Spain has 7,880 kms. costs and an average of 2,500 hours of sunshine a year.
65% of our costs are in areas with a level of annual sunshine than 3,000 hours (which would result in about 250 days of sunshine per year).
The combination of these natural elements with good access infrastructure, transport or accommodation, we must put first on the list for any lover of water sports.
If we add all the above positive attributes related to the marine product, such as geographic coverage, diversity of supply, professionalism, security, control over qualifications, environmental protection, and we add all those elements external to the boating activity, such as natural, historic, cultural diversity, cuisine, etc, the question is: Why
nautical tourism has always been more an aspiration than a reality that the best has been termed "complementary services," noting in this case his resignation to be an actor more in the English tourist industry?
Over the past 50 years, we enjoyed the most effective model for marketing of tourism product that we could have imagined. The One touroperación.
Un modelo que ha permitido generar de forma sostenida importantes volúmenes de turistas europeos a nuestras costas e islas con unos márgenes atractivos – hasta hace relativamente poco.
La extraordinaria eficiencia de este modelo de comercialización tiene importantes debilidades. Y una de ellas es la que podríamos denominar de “ancho de banda”, o lo que sería lo mismo, la capacidad de enviar mayores volúmenes de información a través de un canal.
Vender grandes volúmenes de productos con un nivel básico de diferenciación, en los que el entorno competitivo se mantenía circunscrito a unos pocos destinos y las varias decenas de páginas of a brochure meant for the client, the following sequence:
1 - Decide the fate
2 - Decide the area
3 - Decide the hotel
4 - Decide dates
5 - Check prices and
6 - Book your travel agent
And with that we would have a larger package sold for an average stay of one to two weeks.
based system part of its efficiency in controlling the bandwidth, and to define the offer based on some simple parameters and indistinct. Recruitment, marketing, promotion, marketing and distribution is made to a very low cost, and simple to manage for all stakeholders in the value chain.
From here, the rest of the elements pass by default to become complementary offering, which is a sum of reduced visibility attributes to destination, and once there, could the tourist, book directly or in most cases through the guides of the tour operator at an affordable cost of distribution that would be around between 30% and 50%.
Today we have two stories, bad and good.
The first is that the volume of tourists that come to us through the wide channel limited band of the incumbent tour, suffer a permanent decline in all our destinations. We will have fewer tourists of this kind in our destinations and therefore our sales "natural" as a complementary offering will continue to suffer over the coming years.
The good news is that in a time when we need to generate demand for 365 days a year in tourist markets, our bandwidth is expanded, and now all the product attributes have to generate relevant impact in the hubbub travel and tourism advertising that Europeans receive each day, and to add and generate demand.
is in this context, where we close the loop and back to the front lines of this post: miles of coastline, sunshine, access and direct and indirect attributes of our range of sailing ...
Do we or not enough reasons to put together a promotional strategy, marketing, distribution and retention based on boating activity, and move from being a complementary offering to make it the main reason for travel for hundreds of thousands of visitors annually to our destinations?
On 11.11 in the framework of the Barcelona Boat Show, we focus on these and other challenges to this goal, in the keynote speech of the First Congress of nautical sports. Article written
First Blog for Nautical Tourism Congress to be held on 11 and 12 November 2009 in the area of \u200b\u200bBarcelona Boat Show, and where I have the honor to make the keynote speech with the title: "Nautical Tourism. In Offer Complementary main reasons to travel. "
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