LITHUANIAN STATE DEPARTMENT OF TOURISM

3rd September 2013

SPANISH MARKET

AGENDA

• Market Overview

• Achievements

• Upcoming activities 2013/2014

• Strengths & Opportunities

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MARKET OVERVIEW

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• Population (2013): 47,27M

• GDP per Capita (2012): €30,000

• 2 main cities: Madrid (3,2M pax) Barcelona (1,6M pax)

• Other major cities: Valencia, Bilbao, Seville, Alicante & Mallorca

• Annual leave: 30 holiday days (on average)

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MARKET OVERVIEW: SPAIN

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MARKET OVERVIEW: SPANISH OPERATORS

• Over 8,000 travel related businesses: tour operators, travel agencies & OTAs

– Main Tour Operators: Viajes El Corte Inglés, Barceló, Globalia & Catai Tours

– Main Travel Agencies: Viajes El Corte Inglés (30% mkt share*) Viajes Halcón-Ecuador (15%) Carlson Wagonlit Travel (6,5%) Barceló Viajes (6%) Viajes Eroski (2,4%)

– Main OTAs: eDreams (16% mkt share) Rumbo (6%) Logitravel (3,8%) Atrápalo (3%)

• Concentration of travel agencies: small agencies become franchises of big chains due to crisis & OTA´s growth. 2008 :12,000 travel agencies vs 8,000 in 2012

• Steady growth Online Trave Agencies: OTAs gaining ground on traditional agencies (sales volume increased in ´12 by 5% vs ´11).

* Market share related to sales volume of the 9 largest travel agencies + OTAs in SP.

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MARKET OVERVIEW: TRAVELER´S PROFILE AND TRENDS

• Use of internet: 81% of Spaniards use internet to find information about the destinations (Lithuania.Travel in Spanish)

• Familiarization with OTAs: e-commerce upwards trend in Spanish Travel Industry

• Tradional Travel Agencies as sales channel - tourist package - for non mature destinations (e.g Lithuania). Spaniards who travel to the Baltics visit the 3 Baltic States

• Seasonality: June -September,peak period for Spanish travelers (applicable to Lithuania)

• Price sensitivity: - increasing trend due to crisis. Negative impact in travel destination, lenght of trip, expenditure and ways of transport (positive for Lithuania =currency exchange). Consolidation of low cost carriers (applicable to Lithuania)

• Late bookings: 60% bookings with less 1 week in 2012 (not applicable to Lithuania)

• Spaniards´ Travel Motivations: cultural heritage, urban tourism, shopping, gastronomy & active tourism (applicable to Lithuania: Vilnius, Trakai, Kaunas...)

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MARKET OVERVIEW: TOURISM FIGURES

Year Total trips by Spanish

residents

Total overseas trip by Spanish residents

Expenditure Spanish travelers

abroad Comments

2011 160 M (+1,8%) 13,3M (+7,8%) €12,4Bn (-1,9%) 75% increase arrivals of Spaniards in LIT , 29,2 thousand

2012 158M (-1,3%) 12,1M (-8,7%) €11,9Bn (-4,5%) Spanish tourist trips to LIT = 25,2 thousand (-13%)

2013 Jan-Jul: 86,4M (-6,4%) Jan-Jul: TBC

TBC General negative trend but TOs & TAs highlight increase of demand for summer 13

2014 Too early to forecast

ACHIEVEMENTS

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COOPERATION WITH TRAVEL INDUSTRY

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•1 Seminar in MAD with TO Catai (39pax) •1 Seminar in BCN with TO Catai (32pax) •1 Presentation in BCN about Amber Road (>45 pax) •Attendance Travel Show SITC & ACAVA´s workshop in BCN

E - MARKETING

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•Full translation of the website lithuania.travel into Spanish •Twitter Account •Facebook Account

ADVERTISING CAMPAIGN - Strategic campaign planning - Monitoring

- Ad design and production - Media selection and planning

- Ad insertion + editorial

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TRADE MAGAZINE MUNDO INEDITO

COOPERATION WITH LOCAL MEDIA

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- Close relationship with both journalists and travel bloggers

- Regular contact con both offline and online media

- Ad Value achieve in Q1 & Q2 (press release & articles about Lithuania = 150,000 Euros

UPCOMING ACTIVITIES 2013/2014

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COOPERATION WITH TRAVEL INDUSTRY

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•Mainly focused on MAD & BCN •1 Seminar in Valencia with key operator (25-30pax) •1 Seminar in Bilbao with key operator (25-30 pax) •Attendance MICE show EIBTM in BCN and Travel show FITUR in MAD

E - MARKETING

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•Online quiz on website lithuaniia.travel / facebook •3 month quiz •1 winner per month (trip to VNO for 2 pax)

COOPERATION WITH LITHUANIA EMBASSY IN SPAIN - Presentation of Lithuania as a tourist destination within the celebration of the

World Tourism Day

- Date: 24th September 2013

- Venue: UNWTO´s Headquarter in Madrid

- Support to the Lithuanian Embassy in Madrid in its institutional events and appointments

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STRENGTHS & OPPORTUNITIES

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STRENGTHS & OPPORTUNITIES

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Strengths Opportunities

Not a mature destination - New destination for the Spanish consumers

Press trip to Lithuania with key travel media

Baltics States + Finland: consolidation tourist package by SP operators despite the crisis

Room for improvement in terms of awareness, Lithuania as a stand-alone destination

Affordability: good exchange rate € - Litas Street marketing campaign to target final consumer in BCN (Basket World Championship 2014 in Spain). “Lithuania, land of basketball”

Easy & affordable access: low cost direct flights BCN –VNO by Ryanair and Wizzair

Direct flight MAD – VNO (summer´13 Iberia´s route MAD – Riga)

Ačiū!