TOURIST TYPOLOGIES, THE TOURIST DEMAND AND ITS EVOLUTION
Isabel Ramírez Gómez de Aranda Pablo Márquez Martín Carlos Sánchez-Montes Gómez Safae Rad
Generally speaking, We can distinguish
t wo types of tourism:
❖ Domestic tourism: is travel within your own nation. The domestic tourism economy around the world is lucrative and has been boosted by the growing trend of staycations. An internal holiday can be a cost-effective option for individuals and has other benefits, such as making residents aware of the history and culture of their country. ❖ International tourism: The World Tourism Organization (WTO) defines tourism as ‘traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes’. International tourism has increased due to people around the world having more money in their pocket, as well as the impact of greater globalisation. Types of international tourism: A. Inbound tourism: Inbound tourism is when a person from his/her home country travels to another country for not less than 24 hours and not more than few months. The purpose of the travel is mostly leisure and very seldom for business. B. Outbound tourism: Outbound tourism comprises the activities of residents of a given country travelling to and staying in places outside their country of residence and outside their usual environment for not more than 12 consecutive months for leisure, business and other purposes. Regarding Andalusian tourism, we can find different types of tourists practicing different types of tourism. For example: ➢ The tourist with the DSLR: the one who goes with his/her camera slung around the neck everywhere. They want to catch every landscape, every corner of a city or town. ➢ The budget traveller: this type of travellers does not mind staying in Airbnb or sharing a room with strangers in a hostel. The main idea: cost savings, and we can find this type of tourist in Cádiz and Huelva.
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➢ Foreigners come to Andalusia sometimes like “free spirits”: they do not mind travelling alone, they love making friends and meeting people along the way. ➢ The luxury traveller: mainly found in Marbella, some of them decide to live here for a long period of time and they purchase houses. Many of them take a sabbatical year. ➢ The Foodie: Here in Andalusia we can find tourists who want to try the local cuisines in different Andalusian villages. They even want to eat the most exotic dishes.
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➢ The Adventurer: They love Andalusian nature, they dream of taking a long hiking or cycling trip. The idea of travelling around the world and discovering new corners in a van appeal to you more than the idea of staying in a luxury hotel.
Regarding the geographical distribution, we can find different types of tourism in Andalusia ❖ In the coast: Costa del Sol (Málaga), Costa Tropical (Granada), Costa de Almería, Costa de la Luz (Cádiz y Huelva). ❖ Rural tourism: Cazorla, Doñana, Sierra Nevada, Sierra Morena, Sierra de Grazalema, La Alpujarra and El Torcal de Antequera. ❖ Urban tourism: Huelva, Sevilla, Córdoba, Jaén (Úbeda y Baza), Granada, Almería, Málaga y Cádiz. ❖ Cultural tourism: in Seville, Córdoba, Granada and Jaén. ❖ Ecotourism: in Huelva, Sevilla and Cádiz. ❖ Sport and Adventure tourism: Granada, Málaga, Almería, Cádiz, Huelva. ❖ Gastronomic tourism: Granada, Sevilla, Huelva, Málaga, Cádiz (Jerez) and Córdoba (Montilla). ❖ Congress and Business tourism: Jaén. ❖ Health tourism: Costa del sol (Marbella). 4
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https://es.slideshare.net/Benjumea8/el-turismo-en-andalucia http://www.juntadeandalucia.es/institutodeestadisticaycartografia/iea/detalleDatosDia.js p?cod=1791&ram=D#Bloque_29276 ALSO, WE SHOULD HIGHLIGHT THE TOURIST FACTORS INFLUENCING THE
ANDALUSIAN PROVINCES
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SEVILLE:
Seville, which was founded in its origins as a Roman city and now it welcomes three sites declared a World Heritage Site by UNESCO, is a charming and ancient city. The palace complex of the Alcázar is an imposing collage of architectural styles and the cathedral will impress you of its beauty and for being the burial place of Christopher Columbus. The Metropol Parasol (Setas de Sevilla) is the largest wooden structure in the world: a huge mixture of wavy lines and lattices that welcome a viewpoint and a shopping area. Principal Monuments in the city: Torre del Oro, La Giralda, Reales Alcázares, Archivo General de Indias, Palacio de San Telmo, Plaza de España. Festivities: Semana Santa and Feria de Abril. Rural place to visit: Carmona. Ecotourism: Parque de Doñana. Gastronomy: The use of olives, oranges, almonds and wines are frequent for their preparations in various dishes such as fried, salted and cooked marinades. Oxtail, Gazpacho, Fried fish, Flamenco style eggs and Snails; this are the 5 best dishes of Seville. P LAZA DE ESPAÑA
T ORRE DEL ORO
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HUELVA:
From the westernmost foothills of Sierra Morena to the Atlantic coast, the traveler who enters the province of Huelva enjoys, under a luminous sky, a prodigal and delicate nature. The mild climate of the coast, invites to enjoy the sun and the sea all year round, in an environment of white villages, welcoming and equipped with the most modern services. Principal Monuments in the city: Monumento a la Fe Descubridora, Casa Colón, Plaza de Toros, Gran Teatro, Barrio Reina Victoria, Monumento de la Fe Descubridora, Palacio Municipal de Huelva, Plaza de las Monjas. Festivities: Fiestas Colombinas, la Salida de las Hermandades del Rocío, Fiestas Patronales de San Sebastián, Carnavales. Rural place to visit: Sierra de Doñana, Cortegana and Ruta de las Maravillas. Coast: In this area there are a series of wide white sand beaches where the water, the dunes and the pine trees join and combine, offering the visitor from a lively environment in fully equipped areas to wild and lonely places. The coast of Huelva, which has numerous sport ports, has the best conditions for practicing sailing sports, thanks to the climate bonanza that allows you to enjoy the sea at any time of the year. To stand out: Ayamonte, Isla Cristina, Lepe, Cartaya, Punta Umbría, Mazagón and Matalascañas. Ecotourism: las Lagunas de Palos y las Madres (considerada como Paraje Natural, está conformada por cuatro lagunas de agua dulce, que suponen una hidrogeomorfología muy singular dentro de la Península Ibérica), el Parque de Doñana (una de las mayores reservas naturales de Europa), Marismas del Odiel (Reserva de la Biosfera de la Unesco y Paraje Natural). Sport and Adventure tourism: Sailing, Trekking... ( http://www.babelnature.com/quienes-somos-en-babel-nature/ ) Gastronomy: Sea cuisine and mountain cuisine. Seafood such as mackerel, sea bass, turbot, tuna, white shrimp, prawns and coquinas, allow the traveler to taste dishes as exquisite as choco in all its culinary varieties, the stripe with paprika, the swordfish with vinagrillo or tuna belly and a wide assortment of preserves. In the interior, the products derived from the pig and the exquisite mushrooms from the mountains give this excellent gastronomy a reputation. 7
R UTA DE LAS MARAVILLAS
PARQUE DE DOÑANA ●
MÁLAGA:
Malaga has been declared a Historic Site, founded by the Phoenicians in the VIII century a. C., makes it one of the oldest cities in Europe. Is the second most populated city in Andalusia and the largest coastal city. Málaga has the best tourist infrastructures in Andalusia, such as the Airport with an increase of entries by Airport in the last decade of 46%. Thus, in 2008, 6.34 million passengers arrived at Malaga Airport, a figure that grew to 6.43 million in 2013 and to 9.2 million in 2017. And an important increase in the Port of Málaga that has been increased by 44.5% in the last decade, going from 353,390 cruise passengers in 2008 to 397,098 in 2013 and 510,682 in 2017. Principal Monuments in the city: Catedral de la Encarnación, Castillo de Gibralfaro, Alcazaba, Teatro Romano. Festivities: La Verbena de San Juan, Procesión Nuestra Señora del Carmen, Feria de Málaga. 8
Rural place to visit: Casares, Ronda, Frigiliana, Genalguacil, Sierra de Grazalema and el Torcal de Antequera. Coast: Costa del Sol is made up of: Nerja, Torrox, Algarrobo, Vélez-Málaga, Rincón de la Victoria, Málaga, Torremolinos, Benalmádena, Fuengirola, Mijas, Marbella, Estepona, Casares and Manilva. It is one of the most important tourist areas in Spain, which concentrates around 35% of tourism in Andalusia. Málaga has a commercial port, of passenger, of cruise, sports and fishing one. And is one of the busiest. Sport and Adventure tourism: Golf (Málaga is one of the cities with the best golf courses in Spain), Surf, KiteSurf, Windsurfing, Cycling, Scuba diving (the place to practise it is in Maro, a natural reserve), Paddle surf, Fishing... Health tourism: Marbella has 3 of the top 50 hospitals in Spain, taking into account the quality, efficiency, organization and its operation. The 3 hospitals in Marbella have state-of-the-art medical equipment and highly modernized, and it should be noted that they are more familiar and accustomed to dealing with foreign patients. The 3 hospitals that are in the TOP are: el Hospital USP Marbella (private), el Hospital Costa del Sol (public) y el Hospiten Estepona (private). Gastronomy: It is a seafood cuisine, framed within the gastronomy of Andalusia, and therefore receives influences from all the peoples of the Mediterranean. We highlights the fish, the typical meats of the mountains and the vegetables of the plain of Malaga, such as: Espetos of sardines, Porra antequerana, Málaga salad, Ajoblanco, fine shells, Fried anchovies with lemon, Eggplants with cane honey, C aldillo de pintarroja… 9
CITY CENTER
MUELLE UNO ●
JAÉN:
Principal Monuments in the city: Catedral de la Asunción, Alcazaba, Teatro Romano, Arco de San Lorenzo, Iglesia de San Bartolomé, Real Monasterio de Santa Clara. Festivities: Romeria Cristo de los Charcales, San Atón. Rural place to visit: Sierra Morena, La Iruela and Alcaudete. Business tourism. a) ÚBEDA: Principal Monuments: Capilla de el Salvador, Iglesia de Santa Maria de los Reales Alcázares, el Palacio de las Cadenas. Festivities: Feria de San Miguel and Botifuera. 10
b) BAEZA: Principal Monuments: El Balcón de la ciudad, antiguo hospital de San Antón Abad, la Fuente de los Leones, Cerro de Alcázar, la Catedral de Nuestra Señora. Festivities: Semana Santa, Corpus Cristi and Cruces de Mayo. PALACIO DE LAS CADENAS
ALCAZABA DE SANTA CATALINA
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CÓRDOBA:
Principal Monuments in the city: La Mezquita, Alcázar de los Reyes Cristianos, Medina Azahara Festivities: Semana Santa, Las Cruces, La feria de Nuestra Señora de la Salud, Concurso de patios. Rural place to visit: Almodóvar del Río, Iznájar and Priego. Gastronomic tourism: In Montilla it’s privileged geographical situation has allowed it to always count on varied and fresh products, such as Malaga fish, meats from the mountains and vegetables from the orchards that, enhanced with the different wines of the earth, have led to very personal recipes , as they are: Alcachofas a la Montillana, Riñones al Montilla, Solomillo al Pedro Ximénez, Gazpacho blanco y de tomate, Bacalao, Merluza en salsa verde con vino fino, Flamenquines, Gachas de mosto, Potaje de garbanzos, Boquerones en vina… 11
MEZQUITA DE CÓRDOBA
BACALAO ●
ALMERÍA:
Principal Monuments in the city: La Alcazaba, los Aljibes de Jayrán, la Catedral- Fortaleza. Festivities: Romería de la Virgen del Carmen. Rural place to visit: Lucainena de las Torres and Mojácar. Coast: To the south of the Peninsula, the Costa de Almería opens to the Mediterranean Sea.
Its landscape is very peculiar, deserted in some areas, full of greenhouse crops in others, mountainous and with rocky beaches or dunes, it offers a wide range of possibilities for enjoyment and leisure. To the west, before Aguadulce, the coast becomes rugged with strong cliffs. From this point, a flat area begins where many touristic nuclei follow one another in full expansion. Roquetas de mar, wide beaches and magnificent hotel facilities. To stand out: Carboneras, Mojácar, Garrucha, Vera, Cuevas del Almanzora, Pulpí and Cabo de Gata.
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Sport and Adventure tourism: Scuba diving, Sailing (Almerimar Port), Kayak, Cyclim, Paragliding, Trekking, Hunting and Fishing,Windsurfing, Golf…
L A ALCAZABA
CABO DE GATA ●
GRANADA:
Principal Monuments in the city: La Alhambra, el Generalife, la Catedral, Capilla Real, Cartuja. Festivities: Semana Santa y las Cruces de Mayo, Toma de Granada, San Cecilio, Virgen de las Angustias. Rural place to visit: Guadix, Pampaneira, Salobreña, Alhama and La Alpujarra. Coast: In Costa Tropical has dozens of beaches and small coves with crystal clear waters with 320 sunny days a year and an average annual temperature of 20 degrees. That allowed it two centuries ago to become the only place in Europe where tropical fruits such as mango, custard apple and avocado are grown. 13
It is composed by: Motril, Salobreña and Almuñecar and small and quiet coves located in Albuñol, Castell de Ferro-Gualchos y La Mamola-Polopos. There are also 2 ports in this zone, Puerto Deportivo de Marina del Este in Almuñecar and Motril Port. Sport and Adventure tourism: KiteSurf, Sailing, Scuba diving, Windsurfing, Paddle surf, Paragliding, Ski (Sierra Nevada), Equestrian, Cyclim, Hunting and Fishing, Trekking in all its villages... Gastronomic tourism: The Gastronomy of Granada represents the tradition of Arab-Andalusian cuisine. Some of the typical regional dishes from Granada are the Habas con Jamón, the San Antón pot, the Andalusian gazpacho, the choto al ajillo, the Tortilla del Sacromonte and Remojón Granadino. -
In the beach area: Espetos of sardine and all kinds of mediterranean fish.
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In the city center: you can have “Tapas” for free paying a drink.
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And we have to stand out Alpujarra dishes as well: such as son Patatas a lo pobre, Alpujarreño plate, Migas alpujarreñas and Puchero a la gitanilla, Chocolats...
ALHAMBRA (OWN PHOTO)
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SIERRA NEVADA SKI STATION
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CÁDIZ:
Principal Monuments in the city: Catedral, Puerta de Tierra, Gran Teatro Falla, Catedral de Cádiz, Ayuntamiento de Cádiz. Festivities: Carnavales and Semana Santa. Rural place to visit: Arcos de la Frontera, Vejer de la Frontera, Zahara de la Sierra, Setenil de las Bodegas and Sierra de Grazalema. Ecotourism: Parque de Doñana Coast: C osta de la Luz is located south of the Autonomous Community of Andalusia and includes the provinces of Cádiz and Huelva. This extends from the mouth of the Guadiana River to the city of Tarifa. It has become famous thanks to its paradisiacal beaches that leave you breathless, and that both locals and tourists from around the world, choose to spend their vacations. To stand out we have, Bolonia beach ( Tarifa), Zahara de los Atunes beach (Barbate), Los Alemanes beach (Zahara de los Atunes), Costa Ballena beach (Rota), Caños de Meca beach (Barbate), Faro de Trafalgar Beach (Barbate), Valdevaqueros beach (Tarifa), Sanlúcar de Barrameda beach, Fontanilla beach (Conil), La Caleta beach. Sport and Adventure tourism: Scuba diving, Kitesurf, Windsurfing and Surf (Tarifa), Sailing (Cádiz Port), Motorcycling (Circuito de Jeréz), Polo (in Sotogrande and Sanlucar de Barrameda), E questrian, Fishing and so on. Gastronomic tourism: A s in the rest of the province of Cádiz and other Andalusian lands, pouts, stews and pots are an institution in Jerez de la Frontera. They are: Ajo caliente, Cola de toro, Puchero, Chicharrones, Berza, Alcachofas and Conocidos riñones al jerez. 15
CARNAVALES
TARIFA BEACH
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Distribución porcentual de los turistas según el motivo principal del viaje por provincia. (Trimestre 2017)
Principales áreas de influencia y nivel de satisfacción. Año 2016
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WEBOGRAPHY: -
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https://es.slideshare.net/csnxz/turismo-urbano-en-andaluca https://www.vacaciones-espana.es/Espana/articulos/pueblos-blancos-andalucia http://www.juntadeandalucia.es/turismoydeporte/publicaciones/estadisticas/bata_ 2016.pdf ( estadisticas sector turistico andalucia y provincias) http://www.juntadeandalucia.es/turismoydeporte/publicaciones/estadisticas/hotel ero_16.pdf (graficas movimiento hotelero por provincias pg28)
Promotional video of Andalusia: https://www.youtube.com/watch?v=-oEygFpWN9M
ANALYSIS OF THE MAIN NATIONAL TOURIST TENDENCIES
To analyse the new trends of the tourism in Spain we are going to work with a document that analyses the Spanish Market on January 2017. The name of this document is Spanish Market Overview “New patterns of the traveller” JANUARY 2017 Report by The Blueroom Project - TBP Consulting. Before introducing ourselves in this document we have to say that this consulting has been done by an spanish consulting which does consult about marketing and tourism and it is involved mainly in the solution of boutique of communication, touristic marketing, corporate and institutional. They’ve got more than 15 years of experience. “http://www.blueroom.es/”
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We have to talk about any statistics that can makes us understand the situation of the tourism right now on Spain and in a global way: 1. The spanish outbound tourism grew 3% 2. About the expenditure: From the spanish travellers it increased a 17’5% (2016) and from the domestic a 2%(2017) 3. A 29% of the trading was done by internet 4. The international tourism grows a 4,3% on 2016 5. We’ve got also two data that talk us about tourist typologies; by one side the report tell us that the luxury segment will grow a 6’2% in 10 years and another different like the mice-business grew a 4’5% in 2016. 6. To conclude we can say that for the spanish pòpulation the thing that excites them more is to travel. About the tourists destinations most visited by the Spanish, we have to divide it regarding the age: -
Spanish aged over 45 (72%) will travel around the country ( beaches,inlands)
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One of five will travel outside Europe, being the most famous destinations: India, Thailand and China.
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The most of people from 25 to 44 will travel to the spanish beaches.
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The people younger than 25 years old will travel mainly to European destinations like Portugal, Italy and United Kingdom.
Now that we know the main data that can help us to understand the behavior of the Spanish tourist and those who travel to Spain, we are going to talk about the different tourist formes that exist right now in the tourism industry also like their movements in market, and have became trends otherwise we are going to see economic data about: 1. Luxury market: We understand luxury client to the person that has incomes higher of 150000 at year, this is a sector that is growing a lot by one side on global rating it will gets a 6,2% more, where as in Spain right now it generated around 6000 millions of euros. The major destinations for this type of tourism will be both Europe and the United States, equating to two-thirds of the total. Also Singapore, Thailand and the Philippines stand as powers of luxury tourism in Asia 19
2. Halal Tourism : It’s a new tourist typologie ,it has begun to get more and more clients (1,600 million people). The potential client of this type of tourism is usually a medium class from Southeast Asia and the Persian Gulf area. According to Thomson Reuters in 2020 60% of the middle class of the entire world, will come from Southeast Asia. Spain has at least 2 millions of halal guests at year. 3. Gastronomic Tourism: In the last year it was created the European Academy of Gastronomy, which is in charge of offer gastronomic experiences in 30 countries in Europe. This type of tourism experienced an increase in length of stay reaching 2.19, and in daily expenditure per person which reached 144.34 euros. 4. LGTB Tourism: In Spain increased by 28% in 2016 reaching 9,000 million. The main markets for LGTB tourists are Germany, United Kingdom and United States, and the main destinations are Barcelona, Gran Canaria, Sitges, Ibiza, Benidorm and Torremolinos. Also there are two main events in the city related to the LGTB community, those are Madrid Pride and the Circuit Festival in Barcelona. 5. Sharing economy and P2P: A investigation from the university of Salamanca shows us that at least 8 millions of spanish has used this sector in the last two years. It supposes a third of the leisure travels and generates 12000 million euros. 6. Sport Tourism: The main sports that are practiced by the tourists in our country are: ●
Golf Spain is the second country world most visited in the country for this sport, it has grow a 4% in the last year and generated around 1200 million euros.
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Skiing :The last season ended with near of five millions of skiers thanks to the 32 ski stations that exist in our country.
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Scuba Diving: It increased a 50% in the last country and it’s a sport which is getting popular in our country with 30000 people with federation.
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7. Sustainable Tourism: In 2017 the UNWTO created the “Global Compact” with the objective of committing to develop initiatives that support sustainable tourism. Recently, 13 Spanish tourism companies joined this Global Compact to address areas such as quality employment, the local impact of business operations, innovation, education and human rights, among others. 8. Honeymoon and romantic trips: Marriages have decreased in our country a 2,7% comparing to the last year, by other side the marriages between same sex have increased a 0,3% more. The favourites destinations for this type of clients keep following to be countries like: Thailand,Vietnam, Maldives, Bora bora etc… 9. Medical Tourism: Health tourism generates an expenditure of 75,000 million a year. In the case of Spain, it maintains an annual growth of 20% and closed 2015 with a movement of 500 million euros. 10. Cruises: In 2016 arrived more than 7,4 million of tourist by cruise to the Spanish coast, being the main ports by the Atlantic side: Vigo, Cadiz and A Coruña, and in the mediterranean side: Balearic Islands, Barcelona and Málaga. This 7 millions of tourist suppose a increase of 3,4%, this add to the fact that this sector is just growing up catching new clients and becoming more important day by day. 11. Business&Mice : This sector generated in spain more than 5,200 million of euros in the last years, also Spain is the fourth country in the world who attracts more tourists of this type with Madrid and Barcelona placed like the destinations more visited in the world. In the case of Mice sector is the automotive which will grow approximately a 11%. 12. Shopping tourism : Spain has become one of the most important country in this tourist sector influenced mainly by the asiatic tourism which is increasing in our country with more connection to cities like Shanghai, Hong-Kong,etc... , Spain contains at least the 5% of the total boughts this data is not enough if we compare it with the neighbours countries like UK, Italy and France which contains the 20%. 21
13. Religious Tourism: Spain has a long tradition in pilgrimages, the most important is the Camino de Santiago which moves at least 300000 people at year and increasing, there are also important places like Caravaca de la Cruz in Murcia and the monastery of Santo Toribio de Liébana in Cantabria which celebrated their Jubilee year and hope to attract 2 millions of visitants. 14. Amusement parks: Two big financial groups have decided to invest in our country; by one side we found we’ve got Lionsgate and Parques Reunidos which are going to create thematic parks inspired in films like the “Hunger Games” in Europe and North America. Other company is Cordish which is going to build a macro complex in Madrid with a investment of 2,2 billions euros. Now that we have seen the mains tourist typologies that attract tourists to our country, we are going to see a different part important in the actual society like is the use of the new technologies and internet and the important changes that have been made in tourism industry along these years. ●
Internet and users in Spain: 8 of 10 houses in Spain have connection to internet, listing the different types of connection by this way:
-ADSL: 81.2% -Mobile Broadband: 80.1%. - Cable network or fiber optic (37.5%) -Modem via USB or card (6.6%) -Via satellite, public WiFi or WiMax (8.1%). Internet users are growing day by day, having in our country approximately 26.3 million people, representing 76.5% of the population. The segment of people which use it daily reaches 66.8% of the population from 16 to 74 years old. ●
E-commerce trends: we understand this type of commerce like the sales that are made by internet, main sectors that get benefit from this are: -Tour operators: 14.3% -Air transport with 12.7% -Clothing with 6.3% 22
This type of commerce generated in Spain 2176 millions euros with a increase of 25’3% from the last year. ●
Social Media: here we can see a graphic where we can see the percentage of use of each social media in Spain.
http://www.rtve.es/noticias/20161117/espanoles-son-mas-utilizan-redes-sociales-todomundo/1444840.shtml ●
Travel Bloggers and Social Network.
Blogs have become a source of information for tourist, lot of people have created their own page web where they write about their different experiences, uploading images and giving opinion about the different things that they found in their trip. These blogs are becoming really important to the fact to take a decision, also famous people or influencers in social media as we understand are starting to promote and write about their opinion in touristic destinations.
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In this video: https://www.youtube.com/watch?time_continue=402&v=vRPS_1y0lwk , a journalist from HOSTELTUR explains in FITUR 2018 the three mains trends that are going to exist in our country for the next year: 1. Increase: Most of the enterprises accord that 2018 they are going to sell more, the demand for European travels will reach a 4% and in Latinoamerica 6%, in 2030 at least 1800 millions of travels will be done. By other side the big hotel enterprises from or country are just increasing year by year: NH. Barcelo and Melia are starting to open hotels in Asia, and hopefully Melia will reach 100000 numbers of rooms in 2020 whereas Ryu took their record in investment. 2. Technologies: Digitalization has changed their concept isn’t right now just selling it arrives to everything all together with the innovation that it exist in this sector with the creation of apps and new systems. 3. Reconciliation: The fact that 2017 became the year with more number of tourists in our country has supposed lot of social unrest, enterprises and government from the touristic destinations are managing intelligently doing their own pedagogy. In this other video from HOSTELTUR: https://www.youtube.com/watch?v=qbmTU0JiQMc also they give us 9 new trends for innovation: 1. Employment Branding 2. Big Data: It takes two sides for⇉ Humans Resources and Business intelligence. 3. A concept called internet of things where tourist can search for a specific type of tourism 4. Apps for the hoteles to give a better and more efficiently service for their clients. 5. Bleisure: This is concept which we talk it about later because it’s a international trend which mix Business and Pleasure Travels. 6. The professional learning by a evolutive process. 7. The use of the intelligent technologies to solve problems that are hard like the revenue management of a hotel. http://estadisticas.tourspain.es/es-ES/turismobase/Paginas/default.aspx 24
INTERNATIONAL TRENDS OF TOURISM NOWADAYS To analyse the internationals trends from the tourism currently we are going to analyse three reports done by the enterprise “Trekk soft” in 2016,2017 and 2018 which is an enterprise from Switzerland which provides programs for the enterprise to create reservations online.
In 2016... ●
The continuous growing of the Chinese Market
This market has the fastest growing of a tourist market in the last ten years, they use mainly the new technologies with their smartphone lie their fist tool to make reservations are the smartphones, they are the country with biggest number of smartphones in the world. They use websites of reservations also like Weibo, Qzone y Kaixin 00. ●
Travellers who want to relax
Most of tourists have searched for a trip in the last years who allows them to disconnect of their stressing jobs, some of the data that certifies this are for example that we know that the 72% of the british tourist searched for a relaxing trip in 2013. In this type of tourism it exists the type of hotel which don’t offer WI-FI to give a complete experience of no worries during their holidays. ●
Discovering virgin and unique sites
In 2016 tourists seek the opportunity to explore lesser-known destinations, especially those that are virgin or unique. It will be a great year for adventure travel, with many of us wanting to: -Discover virgin and unique sites 25
-Create lasting memories -Tacar line on our list of things to do in this life. -Expand the boundaries of your comfort zone -Enjoy experiences closer to home ●
Less barriers to travel
Every year the world is more connected. In turn, cheap flights make weekends, the perfect excuse to have 'breaks' in foreign countries, and new applications of translation are further reducing barriers. 2016 also has an increase in international business due to globalization and the increase of multinational organizations, along with greater flexibility for the power to travel for the interruptions of the laws. ●
Millennials are looking for adventure
It is important to specialise your trips and activities to the needs of young travelers, they are 20% of world travelers. In 2020, this market has 47% more international travel than in 2013, with many young travelers looking for: -Unique and authentic experiences -Companies that listen to your 'feedback' -Opportunities to learn something new -Word of mouth recommendations ●
Vacations at home, or traveling near it
It is not always about attracting foreign tourists to your company: your next happy customer could be very close to you. Google searches for 'holidays at home' have been rising 10% year after year in the period 2011-2014, and the trend of spending the holidays close to home is predicted to continue to increase for this 2016.
In 2017... 26
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Millennials:
They are the new largest generation, they have a big value and are leaders in travels, they always search for a travel with a determined characteristics, they know what they want exactly and where they can search to get it. ●
Active&Adventure Trips: These trips are getting more exciting for the tourists, they search for several differents of activities like and African Safari,Hike in the Swiss alps, womens feel more attracted for these activities than mens with a 53%.
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Female Solo Travel: Womens have day by day more knowledges in how to do a travel and search for it, in the last for example in USA: 73% of women did a travel by their own, they are getting out from the typical stereotypes of travel, they don’t want five stars hotel, they want to feel amazed by their trip looking for adventures and new activities. Companies are starting to feel the importance of this sector because it’s related also to other markets like millenials and baby boomers.
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Food: Gastronomy industry is increasing year by year, tourists don’t look just for a simple dinner in a restaurant, they want to see the experience, they receive courses, go to farms or to providers industry or just to visit a traditional food market, gastronomy is really important for the regions because it can serve like reference of promotion in that sense of touristic destination.
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Responsible Tourism: 2017 has been declared like the year of the sustainable tourism, which tries to create conscience in the tourist sector about the importance of develop a good service for the tourist respecting the environment, there’s a long way to walk until in this type of tourist because it’s hard to change states of minds and more if we think in the quantity of money that it generates, but things are starting to change.
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Mobile Photography: Right now everyone use to have a smartphone, and they are the first electronic tool used by everybody when they travel, most of people don’t use current cameras like Nikon, Canon, etc… they are starting to use their own telephones to make their photographies which also allow them to upload it to their social medias. The upload of this media to websites like instagram have created a new expert in tourism which promotes their travels by their photos. 27
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Business and Leisure: These have been two differents types of tourism that always have gone differentiated between them but right now a new trend which want to share boths it is called Bleisure.
Right now we are going to analyse another article from HOSTELTUR who give us the keys to understand tourism in the next year: 1-. Security: Terrorist attack continues to be the main worries for the tourist, a report by the survey from World Travel Market says that 71% of tourist are worried about that when they search for a travel, Spain has quite lose their image of safe after the attacks of august while Turkey, Tunisia and Egypt are getting a better image for travels. 2-. Weather: The climate change is creating lot of problems for the tourism: by one side we can see the Hurricanes that have affected to the Caribbean in the last year, in the case of Spain another problem is the big temperatures that are suffering in summer with five chapters of big temperatures in one summer 3.- Economical development The world tourism industry will continue to register figures upwards in 2018, a trend that will continue in the next decade according to the forecasts of the UNWTO and the main trade fairs in the sector. The risk of terrorism does not slow down travel, but simply diverts them from one destination to another. In this sense, three out of four managers of the tourism sector at a global level expected growth in travel demand in 2018, according to World Travel Market. It should also be remembered that 2017 closed with an increase in the number of international tourists close to 5%, according to the UNWTO.
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Companies and destinations are already preparing for a new phase of demand growth and international expansion of their businesses, which in turn will pose challenges. 4.-China Spanish hotel companies are starting to move and build hotels to the Asia continent, like also these region is starting to be one of the most visited by the tourists now. China has started to improve a tourist programm which wants to start to attract more and more tourist, facing the USA like one of the most important countries in touristic visitors. All this circonstances are going to affect the global geopolitique and touristic industries in the next years. 5.-Gatekeepers We have in this concept to the technological companies like Google, Facebook, Apple o Amazon which has control in the users of internet operative systems and social media apps. We have to see two ideas also: ●
The accessibility to the technologies right now
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The relationship that exists and how it’s going to change between these companies and the Tourism industry.
6.- Cataluña One of four international tourists who come to our country has Catalunya like their destination. After this summer with the existence of the “procés”, that has decreased the incomes to this region. Also lot of companies like Best Hotels, Hotusa, Axel, eDreams Odigeo y Volotea have moved their headquarters to another places in Spain.
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7.-Touristification It have existes lot of complaints and manifestations versus all the negatives consequences that produce the tourism in the neighbourhoods actually, but this concept is getting out, attacking all the tourism sector without see all the positive effects that tourism has. The touristic destinations are creating new touristic politiques like: Traffic restrictions, Touristic taxes etc… 8.-Concentrations Lot of Tourist Companies and Airlines have busted in 2017 and are getting sold, these are Monarch Travel Group, Nikki, Airberlin o JT Touristik or Alitalia. This situation can negatively affect to the tourist destinations. In the spanish enterprises on 10 january from this year NH will take the decision about accept the fuse with Barcelo Hotel Group 9.-P2P Despite the enormous efforts of brands such as Uber or Airbnb to become a majority choice among consumers, P2P platforms would begin to touch the roof. In addition, in Spain, as of July 1, the P2P intermediaries of tourist leases will have the obligation to identify tenants and landlords, as well as to disclose the amounts of the operations. And on the other hand Uber will be considered as a transport company in the EU and not a digital platform, according to a recent ruling of the European Justice, so that national authorities should demand licenses and authorizations such as those required by taxi professionals. It will be necessary to be aware, therefore, not only of the reaction of the P2P platforms to adapt to the new legal framework, but also of how the venture capital funds will respond. Funds that have invested billions of dollars in these companies, expecting quick profits, and now see how the myth of the so-called collaborative economy vanishes
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10.- Z In 2018, the people who born in the year 2000 will arrive to their majority of age, they are called like the “Generación Z” (those who come after Millennials), we can say that they have born with a smartphone in their hand.
And finally, in 2018... ● Experiences travels: If we analyse the sentence pronounced by Jon Fauver, TrekkSoft’s co-founder :"travel providers need to remember that at the heart of the guest experience is the experience part" We can resume that the tourists still continue to make tourism by the search of destinations which can improve traveller state of mind and the fact of doing a trip could help them to learn something more in their trip. Tour and activity operators know about the importance of this tourist typologie that’s the reason that they offer packages of experiences in a determined tourist destination trying to give the best of quality.
● Mobile bookings This innovative way is very useful to make online reservations, and this innovation is still growing in 2018. According to TrekkSoft data, the 82% of bookings have been made through on an operator’s own website, and of these bookings, almost half (49%) were made by phone. This type of booking has increased in a 32% since 2016.
● Online reviews are the most important on bookings From this part we are going to highlight the next data: -Top 20 customers according to their revenue and found that they have an average TripAdvisor ranking of 4.81. -60% of these travel providers have a perfect 5.0 ranking. -The median number of reviews per company is 966.
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We can conclude that in a world where new technologies are more important day by day, in the case of the hotel their ratings mainly in Tripadvisor suppose the most important decision when they choose a hotel.
● Millenials In the last few years, they are the generation with the most money and time to spend on travel. 83% are working full-time or part time and currently spend the most money on travel compared to their younger or older counterparts. On average, they will spend $627 on e ach day of travel.
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Maturing Chinese market is growing in their travel preferences
Chinese market continues to be one of the biggest market in the sending of tourists outside their strings, the characteristic basic of this traveller are that they love the cultural travel and to introduce themselves in the tourist destination, also they repeat often the same travel in the same place. Another things that we know are that chinese women travel more than men being just the 46% of the total population, they have better level in english and they love to travel alone or with a small group of friends.
● These overlooked markets are growing rapidly nowadays Solo female travellers and the LGBTQ community are growing segments and their biggest concern when travelling is safety.
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"For tour operators who lead groups globally, try to support LGBTQ people in the places that you visit, whether it’s using LGBTQ guides or frequenting community-run businesses. There’s nothing more authentic than allowing travelers and locals to share their stories. And of course, we encourage them to be a part of IGLTA, a globally recognized sign of support in the tourism industry."
● Sustainability is about more than protecting the environment, it is about the local communities From the beginnings of the 2017, there’s been lot of marching in the street to protest over tourism, that’s been produced in typical tourist destinations from Europe like could be: Barcelona or Venice. People are stressed in that cities because the tourism and the effects that have produced in their neighbourhoods. According to some experts, they reject the behavior by the tourists companies and governments which doesn’t arrive to solve the real problem, he says that just being quite more efficient, all problems would be solved and the negative impacts of the tourism industry would disappear" http://www.abc.es/economia/20150403/abci-tendencias-turismo-mundial-20150403022 0.html https://www.hosteltur.com/126178_nuevas-tendencias-turistas-internacionales-fitur-via jes-lujo.html
THE TOURISM DEVELOPMENT IN MALLORCA
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Mallorca plays an important role since the demand of tourism is changing.The type of tourism based on sun and beaches still exists, but we know that there is also a great demand of alternatives. People have changed their tourist habits, and instead of going on holidays once a year they fragment their holidays and do several more short tripes. For this the music, the art , the culture and the gastronomy are becoming
more and more important. Mallorca offers this and more, like sports, golf , nautical facilities. Actually lot of things they are changing and progressing in Majorca nowadays. Mallorca can offer a very cosmopolitan way of life to the foreign community. Every year, approximately 2.23 million Britishers enjoy spending the summer in the island and they represent 26 % of the total tourism. Most continues being the Germans with more than 3,4 millions
the equivalent to 40 % of the total There are
approximately 340.000 Scandinavians, 238.000 Frenchmen, 160.000 Swisses and 136.000 Irishes and though now the number of Russian visitors continues growing constant.
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The average rate of annual growth between 2011 and 2016 was 5,08%. Only in 2016 there was an increase of 1.354.492 tourists with regard to 2015 ( a raise of 9,66%). One of the advantages is that the tourist economy has a high rate of growth. below we have the official information of the number of tourists who came to Mallorca , between 2012 and 2016 , as well as the rates of growth that were given and the forecast realized for 2017.
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Another advantage is that from 2011 until 2016 the number of persons occupied in the companies who offer services of housing, services of food and drink, services of passengers transport has increased. Below we will see the information of the survey of active population to know the weight of the tourism in the creation of employment in Mallorca.
In summer the population is doubled, and that cause inconvenience between the people who resides permanently in Majorca. There are many disadvantages and one of them is that you cannot enjoy a moment of relaxation at the sea, because there are a lot of people. Among the principal complaints the topic of dirt stands out, since the visitors that Majorca receives it does that the level of garbage increases. Given that a lot of people that the island receives they are impolite and they don’t respect the cleanliness. For this reason, this can concern also in a negative way to the environment,also there is the risk of suffering fires
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SOME FACTORS THAT AFFECT THE TOURISM DEMAND As tourism is so unpredictable and volatile in today’s world any changes, be they social, economic,environmental, political, cultural or religious can have a counter effect on the trends of the industry at that point. The main factors affecting the demand for travel and tourism they are the following ones:
External factors influencing the tourism demand
Economic scenario: The tourism increases its weight in the economy and in the employment. The sector concentrated in 2016 11,2 % of the GDP and 13 % of the occupation. The sector generated last year income for total value of 125.529 million Euros, calculated across the final demand, 6,6 % more than 2015, volume that supposes 11,2 % of the Spanish GDP, The component with more weight was the tourist consumption recipient (the set of the expense realized by the not resident visitors), which represented 49,3 % of the total, exactly 61.883 million Euros.The increase of the expense of the visitors is in agreement with its growth in number of persons.Spain closed 2016 as the third tourist destination of the world behind The United States and France, with a maximum historical of 75,6 million foreign tourists, 10,3 % more than 2015. The most optimistic forecasts for 2017 were overcame 84 million foreign visitors and to turn into the first world destination, but with the information of the first ten months, the total of the Spanish market has grown 9,2 % with what the accumulated one until October was in 73,4 million travelers, a record that stays far from the aim.
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The employment in the tourist activities also increased in 2016 and ranked in 2,56 million working places, number equivalent to 13 % of the total occupation, according to the CSTE. The tourist sector registered a surplus of 36.040 millions in 2016, 2,3 % more than 2015 (799 millions more). In 2017 (from January to October, last period with official numbers) the positive balance is 33.314 million, 11,2 % more than the same period of 2016, exactly 3.559 million more, according to the provisional information of the scale of payments of the Bank of Spain.
Terrorism and security: This is another factor that tourist take into account when they travel wherever. A country with high levels of security is more trustworthy than a country with a high probability of a terrorist attack. We cannot predict when a terrorist attack will occur. 38
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https://elpais.com/economia/2017/08/18/actualidad/1503059163_216286.html https://www.hosteltur.com/118601_cambios-demograficos-considerar-creacionproductos-turisticos.html
Some internal factors emerging and affecting the tourism demand
Geography (emerging market) We can find a good example of this type in La Alpujarra, where we find tourists who want to be in contact with nature. The prefer the mountain rather than the city. A place lost far away from a city where you can disconnect from the noise is a good factor affecting tourism geographically. The development of these natural territories can have either a positive or negative effect depending on our behaviour.
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Consumer attitudes We can contrast the previous picture of La Alpujarra with a shopping mall in Madrid, where you can find many people going on shopping. Therefore, having different shopping malls in big cities is a clear internal factor of consumer attitudes, where tourists just go to buy things. As an internal factor, the governments of any province decide about these firms and allow them or not to start building. Also, the government can establish a number of restricting laws. They can speculate if having this might be profitable for the territory and the economy or not.
WEBOGRAPHY: - http://www.lavanguardia.com/economia/20171219/433750382730/turismo-econ omia-empleo-pib.html - http://iesjorgejuan.es/sites/default/files/apuntes/sociales/geografia_espana_2/tem a17/applicationpdf%20%09IES%20Jorge%20Juan%20T.%2017.%20EL%20TURI SMO%20EN%20ESPANA.pdf - http://www.caib.es/sites/estadistiquesdelturisme/es/anuarios_de_turismo-22816/ https://asesoresenturismoperu.wordpress.com/2016/11/24/demanda-turistica/ - https://html.rincondelvago.com/demanda-turistica.html
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