2. Good Practice ICT / Innovation Program of Best Practices in using ICT in the Basque Tourism Industry

3. The “Competitiveness and Innovation Plan for the Basque Tourism (2010-2013)” of the Basque Government is the framework for all public and private tourism stakeholders in Euskadi. It is the contribution from the tourism sector to the competitive transformation of Euskadi in the current global economic context, led by the general “Business Competitiveness Plan”. Both Plans engage in a consistent and synergistic. The “Competitiveness and Innovation Plan for the Basque Tourism” is an improvement tool designed to develop competitive advantages in Euskadi as a sustainable destination, based on the tangible and intangible territory resources, capabilities, individuals’ potential and talent, opportunities of new information and communication technologies (ICT), experience and determination of the companies, institutions, agencies and stakeholders directly and indirectly involved on competitiveness and innovation of the tourism in the Basque Country. Knowledge, quality, training and innovation, and the strengthening of the inter- human, institutional, territorial and sectorial relations, as the use of technology are the foundation for achieving synergies to articulate and so as to strengthen the value chain and to guide the Basque tourism industry to the requirements of the increasingly competitive global markets. Through the Plan it is intended to equate the tourism industry to the rest of the Basque industry, to add value and to optimize the resources and supports available in the entire business network of the Basque Country. Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism Competitiveness and Innovation Plan for the Basque Tourism (2010-2013)

4. Sustained and sustainable growth of the Tourism Industry in the Basque Country Reputation and image of Euskadi as a tourist destination Recognition of Tourism in the social & political- institutional spheres 1. Increasing ealth and employment generated by tourism (directly and indirectly) 2. Improving the competitiviness of enterprises and organizations of the Tourism Industry 5. Positioning Euskadi as a recognized tourism brand and valued for its uniqueness and distinctive characteristics 6. Increasing the degree of knowledge about Euskadi in the target markets, both state and international 3. Increasing the diversity and quality of tourism 4. Promoting a model of sustainable tourism 7. Making visible the importance of tourism and improving the assesment by citizens 8. Strenghtening the responsability of Government to the tourism development CHALLENGES AND OBJETIVES OF THE BASQUE TOURISM Effort and tenacity Excellence Responsability and commitment Sustainability, accesibility and regional balance Innovative and open attitude to change VALUES (BASIC PRINCIPLES OF ACTION) Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism Competitiveness and Innovation Plan for the Basque Tourism (2010-2013) 1. People, training and knowledge management 2. Quality and Accesibility as the destination reference elements 3. Innovation and Tecnological Development of the Tourism Industry 4. Business strenghtness, new business models and cooperaction 5. Strategic marketing and market intelligence 6. Tourism promotion and coordination of agents in the territory 7. Governance: leadership and cooperation AXES

5. STRATEGICAL KEYS FOR 2013 AWARE THE TOURISM SECTOR AN RAISE THE CULTURE OF INNOVATION PROMOTE THE DEVELOPMENT OF INCREMENTAL INNOVATIONS IN FIRMS, ORGANIZATIONS AND TOURIST DESTINATIONS OF EUSKADI. STRENGHTEN THE USE OF ICTs IN BUSINESSES AND DESTINATIONS. ENCOURAGE THE TRANSFER OF INNOVATIONS DEVELOPEDD BY THE BASQUE SCIENCE AND TECHNOLOGY NET TO SUPPORT THE TOURISM INDUSTRY AND OF THE TECHNOLOGY TO PROMOTE SUSTAINABLE TOURISM. Competitiveness and Innovation Plan for the Basque Tourism (2010-2013) Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism

6. Cooperation and Innovation Forums for the Basque Tourism Industry (Tourism & open innovation) Cooperation and Innovation Forums last approximately two hours. In them it is explained and demystified the concept of “innovation”, that is, the aim of the Forum is: - to encourage those who propose it, can innovate (in product, process, management and marketing) - to show that simple innovations also provide, without having to think that only large innovative projects with abundant resources are what make a business succeed. And similarly, that cooperation is also a source of competitiveness. Attendees should leave the forum get into the spirit of innovation and cooperation (eager to apply it in their enterprises/establishments). 3.1.- AWARE THE TOURISM SECTOR AN RAISE THE CULTURE OF INNOVATION Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism

7. -1.Visual Forum guide -3.Manual: Good Practices in using ICTs Cooperation and Innovation Forums for the Basque Tourism Industry (Tourism & open innovation) Forums include printed and audiovisual materials with practical examples that already exist in the Basque Tourism Industry for attendees to identify themselves with them: 3.1.- AWARE THE TOURISM SECTOR AN RAISE THE CULTURE OF INNOVATION -2.Manual to innovate -4.Videos: Good Practices in using ICTs Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism

8. 3.3.- STRENGHTEN THE USE OF ICTs IN BUSINESSES AND DESTINATIONS Forums, conclude with the presentation of the new Program of Best Practices in the use of ICT in the Basque Tourism Sector (which is being piloted righ now ). Cooperation and Innovation Forums for the Basque Tourism Industry (Tourism & open innovation) Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism

9. 3.3.- STRENGHTEN THE USE OF ICTs IN BUSINESSES AND DESTINATIONS Program of Best Practices in using ICT in the Basque Tourism Industry It is a Program developed by “Basquetour, Basque tourism Agency” (Basque Government) that facilitates and enables the Basque Tourism Industry the use of ICT, through information, training and individual coaching, allowing progress "level" (based on a model withof 5 levels and 4 areas), supported by specific Training, a Catalog of ICT providers in Tourism, and specific Grants related to the Program. Scenario Program of Best Practices in using ICT in the Basque Tourism Industry Telematic supportPresential visits Catalog of ICT PROVIDERs Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism

10. 3.3.- STRENGHTEN THE USE OF ICTs IN BUSINESSES AND DESTINATIONS Program of Best Practices in using ICT in the Basque Tourism Industry Model (5 levels and 4 areas) Interoperability Visibility Business and Processes Systems and Technology Products and Services Security Integration Conectivity Basic LEVEL 5 LEVEL 1...... Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism

11. 3.3.- STRENGHTEN THE USE OF ICTs IN BUSINESSES AND DESTINATIONS Program of Best Practices in using ICT in the Basque Tourism Industry Metodology and Schedule Internal (Self)Diagnosis Training 1-6 External Diagnosis Support Visit 2/3 Support Visit 3/3 Telematic Support Support Visit 1/3 External Evaluation Month1 M2 M3M4M5M6 Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism

12. 3.3.- STRENGHTEN THE USE OF ICTs IN BUSINESSES AND DESTINATIONS Program of Best Practices in using ICT in the Basque Tourism Sector Specific Program Training: 1."Streamline and better manage their business through the use of office applications“ 2."ICT Security" 3."Telematic administrative procedures" 4."Selection of management tools" 5."Management of business (and destination) of the Tourism Industry using channels and platforms based on ICT" 6.“Models of promotion and marketing of tourist destinations and businesses in the Tourism Industry" Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism

13. Program of Best Practices in using ICT in the Basque Tourism Sector Specific Program Tools: 1.Catalog of ICT Providers http://basquetour.tic-pyme.es/docs/Basquetour_Catalogo_Proveedores_TIC_EU.pdf http://basquetour.tic-pyme.es/docs/Basquetour_Catalogo_Proveedores_TIC_ES.pdf 2.Grants (2011) -Modernización de Empresas Turísticas (MET) – Modernization of Touristic Enterprises: http://www.industria.ejgv.euskadi.net/r44- ed006/es/contenidos/ayuda_subvencion/met_2011/es_met_20/es_arch.html http://www.industria.ejgv.euskadi.net/r44- ed006/es/contenidos/ayuda_subvencion/met_2011/es_met_20/es_arch.html -Impulso para la Competitividad Turística (CET) – Boost for Tourism Competitiveness: http://www.industria.ejgv.euskadi.net/r44- ed006/es/contenidos/ayuda_subvencion/cte_2011/es_cte_20/es_arch.html http://www.industria.ejgv.euskadi.net/r44- ed006/es/contenidos/ayuda_subvencion/cte_2011/es_cte_20/es_arch.html 3.3.-STRENGHTEN THE USE OF ICTs IN BUSINESSES AND DESTINATIONS Good Practice - ICT / Innovation: Program of Best Practices in using ICT in the Basque Tourism