News From Newsletter June 2011

2011-2015 Strategic Tourism Plan

The new 2011-2015 Strategic Tourism Plan of the counties of Girona is committed to boosting the prestige of the area. An important feature is the international recognition of the Costa Brava brand.

The 2011-2015 Strategic Tourism Plan of the counties of Girona, approved by the Board of Directors of the Patronat de Turisme Costa Brava Girona on 23rd December 2010 and funded with the support of the Catalan Government, was presented on 16th June 2011 to the tourism sector. The main goal of the Plan is to define both the vision of the type of tourism required for the counties of Girona and the function of the Patronat de Turisme itself through the drawing up of action guidelines to be implemented over the next five years.

The presentation was made by Enric Vilert, President of the Patronat de Turisme Costa Brava Girona, Marian Muro, Director General of Tourism of the Catalan Government, and Dolors Batallé, Director of the Patronat de Turisme. The event was attended by dignitaries, businesspeople, representatives of the tourism sector and media outlets.

Contents of the Strategic Tourism Plan

The 2011-2015 Strategic Tourism Plan of the counties of Girona, drawn up by a team of experts, coordinated and led by the Advanced Leisure Services consulting company, consists of an analytical section divided into three stages, outlining the real current situation of tourism in the area and the challenges to be met, and a proposals section, leading on from the analysis and diagnosis section, which deals with the fulfilment of 9 strategic programmes to be implemented in conjunction with the tourism sector over the next five years.

In the first analysis stage, completed between June and August 2010, information was gathered on the current situation of the area as a territory and tourism destination. A comparison was made between the counties of Girona and other destinations from various perspectives. Furthermore, a list was drawn up of the good practices observed in other tourism destinations. In the second stage, which was completed in two months, a study was made from different perspectives and through different channels of the perception of the current situation of the counties of Girona, along with the real needs of the tourism sector and the area itself. This study was carried out by means of a participatory process with the tourism sector. Finally, the third stage, which took place between September and November 2010, consisted of drawing up the strategic diagnosis and implementation plan through the definition of a set of programmes and initiatives to be rolled out over the next five years.

The proposals section of the 2011-2015 Strategic Tourism Plan of the counties of Girona comprises nine strategic programmes that contain a series of cross-functional action guidelines. Eight of the programmes address aspects that can be managed directly by the Patronat, while the remaining programme addresses the aspects that the Patronat can help to implement.

1. Marketing and promotion.

2. Online development.

3. Destination support.

4. Boosting international prestige.

5. Brand positioning and management.

6. Generation of resources.

7. Structure and management of the Patronat.

8. Governance and institutional strengthening.

9. Tourism leadership in the counties of Girona.

The presentation ended with the first showing of the Costa Brava promotional video, produced by the Patronat de Turisme using images taken from the air. This video will be used by Ferran Adrià in his presentations of the El Bulli Foundation project, which will be unveiled all over the world over the next two years. This initiative is included in programme 4 of the Strategic Plan, concerned with boosting the international prestige of the destination.

With the aim of making the results of the Strategic Plan widely available, the Patronat de Turisme Costa Brava Girona has published an outline of the contents of the 2011-2015 Strategic Tourism Plan of the counties of Girona, along with a presentation video, both of which can be found on the following website: www.costabrava.org/pla_estrategic.

The 2011 Action Plan of the Patronat de Turisme Costa Brava Girona is already following the guidelines stipulated in the 2011-2015 Strategic Tourism Plan.

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