2010-2015 Plan of Action

  Objectives

  Programmes

2010-2015 Plan of Action

The 2010-2015 Plan of Action includes some 150 interventions grouped into 15 programmes that tie in with 40 strategic objectives resulting from the ten proposed challenges.

The proposed actions are the result of the process begun in the middle of 2008, and more specifically the process of the second phase of the Plan begun in autumn 2009. The actions gather the wide range of contributions made by all the public and private actors involved in the reflection process on tourism and the city, in which more than 700 people have taken part directly during almost two years of intensive work.

Criteria

The structure of the programmes and the final selection of the actions tie in with the criteria of consensus, ambition, overall focus and cross-cuttingness.

A programme like the one presented here cannot be dealt with partially because it is the series of programmes and their lines of action that give it coherence and strength. There are clear synergies between the different programmes and lines of action.

Programmes

The 15 programmes have been grouped together into four main blocks:

Destination Barcelona: from the neighbourhoods to the region

It includes four programmes concerned with the most territorial aspects of Destination Barcelona.

The destination is determined by a variable geometry and a physical and symbolic space which is largely defined according to access, services, products and visitor experience.

While highlighting the need to envisage and act on the metropolitan territory, we also focus on the city’s neighbourhoods and the possibility of making them a tourism objective. A whole programme is dedicated to Ciutat Vella, an area which, due to its central location, requires special attention and dedication as far as tourism is concerned.

This block concludes with a programme devoted to the importance of taking into account and utilizing the opportunities provided by the new transport infrastructures and new centralities and amenities of the destination for tourism.

Marketing: what and who

This includes three programmes that refer to the client-visitors and products.

These programmes have been designed to adapt the marketing of the city to the new model and proposed challenges, with the aim of developing instruments that will bring about improvements in the overall promotion of the destination.

In this regard, the emphasis is placed on the strategy and new criteria that will inspire the promotional actions and the importance of the reception, information, signage and interpretation mechanisms of the destination, among other factors. The importance of having sectors and a renewed product which has been adapted to the new model is essential in order to improve Destination Barcelona in competitive terms.

The keys to competitiveness

This includes four business-centred programmes.

The core of the actions proposed in these four programmes are: to incorporate environmental sustainability criteria into the planning and management of the destination and businesses; to give impetus to training, working conditions and the professionalisation of workers and managers; and to foster a greater knowledge and acceptance of tourism in society and the overall improvement of the industry by making a commitment to new technologies, quality and innovation as the key elements of competitiveness.

Leadership and governance: Barcelona as a tourist destination in the 21st century

This includes four programmes that lay the foundations for a new governance of the destination.

In a framework where the metropolises are playing an increasingly important role, the aim of these programmes is to make a real leap forward in terms of tourism governance today, ensuring that tourism fits in with the needs of the city and improving the competitiveness of the destination and its businesses.

The actions seek to boost, adapt and improve tourism governance structures; to guarantee the development of the activity in harmony with community dynamics; to improve the funding of tourism promotion and preservation; to foster knowledge and innovation of the industry and to set the benchmark worldwide for tourism and the city.

Spheres of action

The series of lines of action are distributed into two main areas: Tourism and the City, and Promotion. The responsibility for each of them, and the impetus given, falls to Barcelona City Council and Turisme de Barcelona respectively.

The actions are defined by their objective, description, agents in charge, agents involved and the time scale for their implementation.

From now on, the entire series of actions must be implemented within the framework of the appropriate 2010-2015 Operational Plan, prioritizing and specifying these actions with greater precision.

Objectives