Public Private Partnership in a city: The success Story of Barcelona Pere Duran Turisme de Barcelona General Manager Moscow, March 15th, 2010
Barcelona 1992 Summer Olympic Games Critical REFLECTION Turisme de Barcelona New Tourism Promotion Policy
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
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
Executive Structure General Management Back-up structure Programme segmentation of what the city has to offer adapted to the demand which is also segmented
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.........
Budget Federal Agency for Tourism 1994 2010 Subsidies 2,2 M. 2,2 M. Own resources 1,9 M. 32,5 M. TOTAL 4,1 M. 34,7 M.
Revenue budget 1994 2009 40.000.000 35.000.000 30.000.000 25.000.000 20.000.000 15.000.000 10.000.000 5.000.000 0 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Municipality + Chamber of Commerce Total Own-resources + end users
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..
Hotel accommodation Federal Agency for Tourism Barcelona as a tourism destination 1990 1992 2000 2007 2009 Number of hotels 118 148 187 295 321 Rooms 10.265 13.352 16.561 27.806 30.933 Beds 18.569 25.055 31.338 54.036 60.331 Occupancy rates 74% 64% 84% 80% 72% (% of rooms) increase in hotels 1990-2009 : 172% increase in beds 1990-2009 : 225%
Barcelona as a tourism destination Tourists and overnights (millions) 1990 1992 2000 2007 2009 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 1990-2009 : 274% increase nº overnights 1990-2009 : 238%
Barcelona as a tourism destination Purpose of visit 1990 2000 2007 2009 Vacation (%) 22,7 51,5 48 50,0 Professional (%) 69,1 45,7 49 41,9 Others (%) 8,2 2,8 3 8,1
Barcelona as a tourism destination Cruise passengers 1990 1992 2000 2009 Number of passengers 115.137 132.807 572.571 2.151.465 Barcelona Bus Turístic clients Federal Agency for Tourism Number of clients 23.759 86.145 873.611 1.913.419 Barcelona Airport passenger traffic Number of passengers 9.048.657 10.023.326 19.808.812 27.311.765
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
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
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
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