THE WORLD MEETS IN SPAIN: The Spanish MICE market

THE WORLD MEETS IN SPAIN:
The Spanish MICE market
IMEX’13
Ana Cristina Gozalo
Director
SPANISH TOURIST OFFICE
FRANKFURT
Contents
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Spain Tourism 2012
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Spain Tourism 2013
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Tourist Results 2013
Bookings Mediterranean 2013
Bookings Spain 2013
Focus on MICE
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Tourist Results 2012
Arrival of International Tourists 2012
Outbound Markets 2012
Germany as Outbound Market
Spain as MICE destination
MICE generating Markets
German Market
News MICE in Spain 2013
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What’s new: Connections
What’s new: Venues
What’s new: Gastronomic experience
What’s new: Health Tourism
What’s new: Turespaña supports MICE
All data, images and materials provided by tmf dialogmarketing, GfK,
ICCA and Pro Sky Destination Report are subjected to copyright.
Therefore, they cannot be used, divulged or reproduced in any
manner, without written permission.
Turespaña - Spanish
Tourist Board. Frankfurt,
May 2013.
Spain Tourism 2012
Tourist results 2012
•
57,7 million arrivals (+2,7%)
• 179,22 million overnight stays in hotels (+2,2%)
• 55,6 billion € in tourist expenditure (+5,2%)
Source: Institute for Tourist Studies (IET)
Outbound Markets 2012
Source: Institute for Tourist Studies (IET)
Germany as Outbound Market
• 9,33 million arrivals (+4%)
• 9,083 billion € expenditure (+5,0%)
• 98,4 €/day (+5,13%)
45,00
40,00
• 973 €/stay (+0,93%)
• 46 million overnight stays in
hotels (-2,2%)
40,69%
+ 2,9%
35,00
27,24%
+2,5%
30,00
25,00
20,00
12,43%
+14,9%
15,00
10,00
5,00
8,79%
-0,7%
4,45%
-3,8%
3,23%
+14,2%
1,66%
+11,2%
Madrid
Green
Spain
0,00
Balearic
Islands
Canary
Islands
Catalonia Andalusia Valencia
Source: Institute for Tourist Studies (IET)
Spain Tourism 2013
Tourist Results 2013
International tourist arrivals
• March 2013:
3.874.795 (+7,9%)
• Jan-Mar 2013:
9.410.091 (+2,3%)
German tourist arrivals
• March 2013:
689.509 (+11,9%)
• Jan-Mar 2013:
1.536.476 (+3,7%)
Source: Institute for Tourist Studies (IET)
Bookings Mediterranean 2013
Source: GFK 2013
Bookings offline Mediterranean 2013
Source: GFK 2013
Bookings Spain 2013
Source: GFK 2013
Bookings Spanish subdestinations 2013
Source: GFK 2013
Bookings offline/online 2013
Source: GFK 2013
Focus on MICE
Spain as Business Tourism Destination
International visitors for business purposes in 2012
•4,11 million visitors (-3,9%)
•6,85 % of international visitors to Spain come for business
•Expenditure of business visitors: (-8,8%)
•Daily expenditure: 158 € (+10%)
German visitors for business purposes in 2012
•529.986 visitors (+21,6 %)
•5,6% of German visitors to Spain
come for business
Source: Institute for Tourist Studies (IET)
Spain as MICE Destination
• Spain remains 3rd in ranking by number of international meetings
• Madrid goes from the 6th to the 4th place
13 Spanish cities are
listed in the world
ranking:
- 8 among Top 100 of
European Cities
- 3 among Top 100
cities of the world
Source: ICCA
MORE DEMAND IN DESTINATION – FORECAST 2013
Spain
(Madrid, Valencia,
Mallorca, Andalusia)
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•
•
•
Source: Pro Sky Destination Report 2013
•
•
•
•
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Germany (Berlin, Hamburg, Sylt,
Leipzig, Potsdam, Frankfurt)
Turkey (Istanbul)
Baltics (Riga, Lithuania)
United Arab Emirates (Dubai, Abu
Dhabi, Qatar)
Croatia (Dubrovnik)
Moscow, St. Petersburg
Antwerp
Shanghai
South of France
German speaking markets
Source: tmf MMM 2013
German speaking markets
•Business development in the past years
Source: tmf MMM 2013
Preferred destinations
• Spain is the most likely
international
destination for German
meeting planners to
organize MICE events in
2013.
Source: tmf MMM 2013
German speaking markets
 Spain is the preferred
international destination
also for Austrian and Swiss
meeting planners this year
Source: tmf MMM 2013
Best selling destinations
2011
Source: tmf MMM 2013
2013
Strengths
2011
Source: tmf MMM 2013
2013
In order to better sell Spain…
2011
2013
Source: tmf MMM 2013
MICE Industry Trends 2013
 Customer tendency to obtain lowest fares and last minute offers
 Prioritization of accessibility
 Importance of creating new products such as “opportunity dates”, “workshops
over a martini” or “barbecues on the beach”
 The Spanish MICE sector maintains its third position, without major competitors in
service, price and product despite the great effort of Turkey
 Downward trends in budgets opens the doors to new technology and multi-site
events
 Costs continue to have an important role in decision-making from the client´s side
 Sustainability is very important, but has not yet become a decisive factor
Source: IE Industry Club
MICE Industry Trends 2013
Compliance
 Compliance issues have strong influence or are increasingly important for
50% of German MICE planners
 Crucial in pharmaceutical industry. Also in automobile, gov. organisation,
NGOs, banks, insurance and US companies
 Luxury hotels and long haul avoided
 Infotainment rather than entertainment. Pure incentive programmes
rejected
 Destination with a marked leisure character not selected
 Planning constricted by rules, political correctness and shorter budgets
 More effort necessary for planning / organisation
Source: tmf MMM 2013
News MICE in Spain
2013
What's New: Connections
Airports
• 46 airports and 2 heliports
• 194,23 million passengers 2012 (AENA)
• Madrid-Barajas: 4th / Barcelona-El Prat: 9th in Europe
Sources: IET and AENA
Air Connections
Air connections Germany – Spain
• 24 German airports offer connections to Spain
New air connections Germany - Spain 2013
• Air Berlin: new connection Cologne/Bonn-Alicante and BerlinMadrid
• Iberia/Iberia Express: Dusseldorf, Munich and Madrid (3 times a day)
Munich and Hamburg-Malaga
• Vueling: Barcelona with Berlin, Dortmund, Dresden, Dusseldorf,
Frankfurt, Hamburg, Hannover, Nurnberg and Stuttgart.
Berlin-Bilbao, Hamburg-Malaga and Munich-Malaga.
• Lufthansa / Germanwings: Berlin, Frankfurt – Ibiza,
Munich, Dusseldorf, Hamburg and Berlin – Mahon (Menorca);
Dusseldorf-Jerez; Hamburg-Barcelona
German Wings: (Hamburg- Barcelona und Palma de Mallorca
AVE: High-speed railway
• Longest high-speed network: 3.000 Km
• In 2020: More than 10.000 km
New Connection 2013
• Barcelona - Girona – Figueres
Inaugurated in January 2013
Avexperience
-
A new way of discovering Spain
Tailor-made journeys between 16
outstanding cities:
Antequera, Barcelona, Calatayud,
Ciudad Real, Cordoba, Cuenca, Lleida,
Madrid, Malaga, Puertollano, Segovia,
Seville, Tarragona, Valencia, Valladolid
and Zaragoza
Sources: ADIF and RENFE
Luxury and Tourist Trains
Luxury Trains
•
Al-Andalus
– Sevilla-Jerez-Cádiz-Ronda-GranadaCórdoba
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Transcantábrico (Gran Lujo)
– San Sebastián-Santiago14 suites
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Transcantábrico (Classic)
– León-Bilbao-Oviedo-Santiago
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La Robla (Express)
– Bilbao-Burgos-León
– Gijón-Santiago
Touristic Trains
• Strawberry Train (Tren de la Fresa)
– Madrid-Aranjuez
•
Cervantes Train (El Tren de Cervantes)
– Madrid-Alcalá de Henares (only in Spring)
What´s new: Venues
New Venues for Congresses and Events
• Madrid:
–
Matadero Madrid (Events)
• Seville:
–
FIBES (Congress & Events)
• Toledo:
–
El Greco (Congress & Events)
• Burgos:
–
Palacio de Congresos Atapuerca
Other Venues
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Jerez de la Frontera:
Parque Científico Tecnológico Agroindustrial
Madrid:
OuiMAD
Garamond
Oviedo:
Palacio de Congresos
San Sebastián:
Basque Culinary Center
Zaragoza:
El Molino de San Lázaro
Charming venues:
Historical caves, vineyards, museums,
theatres, flamenco clubs, football stadiums
Accommodation
Paradores opening in 2013
• Asturias: Parador de Corias
• Cadiz: Hotel Atlantico
New 4-5* Hotels
•Ibiza: Santos Ibiza Coast Suites
•Las Palmas: Axel Hotels
•Mallorca: Castell Son Claret
•Huelva: Meliá Atlántico-Isla Canela
•Toledo: Cigarral de las Mercedes
• Valladolid: Hotel Abadia Retuerta LeDomaine
What's New: Spanish
gastronomic experience
Michelin Star Restaurants
7 Three Star 2 New
• Quique Dacosta (Denia, Alicante)
• Azurmendi (Eneko Atxa, Larrabetzu, Vizcaya)
El Celler de Can Roca (Girona) awarded 2013
best restaurant of the world!
17 Two Star  2 New
• Enoteca (Barcelona)
• Moments (Barcelona)
121 One Star  6 New
Spain, a gastronomic privilege
• Saborea España
22 Spanish towns and
regions offer culinarian
highlights
• Gastronomic routes and
getaways
• Cooking Courses,
• Presentations
• Degustations
• Selección “La
Roja”
• Culinae - gourmet menues
in Spain's Heritage Cities
• Exquisite gastronomy in
thirteen cities:
• Alcalá de Henares, Ávila,
Cáceres, Cordoba, Cuenca,
Ibiza, Mérida, Salamanca,
San Cristóbal de La Laguna,
Santiago de Compostela,
Segovia, Tarragona and
Toledo
New Wine Routes
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•
•
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Txakoli
Yecla
Rueda
Cariñena
Serranía de Ronda
What’s new: Wellness
Wellness in Spain, the Spa of Europe
New Spas, Therapies and Routes:
• Avenida Sofia Hotel & Spa , Sitges
• Hotel Balneario de Lanjarón, Granada
• Hotel Abades Benacazón, Sevilla
• Meliá Atlántico, Isla Canela
• Hotel Coronado Thalasso & Spa Cala
Fornells, Peguera/ Mallorca
• Hotel Fontsanta, Campos/Mallorca
• Zen Buddhism Route in Huesca
• Wine Therapy Routes
La Marca España
Spain is the second country in the world with the best tourist brand
after the United States
Surrounding
• Spain is second in the ranking
worldwide in number of sites
inscribed on the UNESCO World
Heritage List
• Spain is third in the number of
Biosphere Reserves by UNESCO.
• Spain has the most Blue Flag
Beaches in the Northern
Hemisphere with 511
Hotel infrastructure
• Spain ranks third globally in hotel
rooms
• Five Spanish companies can be
found among the top 30 most
important hotel groups in the
world
• MELIÁ HOTELS INTERNATIONAL is
the top vacation hotel chain in the
world (350 hotels in 35 countries )
BARCELÓ (122 hotels in 16
countries)
NH (400 hotels in 26 countries)
Turespaña supports MICE
SPANISH TOURIST BOARD FRANKFURT
2012
• 1 Fair IMEX 2012
• 3 Fam Trips for MICE agencies
• 4 presentations for the MICE sector
2013
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1 Fair Imex 2013
4 Fam-trips for MICE agencies
6 presentations of MICE destinations
E-Learning: New MICE Chapter
Lead generation for 3 Spanish Congress Cities
Welcome
to the Spanish Stand!