s to 70s in the province

of

Almeria, and

by

specifically, in the region of

subtropical

Tabernas, a municipality with

nature. These are the most

3679 inhabitants (2017) and

attractive treasures of the

a surface of 281 km2 located

province of Almeria. Apart

29 kilometers from Almeria

from that, the Alpujarras is

next to the only desert in

an

rural

Europe, with an arid, dry

the

landscape recalling the vast

desert

and

outstanding

destination,

archeological sites of Los Millares and El Argar are two

witnesses

prehistoric region

of

well-known friendly

of

the

times,

the

Vera for

tourists

Mojรกcar

is

nudist and

has become a

meeting point for party animals.

deserts of California.

After

the

shooting

of

Lawrence of Arabia by David Lean in 1962, this place was chosen by Sergio Leone to film

the

Trilogy

mythical and

established

facilities as film these

titles

Dollar

in

sets for Tabernas:

together with the Italian film

This is a brief sample of

Industry, the subgenre of

the wide tourist offer of

Western

the province of Almeria.

Spaghetti

But one of the most recent

Western or Macaroni Western,

types of tourism, which

was born.

arises

from

the

recent

history of the region, is film tourism, derived from the film industry as one of

films

known

Western,

as

Italian

In that time, this region was excluded from the social and economic

development

which took place over the

60s in Europe: despite the implementation of economic policies

based

development

on

plans,

this

place was an area politically, economically

and

socially

isolated, with poor structures and

living

conditions

compared to other Spanish regions. Over these years, many

inhabitants

were

forced to migrate to industry hubs, eager of cheap labour force, like Germany, Austria, the

Basque

country

or

Catalonia. Such situation is faithfully reflected in books like Campos de NĂ­jar, written

by Juan Goytisolo.

Therefore, the arrival of the film

industry

was

an

opportunity for this region to make itself

progress and to

the

open

outside.

Directors, actors, producers and technicians spent money in

eating, accommodation,

transportation, which forced the

local

authorities

to

provide many benefits to comply with the wishes of such

so

cheered

visitors.

Those visitors would spread the word about that hidden place of Spain and many would visit this region later.

With the arrival of foreign

The reason for producers to

tourists and visitors, this

choose Almeria instead of

region

a

Tabernas as the base of

source of currency inflow:

operations to shoot a film

the creation

bilateral

may be due to the lack of

between

accommodations

also

became of

agreements

and

Western Europe countries

leisure offer in Tabernas: in

to co-produce films as a

fact, the 4-star Gran Hotel

response to the prevailing

Almeria was opened in 1967

American film industry. This

in the capital city to meet

was another opportunity to

the demands of the film

receive funds from other

industry, and it was the first

countries.

hotel

However, began to cause

established in this city.

anger in the inhabitants of

A

Tabernas: they claimed that

population

the film industry did not

during

hire

flourishing era is reflected in

stuntmen

Tabernas, but

from

from

the

capital city (and sometimes, producers

even

arrived

with American stuntmen). It was paradigmatic that, in spite of the arrival of the film

industry,

many

inhabitants from Tabernas had to leave their homes to find a job in other cities of Spain or Europe.

of

this

decrease

in

of this

category

the

Tabernas allegedly

the following graph.

Despite

this

situation

in

Tabernas, such inflows of currency

benefited

the

development of the region of Almeria: layout of new roads, water and electricity supply to villages and the construction of an airport in 1968.

In

1975,

the

International Energy Agency decided to design and build

a facility in one location to validate the solar thermal technology potential for the production of electricity. A few years later, the Solar Platform of Almeria was founded in Tabernas in the early 1980s and run by the Spanish

Energy,

the

Such decision was embraced

and

buildings was converted into

by the population with such

Research

a full saloon to sell beer.

enthusiasm, after

Nowadays,

the past glorious era of the

Environment Technology Center

(Centro

de

added,

and

one

such

of

thematic

recalling

Investigaciones EnergĂŠticas,

park

than

western film industry, that

Medioambientales

50,000 visitors interested in

the auditions of the film

the spaghetti western every

director to find stuntmen and

year.

stuntwomen were a success:

facilities built up to shoot

So attractive is film tourism

This synergy between the

Sergio Leone?s films were

that many different events

film industry and the film

preserved and reformed as

are

tourism

tourism and entertainment

topic,

venues and parks, like the

Internacional

villages

Corto

y

TecnolĂłgicas).

A

few

years

of

later,

Oasys

the

Mini

attracts

more

organised like

about

the

his

Festival

Almeria

(Short

en Films

has

foster

the

development of local tourist initiatives

in

Malcamino?s

is

Tabernas: a

tourist

Hollywood and Fort Bravo.

International

Festival),

company based in Tabernas

This

whose first edition was in

which offers different tour guides in Spanish, French

last

one

was

established

as a

tourist

2001,

Rafael

Western

attraction

when

or

the

of

and English to visit places of

stuntman,

Tabernas in 2011, the same

interest and filming scenarios

decided to purchase the

year in which Cinema House

in

property

Molina,

a for

$6,000

to

Film

Almeria

Festival

this

village

and

was opened in the same

surrounding

improve his job career if

house

entities

such property was to be

chose as his accommodation

Andalusia and Tabernas as a

used for filming again. This

in 1966.

film tourist destination with

was a risky strategy, indeed, In

the

started

early

1980s,

charging

money to tour Mock

he

visitors the set.

shoot-outs

and

barroom brawls were later

that

John

Lennon

These local initiatives have witnessed the new boom of

area.

the

also

Public promote

mottos and initiatives like AndalucĂ­a de cine.

film tourism after this last

The growth of the province of

key milestone: Ridley Scott

Almeria, hand in hand with

decided to shoot

Exodus:

strict environmental policies

Kings and Gods in Tabernas.

preserving the natural parks

of the region, has led to the returning point: the revival of this region in terms of film tourism has been crucial over the last years thanks to many national and international films and series, from 800 bullets to Money Heist or Game of Thrones.

Nowadays, we cannot ignore the increasing demand of film tourist activities. Some time ago, cultural tourists used to travel to visit museums

-

The

local

inhabitants

will

and sites of cultural interests. Today, the amount

specialise in offering services

of tourists interested in discovering sites of

and

interests related to the film industry is higher.

indirectly

Film tourism creates a circle between the film

tourism and film industries:

industry, the local society and tourism:

accommodation, restaurants,

-

tour

As the natural environment of Tabernas is a

successful

filming

location,

products

directly

related

guides,

instructors,

more

to

or the

sports

chauffeurs?

producers will be interested in shooting in this -

-

-

province

and

contribute

to

its

However, unless other film tourist

economic development.

destinations, there is much to be

The more times Tabernas appears on the

done in the village of Tabernas. In

screen, the more people will be eager to

2016, there were only 2 taxi drivers

come and know the beauties of this region.

and public transportation options

The arrival of these tourists will also have a

are scarce. Regarding the leisure

positive effect in other tourist sites of

offer, there

interest of the province and vice-versa.

restaurants, 3 night clubs and 1

The regional authorities will invest more

disco. Finally, Tabernas had a 3-star

money in promoting tourism and events in

hotel with 41 accommodation units

the area, which is translated into the

and

improvement

accommodations (inns, 1-star and

infrastructures.

and

creation

of

4

were

18

more

bars, 11

tourist

2-star hotels) accounting for 55 more accommodation units. This is insufficient in high peaks like in summer or during the development of the western film festival, which

forces visitors to look for accommodation in other

tourist

hubs.

Despite

the

huge

interest

shown

visiting

the

mentioned

in

above filming

scenarios and in the development of film festivals, this village should

focus

its

efforts in providing a wider tourist offer.

"WE HAVE NOTHING TO LOSE AND WORLD TO SEE."

-ANONYMOUS-

Th e u se of n ew t ech n ologies in t ou r ism sect or in An dalu sia Tourism is an economic activity in which, basically, products or services related to the leisure sector are offered and demanded.

This sector is very affected by fashion and also by special events (war, terrorism, epidemics, etc.) either temporarily or permanently.

The tourist product, being a service, has some features that they differ from other products, such as their intangibility, impossibility of being stored, heterogeneity, simultaneity of production and consumption, etc.

Tourism produces a multiplier effect on the economy of the host country, which can be defined as the added wealth that is created by each unit of tourism expenditure.

For example, the tourist who stays in a hotel makes a tourist expense, but as a consequence of this occupation, the owner of the establishment will have to acquire a series of consumer goods, such as food, beverages, water and energy, etc., that they will have a positive impact on these supplier companies, and so on. In the tourism sector, given the interdependence between the different companies that they

compose it - hotels, transport, restaurants, travel agencies, etc. the systems of information is of great importance, since they are an instrument to improve competitiveness, given its great strategic value.

In this regard, it should be noted the usefulness of intra-organizational information systems, which are responsible for: -

-

-

Internal information management (computer programs of accounting, warehouse management, personnel management, taxation, base of customer data, etc.); Inter-organizational information systems, aimed at the interconnection electronics of various independent organizations (like central global reserves); Other means of communication with the environment (ie. the Internet), which it has become an alternative distribution channel and a way of advertisement in the tourism sector.

ICTs have contributed to the massive growth of tourism and the increase in volume of supply and demand. This converts to Information Technology and Communication in one of the key elements of the tourism industry, since they are the instrument for commercialization, distribution and adjustment functions of tourism companies while allowing consumers to optimize the value of their money and time when travelling and sightseeing.

Unlike durable goods, tourism services are intangible and not can be physically displayed or inspected at points of sale before the purchase, since these are normally bought away from the place of consumption; in consequence, consumers assume a significant level of risk, both economic as psychological because vacations have become one of the most important expenses in the annual budget of a family.

The tools for communication and transmission of information are, therefore, indispensable for the overall development of the tourism industry. ICTs are used to

facilitate and manage the expansion of tourism businesses and destinations worldwide. Tourism companies can increase their performance and competitiveness through the use of advanced information and communication technologies, as it allows them to improve their network connection and, therefore, improve their ?virtuality?.

The New Technologies have contributed to the globalization of the tourism sector and they force companies in this sector to use them to maintain their competitiveness since, otherwise, they could suffer irreversible damage. However, the introduction of the Internet also facilitates the entry of new competitors who would not otherwise have an opportunity in the tourism business; this poses a risk to established companies as significant as the introduction of the Internet as a factor of differentiation between them.

The online travel industry is intense in information, customers can easily search for rates, schedules, travel offers, hotel availability and the destination of their holidays on the Web. Technology and

tourism are two of the fastest growing sectors in the global economy.

Internet, considered one of the most relevant elements of ICTs, it is revolutionizing the way the tourism sector operates and it is introducing important modifications in the field of marketing, especially in the case of the distribution and sale of certain goods and services, allowing the achievement of important advantages in the traditional way of operating some companies, as well as the relationships they have with other companies and their customers.

According to the Annual Study of Mobile & Connected Devices (IAB, 2019), the use of the smartphone as an Internet access device in 2009 covered only 10% of the Andalusian population, reaching ten years later the chilling value of 96%.

To this we must add that the number of applications installed in Andalusian smartphones (2017) exceeded 40 in 9% of the population, followed by a use of between 25 and 40 applications by 15% of the population (Statista, 2019).

Number of applications per user (%) in Andalusia for 2017.

Evolution of the use of the mobile device in Internet access.

Source: IAB, 2019

In order to study the impact of new technologies in the

Andalusian

tourism

sector,

we

found

it

interesting to comment on some data worldwide to raise awareness about the application of new technologies

-

in

the

tourism

sector:

59% of travellers begin to investigate their next trip between one and three months before leaving (TripAdvisor, 2016).

-

70% of travellers with smartphones have searched

travel

on

their

smartphones

(Google, 2016).

-

1 in 2 trips start on mobile (Google, 2016).

-

After

performing

a

search

on

the

smartphone, 79% of mobile travellers in 2017 completed a reservation, which is significantly

higher than the 70% that made it in On the other hand, the developments aimed at

2016 (Google, 2017).

-

The websites of tours and activities are the most visited during the

delayed later than usual. Normally, these are

night,

the options that you can find inserted in the

especially

Monday

and

hotel's own mobile applications.

Sunday nights (Trekksoft, 2017).

-

Late Check-out will allow the hotel to be

9 out of 10 travellers consider that reading online is important, but 45% of tourists do not trust the reviews

-

of

the

sites

of

tour

operators.

However, the Andalusian company Becheckin

76% of travellers will pay more for a

solution exposed in DEMOLab has developed a

hotel if they have better reviews

fantastic solution for both express check-in,

online

validating the documentation in hotels and

(TrustYou,

2015).

tourist accommodation and to extend the stay (late check-out).

More and more mobile applications that improve the experience of tourists, making them happier.

Through the streets of your city, you can continuously see the windows of the travel agencies; however, thanks to the Internet, the behaviors when making reservations for both flights and hotels, has evolved significantly.

The accommodations have the largest number and the most diverse mobile applications. It no longer only allows you to reserve or rent (check-in) a stay, as we saw before.

Among the new possibilities is the express

With all this, every mention that the digital

check-in, where you can make a last

transformation in the tourism sector is

minute reservation in a simple way: from

already a reality in Andalusia. Websites,

the application you can scan and send your

portals,

identity document before your arrival at

entrepreneurial initiatives are increasingly

the accommodation, avoiding discomforts

present in the Andalusian tourism sector

and

where travellers can find resources such as:

improving

your

experience

mobile

applications

and

-

General:

With

like

together with Andalusia Lab and,

Andalusia.org where you have at

above all, from entrepreneurs through

your disposal all kinds of options

projects such as the Minerva program

(gastronomic or cultural routes,

and that are already a reality like:

hiking,

websites

sustainable

tourism,

1. Beet r ipper :

provinces, practical information,

establishing relationships with other

consultations, multimedia area...).

users.

Andalusian

tourist

and

its

to

know

the

city

commitment

beach guides, destinations in all

Essential reference to know all

the

That

customs

2. La Sibila: With which you will have

offer.

information on the rich archaeological heritage present in all the provinces of

-

By

provinces:

provinces inform

All

have

Andalusian

websites

tourists and

information

the community.

that

3. Flam en co Nau: That spreads the

complete

visitor 's interest in flamenco as an

with

routes,

suggestions

and

engine of wealth and tourism.

4. St r eet

Based

on

recommendations accessing the

augmented reality to offer tourists a

websites

new vision of Andalusian cities and

of

Almeria,

Cádiz,

Córdoba, Granada, Huelva, Jaén, Málaga

and

cultural

By themes: Web

spaces.

Seville.

-

-

M u seu m :

Accessible tourism: It comes from the

and

mobile

hand of projects such as Accessible

an

infinite

Almeria, which puts at your disposal

tourist

the beaches for people with reduced

resources for the traveller who

mobility, Tur4all, of the Vodafone

arrives

Foundation,

applications

offer

number

alternative

of in

Andalusia,

from

which

has

had

the

seafaring routes to castles or

support of the Tourism Council of the

even industrial tourism, forests or

Junta de Andalucia or Discapnet, of

runners, without forgetting the

the ONCE Foundation where through

wide

Andalusian

its accessible map you can consult the

download

beaches and places of Andalusia or,

official applications such as the

locally, applications such as Accessible

Thyssen of Malaga, the Alhambra

Tourism, promoted by the Aspacys of

or make virtual visits to enclaves

Córdoba?s

network

museums. You

such

as

of can

Medina

Azahara

in

Córdoba or the Museum of Cádiz, among

other

Foundation.

options.

-

Digital

magazines

such

as

Sol

Magazine, a pioneer digital magazine (only for AppleStore) in which all kinds

-

New initiatives: Arise from the

of tourist and leisure information

Administration as In your hand,

about Malaga and its province are

offered.

Without

any

its target

doubt,

information

and

-

and

potential

audience.

Interactivity: This two-way relationship

have

becomes an important component of

revolutionized the world business landscape

marketing. Customers communicate

and the tourism industry is no exception. ICT?s

with companies to find out about the

have modified the hotel, restaurant and travel

products,

services

transactions

communication

technologies

industries

and

now

play

a

and at

then the

carry touch

out of

a

keyboard.

fundamental role in the rules that govern the business world and in the way of approaching customers.

The advantages of ICTs in terms of increasing

-

sector, the flexibility and instantaneity

recognized as an extremely valuable tool in

in the transmission of information is

the marketing of products and services. It is that

the

Internet

communication.

Th e

-

invaluable.

Accessibility: Ability to reach markets globally.

advan t ages in

in f or m at ion

absolutely

offers

substantial advantages over the means of

consumers

promotion initiatives. In the travel

sector, including tourism Internet is widely

all

keep

offers, price changes and new sales

new functionalities are unquestionable in any

by

You

constantly informed of new company

competitiveness, reducing errors and creating

known

Flexibility:

an d

t he

applicat ion

of

com m u n icat ion

OTHER

ADVANTAGES

OF

ICT?s:

Provides

An dalu sian

benefits and benefits to the institution at the

t ou r ism sect or w ill be pr esen t ed below :

same time, due to the fact that through

t ech n ologies

w it h in

t he

computerized systems jobs are streamlined -

Addressability: The Internet has the unique quality of, with its directionality, being able to transform the great paradigm

of

communication

and fewer personnel are needed to perform them,

therefore

the

company's

payroll

decreases.

and

marketing as it allows the messages of

-

Lower costs, increase information on

a sender to be directed to many

operations, improve guest service and

receivers or of a sender to a single

increase productivity.

receiver. Traditional media, such as

-

The fact that specific programs are

written media, radio or television, are

used for tourism companies, which

passive media, this requires that a

detail the almost total operation of

company when it comes to launching

these

an advertising message reaches both

established standard of work and

organizations

documentation.

and

have

an

-

-

Evolve the concept in the traditional

Tourism is one of the sectors in which digital

4p?s of marketing: product, place,

technology has had a major impact, in that it is

price and promotion. due to the fact

very sensitive to the way in which tourists

that it adapts even more modern

make their decisions and the influence that

mechanism.

others have on them for the opinions of the

The client would no longer have to

Experience

attend an agency or tour operator

applications, social networks and other spaces

(intermediary),

on the Internet.

to

make

a

reservation or plan their vacations, they can do it by themselves from home.

-

lived

through

the

use

of

Regarding tourism service providers, the boom that social media has experienced in recent years has also been noted in Andalusia's

The main and primary advantage of the various communication systems is that they are more efficient and effective, with making

the possibility of

fewer

mistakes,

saving

operational costs and essential for the proper development company

or

of any

institution.

housing

offer.

In

fact,

83.5%

of

hotel

establishment use social media via the Internet for working purposes, a percentage that has grown more than 10 points in the last year.

Among these media included social networks (99.7%), followed at a great distance from company blogs or microblogs (65.1%) and websites sharing multimedia content (25.4%) (SOURCE: statistics of the information society,

Th e n egat ive in ciden ces of ICT?s in t h e An dalu sian

t ou r ism

sect or

ar e

f ollow in g

2015, (Eurostat) | ETICCE (INE)).

t he on es: With regards to the companies, there has been a noticeable increase in the amount of services

The Internet is not only a field where information is provided, and products and services

are

sold

to

consumers

and

available in accomodation compared

the Spanish websites to

and

Andalusian

in

2016-2017 2014-2015:

Regarding the customer ?s point of view, we can see here the development of the percentage of rooms booked

Big data is also being implemented in the Spanish and Andalusian tourist sector. The main sources for a Big Data analysis are the social media, followed by geolocalisation with mobile devices

It is also noticeable that the graph on the percentage of booked room per type of client shows that there has been an increase in the number of booked rooms via tour-operators in 2017 compared to 2015.

Pr edict ion of dyn am ic Im pact in t h e f u t u r e: Block ch ain In Fitur Tech, the fifth element was Technology. It has been approached the technological possibilities that tourist companies can reach in order to be more competitive. Some of them are Blockchain, I.A., Big & Smart Data, Machine Learning Logic, virtual assistant, chatbots, virtual reality.

These tools are provoking a better efficiency, making easier to obtain much more information with the objective to create new plans of different actions by trying to touch people?s emotions and then reinforce the human factor.

Concretely the protagonist technology in the event was Blockchain which presented an eBook Blockchain. This book consists of conclusions obtained in several investigations about tourism.

Blockchain is a technology that publicly stores all the transactions that a network produces. Each record gets encrypted, and they get grouped into blocks that form a chain, leading to the blockchain moniker.

According to experts within the tourism sector technology are changing different process based on the application of Blockchain 1. Virtual identifications. Imagine if the traveller would not have to show their identification ante he/she only needed an identification within the phone. How many time this would save us? This virtual identification could help us in train and bus stations, airport but also in hotels.

2. Tourist can see real opinions. Nowadays smart travellers and digital tourists are concentrated in a series of digital platforms. All of them are easy to manipulate. With the creation of a decentralised system users could give their opinion in a transparent way.

3. There exists the possibility to create virtual exchange money for the different destinations, celebrations and festivals. In fact there exists some apps that does this process such as AntShares, Ripple, Ethereum 4. Incentive tourism. The principal idea here is to reward tourist when visiting some places, monuments, specific localizations. Safe payment. As this is going to be an immutable database, the transactions and their corresponding register are immediate and they can be easily detected. This prevents errors such as duplication in charges, frauds or any other type of manipulation.

"SPACE TOURISM IS A LOGICAL OUTGROWTH OF THE ADVENTURE TOURIST MARKET." -Buzz Aldrin-

Im por t an t job posit ion s w it h in t ou r ism sect or Nowadays, tourism creates millions of jobs in the world. According to the World Tourism Organisation, Spain is the second country in terms of inbound tourism after France, a country which receives around 57 million visitors.

Specifically,

13.1%

of

the

working

population in Andalusia was working in the In the restaurant business sector, there

tourism sector in 2017.

There

were

402.1

thousand

people

developing tourist activities in Andalusia from January to June 2019, accounting for 12.9% of 3.12 million workers in Andalusia.

The following graph shows the distribution of these workers in the different branches of the tourism sector. 54.9% of them work in restaurant businesses, 18.1% of them develop accommodation activities, 10.2% work in tourist transportation and the remaining tourist

percentage

works

in

are job professions like cooks, private chefs, staff involved in cooking shows, food and beverage suppliers, kitchen assistants

and

bartenders.

In accommodations, we can find a wide variety of jobs, such as housekeepers, heads

and

assistants

housekeeping

of

the

department,

receptionists, cleaners, butlers, vallets, maintenance staff and concierges.

other

activities

In the transportation sector, there is a demand of pilots, taxi drivers, captains, cabin

crew

information

members, and

technicians,

reservation

clerks.

Furthermore, many Spanish companies like Renfe seek assistants to help

people with disabilities during their

implementation of cultural activities

journey. Atendo is a free-of-charge

and tour guides related to the world of

service to attend and help travellers

the

green

liquid

gold.

with disabilities or reduced mobility to guide, inform and make the journey and their movements in train stations easier.

With regards to the transportation sector in tourism, it is difficult to take a picture of the centre of Seville without a

Tourism also foster the creation of

horse carriage driver, although the

information and entertainment jobs,

growing awareness on animal rights

like

tends to decrease the number

tourist

guides, sport

activities

instructors and travel agency clerks.

tourists

requesting

this

of

activity.

As in any sector, all companies need executive,

and

Unique accommodations like the cave

high

houses are another tourist attraction

qualification, as well as sales and

which can foster the creation of job

marketing staff and representatives.

employments in rural areas because

accounting

administrative staff

with

a

such types of house need specific The

implementation

of

new

building

and

maintenance

tasks.

technologies and challenges, the high connectivity of consumers and the data

Finally, we cannot ignore the cultural

assessment entails the creation of new

influence of the flamenco dance in

job profiles which are developing a vital

Andalusia. In this sense, there is a

role in the tourist sector: computer and

specific demand of flamenco dancers,

software

singers,

programmers,

community

managers, digital public relations and marketing staff members are some of the most recently demanded positions.

The special features of the Andalusian way of life distinguish some of the job positions developed in this region. For example, there is a high demand of cellar slicers

masters (venenciadores), ham (cortadores

de

jamรณn)

and

sommeliers. The increasing interest of tourists in olive oil also promotes the

teachers

and

player

Unlike the industrial sector, where the

the training needs of the sector

products manufactured are independent

training. All of them, issues that are

to some extent from the workers who

addressed

have participated in their development,

Conference.

in

the

Tourism

in

Sector

the services cannot be separated, at any time, from their suppliers.

To give greater operability and technical

The training of tourism professionals,

support to these works, the Center for

both

Tourism

continuous

and

initial,

is

Innovation, Development and

undoubtedly a strategic element to face

Education (CIDET) has been created in the

the changes that are happening in the

General State Administration, which has a

sector.

basic role in innovation and technology within the framework of the National I&D Plan

(Innovation

workers. In order to be able to develop

The

responsibility

and implement innovative technologies in

Administrations is to establish, within the

the sector, to

a competitive

framework of the Tourism Observatory, a

activity, and to be able to export this

catalog of types of actions, analyze their

knowledge and this quality, an intense

contents and provide this information to

training of the personnel is necessary

the

around

The quality of tourism depends largely on

and

Development).

the participation and good training of its

remain

those

evolution

of

aspects the

technologies

in

markets are

Sector

of

the

Conference

Tourism

and

the

which

the

Interministerial Commission of Tourism,

and

the

to, among all, set general guidelines and

demanding.

establish synergies that allow greater effectiveness and efficiency.

Training aimed at improving quality in the sector is necessary (implementation of insurance

systems,

information

Among the actions mentioned are: -

and

reservation technology systems, business

set up by CIDET. -

management, sustainable development in tourism, etc...) and in the definition of technological training

tools that

(needs

support

detection,

this

The Training Center for Trainers, The Permanent Training Center of the Paradores Network.

-

Tourism Scholarships of Spain.

-

Entrepreneurs Training Program.

permanent

training systems, distance training, etc...).

In this way, it should be noted that In Spain, there is an agency under the General

Secretariat

of

Tourism,

the

?Spanish Tourism Observatory? (OET), in charge, among other tasks, of tourism analysis and prospecting and working on

tourism is, by far, the first national industry because of the number of jobs it generates and the currencies it provides.

Since the beginning of its expansion, in the

1950s,

its

growth

has

been

progressive and has been considerably

product-service.

linked to the increases in income or wealth of the demanding countries. Spain has traditionally been an offering country and, in the international context, it is one of the great powers and with many tourist possibilities due to the confluence of

In order to make a comparative analysis of

professional

competences

in

the

tourism sector, it is considered necessary to divide the sector into the following areas:

three circumstances: 1. Proximity to the demanding areas.

Professional accommodation area: includes

2. Accessibility.

professionals

whose

activities are linked to the provision

3. Tourist

spaces.

of

basic

and

complementary

accommodation services.

If the tourist activity is a ?grouping of

-

Professional

area

of

services? (tourism product) as mentioned

??complementary

above,

the

professionals in this area are linked

provision of these services cannot be

to the research of the tourism

ignored. The services are not provided

market, the arrangement of the

alone, but the professionals of the sector,

offer, the creation and marketing

in all its modalities, are part of these

of tourism products, the provision

elements who

of

the

human

element

make

it

in

possible

for

services:

intermediation

services and

tourists to enjoy these services. Here lies

tourist

fundamentally

entertainment and leisure.

the

importance

of

professionalism in the workers of the sector.

information

on

In this way and, in order to establish the degree of professionalism required by each of the jobs related to the tourism

Professionalism can and should also be a

sector, we must

determining and differentiating element

professional

in the face of competition within the

psychoprofesiographic profile.

market: there are receiving markets with

-

an offer very similar to that of Spain and which

meet

mentioned

the

three

above in

to

conclusion

expressed

above

that

professionalism must be enhanced to maintain

competitiveness,

without

excluding, of course, the other elements that make up the quality of the tourist

and

Professional profile means the set that a subject must possess to

the

Spanish market, which leads us to the

profile

of academic knowledge and skills

elements

relation

distinguish between

perform a certain job.

-

Psychoprofesiographic

profile

means the set of psychological and physiological required, specification

skills

that

are

together

with

the

of

the degree to

which they must be possessed.

So that said, some of the professional competences

within

the

different

professional areas of the tourism sector are: -

Accommodation

area

non-hotel

and

establishments,

among

(hotel, rural others):

manage the accommodation area, based on the general objectives of the establishment, ensuring the reception and attention of the client and the correct provision of services in the area.

-

Complementary services area.

I.

Travel agents: schedule, organize, operate

and

control

combined

trips; sell rights to use tourist services, manage specific units or departments of travel agencies and participate in the preparation and

development

of

their

commercial programs.

II. Tourist informants and marketers: commercialize tourist destinations, create tourist products, assist and guide tourist groups and manage tourist information services.

III. Tourist animators: program and organize all kinds of events or entertainment

activities

in

all

possible fields of application of this in

tourist

businesses,

establishments manage

and

specific

animation units or departments in different tourist companies and develop their programs according to

a

business

philosophy

pre-established objectives

or

"THE TRAVELLER SEES WHAT HE SEES, THE TOURIST SEES WHAT HE HAS COME TO SEE." -GILBERT K. CHESTERTON-

Life is a journey, make the best of it.

WEBGRAPHY

a.1 Se han definido los elementos básicos que caracterizan el sector turístico. http://codis4u.wikifoundry.com/page/Components+%26+Elements+of+Tourism https://ec.europa.eu/eurostat/web/products-eurostat-news/-/DDN-20170630-1 https://ec.europa.eu/eurostat/web/products-eurostat-news/-/DDN-20190506-1 https://www.juntadeandalucia.es/institutodeestadisticaycartografia/infografias/img/tableau/Encuesta_Coyuntura_Turistica.html

a.2 Se han definido los elementos básicos que caracterizan el sector turístico en Andalucía. http://www.revistaestudiosregionales.com/documentos/articulos/pdf571.pdf http://www.andalucia.org/media/tinyimages/file/imcreg_sep19.pdf http://www.andalucia.org/es/

b.1 Se ha analizado la evolución del turismo. https://www.entornoturistico.com/wp-content/uploads/2017/11/Conceptualizaci%C3%B3n-origen-y-evoluci%C3%B3n-del-turismo-de-Miguel-Acerenza-PDF.pdf http://www.andalucia.com/spain/statistics/tourism.htm

b.2 Se ha analizado la evolución del turismo en Andalucía. https://www.turismoandaluz.com/pemth2020/data/descarga/PEMTH2020.pdf http://www.juntadeandalucia.es/institutodeestadisticaycartografia/blog/tag/turismo/page/2/

c.1 Se han identificado los encuentros nacionales e internacionales en materia de turismo en los que participa Andalucía. https://www.aetcadiz.com/aetc/la-importancia-de-las-ferias-turisticas/

c.2 Se ha identificado la importancia que dichos encuentros tienen para el sector turístico en Andalucía. https://www.europapress.es/andalucia/almeria-00350/noticia-costa-almeria-presente-feria-turismo-itb-berlin-20190306151247.html https://www.europapress.es/andalucia/turismo-00476/noticia-huelva-exhibe-26-ferias-turisticas-nacionales-internacionales-2017-20180104131818.html

d.1 Se han identificado las diferentes instituciones públicas o privadas que están relacionadas con el sector turístico en Andalucía. https://andaluciaaldiablog.wordpress.com/2015/11/05/85/ https://www.juntadeandalucia.es/organismos/turismoregeneracionjusticiayadministracionlocal.html https://www.juntadeandalucia.es/organismos/turismoregeneracionjusticiayadministracionlocal/consejeria/organos-colegiados/59471.html http://www.turgranada.es/patronato-provincial-de-turismo/

e.1 Se ha valorado la importancia de la actividad turística respecto al desarrollo económico y social del núcleo turístico. https://www.eea.europa.eu/media/infographics/co2-emissions-from-passenger-transport/view

https://wwf.panda.org/our_work/oceans/solutions/reducing_tourism_impact/ https://es.slideshare.net/matjuejelawe/recreation-tourism-1

e.2 Se ha valorado la importancia de la actividad turística respecto al desarrollo económico y social de un núcleo turístico andaluz elegido por el/la alumno/a. https://dialnet.unirioja.es/servlet/tesis?codigo=179074 https://www.cabogataalmeria.com/en/Gata-Nature-Reserve/Activities/Leisure/Western-Village-Tabernas.html https://www.turismodealmeria.org/almeria-film-office/ http://www.almeriawesternfilmfestival.es/en/tourism/ https://www.andalucia.org/en/andalucia-destino-de-cine/ https://www.ideal.es/almeria/almeria/medio-siglo-haciendo-20180204020522-ntvo.html http://tauja.ujaen.es/bitstream/10953.1/9393/1/TFG_Definitivo.pdf https://www.20minutos.es/noticia/2542420/0/turismo-mas-54-500-personas-visitan-mini-hollywood-lo-largo-este-verano/ https://sevilla.abc.es/cultura/cine/20130813/sevi-casting-exodus-roquetas-201308131001.html

https://almeria360.com/redaccion/08082013_el-casting-de-exodus-en-el-moises-ruiz-provoca-colas-de-hasta-un-kilometro-en-el-centro-de-almeria_87068. https://www.dipalme.org/Servicios/Informacion/Informacion.nsf/referencia/Ayuntamiento+de+Tabernas+Ayto.Tabernas+088-HT-001 http://dspace.uib.es/xmlui/bitstream/handle/11201/3113/Bauza_Illan_Raul_Alberto.pdf?sequence= https://www.foro-ciudad.com/almeria/tabernas/habitantes.html https://www.epdata.es/datos/datos-graficos-estadisticas-municipio/52/tabernas/6996

f. 1 Se ha reconocido el uso de las nuevas tecnologías en el sector turístico andaluz. https://www.turismoandaluz.com/pemth2020/data/descarga/PEMTH2020.pdf https://www.mabelcajal.com/2018/06/estadisticas-turismo-viajes-plan-de-marketing.html/ https://www.blog.andaluciaesdigital.es/claves-para-la-transformacion-digital-en-andalucia-turismo-2-0/ https://www.lavanguardia.com/viajes/20150701/54433146737/mitad-turistas-espanoles-planifica-reserva-por-movil-segun-tripadvisor.html https://www.eleconomista.es/tecnologia/noticias/8883498/01/18/El-70-de-las-reservas-de-hotel-se-hicieron-online-en-2017-segun-Google-Espana.html https://www.andalucialab.org/blog/herramientas-digitales-turismo/ https://www.blog.andaluciaesdigital.es/turismo-y-nuevas-tecnologias/ https://www.andalucialab.org/blog/como-internet-ha-revolucionado-el-sector-del-turismo-2/

f.2 Se ha reconocido el impacto dinamizador de dichas tecnologías en el sector turístico andaluz.

https://www.researchgate.net/publication/273760804_El_impacto_de_las_nuevas_tecnologias_en_el_sector_turistico_Aplicacion_de_la_realidad_aumentada https://www.turismoandaluz.com/pemth2020/data/capitulo3_6.html https://www.andalucialab.org/blog/el-quinto-elemento-la-tecnologia/

g.1 Se han identificado las principales profesiones turísticas que son importantes en el sector turístico andaluz. https://www.hosteltur.com/comunidad/nota/002911_los-trabajos-mas-demandados-en-el-sector-del-turismo.html http://www.juntadeandalucia.es/turismoydeporte/publicaciones/estadisticas/bata_2017.pdf

g. 2 Se ha valorado la importancia de la profesionalidad en dichas profesiones turĂ­sticas. https://www.ebury.es/blog/2015/02/03/la-creciente-profesionalidad-del-sector-turismo-en-fitur-2015/ https://www.abc.es/espana/canarias/abci-pazzzz-201202110000_noticia.html http://www.aenoa.com/el-turismo-implica-formacion/

http://www.malaga.es/economia/1298/com1_md3_cd-14466/diputacion-defiende-importancia-formacion-turismo-apuesta-inclusion-estrategica-plan-turismo-