1 . 2. repositioning the tourist product of mediterranean destinations andrew coutts - portugal...

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2. REPOSITIONING THE TOURIST PRODUCT OFMEDITERRANEAN DESTINATIONS

Andrew Coutts - Portugal

Athens, October 18, 2005

The radical case of Calviá, Spain

&

The Portuguese experience, Vilamoura XXI

From Mass Tourism to Sustainable Destination

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Turning Away From And Turning Towards

Old Travel Patterns New Travel Patterns

Established Destinations Emerging Destinations

Old Products New Products

Fragmented Tourism Industry Economic Development Tool

Developer Control Community Control

Financial Illusion Financial Reality

Passive Consumers Involved Participants

Observing Technology Orchestrating Technology

Mass Markets Specialty / Niche Markets

Mass Marketing Direct Customer Communications

A long-term process, led by a commitment to continuing improvement rather than immediate outcomes and always considering the new Tourism and Leisure Environment


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New Travel Patterns

New travel patterns reflect changes in consumer behavior;

Aggressive public and private sector development;

From long trips to short breaks;

Vacations that are purpose driven by education, wellness…self improvement;

Deregulation of international air travel;

Reductions in price.

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Emerging Destinations

New developments will increase the range of experiences offered to potential visitors.

New countries, Croatia, Morocco, Bulgaria, among othersNew cities ,desert, natural parks or forests

Small Places

Reduce number of rooms

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Search for authenticity;

To satisfy new market necessities;

To get new segments of market;

To diversify the actual offer;

To reposition tourist destinations;

To simplify buying and selling process;

To improve the product commercialization;

To improve competitiveness;

From Mass Tourism to Sustainable Destination New Products

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Integration of:

Shopping and recreation;

Entertainment and education (edutainment);

Culture and meetings/business center development.

Resources

(Water, Land, History, Human Society)+

Facilities / Equipments+

Services=

Products/Experiences

+Mix Services

+Organization

+Commercialization

=

Offer

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To do Walking toursTo see City breaksTo feel Wine toursTo relax Adventure tourismTo learn Bird WatchingTo explore Fly & DriveTo be there Ecotours

Mountain Activities


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Community Control

Community interest and tourism must work together for any chance of long term success.

Financial Reality

Economic reality brings a renewed discipline to the planning, development, and financial community to first, improve the performance of existing assets; and second, acquire strategic undervalued assets before considering major new investments.

Involved Participants

Leisure participants need to be treated as individuals and feel a positive interaction with their physical and social environment.

Specialty Markets

Segmenting markets into special interest groups

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... in Calviá the spanish did it in a radical way

Calvià, the most important tourist city in the Balearic Islands and one of the most visited tourist destinations of the Mediterranean...

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"Victim" of the International tourist "boom" of the 60’s

Calvià becomes one of the main massive "sun and beach" tourist destinations of the Mediterranean

with an exponential growth and without any consideration for the environment

Calviá

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Calviá

TIME TO PREVENT, REFURBISH, DIVERSIFY

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4 Policies of Implementation

- Reduce construction densities;

- Reducing urban construction area;

- Sped control of urban construction;

- Policy of studying the hotel units,

in order to release case by case, in

land for public use.

Calviá Master plan XXI

10 Strategically Guide Lines

- To bound the city, to contain human density and

rehabilitate the territory;

- To improve cohesion and quality of life;

- To preserve the natural patrimony;

- To recover the artistic and cultural patrimony;

- To rehabilitate all tourist zones ;

- To develop Calvià as a tourist destination ;

- To improve public transports and pedestrian accesses;

- To maintain a sustainable management of resources;

- To expand the economy and to invest in knowledge

resources;

- To innovate the municipal management ;

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INITIATIVES SHORT TERM

Some examples:

Regulation of urban and eco developments;

Recovering landscape and natural patrimony;

Creation and renovation of walking trills and high

view spots;

Plan for “Urban Cleanness”;

Plan for “fighting seasonality: ”Calvià, el Invierno

Europeo”;

Plan for water distribution, energy and residues

control;

Enhancement of agricultural environment;

Renewal of the municipal organization

Calviá Master plan XXI

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Selected as “Development For the World”

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... meanwhile in Algarve, Portugal… Vilamoura XXI

Vilamoura the first tourist destination in Portugal Algarve’s tourism industry developed in the 1960s.

In the early 1990s, the Portuguese government introduced a regional building freeze and initiated public planning and environmental controls to combat the impacts of uncontrolled tourism development during the 1970s and ’80s.

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… complete and integrated tourist destination;

…national and international consistent image of high stand quality;

… complete tourist destination;

… integrated in a natural landscape environment.

... meanwhile in Algarve, Portugal… Vilamoura XXI Objectives of the new TOURIST DESTINATION …

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Vilamoura XXILow density development, including hotels and residential accommodation, a fifth golf course designed by Arnold Palmer, new sports and training facilities, an equestrian centre and a Nature Park

incorporating environmental considerations into product design;

using resources efficiently;

raising environmental awareness;

protecting the natural and cultural heritage.

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Vilamoura XXIincorporating environmental considerations into product design - Sustainable Masterplan

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Vilamoura XXIincorporating environmental considerations into product design - Sustainable Masterplan

Strict control of construction and design;

Reduced construction densities;

New occupation indexes;

Green space preserves over 90 per cent of the land area;

Traffic control mechanisms roundabouts, cycle ways, pathways, park and ride, pedestrian zones, and speed controls;

Environmental guidelines and incentives for construction;

companies, property owners, small businesses and hotels.

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Vilamoura XXIusing resources efficiently - Environmental Management System (EMS)

Monitoring environmental impacts and creating procedures to improve overall environmental performance in its golf, marina and beach operations.

Innovations to the golf courses

Reducing fertilizers and chemicals;

An aerator is used to enhance the oxygenation of water;

Built nest boxes for birds to attract natural insect predators while aquatic

plants extend existing bird habitats.

Innovations to the marina and beaches

Mobile “pump out” system;

Cleaned regularly and coastal water controls;

Water quality parameters monitored monthly;

Prevention plans for accidental oil/fuel spills;

Environmental training.

Vilamoura is currently extending its EMS to infrastructure and residential development.

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Vilamoura XXIRaising Environmental Awareness

Communicating its environmental activities (through the semi-annual environmental newsletter, reports, brochures, and magazines);

Involving children in tree planting, and beach management with educational programs on beach and sand dunes protection;

Centre for Environmental and Nature Studies (CENA) provides visitors with information on nature conservation and flora and fauna. The center includes a library and an exhibition room. CENA annually endows four research internships for university graduates, as well as courses, exhibitions, and debates.

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Vilamoura XXIProtecting the Natural and Cultural Heritage

Preserved Cerro da Vila, the only private Roman ruin in Portugal, Quinta manor house and other typical 19th century Algarvian agricultural buildings;

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Vilamoura XXIProtecting the Natural and Cultural Heritage

Developed Vilamoura’s 200 hectare Environmental Park 12 % of the total area sets priorities for protecting, rehabilitating, and conserving local flora and fauna and their habitats. The wetlands are an important ecological area, hosting more than 100 species of birds, including rare or threatened species named in the Annex to Birds European Directive 79/409/CEE. Birds migrating to and from Africa use the lands for hibernation or breeding purposes. The area also harbors, among other species, very rare and endangered otters.

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Remodelling, Rehabilitation, Ambient Certification, etc

Tivoli Marinotel Vila Galé Ampalius

Dom Pedro Marina, Golf e Portobello

Grão Pará Atlantis

Motel do GolfeFour Seasons Vilamoura (Time Share)

Construction or concluding

Vila Galé Marina **** Ocean View **** (close to Pinhal Golf Course

Cegonha Golf and Country Club (next to the exit to Albufeira)

Browns Club (close to The Old Course)

Vilamoura XXIRepositioning hospitality & leisure

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National Enterprise Groups must invest in their units in order to improve their conditions of competitiveness.

Planning and Programming of the construction of new hospitality units and tourist lodging in the various “clusters” defined in the scope of the Plan of Urbanization of Vilamoura – 2nd phase

Concentrate on the definition of “prime” localizations for the construction of new Hotels of 5*:

Beach and Family Resort Hotels

Golf and Conventions Resort Hotel

Concentrate on the presence of the major hospitality Groups / “Brands” and on the attempt of concretion of new investments in Vilamoura

Approach and negotiation with major groups such as Espírito Santo/Tivoli, Amorim, Vila Galé, Pestana Hotels & Resorts, Dom Pedro (Saviotti), Solverde, Real, Sodim (Queiroz Pereira), Porto Bay (Madeira)


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Concentrate on getting the attention of international Group/”Brands” for the construction and operation of hotels and tourist lodging in Vilamoura:

Accor/ Amorim Hilton International

Promotion of partnerships between Lusotur, National Investors and International Hospitality Groups, in order to achieve the concretion and operation of hotels in Vilamoura

Ritz Carlton Marriot (Time-Share)

World of TUI Sol Melia

NH Hotels Four Seasons

The Oberoi Group Movenpick

Realstar (Canadá)

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Vilamoura XXIRepositioning hospitality & leisure – projects in plan or in construction

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Hotel *** with 73 rooms

Accor/ AmorimPromoter Ibis ou NovotelBrand

1º trimester de 2003Beginning of Construction

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Vilamoura XXIRepositioning hospitality & leisure –projects in plan or in construction

Golf and Conventions Resort Hotel ***** with 253 rooms and suites

Grupo André JordanPromoter Tivoli Victoria HotelBrand

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Vilamoura XXIRepositioning hospitality & leisure projects - projects in plan or in construction

Hotel***** with 192 rooms and 95 luxury apartments

Grupo AmorimPromoter Blue&Green Brand

Inaugurated on 30th September 2005Situation Point

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Hotel***** with 152 rooms, 69 VOC units & 69 luxury apartments

Grupo IMOCOMPromoter HiltonBrand

In constructionSituation Point

Consultancy

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Grupo IMOCOMPromoter

HiltonBrand

Model of Resort managed by an International Leader Company in hospitality management. Integrated by a Hotel 5* with 160 rooms, MICE facilities, Golf course, 80 apartments in “Vacation Ownership”, 90 villas, 2000m2 Spa.

Architecture:

John Seifert Architects, London & DSAA, Cascais.

Consultancy

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Grupo IMOCOMPromoter

HiltonBrand

Consultancy

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Lacustre CityHotel ***** (11.000 M2 possible to expand up to 20.000 M2)Hotel ***** (8.000 M2 of construction)

Master Plan in launch phaseSituation Point

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Lacustre City - Vilamoura XXI 2nd phase

Entertainment and activity, including shops, restaurants and open-air cafés, surrounding the inland Marina, lakes and canals. Developments planned for this zone include new hotels, resorts and villas bordering waterways with private access to the inland Marina.

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Seasonality Management.

Target Segmentation of potential clients in priority markets.

New investments in Hotels and Tourist Lodging developments (“Time-Share”, villages, etc.) can’t be dissociated from the existence, construction and operation of leisure facilities .

Business Centre; Golf Course;

Thematic Parks; Sport Facilities, Training and Competition Centers;

Marinas and Recreation Harbors;

Cultural and Leisure Facilities.

Talassoterapy, SPA’s, “Fitness” Clubs;


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10-15 Golf courses with 18 holes;

1 Business Centre ( 2000-2500 persons);

In order to balance the commercial exploitation in the next 10 years in Algarve, the future construction of:

4 ou 5 Marinas and Recreation Harbors;

Parque das Cidades (Football fields and other facilities )

should go ahead with the increase of the hotel supply of 4* - 5* with the number of 5000-7500 beds, (8-10 Hotels 5* and 10-15 Hotels 4*), spread along into the most important tourism areas of the Algarve


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Vilamoura XXI, an overarching masterplanning framework founded on sustainability principles;

Established an environmental policy and practice in 1996;

Engages top management in environmental leadership;

Undertakes research-based application of and compliance with environmental law;

Vilamoura XXILong-term sustainable tourist destination was supported by Wold-Class Sustainable Practices

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Integrates environmental planning into building construction development, creates new habitats, and enhances already existing ecosystems;

Established environmental management systems to plan, manage, and control different areas of the business, including golf courses, marina and beaches, and planned future residential development areas;

Maintains ISO 14001 certification, and Green Globe Destination; Vilamoura also earned the Committed to Green Award for Environmental Excellence;

Cultivates partnerships with key stakeholders;

Is involved with the community through various educational, sports and leisure activities.

Vilamoura XXILong-term sustainable tourist destination was supported by Wold-Class Sustainable Practices

ILM HOSPITALITY & TOURISM ADVISERS is a professional services company operating in the tourism and leisure sectors with offices in Lisbon, London, Rome and Barcelona.

THANK YOU FOR YOUR ATTENTION

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1 . 2. repositioning the tourist product of mediterranean destinations andrew coutts - portugal...

Documents

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environment calvi slide

offer slide

municipal management

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