Public Private Partnership in a city: The success Story of Barcelona
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1 Public Private Partnership in a city: The success Story of Barcelona Pere Duran Turisme de Barcelona General Manager Moscow, March 15th, 2010
2 Barcelona 1992 Summer Olympic Games Critical REFLECTION Turisme de Barcelona New Tourism Promotion Policy
3 Major events 1888 Universal Exhibition 1929 International Exhibition 1952 Eucharistic Congress 1982 FOOTBALL WORLD CUP 1992 OLYMPIC GAMES 2002 International Gaudí Year 2004 Universal Forum of Cultures
4 1987 (1992) 1993 Reflection Process 1993 Public Administration + Private Sector (City Hall) (Chamber of Commerce) Turisme de Barcelona From Generic Promotion to Segmentation from ONE Barcelona to MANYBarcelonas
5 Executive Structure General Management Back-up structure Programme segmentation of what the city has to offer adapted to the demand which is also segmented
6 Barcelonas Barcelona destination for meetings Barcelona destination for shopping Barcelona destination for gastronomy Barcelona destination for sport Barcelona destination for culture Barcelona destination for special experiences Barcelona destination for cruises Barcelona destinations for LGBT Barcelona destination for health treatment ( ) Programmes Barcelona Convention Bureau Barcelona Shopping Line Barcelona Gastronomia Barcelona Sports Barcelona Cultura Barcelona Premium
7 Budget Federal Agency for Tourism Subsidies 2,2 M. 2,2 M. Own resources 1,9 M. 32,5 M. TOTAL 4,1 M. 34,7 M.
8 Revenue budget Municipality + Chamber of Commerce Total Own-resources + end users
9 Tourist Information Offices Network : 20 points Own Tourist Products : Barcelona Bus Turístic Barcelona Card Columbus Monument Walking Tours Barcelona Pass Barcelona Mar Barcelona Metrowalks Arqueoticket..
10 Hotel accommodation Federal Agency for Tourism Barcelona as a tourism destination Number of hotels Rooms Beds Occupancy rates 74% 64% 84% 80% 72% (% of rooms) increase in hotels : 172% increase in beds : 225%
11 Barcelona as a tourism destination Tourists and overnights (millions) Tourists 1,7 1,9 3,1 7,1 6,5 Overnights 3,8 4,3 7,7 13,6 12,8 increase nº tourists : 274% increase nº overnights : 238%
12 Barcelona as a tourism destination Purpose of visit Vacation (%) 22,7 51, ,0 Professional (%) 69,1 45, ,9 Others (%) 8,2 2,8 3 8,1
13 Barcelona as a tourism destination Cruise passengers Number of passengers Barcelona Bus Turístic clients Federal Agency for Tourism Number of clients Barcelona Airport passenger traffic Number of passengers
14 Barcelona Key Factors (as a successful tourist destination) 1992 Olympic Games Political leadership Urban transformation Citizens complicity Tourism sector coordination (public-private) PERMANENT INFRASTRUCTURES INVESTMENT MEGA-EVENT DEVELOPMENT TURISME DE BARCELONA CREATION
15 A real Public-Private Partnership experience (1): Subsidies : Chamber of Commerce Municipaliy ON A 50 % BASIS Members : Private companies on Programmes and Products (through fees, reinvestments, commissions, etc..) Finalist contribution : Municipality Federal Agency for Tourism
16 A real Public-Private Partnership experience (2): General Council : Chaired by the City Major Executive Committee : Chaired by the Chamber of Commerce President Percentage of representation 60% private 40% public
17
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