_ L’OBSERVATORI DEL TURISME A BARCELONA

#EURAC #Bolzano13th MAR 2018

Barcelona:

Measuring Tourism Activity for a Sustainable Tourism DestinationDamià Serrano@damiaserranoBarcelona Tourism Observatory Coordinator

DESTINATION SPEED GROWTH1

32 M(total 2017)

15 M(total2017)

TOURISM: AN EMERGING ISSUE FOR LOCALS2

Source:Pere Virgili

Photo: Xavier Gómez. La Vanguàrdia 2016

Photo:Pere Virgili. ARA 2014

Photo: Xavier Gómez. La Vanguàrdia 2016Source:qz.com

Photo: Xavier Gómez. La Vanguàrdia 2016Source:Metro.co.uk

Tourist flows according to Twitter. Barcelona 2016. Source: Urban Planning Department, Barcelona City Council

DMO. SHIFTING FROMMARKETING TO MANAGEMENT 3.

11

12

13

Photo: Xavier Gómez. La Vanguàrdia 2016

Tourism Activity

Accomodation Available

Tourist Profile

Local Participation and Satisfaction

From DMO to DMMO =

15

Photo: Xavier Gómez. La Vanguàrdia 2016

1,3 %

Tourism

Unemployment

Traffic problems

Accessibility to housing

Unsecurity

Others

19,1 %

What is the main problem in the city of Barcelona?Source: semestral opinion survey of Barcelona citizens. OTB.

Answers June 2012 Answers June 2017

An institutional participatory framework to host a wide and diverse

representation of stakeholders and social and political organizations.

RESPONSIBILITIES OVER TOURISM POLICIES

• To advise the municipal government

• To propose execution• To develop studies or opinions• To prepare an annual report

17

18

19

20

BARCELONA

DECLARATION

2017

¿CÓMO LA TECNOLOGÍA NOS AYUDA A MEDIR LA EXPERIENCIA?

FEW IDEAS TO SHARE ABOUT OVERTOURISM4.

FROM THE TOURIST MANAGEMENT OF A CITY TO THE MANAGEMENT OF A TOURIST CITY

1/5

Integrate the acknowledge of Destination Marketing + Destination ManagementIndicators.

Introduce the local perception in the algorithm for Destination Index (satisfaction, Security, Overcrowding, etc.).

City Tourism Council as a governance powerful key

Digital Transformation, technology and Big Data Projects

WHAT IS TOURIST, NOWADAYS?

2/5

What do we have to count?

TOURISM MOBILITY AS A BIG CHALLENGE

3/5

BCN airport will increase the capacity to operate with more passengers. From 47 M passengers (record 2017) to 70 M passengers (goal on 2026).

The sustainable destination success will be based in the tourism mobilityefficiency.

Ask the right questions + Micro-urban tourism surgery+ Technology

CO-CREATION and DIGITAL TRANSFORMATION

4/5

Measure the tourism experience on digital transforms (online reputation,tourism activities packages, interests, opinions, etc.)

Be local. Establish indicators of co-creation (local and tourism corp.).

THE OVER LAP OF USES AND INTERESTS IN URBAN DESTINATIONS GENERATES

TENSION AND CONFLICT BUT IT IS ALSOA FERTILE GROUND FOR CREATIVITY,

IMAGINATION AND INNOVATION.

5/5

Thank you Bolzano!

@damiaserrano