PLATJA DE PALMA. A Challenge into the Future a Unique Opportunity a Feasible Dream PLATJA DE PALMA, A REALITY.

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1 PLATJA DE PALMA A Challenge into the Future a Unique Opportunity a Feasible Dream PLATJA DE PALMA, A REALITY Platja de Palma is a stretch of coast of over 10 km long that spans the Majorcan municipalities of Palma and Llucmajor. It has a residential population of over 34,000 people and a hotel capacity of over 4,000 beds, which accommodates more than 1.6 million visitors per year. For over 60 years, Platja de Palma, a symbol of the Mediterranean massive sun and beach tourism, has provided Majorca with wealth and employment. Until the mid 20th Century, this area housed small rural settlements that had little to do with nowadays tourism. As its appearance changed, tourist and residential constructions and services mixed, thus creating an urban reality typical of the Spanish coast and unique when compared to foreign destinations. Its location, opposite to the international airport of Son Sant Joan, its proximity to the capital of Palma, the good access infrastructures and the island effect of the surroundings confer an added value to the intervention. In addition, the place offers an interesting variety of vegetation and Mediterranean ecosystems that have sank into oblivion. From a business perspective, Platja de Palma constituted the starting point of some of the biggest hotel chains in the world. However, some years ago these hotel chains started addressing their efforts towards the development of new tourist enclaves, thus causing the ageing of the establishments of Platja de Palma. The area presents a hotel supply with few 4 and 5 stars accommodation and a recreational offer characterized by a strong presence of alcohol and night partying, which has damaged the image of Platja de Palma as a destination. This fact has made the area lose popularity and taken it far from the ideal and progressive look it used to offer.

2 PLATJA DE PALMA, THE OTHER REALITY: Regardless of the success obtained at a tourist level by Platja de Palma in the last six decades, the area, as many other Spanish coastal areas, is paying the price of having been the first European sun and beach tourism exploitation. The transformation of the original landscape, based on an urban model with little concern for protection and sustainability, now threatens the coastal ecosystems balance in relation to the urban pressure they withstand, in some cases irreversible. It has exceeded its withstanding capacity. Platja de Palma is a mature tourist destination threatened by a structural loss, and it is just the ability and experience of many of its businessmen/women and professionals what maintains many of the current economic activities of the area. However, some background considerations warn about the serious threat of a progressive decline of the competitiveness and of an irreversible decadence. There are many reasons that explain this widespread fall, but the starting point is the old and second-rate accommodation supply, compared to the destinations that constitute its strategic competitors. To this fact we must add the doubts that surround the future of the destination expressed by the market s most representative Tour Operators and the difficulty of attracting new investors for the development of projects intended to enrich the area. Because of these reasons, among many others, such as the current low purchasing power of tourists, the current positioning of Platja de Palma can only survive by accepting continual quality and price downward readjustments, which may reach unbearable levels, as has already happened in other areas of Majorca. Everything shows that the comprehensive revaluation of the Platja de Palma constitutes a vital alternative which requires a kind of salmon project, capable of moving against the decline current, and powered not just by a high innovation and ambition degree but by the determined support of both the Balearic society and the Spanish State institutions, as well as by the region and the municipalities involved. PLATJA DE PALMA, THE SOLUTION: The problem of Platja de Palma is a reality, well known by most of the local, national and international social, business and institutional sectors, which required a solution. The Platja de Palma Project was conceived for this purpose, with the vocation of offering a strategic solution to a mature and little competitive tourist destination, seriously threatened by a decline. Project Chronology: 2005: The Urban Consortium was constituted with the aim of fostering and activating the tourist possibilities of the coast of Palma and Llucmajor. 2006: The project was aimed at an urban redefinition, the beautification of the urban environment and the introduction of new elements that would help diversify the offer. A multisectorial event was created in order to contribute with ideas for the original approach. 2007: A public tender for ideas was called in order to select an architecture office. The jury of the tender selected the Dutch company West-8.

3 2008: The Ministry of Industry, Tourism and Commerce raised the rank of Tourism to State Secretariat level and, subsequently, the Spanish Cabinet promoted the Platja de Palma Project, and the figure of the Commissioner for the Platja de Palma Consortium was created. From that moment on, the Consortium has addressed its work towards the configuration of an approach opposed to the previous one, as the definition of the new tourist model for the Platja de Palma was brought in, which will constitute a worldwide model and which will include, within the change drives, sustainability, climate change, global change, social and residential cohesion and, in short, a new model for a new destination, in accordance with the 21st Century and the people who will visit us in the next decades. Therefore, Platja de Palma is conceived as a comprehensive project, a process-plan, several decades long, based on public-private collaboration and on short-term actions, framed within a flexible and long-term, consistent background strategy, directed from public institutions which fosters participation processes and governance of all social actors COMPREHENSIVE REVALUATION OF PLATJA DE PALMA: 7 STRATEGIES. Looking towards the year 2020, the mission of the Consortium is turning Platja de Palma into an innovative, prosperous and sustainable destination, which may work as a world reference for other mature destinations. However, Platja de Palma is much more than a mere tourist destination, and its comprehensive revaluation project intends to create value in a number of levels. The project covers the whole territory and expects an improvement in the quality of life and work of the whole of the population, businessmen/women, residents and tourists. In order to achieve the objective of Platja de Palma, the Project is based on an axis of seven essential strategies, which apply to everyone involved in the revaluation. The strategies are: 1. The comprehensive revaluation of the territorial and urban system. 2. The bet for a tourist positioning that will turn Platja de Palma into an international reference and the leader Mediterranean destination. 3. The improvement of the standards of living of its residents and workers. 4. Ambitious commitment with the reduction of the local and global ecological burden. 5. The adaptation to the climate change and preservation of natural land and sea systems. 6. Platja de Palma, a progressive digital space for everyone. 7. An institutional agreement on new governance for change. 1st strategy: The comprehensive revaluation of the territorial and urban system: Platja de Palma intends to offer a polycentric vision where several experiences can take place in spaces restored, structured and connected among each other and with the outside, through efficient means of transport. In order to contribute to this objective, the substitution of obsolete activities already paid off, in addition to creating symbolic activity spaces which will contribute to the revaluation of the area, must be promoted. And a functional reconsideration will also have to take place according to the new public space, mobility and transport models.

4 The points the strategy should take into account are: 1.1- Favouring the comprehensive urban revaluation based on a development model without a population increase Reinventing the urban and landscaping space in accordance with a Mediterranean style Multiplying urban attractiveness by diversifying the urban identities and experiences Creating a powerful infrastructure and urban symbolic pieces network, which will revalue the whole of the urban system Adapting the plan and urban design to the climate change. 2nd strategy: The bet for an innovating tourist positioning that will turn Platja de Palma into an international reference and the leader Mediterranean destination. The tourist strategy of Platja de Palma is translated into a definition of a new destination model, through which it will manage to position itself as a new reference within tomorrow s tourist market, and which addresses the tourists who search a satisfactory solution for their leisure time. The milestones of this strategy cover, in the first place, the design of an innovative tourist project which supports a new prosperous and sustainable cycle, in order to instrument a comprehensive rehabilitation of the space and of the tourist facilities. All this, by following these strategic points: 2.1- An innovative tourist project An improvement of the global space and of the tourist facilities A new target A new value offer The development of key sources of the new value offer Human resources. 3rd strategy: The improvement of the standards of living of its residents and workers. The comprehensive revaluation project of the Platja de Palma starts by regarding people as a key part of the project so they can turn into the driving force for change and the torchbearers of the economic, professional, environmental, social, cultural and urban transformations required for the new tourist specialization sustainable model of the area. For this purpose, we will work in: 3.1- An increase and improvement of the quality of employment A strengthening of the social and cultural cohesion A renewal of the commercial and restoration productive network. 4th strategy: An ambitious commitment with the reduction of the local and global ecological burden.. For a tourist centre such as Platja de Palma, sustainability is a key factor of its future success. Tourism increasingly demands sustainable and environmentally friendly destinations. Integrating the different aspects of urban politics is deemed necessary for the achievement of a Sustainable Development: the preservation of natural resources, environmental integrity, financial and economical viability and social aspects.

5 In order to fulfil the environmental commitment of Platja de Palma, these guidelines must be followed: 4.1. Reducing the energy consumption and the greenhouse gases (GHG) emission by designing a final scenario with Carbon balance 0 and 100% renewable energies (RE) Improving the water distribution system, reducing its consumption, guaranteeing its quality and returning it to the environment in the same original conditions with a minimum energy cost Improving the waste removal system, reducing the waste generation, maximizing its revaluation and establishing 0 wastes to dump with minimum energy costs Reducing local noise and establishing measures so the airport s sonic impact reaches levels beneath the established legal limits Undertaking comprehensive rehabilitation of the construction in order to improve its tourist and residential value and therefore reduce significantly its environmental and climate impact Improving mobility, ensuring accessibility, decreasing traffic considerably and designing a final 0 Carbon balance scenario in the local transport. 5TH STRATEGY: Adaptation to the Climate Change and preservation of natural land and sea systems. Slowing down Climate Change is one of the objectives of Platja de Palma. At least, the project will work on the mitigation and compensation of Carbon Dioxide emissions (CO2), responsible of the Earth s overheating. The objective of the Project is achieving, by 2050, a Platja de Palma, which, thanks to the production compensation and sustainable consumption, reaches the figure of zero CO2 emissions. In order to achieve this objective, it is necessary to reach an environmental balance, as well as a close fulfilment of the following points: 5.1. Improvement of the general adaptation capacity and the tourist and residential system to the climate change Preservation of the biodiversity and recovery of the functions of the land and sea coastal ecosystems A sustainable management of the beach dynamics Providing management systems for the improvement of quality and anticipate future variations of land and seawater A sustainable orientation of urban ecosystems. 6th strategy: Platja de Palma, a progressive digital space for everyone. Incorporating the vision of the Information and Telecommunication Technologies (ICT), as well as the new trends of the Information Society for the area s revaluation is deemed essential in order to turn it into a Worldwide Reference of Digitally Progressive Space. The objectives of the technological strategy that must be achieved are the following: 6.1. Facilitating a tourist business management based on ICT applications. Support to the sector s qualification Spreading the knowledge of the contents, activities and sector supply among the tourists.

6 6.3. Facilitating the access of citizens to new technologies and improving its quality of life through ICTs (communication and relation with the world, education, health, public services, security, etc.) Optimising the bureaucratic, administrative (e-government), security and environmental management conditions of the area (infrastructure telecontrol, water and air quality telecontrol, noise control, passenger and merchandise mobility applications, USW management, etc.) with the aim of achieving the maximum global eco-efficiency. 7th strategy: An institutional agreement on new Governance for change The Platja de Palma Project implies, from a comprehensive point of view, starting an important change process, with middle and long-term significant implications, whose management will turn into one of its success key pieces. The implication of the economic and social actors and the collaboration between the public and private sectors are the required conditions for the progress of the project. The good governance criteria, based on institutional and political co-operation, communication, transparency, accountability, evaluation and participation, must prevail in the development process of the project so everybody s implication is satisfactory. This general objective is divided into the following operational objectives: 7.1. Adopting a transparent management that will report periodically to the citizen Promoting a wide participation process. - Launching process until May Programming phase from May to December Approval and execution phase of the Project from January Organization of an evaluation mechanism of the process and the results Promotion of public commitments for the support of institutions, political parties, trade unions, business organisations, civic and social entities, citizenship THE DESIGN OF THE NEW PLATJA DE PALMA The design and correct development of the new Platja de Palma must be based on the application of an innovative policy of the environment treatment with a reduction and compensation of the carbon dioxide emissions that will lead Platja de Palma to a CO2 zero emissions level by The Platja de Palma project combines tradition and modernity, with the aim of conjugating the new technological and architectural advances with traditional Majorcan elements. All this, working with the aim of achieving a durable and sophisticated project. Following these premises, a high quality public space will be created, respecting the Mediterranean urban culture and searching a synthesis between tourism and the local context. An increasing rapprochement will take place and the tourists and residents will rediscover the interior of the area and its agricultural background, and they will experience the hospitable character of our community. Despite these rules, the project constitutes a great challenge of huge economic, social and environmental value, that covers economic activity and employment, the improvement of the

7 urban, tourist, residential and social environment, the adaptation of global change and the slowdown of the climate change. And therefore, the State will be the guarantor of an emblematic and progressive project that will unite several institutions of different political colours. The Platja de Palma Project will be a long-term, complex process in which society will have a say, as their contributions are highly important and will be studied in the different workshops of the participating community of the Consortium. The main actions of each pillar, which sustains the project, are the following: Economic activity and employment: - Re-qualification of the hotel facilities. A bulking of certain obsolete establishments will take place, as well as a modernization of the existing buildings. - The objective of Platja de Palma is having a hotel offer with half the current capacity but of higher quality, as it is planned that most of the establishments will have between 4 and 5 stars. - Support to complementary tourist services companies. There will be collaboration with the existing and new companies in order to favour their adaptation to the new tourist target of Platja de Palma, so they can supply a better service and achieve greater benefits. - Brightening the existing leisure supply and adapting it to the new visitors demands. - Improvement of the employment in order to remove working seasonality, with better qualified work all year long. Improvement of the urban, tourist, residential and social environment: - Beautifying the urban environment, removing colonizing effects. - Improving the residential life conditions in homes, equipments, services and mobility. - Promoting the social and cultural cohesion of the neighbours of Platja de Palma. - Introducing the society in the transformation of Platja de Palma through a participative network and the different sectorial and territorial workshops that will take place. ADAPTATIOn TO GLOBAL CHAnGE and SLOWIng DOWn OF THE CLIMATE CHAnGE: - Platja de Palma must turn into a tourist destination for the new society that survives the passing of time. - The project will work hard in order to anticipate the regulations against climate change and CO2 emissions. - Sustainability and rational use of resources and waste treatment will be key pieces of this project. - Improving internal and external mobility with public transport and facilitating the circulation of non-pollutant means. - Recovery of the beach, seawaters and the environment biota.

8 A LONG-TERM PROCESS, COMPLEX AND WITH THE PARTICIPATION OF SOCIETY: The Platja de Palma Project is a long-term, complex process, which benefits from the participation of society. Its execution, expected in 20 years, requires the co-operation of social and political organizations, as well as that of the involved institutions and everyone s long-term commitment with the established strategies and objectives, in order to prevent swinging risks or the objectives modification. It is, therefore, a long tour through time, whose progression requires generosity and high perspectives. POSSIBLE RISKS: Platja de Palma is one of the most transcending projects in the history of Spanish tourism. The future of 50% of the tourist industry is linked to the success of this project. It is indispensable to guarantee its success. Too much is at stake. - Need of a high private investment that will complement the important public investment expected. A legal/fiscal frame that ensures attractive profitability. - Commitment and support of the local society in order to introduce the new model, which will require a strategic vision and the generosity of local leaders. - It is essential to ensure the project s continuity, besides the economic situation. THE STATE, GUARAnTOR OF an EMBLEMATIC and PROGRESSIve PROJECT: - The Spanish Government has chosen Platja de Palma for the creation of a new tourist coastal model. - Platja de Palma will turn into an attraction point for State public investments. - In the short-term, the immediate intervention funds are superior to 8 million, and a 10 million Euros budget item has been approved for Between 2010 and 2012 new public funds and private investments will be negotiated. - The first destination transformation platform will be created ACTORS OF THE PROJECT: Institutional: - GOVERNMENT OF SPAIN - REGIONAL GOVERNMENT OF THE BALEARIC ISLANDS - PALMA CITY COUNCIL - LLUCMAJOR CITY COUNCIL - GOVERNMENT OF MALLORCA Social - BUSINESSMEN/WOMEN - TRADE UNIONS - NEIGHBOURS - PROFESSIONAL, CULTURAL AND ENVIRONMENTAL ENTITIES

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