Tumbaga Initiative

Agenda

• Cluster development • Tourism in Quindío: trends and

implications• Action lines

Tumbaga Initiative

Agenda

• Cluster development• Tourism in Quindío: trends and

implications• Action lines

Reflection ProcessFrom “Market Segmentation” to “Strategic Segmentation”

Development of Competitiveness Reinforcement Initiatives (CRI) = Effective Cluster Development

What made the difference?: Integration

Cluster Development

Competitiveness Regional ProgramPublic Administration (Government)

Competitiveness Regional CommitteePrivate Sector

(Chamber of Commerce, Universities, Companies, others)

Cluster prioritization: Screening

Cluster Development

• Rural Tourism• Specialty Coffees • Furniture• Leather

From the universe of clusters identified, it was decided to begin with Rural Tourism, and after this first pilot, work with the others.

CRI

How does CRI work?

To reinforce the competitiveness of the rural tourism cluster in Quindío, Colombia

To benefit and stimulate the innovation and companies’

development.

To ensure that each participant achieves his/her goals which

involve innovation that improves continuously in order to satisfy

the costumers’ needs.

Business Strategy Cluster Environment

How does CRI work?

To reinforce the competitiveness of the rural tourism cluster in Quindío, Colombia

Ideal Strategy

Favorable Environment

Business Success

Document analysis and previous projects.

A data base which contains about 700 contacts.

Around 30 interviews were done with different institutions and companies.

1st public meeting - 92 tourist actors participated.

The presentation was sent to the participants

CRI: Work phases and main activities

Strategic analysis of the sector Strategic reflection of the group Interviews with sophisticated national

buyers such as Aviatur and Colombia.travel

Reference trip 2 countries (France and Spain) 11 meetings

2nd public meeting - 100 participants The presentation was sent to the

participants

Work groups Virtual Platform Experiential activities

Interviews with institutions or specialized companies

Definition of action lines Designation of the responsable

people who will be executing the actions

3rd public meeting The presentation was sent to the

participants

Leading the strategy

Launching the actions

Identifying challenges

6 months

1st presentationDecember 2nd/10

2nd presentationFebruary 17th/11

3rd presentationApril 28th/11

Tumbaga Initiative

• Cluster development • Tourism in Quindío: Trends and

implications • Action lines

Agenda

Trends in Tourism

During 2007 in the United States , 51 % of the trips were sold via

Internet. In 2008 a considerable growth was projected up to 56%,

reaching the 60% in 2009.¹

During 2007 in Spain, the sale of travel online billing had a growth

of 40%, exceeding the 5,000 million Euros. In 2008 a 30%²

growth was expected.

The travel market and tourism done through Internet increased by 17% in 2008 and by 12% in 2009. Out of all the searches done online, 61,9 % are about vacations and tourist destinations; followed by the electronic gadgets and flights – accomodation.

1 PhocusWright’s “Consumer Travel Trends Survey”2 Aleyda Solís, Responsable de la red de Viajes en Internet Advantage

Where is the motivation coming from?

Experiences

To be part of

something just for a moment

The eagerness

to learn

To live new

emotions

To look for new

sensations

To do new things

(innovation)

Source: Paulo Lopes – Oficina da Natureza; http://www.oficinadanatureza.pt/

• Nowadays, the tourist doesn´t travel “to” but travels “for”

• The tourist wants to be in charge• Doesn´t book for a tourist package

instead he/she would rather have the experience

How is it done?• Research about his/her final destination• The tourist looks for previous

experiences from others• The booking is done with short

anticipation… He/she looks for a “get away trip”

What has changed?

Trends in Tourism The tourist is motivated for their own experiences

“ Nowadays, destinations are not as important as experiences”Luis Sanz, owner “ Molino Tresgrandas”- Spain

Activities that involve real life moments and emotions at a destination, enhancing local, cultural, traditional and natural characteristics and the ones from its inhabitants

Activities requiring the participation of the tourist that do not involve risks (no need of adrenaline)

Activities are "managed" through people. People vs. infrastructure

People add value to the touristic products or services

What are experiences?

A more attractive business has been identified

Current positioning of the Tourism cluster

in Quindío

Experiential tourism

Supply of products and services

-

-

+

+

Generic tourism

Messy informationLittle use of technologiesStandardized supply Infrastructure vs. H. R.Generic promotionLittle loyalty (season trips)

Weak strategy for Tourism in

Quindío

Development of a Personalized and

experiential touristic supply

Current positioning of the Tourism cluster

in Quindío

-

-

+

+

Experiential tourism

Generic tourism

Supply of products and services

A more attractive business has been identified

Development of a Personalized and

experiential touristicsupply

Experiential tourism

Supply of products and services

-

-

+

+

Generic tourism

Virtual platformCustomized trip 'Experiential' activitiesH.R. vs. InfrastructureCustomized promotionLoyalty (visits all year round)

Experiential Destination

A more attractive business has been identified

How is it possible to compete in this business?Se

arch

Rese

rvati

on

Tran

spor

t

Accomodation

Generic activities

Tran

spor

t

Post

trip

Sear

ch

Rese

rvati

on

Tran

spor

t

Tran

spor

t

Post

trip

Accomodation

Cluster environment dynamization

Experiences

learning process

Quindío

Ideal

Sear

ch

rese

srva

tion

Tran

spor

t

Accomodation

Generic activities

Tran

spor

t

Post

trip

sear

ch

Rese

rvati

on

Tran

spor

t

Tran

spor

t

Post

trip

accomodation

Cluster environment dynamization

Experiences

Aprendizaje

Quindío

Ideal

Desarrollo de ica

Before the trip

After the trip

Ventana Unica(virtual platform)

Ventana Unica(Virtual Platform)

Development of Experiential

activities

During the trip

How is it possible to compete in this business?

Tumbaga Initiative

Group 1 virtual platform (Ventana Unica )

Group 2Experiential activities (actividades experienciales)

Areas to be improvedWork groups

Participants in the work groups Virtual platform y experiential activities

– Juan José Mejía, Territorio Aventura– Carlos López, Parque del Café– Carlos Giraldo, Panaca– Carlos A. Rodríguez, El Andariego– Javier Mejía, Parquesoft– Orlando Marín, Hotel Karlaka– Wilson Beltrán, Hotel Karlaka– Jorge Gutiérrez, Turismoquindio.com– Cecilia Peña, Linatours– Olga Cruz, Aviatur– Clara Inés Mejía, Aviatur– Armando Rodríguez, Secretaría de Planeación y

Planificación del Quindío– María Nelly Aponte, Secretaría de Turismo del Quindío– Francisco Jairo Ramírez, EAM– Carmenza Quintero, SENA– Sergio Quintero, Finca Carmen del Pinar– María Claudia Campo, Ruta del Café – Cámara de

Comercio– América Walteros, EAM– Sandra Sánchez, FDQ– Carlos Fabio Álvarez, Comisión Regional de

Competitividad

– Juan José Mejía, Territorio Aventura– Carlos Giraldo, Panaca– Yolanda Londoño, Finca San Diego– Luz Ángela Jaramillo, Restaurante Bosques de

Cocora– Yormary Jaramillo, Finca Villa Paulina– Vicente Guarín, Finca Hotel Cielito Lindo– Luis Darío Orozco, Recuca– José Fernando Granada, Hotel Villa Juliana– Héctor Londoño, Turismo Rural Palermo– Juan Gabriel Gómez, Cabalgatas VIP– Paula Salazar, Ecoparque Peñas Blancas– Diana Salazar, Ecoparque Peñas Blancas– Luz. P. Guevara, Hostal Portal del Samán– Sonia Betancourt, El Carrriel– Marco Rojas, Diverfly– Lorena Bernal, Hacienda Combia– Martha Muñetón, Casa de Yaro– Kelvin Fail, Culturacafé– Gloria Inés, Secretaría de Turismo del Quindío

Tumbaga Initiative

• Cluster development • Tourism in Quindío: Trends and

implications • Action lines

Agenda

21

Action Lines

Quindío´s Touristic Virtual platform

Training in Internet abilities and IT´s

Business Network for Companies

Training in Innovation for the touristic cluster

Prize for the Best Experiential Activity

Business Chats

Virtual Platform(Ventana Única)

Experiential Activities(Actividades experienciales)

22

Action Lines

Virtual Touristic Platform for Quindío

Objective:

To have a tool that integrates all the touristic supply in the department of Quindío (activities + accomodation) in order to facilitate the information and booking process from the tourists to our region, and to respond to the requirements of this new business.

Tourists do their trip booking process with little anticipation and mainly through Internet.

This platform will allow tourists to design their own trip, from long distances and in real time. (customized trip)

The actors will take advantage of the information given by the users (no intermediaries) to respond to their demands efficiently

• Objective:To develop training programs in IT´s so that the entrepreneurs from the touristic cluster get familiarized with the use of internet and computer programs.

To develop training courses to the extent and necessity of the entrepreneur To promote the use of new technologies to ease desicion making To teach the entrepreneurs about IT´s enabling them to compete effectively in an

increasing virtual market place and keep them up -to -date

Training in Computer Programs and Internet

Action Lines

• Objective:To create a web site that allows the generation of synergies among entrepreneurs from the touristic cluster with the aim to potentialize new business deals.

In this virtual place the companies get to know each other, do business and the public and private entities get coordinated.

Business Network for Companies

Action Lines

Advantages: Entrepreneurs from the sector will be known The creation of new deals will be easier Cooperation from everyone will diminish the need of having intermediaries Virtual place to communicate information related to events, tendencies and

business opportunities (link between government entities and private companies)

• Objective:To exchange experiences from businessman to businessman that will awaken the creativity and innovation in the tourist actors.

To encourage business ambition. To make evident that innovation doesn´t necessarily require a large

investment of money. To motivate businessmen in the development of experiential activities

based on personal experiences which give value to the people and their cultural/traditional and natural characteristics.

Action Lines

Business Chats

• Objective: To train the touristic cluster entrepreneurs in innovation and in the creation of touristic experiences

To provide entrepreneurs with theoretical and practical tools that will enable them to develop unique and different experiences.

To evidence how to take advange of the cluster environment. To generate skills within entrepreneurs to lessen seasonality.

Training in Innovation

Action Lines

Practical training in which entrepreneurs learn by developing real life projects

• Objective: To motivate the touristic cluster entrepreneurs to the creation, development and diffusion of experiential activities.

To let our customers know that we are designing experiential activities as a complement of the touristic supply

To acknowledge the entrepreneurs’ effort to compete in this new business

To encourage entrepreneurs to change from generic tourism to an experiential one.

Prize for the best experiential activity

Action Lines

To structure an experiential touristic supply in the department of Quindío, thanks to the appropriate supporting programs established by the government entities.

For further information you can visit our website: www.iniciativatumbaga.com

Thank you for your attention

América María Walteros LópezTumbaga Initiative – Cluster Manager

Cellphone: +57 (312) 834 33 35iniciativatumbaga@gmail.com

americawalteros2010@gmail.com