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Nordic Workshop 2009

This presentation, delivered by Eugenia Fierros on October 8, 2009, at the Nordic Workshop, offers a comprehensive overview of Spanish tourism, covering key market trends, traveler demographics, and insights on tourism exchanges between Spain and Norway. It highlights aspects such as the size of the Spanish market, significant leisure activities, accommodation preferences, and the evolving role of digital tools in travel. The data provided gives a clear picture of Spain’s tourism landscape during a challenging economic period, making it invaluable for stakeholders in the travel trade.

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Nordic Workshop 2009

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  1. Nordic Workshop 2009 Presentation about Spanish Tourism Eugenia Fierros. 8 October 2009

  2. Agenda • Highlights about Spain. • Spanish market for tourism. Data, trends… • The travel trade • Tourism between Spain and Norway. • Innovation Norway Tourism Spain. Projects and activities: • With the trade • With Press • With the public • An example from our last Summer Campaign.

  3. Spain is a great country • The area of the Kingdom of Spain is slightly over 500,000 km2. • 3rd largest country in the EU • Spanish population: approx. 45 million people. 43% between 20 and 50 years old. • Languages: Spanish, vasque, catalan and gallego. Foreign languages, English and French. • Spain most mountains in EU, Madrid highest capital in EU • Unemployment: 20% • Inflation 1,8% (2.010) • GDP: -0,1% (2010) • 0,9% (2011) 1 7

  4. The Spanish tourism market

  5. Travel in Spain in 2010 • 162 million trips. -5,5% compared to 2009 • 8,4% were foreign trips (15,5% in bednights). • There was a 6,1% decrease of domestic trips and a 6,5 % increase in foreign trips. • Average stay in foreign trips: 8,7 • Half of the bednights are generated in Madrid, Cataluña and Andalucia. • 47% of treavelers used internet: 94,9% for information, 78,2% for booking and 57% did a payment.

  6. 40% goes to neighbour countries Italia 10,8% UK 6,1% France 20,4% Portugal 11,4% Andorra 7% Germany 9,1%

  7. EUROPE The Spanish Traveller is young and educated Between 25 and 44 47% With university degree Free lance workers Employed 74,3% 64,3% 72% Source: IET Familitur 2008

  8. Most travellers come from the two-three main regions Catalunia 28,3 % Madrid 21,7% ABROAD Andalucia 9,2% Valencia 7%

  9. Accomodation?

  10. Why abroad?

  11. Whithin leisure: Shopping and culture Shopping 83,3% Beach and Sun 20,3% Cultural Visits 80,6% Cultural Events 28,6% Gastronomy 55,2% LEISURE Trekking 42,5% Visit Family 33,4% Other sports 8,3% Night Life 38,7%

  12. Market Trends FIT Cruise Adventure Rural Tourism Fly & Drive

  13. The travel trade • Division: Minorista, Mayorista, Minorista with own product, Mayorista/minorista, Incentive. • 6.000 travel agencies. 20 specialized in Norway. • 365 TTOO. 63 with Norway in their programs.

  14. Concentrated in two main big groups • Orizonia • Globalia

  15. Orizonia • Tour operators: • Iberojet Orizonia • Kirunna Orizonia • Solplan Orizonia • Vivatours Orizonia • Condor Orizonia • Orizonia Life • Travel agencies: • Viajes Iberia (960 agencies) • RACC Travel • Airline • Orbest

  16. Orizonia (cont) • Orizonia Incoming: • Smilo • Orizonia Hotels: • LUA BAY • Orizonia Internet: • Rumbo.com • Viajar.com

  17. Globalia • Tour operators • Travelplan • Touring club • Latitudes • Iberrail • Travel agencies (1.050) • Halcónviajes.com • Viajes Ecuador • Airline • Air Europa (40 planes)

  18. Globalia (cont) • Incoming • Welcome Incoming Service • Internet • Tubillete.com • Pepetravel.com • Hotels • Be Live Hotels (24)

  19. Most important travel agency groups • Viajes El Corte Inglés • Nautalia • Viajes Barceló • Grupo Europa • Grupo Airmet • Grupo Unida

  20. Most important tour operators • Ambassador Tours • Aviotel • Catai • Costa Cruceros • Excelence Tours • Exyro Touring • Mapatours • MSC Cruceros • Panavisión • Politours • Transhotel • Tourmundial • Transrutas

  21. Travel agencies with own product • Club Marco Polo • Viajes 66 • Tierras Polares • Tourist Forum • Traveloteca • Viajerum • Viajes Nicolás • Yokmok

  22. Tourism between Spain and Norway

  23. Bednight statistics 2011

  24. Bednight statistics • 6% increase from January to August compared to 2010 • Spain more important than we think for leisure travel: • For FjordNorway second market worldwide if we account hotels. • For whole Norway, third market in August. • For whole Norway, sixt market from January to August (very close to USA)

  25. SOMMERSESONGENMotiv for å legge sommerferien til Norge Spørsmål: ”Hvor viktig har følgende faktorer vært for valg av reisemål?” Grafen viser andelen som svarte ”Svært viktig” og ”Ekstremt viktig” Kilde: Gjesteundersøkelsen 2009, TØI

  26. SOMMERSESONGENAktiviteter foretatt på sommerferie i Norge Spørsmål: Hvor viktig har de følgende aktiviteter vært for deg på denne reisen i Norge?” Grafen viser andelen som svarte ”Svært viktig” og ”Ekstremt viktig” Kilde: Gjesteundersøkelsen 2009, TØI

  27. Our main mission: to promote Norway in Spain and support the Norwegian travel trade to sell their products in this market. • HOW?

  28. We work towards the travel trade • Fitur • Workshop • Distribution catalogues • Sales visits • Newsletter • Seminars & Presentations • Presence in consumer fairs • Work with trade press

  29. We work with the press • Press trips (more than 100 / year) • Press releases (10 per year) • Newsletters (6 per year) • General daily support • Advertising value 2010: • 23.000.000 NOK.

  30. We promote Norway directly to the consumer • Consumer Fairs (from 3 per year) • VisitNorway • Facebook, twitter, etc. • Catalogue • E-newsletter • Campaigns

  31. THANK YOU!IN Tourist Team in Madrid: Eugenia Fierros Luca Bocci Patricia Pitarch Tlf.: +34 91 344 09 87 Fax: +34 91 344 09 47 Web: www.innovasjonnorge.no/spania Address: Oficina de Turismo de Noruega Pza. De Colón, 2 – Torre 2 . Pta. 20 28046 MADRID

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