2. REPOSITIONING THE TOURIST PRODUCT OF MEDITERRANEAN DESTINATIONS Andrew Coutts - Portugal Athens, October 18, 2005
The radical case of Calviá, Spain & The Portuguese experience, Vilamoura XXI From Mass Tourism to Sustainable Destination
4 www.group-ilm.com Turning Away FromAnd Turning Towards Old Travel PatternsNew Travel Patterns Established DestinationsEmerging Destinations Old ProductsNew Products Fragmented Tourism IndustryEconomic Development Tool Developer ControlCommunity Control Financial IllusionFinancial Reality Passive ConsumersInvolved Participants Observing TechnologyOrchestrating Technology Mass Markets Specialty / Niche Markets Mass MarketingDirect Customer Communications A long-term process, led by a commitment to continuing improvement rather than immediate outcomes and always considering the new Tourism and Leisure Environment From Mass Tourism to Sustainable Destination
5 www.group-ilm.com From Mass Tourism to Sustainable Destination New Travel Patterns New travel patterns reflect changes in consumer behavior; Aggressive public and private sector development; From long trips to short breaks; Vacations that are purpose driven by education, wellness…self improvement; Deregulation of international air travel; Reductions in price.
6 www.group-ilm.com From Mass Tourism to Sustainable Destination Emerging Destinations New developments will increase the range of experiences offered to potential visitors. New countries, Croatia, Morocco, Bulgaria, among others New cities,desert, natural parks or forests Small Places Reduce number of rooms
7 www.group-ilm.com Search for authenticity; To satisfy new market necessities; To get new segments of market; To diversify the actual offer; To reposition tourist destinations; To simplify buying and selling process; To improve the product commercialization; To improve competitiveness; From Mass Tourism to Sustainable Destination New Products
8 www.group-ilm.com From Mass Tourism to Sustainable Destination New Products Integration of: Shopping and recreation; Entertainment and education (edutainment); Culture and meetings/business center development. Resources (Water, Land, History, Human Society) + Facilities / Equipments + Services = Products/Experiences + Mix Services + Organization + Commercialization = Offer
9 www.group-ilm.com To doWalking tours To seeCity breaks To feelWine tours To relaxAdventure tourism To learnBird Watching To exploreFly & Drive To be thereEcotours Mountain Activities From Mass Tourism to Sustainable Destination New Products
10 www.group-ilm.com From Mass Tourism to Sustainable Destination Community Control Community interest and tourism must work together for any chance of long term success. Financial Reality Economic reality brings a renewed discipline to the planning, development, and financial community to first, improve the performance of existing assets; and second, acquire strategic undervalued assets before considering major new investments. Involved Participants Leisure participants need to be treated as individuals and feel a positive interaction with their physical and social environment. Specialty Markets Segmenting markets into special interest groups
11 www.group-ilm.com... in Calviá the spanish did it in a radical way Calvià, the most important tourist city in the Balearic Islands and one of the most visited tourist destinations of the Mediterranean...
12 www.group-ilm.com "Victim" of the International tourist "boom" of the 60s Calvià becomes one of the main massive "sun and beach" tourist destinations of the Mediterranean with an exponential growth and without any consideration for the environment Calviá
13 www.group-ilm.com Calviá TIME TO PREVENT, REFURBISH, DIVERSIFY
14 www.group-ilm.com 4 Policies of Implementation - Reduce construction densities; - Reducing urban construction area; - Sped control of urban construction; - Policy of studying the hotel units, in order to release case by case, in land for public use. Calviá Master plan XXI 10 Strategically Guide Lines - To bound the city, to contain human density and rehabilitate the territory; - To improve cohesion and quality of life; - To preserve the natural patrimony; - To recover the artistic and cultural patrimony; - To rehabilitate all tourist zones ; - To develop Calvià as a tourist destination ; - To improve public transports and pedestrian accesses; - To maintain a sustainable management of resources; - To expand the economy and to invest in knowledge resources; - To innovate the municipal management ;
15 www.group-ilm.com INITIATIVES SHORT TERM Some examples: Regulation of urban and eco developments; Recovering landscape and natural patrimony; Creation and renovation of walking trills and high view spots; Plan for Urban Cleanness; Plan for fighting seasonality: Calvià, el Invierno Europeo; Plan for water distribution, energy and residues control; Enhancement of agricultural environment; Renewal of the municipal organization Calviá Master plan XXI
16 www.group-ilm.com Selected as Development For the World
17 www.group-ilm.com... meanwhile in Algarve, Portugal… Vilamoura XXI Vilamoura the first tourist destination in Portugal Algarves tourism industry developed in the 1960s. In the early 1990s, the Portuguese government introduced a regional building freeze and initiated public planning and environmental controls to combat the impacts of uncontrolled tourism development during the 1970s and 80s.
18 www.group-ilm.com … complete and integrated tourist destination; …national and international consistent image of high stand quality; … complete tourist destination; … integrated in a natural landscape environment.... meanwhile in Algarve, Portugal… Vilamoura XXI Objectives of the new TOURIST DESTINATION …
19 www.group-ilm.com Vilamoura XXI Low density development, including hotels and residential accommodation, a fifth golf course designed by Arnold Palmer, new sports and training facilities, an equestrian centre and a Nature Park incorporating environmental considerations into product design; using resources efficiently; raising environmental awareness; protecting the natural and cultural heritage.
20 www.group-ilm.com Vilamoura XXI incorporating environmental considerations into product design - Sustainable Masterplan 1 2 3 49 6 10 1 5 6 6 a b d e g h i j k f 8 c
21 www.group-ilm.com Vilamoura XXI incorporating environmental considerations into product design - Sustainable Masterplan Strict control of construction and design; Reduced construction densities; New occupation indexes; Green space preserves over 90 per cent of the land area; Traffic control mechanisms roundabouts, cycle ways, pathways, park and ride, pedestrian zones, and speed controls; Environmental guidelines and incentives for construction; companies, property owners, small businesses and hotels.
22 www.group-ilm.com Vilamoura XXI using resources efficiently - Environmental Management System (EMS) Monitoring environmental impacts and creating procedures to improve overall environmental performance in its golf, marina and beach operations. Innovations to the golf courses Reducing fertilizers and chemicals; An aerator is used to enhance the oxygenation of water; Built nest boxes for birds to attract natural insect predators while aquatic plants extend existing bird habitats. Innovations to the marina and beaches Mobile pump out system; Cleaned regularly and coastal water controls; Water quality parameters monitored monthly; Prevention plans for accidental oil/fuel spills; Environmental training. Vilamoura is currently extending its EMS to infrastructure and residential development.
23 www.group-ilm.com Vilamoura XXI Raising Environmental Awareness Communicating its environmental activities (through the semi- annual environmental newsletter, reports, brochures, and magazines); Involving children in tree planting, and beach management with educational programs on beach and sand dunes protection; Centre for Environmental and Nature Studies (CENA) provides visitors with information on nature conservation and flora and fauna. The center includes a library and an exhibition room. CENA annually endows four research internships for university graduates, as well as courses, exhibitions, and debates.
24 www.group-ilm.com Vilamoura XXI Protecting the Natural and Cultural Heritage Preserved Cerro da Vila, the only private Roman ruin in Portugal, Quinta manor house and other typical 19th century Algarvian agricultural buildings;
25 www.group-ilm.com Vilamoura XXI Protecting the Natural and Cultural Heritage Developed Vilamouras 200 hectare Environmental Park 12 % of the total area sets priorities for protecting, rehabilitating, and conserving local flora and fauna and their habitats. The wetlands are an important ecological area, hosting more than 100 species of birds, including rare or threatened species named in the Annex to Birds European Directive 79/409/CEE. Birds migrating to and from Africa use the lands for hibernation or breeding purposes. The area also harbors, among other species, very rare and endangered otters.
26 www.group-ilm.com Remodelling, Rehabilitation, Ambient Certification, etc Tivoli Marinotel Vila Galé Ampalius Dom Pedro Marina, Golf e Portobello Grão Pará Atlantis Motel do Golfe Four Seasons Vilamoura (Time Share) Construction or concluding Vila Galé Marina **** Ocean View **** (close to Pinhal Golf Course Cegonha Golf and Country Club (next to the exit to Albufeira) Browns Club (close to The Old Course) Vilamoura XXI Repositioning hospitality & leisure
27 www.group-ilm.com National Enterprise Groups must invest in their units in order to improve their conditions of competitiveness. Planning and Programming of the construction of new hospitality units and tourist lodging in the various clusters defined in the scope of the Plan of Urbanization of Vilamoura – 2nd phase Concentrate on the definition of prime localizations for the construction of new Hotels of 5*: Beach and Family Resort Hotels Golf and Conventions Resort Hotel Concentrate on the presence of the major hospitality Groups / Brands and on the attempt of concretion of new investments in Vilamoura Approach and negotiation with major groups such as Espírito Santo/Tivoli, Amorim, Vila Galé, Pestana Hotels & Resorts, Dom Pedro (Saviotti), Solverde, Real, Sodim (Queiroz Pereira), Porto Bay (Madeira) Vilamoura XXI Repositioning hospitality & leisure
28 www.group-ilm.com Vilamoura XXI Repositioning hospitality & leisure Concentrate on getting the attention of international Group/Brands for the construction and operation of hotels and tourist lodging in Vilamoura: Accor/ AmorimHilton International Promotion of partnerships between Lusotur, National Investors and International Hospitality Groups, in order to achieve the concretion and operation of hotels in Vilamoura Ritz CarltonMarriot (Time-Share) World of TUISol Melia NH HotelsFour Seasons The Oberoi GroupMovenpick Realstar (Canadá)
29 www.group-ilm.com Vilamoura XXI Repositioning hospitality & leisure – projects in plan or in construction
30 www.group-ilm.com Vilamoura XXI Repositioning hospitality & leisure – projects in plan or in construction Hotel *** with 73 rooms Accor/ Amorim Promoter Ibis ou Novotel Brand 1º trimester de 2003 Beginning of Construction
31 www.group-ilm.com Vilamoura XXI Repositioning hospitality & leisure –projects in plan or in construction Golf and Conventions Resort Hotel ***** with 253 rooms and suites Grupo André Jordan Promoter Tivoli Victoria Hotel Brand
32 www.group-ilm.com Vilamoura XXI Repositioning hospitality & leisure projects - projects in plan or in construction Hotel***** with 192 rooms and 95 luxury apartments Grupo Amorim Promoter Blue&Green Brand Inaugurated on 30th September 2005 Situation Point
33 www.group-ilm.com Vilamoura XXI Repositioning hospitalit y & leisure – projects in plan or in construction Hotel***** with 152 rooms, 69 VOC units & 69 luxury apartments Grupo IMOCOM Promoter Hilton Brand In construction Situation Point Consultancy
34 www.group-ilm.com Vilamoura XXI Repositioning hospitality & leisure – projects in plan or in construction Grupo IMOCOM Promoter Hilton Brand Model of Resort managed by an International Leader Company in hospitality management. Integrated by a Hotel 5* with 160 rooms, MICE facilities, Golf course, 80 apartments in Vacation Ownership, 90 villas, 2000m2 Spa. Architecture: John Seifert Architects, London & DSAA, Cascais. Consultancy
35 www.group-ilm.com Vilamoura XXI Repositioning hospitality & leisure – projects in plan or in construction Grupo IMOCOM Promoter Hilton Brand Consultancy
36 www.group-ilm.com Vilamoura XXI Repositioning hospitality & leisure – projects in plan or in construction Lacustre City Hotel ***** ( 11.000 M2 possible to expand up to 20.000 M2) Hotel ***** ( 8.000 M2 of construction) Master Plan in launch phase Situation Point
37 www.group-ilm.com Vilamoura XXI Repositioning hospitality & leisure – projects in plan or in construction Lacustre City - Vilamoura XXI 2nd phase Entertainment and activity, including shops, restaurants and open-air cafés, surrounding the inland Marina, lakes and canals. Developments planned for this zone include new hotels, resorts and villas bordering waterways with private access to the inland Marina.
38 www.group-ilm.com Seasonality Management. Target Segmentation of potential clients in priority markets. New investments in Hotels and Tourist Lodging developments (Time-Share, villages, etc.) cant be dissociated from the existence, construction and operation of leisure facilities. Business Centre;Golf Course; Thematic Parks;Sport Facilities, Training and Competition Centers; Marinas and Recreation Harbors; Cultural and Leisure Facilities. Talassoterapy, SPAs, Fitness Clubs; Vilamoura XXI Repositioning hospitality & leisure
39 www.group-ilm.com 10-15 Golf courses with 18 holes; 1 Business Centre ( 2000-2500 persons); In order to balance the commercial exploitation in the next 10 years in Algarve, the future construction of: 4 ou 5 Marinas and Recreation Harbors; Parque das Cidades (Football fields and other facilities ) should go ahead with the increase of the hotel supply of 4* - 5* with the number of 5000-7500 beds, (8-10 Hotels 5* and 10-15 Hotels 4*), spread along into the most important tourism areas of the Algarve Vilamoura XXI Repositioning hospitality & leisure
40 www.group-ilm.com Vilamoura XXI, an overarching masterplanning framework founded on sustainability principles; Established an environmental policy and practice in 1996; Engages top management in environmental leadership; Undertakes research-based application of and compliance with environmental law; Vilamoura XXI Long-term sustainable tourist destination was supported by Wold-Class Sustainable Practices
41 www.group-ilm.com Integrates environmental planning into building construction development, creates new habitats, and enhances already existing ecosystems; Established environmental management systems to plan, manage, and control different areas of the business, including golf courses, marina and beaches, and planned future residential development areas; Maintains ISO 14001 certification, and Green Globe Destination; Vilamoura also earned the Committed to Green Award for Environmental Excellence; Cultivates partnerships with key stakeholders; Is involved with the community through various educational, sports and leisure activities. Vilamoura XXI Long-term sustainable tourist destination was supported by Wold-Class Sustainable Practices
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