economia creativa consultancy creative tourism strategy 2015 malaga costa del sol
TRANSCRIPT
ECONOMÍA CREATIVA
CONSULTANCY creates
development strategies, policies
and brands that shape the future
of places and businesses around
the world
Malaga - Costa del Sol:
Creative Tourism Strategy, 2015
This analysis is part of Economia Creativa Consultancy project ‘Reinventing Costa
del Sol Through Creative Tourism’ included at OECD Local Economic and
Employment Development (LEED) Forum on Partnerships and Local Governance
http://www.oecd.org/site/leedforumsite/database/localdevelopmentprojects/spain_re
inventing%20costa%20del%20sol%20through%20creative%20toursim.pdf
About the Authors
4
Antonio Carlos Ruiz Soria
Economist. Principal Researcher
Antonio Carlos is Economia Creativa's co-founder
and Managing Partner. He is expert in creative
tourism, digital and collaborative economy.
He advises companies, public institutions and non-
for profit sector on innovation, marketing,
investment and positioning. He is currently Policy
Expert at the European Commission European
Crowdfunding Stakeholders Forum.
He is public speaker and delivers workshops at
international events, including academic
environment
He holds and advanced degree in Economics from
Seville University (Spain)
Justyna Molendowska-Ruiz
Researcher
Justyna is Economia Creativa's co-founder. She is
project leader and responsible for the social media
strategy, event management and production.
Her work at Economia Creativa focuses on digital
marketing, research (creative economy, tourism
and hospitality), photography, creative thinking
and editing, company data management and
events organization.
She holds a MSc in Horticulture from Lublin
University (Poland).
“A wise man travels to discover himself”
James Russell Lowell
“Discovery consists not in seeking new lands but
in seeing with new eyes”
Marcel Proust
5
6
Costa del Sol
still too focused in
Sun and Beach:
destination congestion…
Employees in hotel industry – Costa del Sol
…and employment seasonality
Source: INE, Spanish Statistics Institute
Malaga,
centered in
cultural tourism
9
Only central attractions
are visited
Congestion increases
Source: Tourism, Culture and Creativity, Greg Richards
Poor return of cultural
system
Downgrading of
products
Expansion of tourist
region
High share of
excursionists;
short visits only
The vicious circle of cultural tourism
Costa del Sol confused
with other Sun and Beach
destinations like
Benidorm
Mass tourism in
Spain on
international press
The World goes towards Creative Tourism
Creative Tourism. Definition
Creative tourism is “travel directed toward an engaged and authentic experience,
with participative learning in the arts, heritage, or special character of a place,
and it provides a connection with those who reside in this place and create this
living culture” (UNESCO, 2006)
12
Arts and crafts
Cookery, gastronomy and wine-making
Design
Health, lifestyle and fun
Language
Ethnography and folklore
Nature, beaches and landscape
Sports and pastimes
Creative Space Index (CSI)
Creative Index in European Union
Source:
Data: Creative Space Index: Correia, C.M.,
Costa, J.D.(2014) Measuring Creativity in the
EU Member States
Own elaboration
14
BE Belgium
BG Bulgaria
CZ Czech Republic
DK Denmark
DE Germany
EE Estonia
IE Ireland
ES Spain
FR France
IT Italy
CY Cyprus
LV Latvia
LT Lithuania
LU Luxembourg
HU Hungary
NL Netherlands
AT Austria
PL Poland
PT Portugal
RO Romania
SI Slovenia
SK Slovakia
FI Finland
SE Sweden
UK United Kingdom RO
BG
As higher GDP per capita, higher Creativity
index in the EU
Cre
ati
ve
Sp
ace
In
dex
(C
SI)
GDP per capita € (2013)
Source:
Data: Creative Space Index: Correia, C.M., Costa, J.D.(2014);
GDP per capita Eurostat 2013
Analysis: own elaboration
R2 =0.71
BE Belgium
DK Denmark
DE Germany
ES Spain
FR France
IT Italy
NL Netherlands
AT Austria
FI Finland
UK United Kingdom
IT ES
FR
AT
BE
UK
DE
FI
DK
NL
Nig
hts
ab
roa
d p
er c
ap
ita
Creative Space Index (CSI)
The most creative Europeans travel the most Source:
Data: Top 10 EU Member States by Creative Space Index: Correia, C.M., Costa, J.D.(2014);
Nights abroad and population, Eurostat 2013
Analysis: own elaboration
R2 =0.76
16
Raw
Materials
Products
Services
Experiences
Creative
Transformation
Price Market Premium
No
Dif
eren
ciate
d
Dif
eren
ciate
d
Pro
du
ct f
ocu
sed
C
o-p
rod
uct
ion
Mass
Tourism
Cultural
Tourism
Creative
Tourism
Source: Tourism, Culture and Creativity, Greg Richards
Transformation and personal development are
essential for creative travelers
Value chain
evolution
17
Inner directed
(self- actualization)
Outer directed
(beach, nature, monuments)
Basic Needs
(food, hospitality)
Creative travelers consume skilled activities to satisfy
the highest human needs
C
on
sum
er F
ocu
s
Un
skil
led
Sk
ille
d
Source: Based on Maslow Pyramide and own elaboration
18
Source: own elaboration
Cruises
Entrepreneurs
Airlines
Travel
Guides
Gastronomy
Hotels
Education Internet &
Web Culture
Adventure
Low
cost
hotels
Social
Media
Touristic
Authorities
Art &
Design
Workshops,
Courses
Creative Tourism Value Chain
19
Creativity as
Background
Tourist Involment Pasive attitude Active Attitude
Source: Tourism, Culture and Creativity, Greg Richards and own elaboration
Creative tourism requires high added value
activities to satisfied travelers with active attitude
Sun &
Beach
Tourism
Cultural
Tourism Creative
Tourism
Creativity as
Activity
Buying
Shop
window
Seeing
Routes,
events
Tasting
Gastronomy,
open ateliers
Learning
Workshops,
focus groups
Added Value Low High
From Cultural Tourism to Creative Tourism
Source: Tourism and the creative economy, OECD 2014
Cultural Tourism Creative Tourism
Orientation
Externalities
Structure
Process
Value Creation
Value Focus
Funding
Past Future
Conservation Innovation
Products Platform and Content
Interpretation Co-Creation
Value Chains Value Networks
Upstream Downstream
Public Commercial
21
Cultural heritage
Museums
Monuments
Beaches
Mountains
Identity
Lifestyle
Atmosphere
Image
Narratives
Creativity
Media
Transition from tangible to intangible
Millennials have a low share among cultural tourists
in Costa del Sol.
Creative tourism strategy can improve their
engagement with the destination
Source: Cultural Tourist Profile, Sopde 2014
Cultural Tourists
Malaga-Costa del Sol
average age
47 years
Only 10% of cultural tourists booked their holiday
packages through travel agents. 70% organized
their holiday themselves through internet
Source: Cultural Tourist Profile, Sopde 2014 and own elaboration
70% of cultural
tourists organized their
trip through internet
Creative Tourists – Malaga – Costa del Sol by
Booking type (%)
Cultural tourists - Malaga Costa del Sol – Visit frequency (%)
60% of cultural tourists visited Malaga-
Costa del Sol the first time. Creative tourism
strategy can improve destination loyalty
Source: Cultural Tourist Profile, Sopde 2014
Cultural tourists Malaga Costa del Sol - by activities - multi-answer question (%)
There is a potential to develop more
activities related to local identity, learning
and adventure
Source: Cultural Tourist Profile, Sopde 2014
However, there are things happening:
Sabor a Malaga,
a network around
local gastronomy
Contemporary transformation of
traditional cultural heritage places
Meet the artist community
in Gaucin
Soho Malaga:
linking the neighborhood through art
Learn how to create the authentic local food
31
Walking Routes linking the whole province,
people and nature
Adventure, nature and history at
Caminito del Rey
Learn local crafts
Unique places to find yourself:
Night activities at El Torcal
People want to discover local folklore and
share it on social media
To engage with creative tourists: images,
storytelling and languages (English!)
37
Verdiales: an opportunity to develop
courses for creative tourists
Creative Tourism
workshops to develop
local entrepreneurial
ecosystem
Lifestyle
Fun
Health
Arts
Design
Crafts
Creative
Tourism Costa Del Sol
Cookery
Gastronomy
Wine-making
Language
Folklore
Ethnography
Nature
Beaches
Sport
Join the network:
Creative Tourism Costa del Sol
https://creativetourismcostadelsol.wordpress.com/
Conclusions Despite the good overall figures, tourism sector in Malaga Costa del Sol faces a
seasonality and congestion challenge, acknowledged by the industry and local
authorities
Costa del Sol is too focused in Sun and Beach packages generating a low added value
model that is easily replicated by competitors
Malaga tourism strategy has to evolve to avoid the cultural tourism vicious circle
However there are projects by both public and private sector to address seasonality
Many competing destinations around the world are developing creative tourism
strategies
Creative tourists are travelers who seek an authentic experience, learning
activities and personal development to satisfy the highest human needs (self-
actualization)
In the creative tourism value chain, EDUCATION, SOCIAL MEDIA, INTERNET
& WEB CULTURE, ENTREPRENEURIAL ECOSYSTEM, WORKSHOPS and
ART & DESIGN are essential to create a dynamic and competitive offer. 40
Propositions Costa del Sol has to develop further the transition from tangible focus (Sun and
Beach, Cultural Tourism based on cultural heritage, museums, etc.) to intangible
(storytelling, narratives, image, lifestyle, folklore, etc.)
Costa del Sol can attract more millennials through creative tourism strategy.
They are characterized by their connected, upbeat and self-expressive nature
They demand active experiences to discover their roots, learn forgotten crafts,
engage with locals, participate in festivals, etc.
Creative Tourism can improve Costa del Sol destination loyalty because it implies
a deeper connection with the destination, its people, culture and identity
There is a potential to develop more activities related to adventure, local
identity, history, culture, festivals, addressed to creative tourists (social media
and languages -at least English- are key to success)
More workshops, focus groups and trainings about creative tourism are needed to
develop the local creative entrepreneurship ecosystem
We propose the Creative Tourism Costa del Sol network to link both public and
public sector offer for creative tourists 41
For Destination Marketing, Tourism Strategy and Insight
contact us or visit www.economiacreativa.eu
Antonio Carlos Ruiz Soria
Justyna Molendowska-Ruiz