innova
JANUARY 2012
tourism
www.innova-magazine.com
NUMBER 0 - YEAR 1
magazine
culture
Culture
THE CREATION OF “BRAZIL” TRADEMARK
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fashion
shopping
Shopping
Destiations
5 DESTINATIONS FOR THE MOST DEMANDING ONES
TULUM: A MEXICAN ARCHAEOLOGIC AL TREASURE FACING THE SEA
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Contents Contents CULTURE
From education to the creation of “Brazil” trademark Carlota Vieira Mendonça
The Gardens of Aranjuez with images
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DOSSIERS: OPPORTUNITIES FOR TOURISM IN THE NEW ERA Interview to Patricia Duar, Tourism as a development element in Costa Rica By: Jennifer Arauz (Caribbean News Digital)
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REVIEW
Uncertain Future for Travel AgenciesIn Spain and the world Javier Gómez
Shopping: 5 destinations for the most demanding ones
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Public Policy guidelines to eradicate poverty in the region Cajamarca Lilia Núñez de Campos
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The global economic crisis and tourism in Bolivia Pedro Claure Hidalgo
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TRENDS
Cultural Tourism in Quito Commercialize Culture or give value to Identity? Gabriela Mejía Vivanco
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2012 Excesses
Fashion Long is always betterr
Gourmet: Empanda
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Novedades de FITUR
2012: Año del Turismo Sostenible en Centroamérica
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DESTINATIONS
Tulum. A Mexican archaeological treasure facing the sea Ángela Paredes
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Crisis equal to Innovation Miguel A. Torresz
Tur Noticias. The first news agency in Argentina specialized in tourism.
53 NEWS INNOVA TAXFREE GROUP innova taxfree group assumes the challenge of a new Era
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EDITORIAL During the last few years, tourism
for the sake and benefit of our
agenda of all tourism related
sustainable tourism.
has turned into a theme on the
sectors: culture, society, economy,
development, idiosyncrasy, peoples’ freedom…
Under this premise, in a changing
world, innova magazine is born as a magazine dedicated to tourism, culture and fashion industry,
together with their most immediate INNOVA MAGAZINE
Year 1, Number 0 Edition number 2012 Innova Magazine is a magazine of innova taxfree group. S.l..
Luciano Ochoa de Abreu CEO Antonio Santos Director
and related themes: management, shopping, gastronomy and more. In this issue no.0 our aim is to
review proposals and experiences in
countries and with a view to a
A multidisciplinary work team,
together with expert contributors from different parts of the world,
and also with the support of wellrespected institutions and
companies of the sector, makes of innova magazine a quality
proposal for the most demanding reader.
Join us on this adventure, enjoy innova magazine.
the “Tourism Opportunities in the
new times” dossier, together with
specialists in the field that will show us how the path that lies ahead is a path that must be walked together,
Adriana Morán Sarmiento
Edition and Coordination Abel Santolino IT Manager Iñaki Duque Graphic Design Ilenia Piccioni International Coordination María Rodríguez Communications and Marketing Javier Gómez Aranda y Mariana Saiz Fernandez (Sellink International Consulting) Collaborators
COLLABORATORS Carlota Vieira Mendonça Brazil
Pedro Claure Hidalgo Bolivia
Jennifer Arauz Caribbean News Digital - Dominican Republic
Miguel Torres Ecuador
Gabriela Mejía Vivanco Ecuador Lilia Núñez de Campos Peru Javier Gómez Spain
CONTACT:
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Ángela Paredes Mexico Agencia Tur Noticias Argentina
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CULTURE
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From education to the creation of “Brazil” trademark Carlota Vieira Mendonça
PhD in Social Research and Methods(University of the Basque
Country). Master of Integrated Development of Tourist Destinations - Turespaña academic (University of Las Palmas de Gran Canaria). Degree in Tourism and Specialist in Heritage Management. carlotavm@hotmail.com
EDUCATION FOR TOURISM IN BRAZIL
Tours have followed us thought the history of mankind and, over time, changes are evident. In addition to economic
activity, tourism acts as a mechanism to create a symbolic and material feeling towards some destinations; it thereby has a star position as a social actor.
Tourism is marked by the "purchase of Experience", which is
always subject to constant changes and external factors. This
dynamism makes it exceedingly difficult to formulate truths of
the matter and instigates it to be under constant investigation in diverse areas. As already wasn thought of by Lord Curzon (1859-1925), Governor General of India:
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“Tourism is a university where students never
different, questions about what type of professional
venerate, but will never glimpse the image of his
need expansion.
graduate, is a temple where the suppliant may
veneration, it’s a voyage that always heads forwards but never will be completed. There will always be
disciples, contemplators and errant adventurers.” The apprehension for studying this phenomenon becomes complex, multiple and dynamic. The
investigation, in order to construct and produce
knowledge of tourism, stands out for the contrast commonly found between theory and practice.
they are training and the labor market that really
Both issues meet with the mystery of how to define
and instruct something as interdisciplinary. Who is the degree in tourism in Brazil called "turismólogo"? No doubt this is the big question being asked in all
courses implemented to members of this sector. But how to transform this universe of possibilities into
something solid? There are countless questions and
very few answers when the object of study is tourism.
In recent years, Brazil has been distinguished for the
The academic discussion in Brazil is composed by
reasons for hosting the World Cup (2014) and the
needs. The problem is that most graduates are not
positive development of their economy among other Olympic Games (2016). Both events have attracted attention for tourism and academically it is no
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points of divergence between training and market
absorbed by the labor demand in tourism. According to research, most ‘turismólogos’ remain in tourist
Burle Marx visual communication
Source: Presentation Acuarela Plan (2007 to 2010)
agencies working for unattractive salaries. What are
This rising interest in the academic and professional
relation to the other experts? There is one truth, the
Proof of this is some relevant statistics: the largest
the advantages that these professionals offer in
level of education in tourism needs to improve, we
must have a clear vision of what we knowledge and training we provide our students and, especially
concerned to improve the quality and relevance of research in tourism. Without critics and experts
investigating and criticizing and who are able to
reinterpret quickly changing realities, it will be difficult to disentangle the "theory" of tourism from hegemonic schemes.
level is just the beginning with a long road ahead.
South American country with an area of 8,514,876.00
km ² and a priceless natural and cultural diversity that received - in 2010 - 5.2 million tourists, which is a
fairly discrete demand when speaking in international terms. In short, Brazil has a great tourism potential yet to be developed.
innova The Brazilian trademark development There is plenty to do and some projects are key to this process. The main structure of tourism in Brazil is the National Tourism Plan and the
strategic planning that began with the creation of the Ministry of Tourism in 2003. Since then, the
focus is to project the image of a country with an unequaled diversity. In 2005 they set out the
Acuarela Plan in order to channel the actions of international marketing for the coming years. Along with this evolution of tourism, and its
impulse, the new trademark was launched and started a new era in the history of Brazilian tourism.
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The trademark incorporates a set of values in addition to tangible and intangible attributes proper of the product
or service it represents. In addition to a symbol or design, the trademark seeks to institutionalize and position a
destination as a tourist target. Hypothetically it can be
said that the images of these areas act as trademarks. In
this field, in 2005 the Acuarela plan was developed under the coordination of the Ministry of Tourism and with the intervention EMBRATUR. It was the first project in the
history of Brazil aimed to plan the actions of international tourism marketing.
In its first stage, the Acuarela Plan defines Brazil’s
promotion abroad through five segments: ‘sun and
09-1 9 9 1 ( x r a M e l r u Roberto B
9 4)
Brazili an pl asti c arti st achi eved grea t in te who rn ationa l fa m e as a la nd scape arch itec is di stri bu ted th roug t. H is work hout th e world .
Ph oto co urte sy: Fa rrel l G re ha n /Latin Stock.
beach’; ecotourism and adventure; culture; sports and events; business and incentives. This strategy is based on the results of surveys taken from
with programs involving different actions, according to the specifications of each country.
professionals and tourists.
The addition of the Business, Events and Incentives
The concept is based on being internationally
strategies in Brazil, allowed the growth of this
competitive. For this the project launches an image of Brazil as a modern destination, with credibility, cheerful, welcoming, able to provide quality
entertainment and conduct businesses and other events.
In the second phase, from 2007 to 2010, the goal was
to position the country as one of the leading countries in tourism and strengthening the position as the
leader in South America. For this, the main focal point of work was directed toward the core world markets,
segment as one of the major tourism promotion
sector, allowing the country to be included among the top 10 destinations in terms of international events in the world. Between 2003 and
2008, Brazil went from the
19th position up to the 7th in the ranking of the ICCA
(International Congress and
Convention Association), the leading institution in the sector worldwide.
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The data collected from opinion surveys and studies shed some light on some important issues of Brazilian tourism. By studying the weaknesses highlighted by theses surveys, the related to the image of Brazilian tourism stood out. According to the studies, the
stereotypical image of Brazilian tourism was linked to the beach, samba,
football, parties and women. Another factor noted as a weakness was the lack of acknowledgment of Brazil.
After verifying the lack of connection between the image and how to
project it outwards, the Acuarela Plan identified the real need to create a
symbol that reflects the characteristics, values and concepts of the country.
Within a historical process, the creation of the Trademark Brazil is the result
of structural changes, such as the creation of the Ministry of Tourism in 2003,
the National Development Plan for Tourism and tourism managed legitimately.
The trademark Brazil is under the administration of EMBRATUR, which is responsible
for authorizing its use. Its development was initiated from the study conclusions of
how the Brazil image is perceived, and developed with approximately six thousand
people, including foreign tourists, international operators and potential tourists. The results of these reveal a new symbolic feature: the multicolored atmosphere.
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EMBRATUR therefore held a contest to obtain a
symbol to identify the country. It was established that was to be a free creation based on visual the communicational elements of Burle Marx.
The material referred to as inspiration in the
guidelines includes a colorful and sinuous image. The proposal of the designer Kiko Farias, who represents
the company Mรกquina Estudio, was the winner of the contest as he was able to synthesized subjectivity through a curved line. Examples of application of the Brazil Trademark Presentation Acuarela Plan (2007 to 2010)
The curve represents the sinuosity of the mountains,
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the sea's movement, the shape of the clouds and beaches. The colors represent characteristics of Brazil, the green is associated with nature, blue
towards sky and water, the yellow sun and light, red
and orange to popular festivals, and white to religious expression and peace.
Since its creation, nearly 1,600 companies from over
more than 20 countries requested the use of the mark in their promotional material; Figure 2 shows
examples of the application of the Brazil trademark. According to research conducted in 2009 in 10 Brazilian airports with foreign tourists from 27
countries, the spontaneous recognition of the brand
Brazil raised from 11% in 2006 to 20% in 2009. In this way we can emphasize the Brazil trademark (Figure 3) as an essential element in international tourism marketing strategy.
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Brazil Brand and colors
Red = Festivals Blue = Sky + water Green = Nature White = Religious Manifestations + peace Source: Adapted from http://www.embratur.gov.br/marcaBrasil
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Along with their trademark comes their slogan,
is conditioned to a long-term management. The
visitor's mind and propagate certain characteristics
a result of a pioneering project. It's actually a first
which is a short phrase in order to stay in the
such as personality, identity, or the disclosure of the product’s attributes.
The Brazilian slogan tries to position the country as a sensational destination. The manual of the Brazil
trademark says that the slogan should always be
used in the original format, without being altered in
color, size, shape or typography. Figure 4 shows the trademark and slogan representing Brazil.
Considering the all that exposed, you can affirm that a national trademark is the expression of the region it represents, acts as a means of promotion and positions the destination. Directed to tourism
marketing, among several strategies, it tries to
awaken the desire and the need to travel through
the informative power and influence of advertising
trademark Brazil is now a strong marketing action as step to reveal to the world an image of Brazil until then unknown.
In conclusion, Brazil needs to follow and develop
strategies to divulge the country in all its plurality.
The challenge is not only in the act of changing an image full of stereotypes and prejudices, but in making foreigners as well as the Brazilians
themselves believe in the potential of the country. We must open our eyes to see beyond what is
desirable at first site. To talk about tourism and trips means making a theme with great inner wealth along with calling us
towards a long journey, throughout all of the vast variety of
PUBLICITY
and having a strong and attractive trademark that is also well planned and managed.
dimensions that tourism encloses.
It should be noted that creating a strong trademark
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Brazil Trademark and slogan Source: Trademark Manual 2009
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“An oasis and center of celebrations between Madrid and Toledo”
Ctra. CM-322 Km 12, 45360 (Ctra. de Villarubia a Chinchón) Villarrubia de Santiago (Toledo) INFORMATION AND RESERVATIONS: +34 925 595 589; rrpp@hotelhaciendacastellar.es
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CULTURE
The Gardens of Aranjuez with images
Book-Album edited in Argentina
The independent Latino-American editorial ‘La Vaca Mariposa Editora’ published in its collection “Hecho a mano” (Hand Made), a photographic book-album ‘Jardines Del Príncipe’ (The Prince’s Gardens), by Cheché Díaz Yugurí. It is composed by eight photographs which show a very particular view of the Gardens of Aranjuez during autumn. “More than a proper intention, what I found was a sudden connection with the colours and the natural autumn lighting, with the way that the trees were preparing for winter in that impressive phase where there is a loss of chlorophyll due to the lack of light. In this series of photographs, the gardens have been the scenario of one of the most beautiful deaths in nature”. Cheché Díaz Yugurí was born in Coro, a Venezuelan city whose historic centre was declared World Cultural Heritage, and now lives in
Madrid, where he develops his photographic work in the heat of the Spanish routine. In this series, Cheché takes on a game with the elements involved in every picture, both hidden and sensed in each photograph, given his love for mystery and intrigue, “I like ambiguity, in all its ways, even morally because life is like that. Nothing is good, ugly, cowardly, dirty or bad at first. Those leaves drowning in the black water left me shocked and still. And every time I se that image I retake my thoughts and ideas against any easy solutions”. This is how landscaping or travel photography may be converted into a source for expression: “I’m letting myself go towards the idea of immortalize a moment that will never be repeated” said the photographer. More information about ‘Jardines Del
Principe’ at www.lavacamariposaeditora.com
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DOSSIER
OPPORTUNITIES FOR TOURISM IN THE NEW ERA
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INTERVIEW
Tourism as a development element in Costa Rica
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INTERVIEW TO PATRICIA DUAR, EXECUTIVE DIRECTOR OF THE COSTA RICA ASSOCIATION OF TOURISM PROFESSIONALS. By: Jennifer Arauz (Caribbean News Digital) Photos: Costa Rica Turismo
Established 30 years ago, the Costa Rica
Association of Tourism Professionals (Acoprot) has been contributing to the education of tourism
professionals and to the development of tourism in
Costa Rica through training programs, employment
fairs and local and Latin American tourism products marketing events. Patricia Duar will tell us about
these issues and the challenges that are still to be faced by tourism in the country.
- HOW DO YOU CARRY OUT THE TRAINING ACTIVITIES?
We train professionals in medium and high
positions and get them to specialize, without being competition to universities, schools or the National Learning Institute, which has a very basic training material.
Our trainings are very specific. We have a very
popular course, which is the specialized nature guide course. It offers a very comprehensive education in nature related themes.
We also have customized trainings for customer
Service training at companies, either in San Jose or in other regions. We also had one training activity in Panama, with a training course for trainers in customer service.
- TELL US ABOUT WHO FORMS THE ASSOCIATION AND ITS ACTIVITIES‌ -Our association has near 1.100 members from almost every sector of tourism, from last year
university students to pilots, architects, engineers,
lawyers, teachers, guides and hotel and restaurant staff. Ages are between 25 and 50 years old, being
most of them young people with a lot of energy. We
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work very closely with other associations like the car rental one, operators association, CANATUR, the hotel
association, sustainability association CANAECO, and so on because a lot of our actions complement each others. We organize employment fairs that do not necessarily have to be about tourism. In general, we try to have
participants from all the sectors, although we also have specialist within our own sector. Our most popular activity is Expotur and its tourism marketing listings, which was established 27 years ago, almost at the same time as the
association. Our intention at the moment was to get Costa Rica recognized as a tourism destination, despite the
complex situation of the country with the neighboring countries. In those times there was some unrest in the region, and that meant that the area was seen as unsafe.
WH A
COP T IS A
RO T?
als Profession n of Tourism o ti a ci o ss Rica A 2, with the -The Costa bruary 198 e F in d e lish t, at was estab e field tha (Acoprot) ionals in th ss fe ro p a career in uping those what was t u aim of gro o b a re ery su g. were not v still startin that time, a Rica was st o C in urism the field. To d goal in min r with this fo d te a e cr ation was a school to -The associ of creating e iv ct je b o then, they ith the ctor. Since and also w se e th in nals em is the e professio protect th s. One of th ie it iv ct a l ra ica loped seve of Costa R h a v e d ev e ain bases m e th f o e hich is on training, w tourism.
HERITAGE
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Cultural Tourism in Quito COMMERCIALIZE CULTURE OR GIVE VALUE TO IDENTITY? Gabriela MejĂa Vivanco
Degreed in business administration and services, Universidad de Los Andes, Santiago, Chile. MS in
Tourism and Sustainable Development. Collaborates with the UNESCO as Chair in Tourism Planning and Sustainable Development at the University of Las Palmas de Gran Canaria. Ecuador
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the legacy of a particular place and its people and
the tangible and intangible assets that exist in the area.
strategy but as a means of achieving the
place, get involved in their culture, and empathize with These assets are the heritage of the area and reveal
their history, the customs of its people, their identity. The concept of cultural tourism as expressed by Moletta: “It is a type of tourism, where people travel in search of
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how to add value to this, not only as a market maintenance of its identity and heritage.
An example of this type of tourism may be found in Quito.
artistic, scientific, historical, cultural and religious
The city of San Francisco de Quito, capital of the
seek leisure, tranquility and comfort, but is characterized
site by UNESCO three decades ago. During this time,
expressions. In fact, this type of tourism, does not only mainly by the tourists motivation in discovering new
regions whose main attraction is based on their history
and conservation of a specific community, their customs and heritage� . (Moletta 2001).
When discussing about the pros and cons of cultural tourism, one of the main issues to be taken into consideration and discussed is the aspect of
commercializing culture as such. This type of tourism is viewed as the only possibility to maintain and/or promote the heritage, but at the same time is a
generator of potential impacts to the environmental,
cultural and social customs of the area. Critics point out these problems without taking into account
that the tourist activity may be the only way to produce the necessary resources to enable the conservation of this heritage.
Among the objectives of
cultural tourism we may
find: the identification of
Republic of Ecuador, was declared a World Heritage the government and local authorities have
consistently worked to protect and restore one of the largest historical city centers in America and
according to UNESCO, the best-preserved and least altered historic city center of all Latin America.
The historic district is composed by 320 hectares that are spread across the valley of the Hoya de Quito, between hills and volcanoes. The city was planned and built according to the grid that was established by the Indian Act at the time. Each part of this grid is 84 square meters, and there is a central plaza from where other secondary plazas emerge with the same initial structure. Quito is known as the "Shrine of Art in America" and also "La Carita de dios" (the small face of god). In its historical center we may find several attractions. One of them, Plaza Grande, is the heart of the Old Town and parting from this area, we will find a great concentration of churches, each possessing their own and unique architectural beauty, paintings and
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sculptures that preserve the spirit of the multicultural history of Quito. In the center of the square is the Monument of Independence and around it there is the Church of the Cathedral, the Carondelet Palace, current home of Government, the Municipality of the city, the Archbishop's Palace, among others.
WORLD HERITAGE UNESCO-United Nations Organization for Culture, Science and Education, has as its main purpose the preservation of valuable cultural and natural heritage for humanity for future generations by promoting their identification, protection and preservation. In the evaluation of UNESCO, cultural diversity as the common heritage of humanity must be strengthened and preserved for the benefit of present and future generations. They are considered cultural heritage monuments, groups of buildings or sites with historical, esthetic, archaeological, scientific, ethnological or anthropological value. The international treaty called the Convention on the Protection of World Cultural and Natural Heritage was adopted by UNESCO in 1972. When the World Heritage Convention was signed, the problem of a large-scale influx of tourists did not arise and was not even expected. Now, it is. The phenomenon of such growth in the tourism industry is relatively new
and only recently have they begun to recognize its impact. Therefore a responsible tourism management to ensure the protection of these World Heritage sites rather than to invade it is a daunting challenge. The trend of tourist managers to measure the success of a site by the number of people who visit contributes towards aggravating this situation. While there are a number of tourists a place may hold without altering the experience or damage the site, it is essential to measure success by the revenue generated by tourists, this revenue being both economic and social. In few words, whatever the type of tourism, "more" does not mean "better." In contrast, the higher the quality the better the outcome of this activity, since it provides a form of tourism that sustains or enhances the geographical characteristics of the place, its environment, culture, aesthetics, heritage and the welfare of its inhabitants. The greatest achievement is to try to preserve this legacy for future generations and most of all to be aware of their importance to your city, country and humanity.
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TOURISM MANAGEMENT
Public Policy guidelines to eradicate poverty in the region Cajamarca A PROPOSAL OBLIQUE TO SUSTAINABLE DEVELOPMENTE*
Lilia Núñez de Campos
Deputy Manager of Population Affairs.
Social Development Division. Regional Government of Cajamarca, Peru. Photos courtesy: Regional Government of Cajamarca.
René Char
“Our heritage was bequeathed to us without a testament”
Plaza de Armas, Cajamarca. Photo courtesy: Regional Government of Cajamarca
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Peru posses an ancient archaeological, cultural,
intangible heritage; as a beautiful part of nature,
in many regions of the country. Recognized as the
of the 32 climates in the world, those who resulting
historical and environmental heritage still preserved origin of one of the great ancient civilizations of
America and over the world, in October 2005, our country was incorporated into the World Heritage
Centre of UNESCO (1), in 2007, Machu Picchu was
selected as one of the Seven Wonders of the World
(2) and, in 2009, Peru was chosen as the third global tourist destination (3), placing himself at the height of powers such as China, Egypt, India, Greece, France, Germany, Italy and the UK. Recent
archaeological discoveries continue to astound the world and change the history of the origin of
Peru concentrates 84 of the 104 ecosystems and 28 from its 8 different natural regions and 90 ecological zones (4), ranging from snow-capped mountain
peaks, to a vast Amazon jungle, through endless valleys and a long coastline, with a varied flora,
fauna, lakes , rivers, beaches, glaciers and different microclimates, to the length and width of its
territory, wondrous nature that the ancient Peruvians knew well spent, as did the ancient inhabitants of Cumbemayo, more than 12,000 years ago in the wonderful region of Cajamarca.
civilization.
It is in the present territory of the Peruvian Andes,
But there are other reasons to consider Peru as a
inhabitants, making the most out of the peculiar
world power in reference to its tangible and
where 8000 years ago the craftsmanship of its
geography, natural resources and environmental
benefits, accomplished the amazing achievement of planting 4000 varieties of potato and 2016 varieties
Imposing Cumbemayo, the oldest archaeological
remains of the region (10,300 BC)
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of sweet potato, among hundreds of thousands of
microclimates. Likewise, in the cold water
center of plant domestication in the ancient
Humboldt Current (named after its discoverer)
food products, making this territory, the largest world, and could also cultivate other species
brought by immigrants from different continents
who came to this land since the sixteenth century. Thanks to the sparing action of men and women of the indigenous and rural communities
throughout history, until now, despite the not
always well responsible action on behalf of the
running, off the Peruvian coast known as the there are two thousand species of fish
(cataloged), about 400 varieties of shellfish and a wide variety of seafood. Peru is not only one of
the most important marine fishery countries, but also occupies the first place in the world as for pisciculture varieties in its many rivers and 12,000 lakes.
mining industry (rubber, timber, precious
As a result, each region has its own cuisine, truly
the environment, there still have preserved fruit
Guinness Record as the holder of the most
minerals, oil, gas ), with its negative impact on of more than 650 live species (most of them in the Amazon), 32 varieties of corn, and many other food products grown in different
ecosystems, which has brought Peru to be
recognized as the largest genetic center of the contemporary world.
The diverse geography also allows the Peruvian fauna (terrestrial, fluvial and marine) to also be
very diverse. The edible species include a variety
of domestic animals, among which the guinea pig, with excellent nutritional properties (recognized by OMS), poultry and a variety of domesticated species that inhabit the natural regions and
AND S O C IA L , C I M O EC ON MENTAL ENVIRON S EL F ES OF A G A T N A A DV A BLE SUSTAIN F MEN T O MA N A G E E HERITAG L A R U T C UL
typical, which explains why Peru appears in the
diverse gastronomical offer in the world with 468 different dishes now being recognized as one of the four best cuisines in the world, along with
French, Chinese and Indian. And it was in their
capital, Lima, which merged for more than three centuries the Spanish and Andean food (which was already heavily influenced by Arabic), the
African and Asian subsequently, which since the
mid-nineteenth century added French and Italian
influence, which makes food and feeding habits of four continents - achieved in a single territory - a fusion, differentiates Peruvian cuisine of all
others. This syncretism also occurs with the
different cultural expressions, setting the unique
1. Promotion of quality em ployment. 2. G
rea ter soci a 3 . Preservin g a nldepq u ity. rotectin g th e en viron m en t. 4. Fa ir Tra d e. 5 . Prom oti on o lt u ra l exch a n g e. 6 . In cen ti ve forf dcuom estic tou ri sm .
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foreign visitors, but in the absence of state support, there
This proposal takes into account these factors in a structural manner, and points out a demand
TOWARDS A RECONCEPTUALIZATION OF CONVENTIONAL TOURISM
communities, small entrepreneurs who are self-
Traditionally tourism is known as the activity or service
part of the extensive chain of tangible and intangible
activity has usually been the responsibility of private
Peruvian society, privileged heir of a rich diversity.
is a high risk of extinction.
expressed by families from urban and rural
employed in various activities that traditionally formed assets with an enormous appeal to national and
ON S C O N DIT I M U M I M IN ES S TO ADDR NITY C OMMU F MEN T O MA N A G E GE L HERITA A R U T L CU
that receives visitors, either national and / or foreign, this investors such as hotel owners, restaurants and public
1 . Th e tra in in g of so m e in volved seg m en ts is key. 2 . Im provem en t of reg ion a l in fra stru ct loca l a n d 3 . Ra ise th e sta tu s u re. 4. E sta bli sh in stitu tiof loca l prod u cer. on a l a rra n g em en ts. 5 . B en efi t of com pa ra ti ve a d va n ta g es. 6 . Prom ote in terg ov in tersectora l coope ern m en ta l a n d 7 . Im provin g loca l dra ti on . evelopm en t pla n n in g . 8 . Ad a pti n g th e ed u th e n eed s d em a n d e ca ti on system to d by th e reg ion a l rea li ty.
agencies interested in providing some ‘toured / guided visits’ to cultural, historical, heritage, ecological, and other destinations of interest.
Another important area that is part of this chain of
intended to balance environmental, social equity and
as handicrafts of different areas and origins,
effective strategies to eradicate poverty, generate or
tourist services is the sale of typical products such textiles, ceramics and dishes typical of the locality or region. But in the absence of a joint
management between these activities, what
occurs is a constant transfer of "surplus value" of
economic growth. This is perhaps one of the most
consolidate permanent employment sources for families and communities, particularly rural and indigenous communities.
products considered "tourist" or "craft" to private
Cultural Heritage Management (tangible and
reverse this situation, in recent years we have
of cultural management that was introduced to the
investment to the detriment of small producers. To begun to hear of Sustainable Tourism, as a new
approach to the same activity, any activity that is
intangible) is used in this proposal as a broader concept general public in the mid 80's in government institutions and in community cultural groups, as a response to the
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sustainability, are inexorably linked and certainly will
steadily. It also includes another concept: that of
world.
sector capable of contributing to the economy
sustainable tourism, which appeared in Europe in the
mark the future of many developing regions in the
90's and was spreading to other regions, including
This proposal reflects the perspectives of an
adventure tourism, gastronomic tourism, nature
concentrated (or excluding) such as the Peruvian
categories such as: ecotourism, rural tourism,
tourism, experiential tourism, tourism historical, and so on.
An area that receives the most attention in the last
two decades is the cultural tourism that expands the boundaries of conventional or traditional tourism,
aiming to promote new tourism which in turn means new occupational and economic alternatives, which
can become a important engine for the development of a locality or region, based on maintaining the
harmony between economic growth and conservation of natural, cultural and social heritage as well as
territorial cohesion. The specialized agencies even claim that the momentum of tourism and
27
alternative development more balanced and noneconomic activity and prevents an equitable usufruct of capital assets. It aims to decentralize the
management of all cultural heritages. It's about creating models that fit local conditions and
requirements on towards a path to development
"from below", as for example the proper communities that have owned this ancestral heritage with cultural or tourist value, who by the hand of their local and regional governments, must manage their own assets, consolidating and creating new natural
sources of employment, diversifying its production
and trade activities and services, while preserving its environment and this unequaled heritage that must reach further generations in a good shape.
Ecological housing ,Chachapoyas model, made by Mr. Jilma Huatay Casas, Challuayaco agricultural producers.
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This is exactly one of the new inputs to tourism
management as well as the sustainability of these strategies, integrated into the public and private
efforts to eradicate the sources of poverty that still affect our rural and indigenous communities. In its
action cross-cultural managements aim to find links between cultural production and the economy.
Successful experiences of this new perspective on
local sustainable development already exist in Latin America along with other regions and developing countries.
This model also promotes and revalues the small private investment undertaken by many rural or
urban families and native communities, whose main sources of income and employment are those
generated by these productive activities which at the end of the day enable firstly their own
subsistence needs. This encloses anything from the
construction of their homes and environment to the
empowerment, equipment and maintenance of their
farms, raising their animals, food self-sufficiency through small-scale farming, livestock, fisheries,
poultry, etc..; supply of clothing and shelter (fabrics
and making garments, ponchos, hats, blankets, etc..) household equipment (production craft pots and
other utensils) and that have historically supported and supplied not only farm families but to the local
and regional urban markets contributed to this effort to the economy and sustained development in Peru and illogically - unlike the large private investmenthas been without state support, which is one of the reasons for the chronic poverty and is a heavy
inequity factor , which is also evident in the towns of the inner areas, important issue that the current exclusion undertaken by municipal and regional
governments are called to correct , as a political
signal that it is possible to move towards genuine democratic governance and move towards new
stages in the management of resources and the
public treasury, ensuring the welfare of all citizens without exception.
Emblematic and legendary 4 "Ba単os del Inca", 1 Marvel of Peru, a few minutes from the city of Cajamarca.
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of "capital" and has a social regressive effect on
private partnerships, in which case the private
strategies for sustainable development, framed
Management, sees intervention in the public / action is referred to first, then the individual and collective contribution made by families and communities, holders of a rich diversity and
ancestral knowledge (intangible assets) that are necessary to restore and preserve the culture and national identity in the benefit of
development. To consolidate these new
within the objectives of reduction and gradual eradication of poverty, requires a first stage
where local and regional governments intervene, to articulate partnerships between communities rich in cultural and tourist heritage.
communities.
Install a policy at regional and local
This is a set of strategies aimed to optimize the
management of tangible and intangible
management of resources and cultural heritage (both tangible and intangible) that a location,
micro-region or region (or country) may posses.
governmental level to undertake the cultural heritage as a strategy for sustainable development
This includes sustainable planning of the same,
• Create a management model
term goals, that redefines traditional concepts
regional authority is the creation of a
i.e. the achievement of short, medium and long and approaches; and positions the community that owns or inherits such heritage, as the
central player in this management, so as to ensure control over the entire process of
management and to their own benefit such as
the improvement of their welfare and life quality. For its implantation, the model demands the participation of Municipalities and Regional
Government within the logic of co-management
alliance, both governmental actors should act as facilitators and guarantors of the necessary technological and financial inputs to the
community organization responsible for the
management of their assets in those relevant areas: means of access, infrastructure, community facilities and as articles of
partnership and cooperation of other actors to work as applied research and others that
contribute to consolidating the process, without distorting it.
The ultimate goal of this model is to harmonize
The first commitment towards the local and management model that allows to effectively address this issue from an interdisciplinary
perspective and using strategic planning tools. This proposal is aimed for that, it incorporates a set of strategies and initiatives that can be addressed from the Regional and Local
Government as inputs after being validated by
the responsible of managing communities, it also seeks to serve as the basis for the DESIGN OF A MANAGEMENT MODEL, understood as a
sustainable strategy to overcome chronic
poverty that affects 56.0% of the people of
Cajamarca (5), mostly rural, which is in turn 67% of the regional population, set as a criteria of sustainability, aiming towards the organized participation of the community involved. To
validate the proposal, it is recommended to install a PILOT PROJECT that counts on the
support of all components (human, financial,
technical and institutional) for a period of three years in order to strengthen the proposal.
the use and development of local resources and
• Build a Macro-Region with cultural and
heritage, in balance with the environment, social
Today, foreign visitors, especially those coming
assets understood as tangible and intangible
equity and economic growth, sustainable over time and that will benefit this and future
generations. It seeks also decrease the forced
emigration of young men and women, including professional and technicians, a factor that in
many regions of the country constitutes a drain
tourist bridges.
from afar usually cover a region that includes
more than one destination in one visit, so you
can build bridges and tours with micro-regions and neighboring countries, creating local
advantages (6). Very important: the planning of
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tourism must take into account the seasonal variability. The privilege of the Peruvian
homeland is that it counts with different
microclimates and many of the 80 known
ecological zones in the world, this is a huge
comparative advantage over other countries in
the region and the world and should permit the year-round capture of the flow of tourists from the Nordic countries and southern climates
where temperatures range from too high or too low, uneven temperatures that has been accentuated with recent climatological
changes, which has also influenced a change in the election for places to vacation.
Notes:
1 - Organization composed of 21 countries, whose
representatives are responsible for managing the actions developed by 127 countries that have significant cultural heritage.
2 - With a vote of more than one hundred million people around the world, indicating the potential for tourism in Peru.
3 - The consultancy Future Brand, consulted 2,700 international travelers that chose Peru as destination as the 3rd tourism
destination in the world within the categories of authenticity and history. Published in the Daily Commerce November 9,
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City of Cajamarca.
2009: http://bit.ly/o9svhL
4 - http://www.proyectocoherencia.org/portal/content/view/105/70/1/1/
5 - Data recorded in the National Household Survey (ENAHO) for 2009, which represents 2.6
percentage points, from the previous year. Source: Regional Government of Cajamarca: 2010.
Sociodemographic Diagnostics Cajamarca Region. Social Development Regional Management, pg. 63 6 - In the absence of such initiatives, Chile is taking advantage of its proximity to Machu Pichu and is offered as a transit country towards Cuzco, in their FTAs, with which they "enrich" their tourism,
capturing the interest of new and large markets like Asia who represents 3,400 million inhabitants.
* Summary of the original proposal. In March 2011.
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REVIEW
Uncertain Future for Travel Agencies
IN SPAIN AND THE WORLD
Javier Gomez
Bachelor in Business Administration and Marketing from Schiller International University, London. Master in Tourism Management from the Autonomous University of Madrid. He has worked for travel agencies, tour operators and airlines over more than 22 years. Spain.
jgomez@sellink.es
Bad times for the tourism industry in general, and travel agencies in particular.
Not long ago, we watched in disbelief the bold fortunes
invested in software development. We thought that the travel agency as such would be irreplaceable due to its personal attention, individualized counseling ... But no, the lack of time, incredible developments in
Those who do interest are those "monsters"
technology called "OTAs" (online travel agencies).
".Com" or "Online Agencies". These organizations have
been able to make available for any client, a necessary product at an affordable price; more importantly in an easy, efficient manner by just simply merging the technological development and marketing.
information, unprofessional management, and
Likewise, providers of tourism services and products
most uncertain future.
where they have advanced technological
especially a cheaper price, have left Travel Agencies a
Today, with the infuence of the economic and financial crisis halfway around the world, the traditional travel agencies have been the less fortunate.
Suppliers of tourism services, hotels, car rental companies and mainly airlines have performed
have made their websites available to the customers, developments that enable clients to hire the service
just as they require. In this way, airlines, hotel or car rentals, offer products and services to the Customer
immediately, maximizing their stock, and without the use of intermediaries such as traditional travel agencies.
unfaithful to their main clients: Travel Agencies. For
This does not indicate that traditional travel agency is
providers of tourist services and transport, but today,
still many, but they have had to change their course,
many years, these were the main source of income for due to new technological developments, traditional travel agencies do not matter as much to them anymore.
a goner, but they have decreased in number. There are professionalize, specialized and, ultimately, be more
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efficient. These agencies offer a
personalized service to companies, groups and even street customers, but their
interventional revenue, unfortunately, has been cut by having to compete with the Internet channel.
Ultimately, the users of tourist services and products, has been benefited by this deep crisis r. We now have many different
alternatives when hiring needs, and all have improved.
UM B E R S NCY IN N E G A H IS SPAN ITIONAL THE TRAD st twelve d in the la e s u e v a h useholds ditional or panish ho hether tra (w s e ic rv • 40% o f S e en c y s e travel ag months, th online). p es o f of both ty s e ic rv e s uses the e market • 36% of th agency. l a g en c y traditiona a s rd a w loyalty to . e level of online one • 94% is th 75% o f a n n a th r te rea that has g hiring a c y en d u p n e g a l e v a o to the tr ose who g th f o % 0 8 • r service. product o ly over cies (main n e g a l a n om traditio stomers fr u c f o % .5 •9 agencies. use online t o n o d ) 59 years o not l a g en c y d a n io it d a o go to a tr tomers wh s u c f ir trip. o % • 23 about the a e id d e conceiv have a pre travel the online : s th n o m lve veler e last twe agency tra th l a in n s io ip it tr d a • 3.13 an the tr asons. els more th v a tr r e outside se m s ip tr custo re o le m to schedu and tends
Th e Fa ct: Th e ra te of cu stom er loya lty to th e trad it iona tend s to be hi gh er th l ag en cy an th e cl ient of th e ag en cy on lin e. In ad di ti on , th ere is gr ea ter com peti ti on am on g vi rt ag en ci es th em selves ua l , as th ei r users vi si t an averag e of five before hi ri ng ag ai ns t th e two of who com e to th e tr ad itiona l ag en cy. Source: Conclu si on s of "Con su m er Preferen th e stud y ce user ha bi ts of Span s an d ish travel ag en ci es." ACAV Sp ai n an d Am ad eu s. 20 09 .
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REVIEW
The global economic crisis and tourism in Bolivia Pedro Claure Hidalgo
Attorney. Legislation and Regulations Tourism. Quality Management for Tourism Enterprises. Teachers Ombudsman. Tourism Law. Bolivia.
The global financial crisis, that erupted in the United
political struggle between the ‘media luna’ region
whoever was apparently far from being affected, due
and Tarija, now only Santa Cruz and Beni) and the
States, has shaken the world in such a short time that to the effects of globalization, has also been involved. In Bolivia, some members of the tourism sector still try
to deny the effects of the financial crisis towards travel
and tourism. Perhaps with the laudable intention of not creating panic, but it should be clear that rational
operators of the travel and tourism activities - and the people with politic responsibility over the industry cannot sit and wait to see what happens and must
immediately sit down to discuss the development of
tourism in our country so that each contributor or tour
(departmental governments of Santa Cruz, Beni, Pando central government, with the addition of visa
requirements for citizens of the U.S. and Europe as well as the rundown roadside routes, lack of infrastructure
and other reasons, during the period in the year 2010
until June of 2011; there have already been reservation cancellations established for arrivals from different countries around the world, those that fluctuate
between 60% and 70%, this data was provided by tour operator colleagues, members of the National
Chamber of Tourism Operators in Bolivia (CANOTUR).
company may make its own forecast and plan their
In search of an opening for the development of tourism
and be able to adapt to the new situations.
parameters such as:
promotions in the immediate, medium and long term
The Bolivian tourism product demand has deteriorated and reduced its tourist flows which are frequently a
result of the overflow of visitors from neighboring Peru. But there is a lot of data that suggests that they have been working on the basis of statistical tables and
projections and quantifications, when they should work using theis information and data that they poses to
elaborate plans and project scenarios with realistic and
in Bolivia, they should set clear objectives and • Identify and evaluate the current problems.
• Develop action plans to solve these problems in a short and medium term.
• Implement strategies to position Bolivia as highly competitive tourist destination.
• Include contingency plans to deal with any crisis affecting the tourism sector in the country.
achievable goals.
The legal framework should mention that in Bolivia
As an effect of the global financial crisis, in the new
needed to focus on the preservation of the
‘Estado Plurinacional’ of Bolivia there is an internal
newer laws adapted to this national situation are
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nonrenewable resources, there is absence
In any case, although the global financial crisis greatly
establishment of a national tourism policy, tourism
affects it even more, is the insecurity and transport
governmental control on issues related to the
development planning, promotion and incentives for such activities; in addition to coordination between
tourism and its environmental and cultural impact, not
to mention training and awareness issues, a registry of the professional and human resources sector, we also need institutions that truly control and monitor the proper conduct of the tourist activities.
The Japanese and Mexicans, in times of trouble and
threats, showed that a crisis may equal an opportunity. With tourism in Bolivia demonstrated to be one of the
most important economic sectors, it is about time that the Government takes a more intelligent approach to promote this economic source of income where the
large and small private companies have been putting efforts into it for over 40 years.
35
affects tourism in Bolivia, one should consider what routes necessary to access the main tourist sites.
Moreover, Bolivia has excellent tourist attractions yet to be exploited, which could locate the ‘Estado
Plurinacional’ in an important seat in this category
given that the government initiates a genuine policy of tourism development.
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REVIEW
Crisis equals Innovation Miguel A. Torres Entrepreneur, Economist, BA in Finance. Graduate Certificate in Leadership from Georgetown University. Professor. Interested in exploring new technologies and worried about the "digital ignorance." Honorary member of the Foundation Entrepreneurship in Ecuador. Drive initiatives to help the "cluster" technology in Ecuador. Ecuador @ Migueltorrese
Many experts talk about the "global crisis" and its
A clear example of what a crisis brings innovation is
technological, among others. We pause to analyze the
known as "real time state". The idea was born of a new
effects in different sectors such as tourism,
global scale, its consequences and above all its
implications. Dense and complicated issue, but better to see the positive side of the crisis.
I present to readers, not as a tourism expert or "guru",
the development of "temporary housing market," trend called "collaborative consumption", which
completely changes the stereotype and how we
perceive different types of resources and assets including property.
because I'm not. I am a professional in Economics and
In this sense the traditional model of tourism, passes
entrepreneurship and from this point of view, I can
receptive home. Every house, apartment, home
Finance is heavily involved in the field of technological offer the reader an overview of the "advantages" of an economic crisis rather than its implications and
disadvantages. Yes dear reader, the advantages of an economic crisis in the sector. I speak of them taking into account that during "the crisis is where new
from hotels, venues, tourist lodges to provide a
becomes a potential bidder may be sued for any
tourist. In other words we find something that fits the
user's pocket and your requirements and put aside the traditional model.
opportunities" business models that develop
What attracts us most when traveling is to learn, live,
business models by providing a benefit to the
experience "experiential" is where the real opportunity
innovation and give a 360 degree turn to traditional consumer.
test, experiment and share. In the development of an to create and innovate.
This and all crises have created, develop and launch
That would seem to travel to Paris, visiting the Louvre,
the tourism industry, attracting a new form of
River Seine, enjoying all that magic, or local streets
new business ideas that will completely revolutionize "consumption" that enables a new sense in terms of experiences. For other people will be an alternative
innovative and profitable business. An innovative and sustainable model that adds value to the industry a new way.
stroll through the beautiful streets of Paris, cross the
hand in hand with real Parisians willing to provide that experience for a small sum of euros.
What an experience to live it. www.vayable.com is a venture that offers a combination of experience or experiential tourism, outside the traditional stereotypes of travel.
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GrĂĄficas: “Whats Mine isYoursâ€?. The Raise of Collaborative Consuption: Rachel Botsman, Roo Rogers.
The consumer is increasingly digital, look for new things to do or live.
I recently participated in an event in the city of Boston.
their carbon footprint, try services like
www.zipcar.com, www.relayrides.como www.justshareit.com.
And I decided to try a service of these new business
These enterprises, promote a model that changes the
pleasantly surprised innovation levels and the amount
products of the global economic crisis. Offer property
models "collaborative consumption". No doubt I was of offers and services.
I found many options, from someone willing to offer me
way we travel. Each of these and other innovations are owners adopt a new alternative that can generate extra income becoming a profitable service.
a couch (www.couchsurfing.com) as a place to stay
Undoubtedly, it would have been less interesting to tell
(www.airbnb.com). The experience was unique,
tourism sector, projected number of passengers,
until a fully furnished apartment for a reasonable price entertaining, engaging, personalized and I can say
there is nothing like feeling the warmth of home in one trip.
If you doubt you still have the success it's something
viable, the company which began operations recently received funding for over 100 million dollars and it is estimated that their valuation is close to $ 1 trillion dollars.
Currently, if one looks mobility or an interesting
alternative, renting a car is an activity that does not
meet environmental standards and is not as friendly to
the environment. If you want to give it a try and reduce
of macroeconomic indicators, growth, decreases in the among others, but I chose to address the crisis from another context, positive, innovative and optimistic,
trying to generate concern all those readers who want to try a new approach to travel and promote those
entrepreneurs a little more curious about a trend in the industry.
Recall that the consumer is increasingly demanding more digital, more informed and want to try a new
service. Therefore it is important to innovation and like a crisis to promote a service that allows to save some
money and it's a new proposal in terms of experiences. Crisis means new opportunities.
PUBLICITY i
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innova taxfree group
assumes the challenge of a new Era innova taxfree group assumes the challenge of a new Era
innova taxfree group is well known
worldwide for its contribution in returning
Value Added Tax charged on purchases made
by tourist in foreign countries when on a visit, and whose system and services are internationally known as Tax-Free.
Now, with the support of a multidisciplinary work group, combined with experts
constant growth, evolution and has continuous new demands. Their
beneficiaries, local entities dedicated to tourism, retailers or stores, brands who
represent (fashion, complements, jewelry,
etc...) and the tourists themselves; relying on the strategies linked to the expansion of the brand and its services, facts that have
emphasized the presence in France, Italy,
Portugal, United Kingdom and Spain as well as Latin-American and Asian markets.
throughout the world, it is developing the
New technologies strategic aliance
new tendencies and intelligent management
A strategic alliance with Plural Entertainment
information.
(vmetv.com), allows innova taxfree group
innova magazine project, specialized in of new ways of communication and
At innova we design strategies, processes,
and tools to collaborate with institutions and companies that are immerse in the fashion, shopping, tourism and cultural activity
industries, promotion and dissemination of
their tourist destinations, cultural news and
(Grupo Prisa) and the TV network V-me
to present a project specialized in new trends and tendencies for a intelligent management in new technologies, with an important
presence in recognised companies in this
sector, opening an easy and more accessible offer in different languages.
other information relate to these industries.
By these means, innova taxfree group
With the image and brand change, before
communications and entertainment with the
known as Euro Refund Group South, innova taxfree group is preparing to operate in
different worldwide markets to accommodate the increasing demands of a market that is in
reinforces its leadership in this field of
strength and commitment that have followed them over more than 15 years.
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TRENDS
The best world shopping destinations 5 DESTINATIONS FOR THE MOST DEMANDING ONES
Coordinates: Downtown Burj Khalifa, Dubái, Emiratos Árabes Unidos. Web: http://www.thedubaimall.com/
DUBÁI
PARÍS
THE DUBÁI MALL
It is the biggest mall in the world. It has 1200 shops, a five star hotel, an Olympic ice rink, an aquarium and 22 cinema screens. Although it is hard to believe, its prices are lower than the ones you will find in other shopping malls of the country. All brands are available at Dubai City Mall, together with the biggest candy shop in the world: Candylicious, which occupies more than 10.000 square meters.
GALERIES LAFAYETTE
2
Coordinates: Boulevard Haussmann 75009, París, Francia. Web: http://www.galerieslafayette.com/
1
The best parisiand and global brands are present in Galeries Lafayette. It is a palace built in 1893, with majestic staircases and a crystal dome. They hold fashion shows every Friday at 15.00pm, prior reservation required, and has the biggest gift and souvenirs in Paris, with 400 square meters of books, graphic material, CD, DVD and other items related with the city of love. In addition, they hold culinary tastings.
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RUSIA
THE GUM
The Gum is translated into “Main global shops”. The biggest and most prestigious shopping mall in Russia, is located in the mythical Red Square. Built in 1890, its architecture, with a crystal ceiling, steel arches and European train stations, make it one of the most visited places in the world. The best western brands luxury shops are there, in strong contrast with the country´s history.
3
Coordinates: Plaza Roja, Moscú, Rusia. Web: http://www.gum.ru/
SHANGAI HUAI HAI
In the Huai Hai Avenue, of six kilometers long, luxurious french style houses offer the best of shopping in Asia. There, two villas that represent the new generation of sales: Swiss watchmakers Vacheron Constantin, Alfred Dunhill, hongkonese KEE Club and the art gallery ShanghART create a unique experience for the visitor. It is an old shanghai scenario mixed with art, where time seems to stop. Luxury, elegance and nobility in the cosmopolite heart of the Shanghai French Concession.
Coordinates: Huaihai Zhonglu, 796; Luwan District, Shanghai, China. Web: http://www.796huaihailu.com/
4
NEW YORK MACY’S
Tradition and confort are the words that define Macy´s shops, an institution of itself in the United States, with 810 branches all over the country. The New York branch is the biggest warehouse in the city, located close to the Empire State Building. Whether because of its mentions in TV and cinema or because of the comments of its thousand of visitors, Macy´s is one of the best known shops in the world.
5
Coordinates: Herald square, 151 West 34th Street, New York, USA. Web: http://www.macys.com/
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Shopping 2012 Excesses
LUXURY ITEMS TO ENJOY THE YEAR TO ITS MOST Family BeoVision 10
The flattest screen ever manufactured, 40 inches, a black crystal screen framed by a
polished aluminum frame, with such an exact angle and curvature that almost creates an optical illusion.
The BeoVision 10 goes hanging from the wall
with a hidden wall hanger that allows moving the screen within a 45º angle.
Luxury and comfort for all the family
Available at Bang&Olufsen: www.bangolufsen.es
Wake up with Citiz by Nesspreso
Citiz is created for the lovers of Nesspreso and modern design. It is a state of the art coffee machine with a vintage design. It adapts to all needs.
Inspired in the architecture of modern cities skyscrapers, Citiz is the narrowest and most vertical coffee machine, designed for maximum comfort.
It comes in four beautiful colors to cheer up your mornings. Available at www.nespresso.com
Nudo, for the jewelery lovers
The Scottish actress Tilda Swinton is the ambassador of the Nudo beauty, the most luxurious piece of the jeweler’s shops Pomellato.
The new Nudo, which is celebrating its 10 years old, it is an “extreme” version that
keeps untouched the characteristics of the jewel, but that enhances them at the same
time with its new dimensions and live colors. There are five options: topaz blue, Madeira quartz, amethyst, prasiolita and lemon quartz. There is a limited edition of peridoto and tangerine garnet.
In 2001, the poetic simplicity of Nudo – who reinterprets with irony the classical
solitaire-, revolutionized the jewelry culture, while always following the non-conformist attitude of the brand.
Available at www.pomellato.it
FASHION Long is always better
In any time of the year, and in any occasion, long cuts always make
women´s bodies look leaner, in tune with today´s woman.
Long cuts, even when it is slightly
below the knee, suit any occasion:
elegant and romantic, bohemian or chic; it looks good with everything.
Carolina Herrera dictates the fashion in the western world.
http://www.carolinaherrera.com/
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innova H ea rt-sh aped pen d an ts from th e “H ap D ia m on d s, H appy H ea rt”l in e, in pin py k an d wh ite g ol d , with in cru st ed d ia m on d s. El eg an ce an d d el icacy. Excl u si ve from Ch opard . h ttp:/ / ch op ard .com /
CH IC ACCE SO RI ES n an d bu tterfl ies Scarf wi th an au tu m n desig for an aftern oon wa lk. neckla ce in ea rth colors, tp:/ /pun trom a. com / Avai la bl e in Pu ntRom a. ht
Three Purificación Garcia models
www.purificaciongarcia.com/
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TRENDS
GOURMET Argentine ‘Empanada’ route: A journey through northern Argentina
innova By: Tur News Agency
different music and dance groups perform.
Ambassador in Argentina and throughout the rest of
The Tucuman Province also celebrates each September
pie) is a cornerstone of the local culture. In the
a territory where over the history more than 30 local
the world, the Tucuman ‘Empanada’ (argentine meat “Garden of the Republic” it has its own touristic
circuit, where more than 50 stores await the travelers in Capital City, Yerba Buena and Faimallá to taste
the National Argentine Empanada Festival, in Faimallá, participants have been proclaimed champions in elaborating skills.
For this same reason, the city of Faimallá is often
them with the best Argentine wines.
referred to as the “Capital of the Empanada” and is one
THE TYPICAL TASTE OF TOCUMÁN.
of the destinations that cannot be missed if you choose this thematic circuit which includes San Miguel de
Northern Argentina’s culture offers among its main
tourist attractions tasting typical homemade meals.
This gastronomic offer both enriches the tourists taste and also teaches the traveler some of the local ways
Tucumán and Yerba Buena as its main locations, where over 50 gastronomic establishments offer these traditional recipes.
and traditions that have persisted throughout the
UNIQUE WORLDWIDE
empanada’s taste is unforgettable and not to be
to discover the secrets of how to elaborate the
years. In this thematic itinerary, the Tucuman
This cultural and culinary proposal allows the travelers
missed.
Tucuman empanada, with all the necessary steps and essential ingredients towards its final preparation.
Between valleys, mountain tropical forests and
While learning these steps, the aroma becomes one of
adventure activities, the known as “Garden of the
stars in each process.
Republic” offers the traveler a touristic circuit that
unveils the secrets of these delicious Creole meals.
The main ingredients, which distinguish the Tucuman
recipes that have been handed down
Argentina, are: beef flank steak “cut with a knife”
These specialties, oven cooked in clay, follow the
throughout generations. The most notable feature of these empanadas is how they have been
handcrafted the same way the tradition marks as well
empanada from other empanadas throughout
(manually), scallions, hard boiled eggs, paprika and cumin.
as their filling’s rare ingredients.
One must always take into account when about to
Meeting point
of napkins, as its inner juice tends to drip from the first
taste this delicious Tucuman empanada the importance
As yerba mate and their well known roasts, the
Tucuman empanada is a motive of gathering for both
locals and foreigners. This dish is also served as a first course in restaurants and grills, or can also be served as a main course in local folkloric associations where
WINNING RECIPE
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bite despite its hard and crunchy outer layers.
In terms of size, it doesn’t exceed 13 or 15 folds (this is the way the outer dough is sealed) to avoid being too
(cu t th in an d ten der) on e kil o of Beef fla nk steak 25 0 gram s of comm on on ion Th ree scall ion s Six eg gs A kil o of flour 20 0 gram s of fat (n atu ra l) A tablespoon of pa prika n A tablespoon of grou nd cu mi well as ca psicu m Sa lt an d pepper to taste, as (option al)
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big or too small. As for how to accompany this meal, nothing is more appropriate than a national red wine.
The festival of the year
The most important musical and gastronomic
festival of the year in the province of Tucuman is without any doubts the National Argentine Empanada Festival in Faimallá, celebrated in
September. This destination is situated about 30 kilometers south of Ciudad Capital, and
which rout 301 of the provincial roads passes by the town Lules.
In the native language of the area (Quechua), Faimallá means “place to rest” and, as the
story goes, its there where in 1841 the battle
of Monte Grande took place. This battle faced the troupes of Juan Manuel de Rosas and the
Faimallá is the biggest strawberry producer in the region.
Northern league, led by the general Lavalle.
During this festival, Faimallá prepares itself at the Luis Sandrini
benefited from the subtropical warm climate,
flavor of the empanada. There are regional crafts and product
Surrounded by a beautiful countryside and
the most important activities in the area are dedicated to agriculture, especially to the
site to receive thousands of visitors attracted by the unique exhibitions.
holding of sugar cane and strawberries.
NTS B L IS H M E A T S E G N PATI d local PARTICI , grills an nts, bars e staura Rout of th Several re rt of the a p rm fo ons are some associati man. Here u c u T in a E mp a n a d ndations.. recomme
In Sa n M ig uel de Tu cu m ‘La Em pa na da ’: Ca lle án : Sa n M arti n 49 3. Peña El Ca rd on : La s H eras 50 . ‘Tocan do Al Fren te Resto Cu ltural ’: Corr ientes 93 6 In Fa im al lá : ‘Tra di ci on es Arg en ti na ‘Ran ch o de M irta Fe s Resto Ba r’ : Ca lles Sa rm iento y Rivad rrei ra ’: Access Av Pe avia dro Riera . ‘La pa rrill a de Beto ’ : Ba rtol om e M itre y Sa aved ra . In Yerba Bu en a: ‘E m pa na da s del Tu cu m ‘Lol a M ora’: Lola M or án ’: Ca lle U ni verse 14. a ‘E l G au ch ito’ : Ca lle West 11 0. s Sola no Vera y M en doza
PUBLICITY i
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NEWS
FITUR 2012 News 9.500 exhibitors from 167 countries or
regions, in 10 pavillions of the Feria de Madrid showground, prove that the International
Tourism Fair of Spain, FITUR, is still the main fair in the tourism sector. It is an event
expected by every country each year to show their attributes.
This year, there were a lot of novelties and
proposals that highlighted the objectives of
the fair. Here we offer a summary of the most commented ones by visitors and exhibitors.
FITUR IN THE SOCIAL NETWORKS 45 million people followed the different FITUR novelties
through the different social networks, especially through facebook and twitter, where there were more than
50.000 messages related to the fair. With almost 30.000 followers in Facebook, FITUR positioned itself as the
most important international tourism fair in the Social Networks, way ahead of its competitors in the sector.
THIRD EDITION OF INVESTOUR AFRICA Organized by the blocked formed by the East African
Community and the Central Africa Monetary and
Economic Community (CEMAC) as the invited regions.
The space introduced new investment opportunities in the African continent, within a sustainable tourism destination concept.
TURISMO DE SHOPPING SHOPPING TOURISM
A professional workshop and some presentations about
tourism and shopping, show that FITUR considers this an activity that has turned into an important motivation for
innova a lot of travelers and destinations. Only in Europe,
can be faced today in the tourism sector, in each of
destination, according to the ranking established by
entrepreneurship, leadership, education and
London takes the first position as shopping tourism
Globe Shopper City Index – Europe, elaborated each year by the Economist Intelligence Unit. Madrid and Barcelona follow as the next best liked cities to go shopping.
community.
GREEN TOURISM the ITH and the Tourism Board of Madrid, FITUR
GREEN was the expression of the Fair´s bet, a new
It was a proposal made in the World Paper about women jointly by the World Tourism
the five areas of the paper: employment,
Organized by the World Tourism Organization (WTO),
WOMEN EMPOWERMENT IN THE TOURISM SECTOR WORKSHOP in tourism 2010, conducted
tourism model friendlier with the environment. It was very visited, with companies that offer services or products that help with energy saving.
Organization and the United
Nations. The objective was to share points of view and experiences about the
capability of tourism to encourage equality
between sexes and the
economic empowerment of women, as well as to
examine the challenges
and the opportunities that
Chocolates
from Belgiu m (EFE Pho to)
UNIVERSAL GASTRONOMY
of the Gastronomy has turned into an important part of tourism services. While is part of the identity region or a different countries and cultures, it is also a nexus between culture and identity for a country, a the presence group of people. In FITUR it was the star, the main attraction, with tastings and samplings, and of guest chefs.
Outstanding and original facts:
in Israel: Chef Michael Katz cooked a selection of récipes that were a reflection of international influences Israeli cuisine over the years.
Valencia community: Ñora and crabs, oranges and mandarins were used to prepare different cocktails. Mexico: Chef Jacobo Turquie got great success with a four dishes menu, consisting in octopus, coriander,
smoked tuna, chipotle, tacos, mole and dates. and the Greece: The country set up a bar with traditional sweets, such as the “melomakarono” (marzipan) breakfast. “kuluri”, a type of doughnut with sesame that the Greek accompany with olive oil and cheese for and Colombia: carambolo, uchuva, tamarind and guanaba (tropical fruits of the región) in juices, jam cocktails.
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Belgium: cheese and beer, in addition to the chocolate master Etienne Bastaits.
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Costa Rica beaches, the most visited destinations in Central America. a
2012 Year of the Sustainable Tourism in Central America For the purpose of encouraging the arrival of visitors to the
region, the Ministers of Tourism of Central America announced last July that they will ask their presidents to declare 2012 Year of the Sustainable Tourism in the region.
In 2010, 11 million tourists arrived to Central America. The Central American Tourism Council (CCT), formed by the
ministers of each country, expects a growth of, at least, 400.000 more visitors by implementing this strategy.
Representatives of Belize, Guatemala, Honduras, El Salvador,
Nicaragua, Costa Rica and Panama hope to raise the number of European visitors to their countries. Right now, visitors from
Europe represent approximately 10% of the total visitors per
form ed by seven is a ic er m A l ra nt Ce al a, H on du ra s, coun tries: G ua tem El Sa lvad or, Costa B el ize, N icarag ua , Rica an d Pa na m a. Pa ci fi c O cean an d Su rrou nd ed by th e , its beaches an d th e Atl an ti c O cean bl e. ta sh ores are un forg et
year.
DATA
In Central America, tourism creates 367.000 direct employments and an income of more than 7.500 million USD, which represents a 7.5% of the Gross Domestic Product, and a 35% of the total value of the exportations.
The whole region will promote itself as a nature-friendly destination in different international fairs, such as Fitur, Berlin ITB, World Travel Market and Central America Travel Market.
Millenary extensions of nature, a particular and defined culture and the best services, make Central America a sustainable and supportable destination.
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Tur News: The first news agency in Argentina specialized in tourismo
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Since April 2010, the news agency is
established as a new informative service to promote the tourism and cultural attractive elements of Argentina.
Positioned as a novelty in Latin America, the agency follows the public and private policies of the sector.
With the aim of accompany the strategic promotional activities of Argentina as a tourism destination, Tur News agency
was born in 2011 to bring information of interest to the communication media.
It is the first news agency specialized in tourism, with a team that produces
material to be distributed free of charge to the world.
everything related to the work done by the multiple
special follow-ups and graphic material. Although it
tourism destination more and more valued with the
Their informative contents include articles, interviews, carries a direct communication with media from other Latin American countries such as Chile, Colombia,
Uruguay, Venezuela, Cuba, Ecuador, among others, its
informative notes have also crossed the Ocean to reach other destinations such as Spain.
In Latin America, Tur News positioned itself as a novelty
within the sector to promote strategic actions that were promoted from public and private sectors. The official
presentation of Tur News was made last November, at
the International Tourism Fair of Buenos Aires FIT 2011, a fair that for more than 15 years is a place of meeting for professionals and related people of the sector.
ON-LINE NEWS
The agency mixes its work of media management and news sending with the web page
www.turnoticias.com.ar, where different articles are
published, together with other news and sections with material and information of interest.
The news information includes relevant data about the organizations of the tourism sector, infrastructure, transport, entrepreneurship, agreements and
actors of the tourism sector that make of Argentina a passing of time. These materials are more and more used as information source for journalists and Latin
American media, who include them in their sections or specialized magazines.
TOURISM POSITIONING
According to the last official estimations, until
November 2011 only in the Ezeiza and Aeroparque
airports arrived a total of almost 2.500.000 tourists, 2%
more than the same period in 2010. Most of these visits came from Brazil, with a 28.9% and, in second place, Europe with a 24%.
Argentina ended 2010 with a total of 5.300.000 foreign
tourists, which means that in seven years has multiplied his visitors three times. A great deal of this growth is a result, not only of the economic context, but also a
national policy implemented in 2005 that brought a series of strategic tools to the sector that helped
position the country as leader in tourism promotion in Latin America.
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DESTINATIONS
Tulum
A MEXICAN ARCHAEOLOGICAL TREASURE FACING THE SEA ﾃ］gela Paredes
Photos: Jorge Andrade Mallard Framed by different shades of blue, product of the blending between the blue sky and the Caribbean Sea, the archaeological ruins of Tulum, Mexico, attract thousands of European tourists, Americans and Latin Americans, precisely because of this contrast of the uneven stone with the warmth of water. It is the only ancient construction in Mexico guarded by the sea, therefore its a great appeal to viewers' eyes.
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FACT ri ng 20 10 , 99 2. 96 4 vi si tors du na l In stitute atio accord in g to th e N d H istory of Anthropol og y an M exico (I N AH ). .
Tulum (which means ‘wall’ in Maya), located 128 kilometres south of Cancun is a newly established town, which
nevertheless holds a millenary treasure. The remains of the Mayan city of the same name are visited by up to seven thousand tourists a day in high season.
The numbers are an evidence of the shock that the visitor receives when visiting the place. Upon their arrival, a small wall hides the richness of this cultural heritage known throughout the world: that of the Mayan civilization.
Subsequently, a path through the jungle leads to a tunnel with a triangular dome which gives access to a number of
buildings scattered around in an open area. By the definition and layout of each structure you can immediately grasp the feeling that you are entering what more than 500 years ago was a city dedicated to the gods.
After a tour in which it does not really matter much the intensity of the sun, visitors get the best reward when they
seek behind the main structure, called El Castillo, the landscape opens to a second and equally impressive view, an overview of the Caribbean sea.
THE SETTLEMENT
According to studies by the National Institute of Anthropology and History of Mexico, it all indicates that Tulum has
been one of the major Mayan cities of the thirteenth and fourteenth centuries. Because of its location the settlement was unavoidable for any commercial route as for the exploitation of the abundant marine resources along the coast. In the central area of the site we can find the main buildings, delimited by a second interior wall, some of these
buildings were the scene of religious ceremonies. The Castle is the most remarkable for its size and location with its back to the sea, in the highest part of the archaeological area.
NATU RE (Caretta Each year, between June and October, hund reds of loggerhea d meters caretta) and green (Chelonia myda s) Turtl es nest along the 200 use both of the beach nearest to the archa eolog ical site, however, beca d to a ferre are enda ngered species, some nests are removed and trans restricted area of 40 meters where they rema in protected. .
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TEMPLES
BEACHES
find:
Mexican state of Quintana Roo, which equaly withholds the
Among the most outstanding buildings we may
• Temple of the Descending God, located on a higher part facing the sea, it consists of a small base on which they built a temple
decorated with the image of a god descending, principal iconographic element of the city.
• Temple of the Frescoes, whose corners are decorated by masks (or human profiles) with serpentine elements which are possibly,
associated with the god Kukulcan or feathered serpent.
Without underestimating the cultural value of the experience, at the end of the day there is
nothing better than to go down to meet the sea, and take a dip at the feet of this Mayan archaeological heritage.
The beaches of the Tulum area stand out among the rest of the common destination of CancĂşn, and is able to do because of the vast extension of its coasts and the variety of hotels in harmony with nature.
Recently the visitors of the electronic portal Tripadvisor, a
reference in international tourism, placed Tulum fourth in the "Top Ten". The beaches were rated as ideal for romance and
relaxation, sheltered by its pre-Hispanic past, where visitors can
find traditional Mayan massage, spa treatments and sand baths.
TICKE TS Th e en tra nce to the archa eolog ica l site ha s a cost eq uivalent to six dolla rs an d visitors ca n sta y in the area un til the pa rk closes at six o'clock. Extra tou rist servi ces ha ve an ad dition al cost.
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