Public-Private Partnership in a city: The success Story of Barcelona Pere Duran Turisme de Barcelona...

Public-Private Partnership in a city:The success Story of Barcelona

Pere DuranTurisme de Barcelona General Manager

Moscow, March 15th, 2010

Federal Agency for TourismRussian Federation

Barcelona 1992 Summer Olympic Games

Turisme de Barcelona

• New Tourism Promotion Policy

Critical REFLECTION


Major events

1888 Universal Exhibition

1929 International Exhibition

1952 Eucharistic Congress

1982 FOOTBALL WORLD CUP

1992 OLYMPIC GAMES

2002 International Gaudí Year

2004 Universal Forum of Cultures


1987 (1992) 1993

From “Generic Promotion” to “Segmentation”

from ONE Barcelona to MANY Barcelonas

Reflection Process

1993 Public Administration + Private Sector (City Hall) (Chamber of Commerce)

Turisme de Barcelona


Executive Structure

General Management

Back-up structure

Programme segmentation of whatthe city has to offer adapted to the demand which is also segmented


Barcelona destination for meetings

Barcelona destination for shopping

Barcelona destination for gastronomy

Barcelona destination for sport

Barcelona destination for culture

Barcelona destination for special experiences

Barcelona destination for cruises

Barcelona destinations for LGBT

Barcelona destination for health treatment (…)

Barcelonas Programmes

Barcelona Convention Bureau

Barcelona Shopping Line

Barcelona Gastronomia

Barcelona Sports

Barcelona Cultura

Barcelona Premium

..............................

..............................

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Budget

Subsidies 2,2 M. € 2,2 M.€

Own resources 1,9 M.€ 32,5 M.€

TOTAL

1994 2010

4,1 M.€ 34,7 M.€


Revenue budget 1994-2009

0

5.000.000

10.000.000

15.000.000

20.000.000

25.000.000

30.000.000

35.000.000

40.000.000

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Municipality + Chamber of Commerce Own-resources + end users

Total


• Tourist Information Offices Network : 20 points

• Own Tourist Products :

• Barcelona Bus Turístic• Barcelona Card• Columbus Monument• Walking Tours

• Barcelona Pass• Barcelona Mar• Barcelona Metrowalks• Arqueoticket• ……………..


Hotel accommodation

1990 1992 2000 2007 2009

Number of hotels 118 148 187 295 321Rooms 10.265 13.352 16.561 27.806 30.933Beds 18.569 25.055 31.338 54.036 60.331Occupancy rates 74% 64% 84% 80% 72%(% of rooms)

increase in hotels 1990-2009 : 172% increase in beds 1990-2009 : 225%

Barcelona as a tourism destination


Tourists and overnights (millions)

1990 1992 2000 2007 2009

Tourists 1,7 1,9 3,1 7,1 6,5

Overnights 3,8 4,3 7,7 13,6 12,8

increase nº tourists 1990-2009 : 274%increase nº overnights 1990-2009 : 238%



Purpose of visit

1990 2000 2007 2009

Vacation (%) 22,7 51,5 48 50,0

Professional (%) 69,1 45,7 49 41,9

Others (%) 8,2 2,8 3 8,1



Cruise passengers 1990 1992 2000 2009

Number of passengers 115.137 132.807 572.571 2.151.465


Barcelona Bus Turístic clients

Number of clients 23.759 86.145 873.611 1.913.419

Barcelona Airport passenger traffic

Number of passengers 9.048.657 10.023.326 19.808.812 27.311.765


• 1992 Olympic Games• Political leadership

• Urban transformation

• Citizens complicity

• Tourism sector coordination (public-private)

• PERMANENT INFRASTRUCTURES INVESTMENT

• MEGA-EVENT DEVELOPMENT

• TURISME DE BARCELONA CREATION

Barcelona Key Factors

(as a successful tourist destination)


→ Subsidies :

• Chamber of Commerce• Municipaliy

ON A 50 % BASIS

→ Members :

• Private companies on Programmes and Products (through fees, reinvestments, commissions, etc..)

→ Finalist contribution :

• Municipality

A real Public-Private Partnership experience (1):


→ General Council :

Chaired by the City Major

→ Executive Committee :

Chaired by the Chamber of Commerce President

• Percentage of representation

60% private40% public

A real Public-Private Partnership experience (2):


www.barcelonaturisme.cat

[email protected]


Public-Private Partnership in a city: The success Story of Barcelona Pere Duran Turisme de Barcelona...

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