Professional Documents
Culture Documents
Index
THE ABC FOR CREATING SUCESSFUL TOURISM CLUSTERS
1. A little of history
2. What a cluster is?
3. Boosting competitiveness
4. Public policies
5. Recommendations
6. Some Case studies
1. A little of history
Economic sector concentrations
locations. [Marshall, 1890]
in
specific
geographic
3. Boosting competitiveness
Clusters activities contribute to improvement of the competitive
position of a destination (a region or a city) by:
I.
II.
formation,
3. Boosting competitiveness
Improved productivity within clusters is taking place in the
following ways:
4. Boosting competitiveness
Improved innovation within clusters is taking place in the
following ways:
4. Boosting competitiveness
Finally, tourism clusters contribute significantly to new business
formation:
By providing encouraging
business opportunities.
information
about new
5. Public policies
What is the role of government, and NTOs in facilitating cluster
development?
5. Public policies
Economic
performance
Mature clusters
Cluster initiative
Potential clusters
time
A.P.Cornett
6. Recommendations
Some general remarks:
To compete globally, cluster locally.
Many tourism destinations must reconsider their value
proposition taking into account the cluster factor. it means its
companies developing more advanced and diverse tourism
products in partnership with other cluster actors.
The real competitive advantage for many destinations lies
outside the tourism company, residing instead in the increasingly
complex local economies of which they are a part.
6. Recommendations
Core issues to deal with in a proactive tourism cluster development
strategy are:
1. Investigation and mapping of regional resources and
potentials, i.e large tourism companies or business associations
as potential anchors for economic development, Public sector
agencies and universities and knowledge institutions.
2. To design your own and specific tourism cluster development
plan focused on your priorities as tourism administration.
3. To identify the most promising clusters in a specific context
according to its development potential.
4. To create a micro-finance facility specifically designed for
tourism clusters
6. Recommendations
Core issues to deal with in a proactive tourism cluster development
strategy are:
5. To create a stimulus policy through a micro-finance facility.
6. To start a dialogue between NTOs, Research and Development
institutions, Innovation Agencies and Universities.
6. Recommendations
Core issues to deal with in a proactive tourism cluster development
strategy are:
9. To get familiar with similar initiatives in the field of tourism
clustering launched in other countries.
10. To promote interaction with other complementary strategies,
i.e. Smart Destinations or Regional Smart Specialization.
GEOGRAPHICAL SCOPE
TRAINING
CENTERS
BUSINESS
UNIVERSITIES
SMEs
SMEs
BIG COMPANY
SMEs
SMEs
RESEARCH
CENTERS
ESTACIONES NUTICAS
We are a cluster of tourism destinations
along the Spanish coasts, specializing in
National coverage
A total of 30
Estaciones
Nuticas
along the
coasts of the
peninsula,
the Balearic
and the
Canary
Islands ,
covering 45
municipalitie
s
Fornells
Ciutadella
Ma
Santa Eulalia
Lanzarote Norte
Lanzarote Sur
Mogan
From small
operators to
world class
specialists
Nautical sports
Accommodation
Other activities
650
140
360
450
Each Estacin
Nutica has its
logo
The Spanish
association
groups all
Estaciones
Nuticas
We are the
product club of
Nautical
Tourism
of Turespaa
OUR MISSION
Make nautical and water
sports available to the
market through:
Fostering cooperation
among the suppliers
of nautical tourism.
Conducting
promotional activities.
Customer care
Operations
Safety
Maintenance of equipments
Management
Brand recognition
Product development
Website
Joint promotion campaigns:
International market
Domestic market
Brand recognition
Brand recognition
Product development
We are working on new
products targeting specific
segments.
Blue Weeks for school groups
and students.
Incentives and activities for
corporate groups.
Water Sports Events
Product development
Innovating in facilities on the beach
In 2010, launching a
new version.
Information about all
Estaciones Nuticas
and associated
companies.
Search by
destinations and
activities.
Online booking.
Joint promotion
International:
a joint effort with
Turespaa
Domestic market:
in cooperation with 8
regional authorities in
Spain (Comunidades
Autnomas)
Online/ Offline
International promotion
International promotion
International promotion
Presentations to
the trade
Direct marketing
Online: banners,
landing pages,
microsites
International promotion
Press trips
Fam trips
Radio and
TV
Quality standards
Contact points for the trade
Centralised information service
A partner to carry out promotional activities
Contact details
Rafael Moreno
Gerente
gerente@estacionesnauticas.info
www.estacionesnauticas.info
www.disfrutaelmar.com
56