1. Public-Private Partnership in a city: The success Story of Barcelona Pere Duran Turisme de Barcelona General Manager Moscow, March 15th, 2010 Federal Agency for Tourism Russian Federation

2. Barcelona 1992 Summer Olympic Games Turisme de Barcelona New Tourism Promotion Policy Critical REFLECTION Federal Agency for Tourism Russian Federation

3. Major events 1888 Universal Exhibition 1929 International Exhibition 1952 Eucharistic Congress 1982 FOOTBALL WORLD CUP 1992 OLYMPIC GAMES 2002 International Gaudí Year 2004 Universal Forum of Cultures Federal Agency for Tourism Russian Federation

4. 1987 (1992) 1993 From “Generic Promotion” to “Segmentation” from ONE Barcelona to MANY Barcelonas Reflection Process 1993 Public Administration + Private Sector (City Hall) (Chamber of Commerce) Turisme de Barcelona Federal Agency for Tourism Russian Federation

5. Executive Structure General Management Back-up structure Programme segmentation of what the city has to offer adapted to the demand which is also segmented Federal Agency for Tourism Russian Federation

6. Barcelona destination for meetings Barcelona destination for shopping Barcelona destination for gastronomy Barcelona destination for sport Barcelona destination for culture Barcelona destination for special experiences Barcelona destination for cruises Barcelona destinations for LGBT Barcelona destination for health treatment (…) BarcelonasProgrammes Barcelona Convention Bureau Barcelona Shopping Line Barcelona Gastronomia Barcelona Sports Barcelona Cultura Barcelona Premium.............................. Federal Agency for Tourism Russian Federation

7. Budget Subsidies 2,2 M. € 2,2 M.€ Own resources 1,9 M.€ 32,5 M.€ TOTAL 1994 2010 4,1 M.€34,7 M.€ Federal Agency for Tourism Russian Federation

8. Revenue budget 1994-2009 Federal Agency for Tourism Russian Federation

9. Tourist Information Offices Network : 20 points Own Tourist Products : Barcelona Bus Turístic Barcelona Card Columbus Monument Walking Tours Barcelona Pass Barcelona Mar Barcelona Metrowalks Arqueoticket …………….. Federal Agency for Tourism Russian Federation

10. Hotel accommodation 1990 1992 2000 2007 2009 Number of hotels 118 148 187 295 321 Rooms 10.265 13.352 16.561 27.806 30.933 Beds 18.569 25.055 31.338 54.036 60.331 Occupancy rates 74% 64% 84% 80% 72% (% of rooms) increase in hotels 1990-2009 : 172% increase in beds 1990-2009 : 225% Barcelona as a tourism destination Federal Agency for Tourism Russian Federation

11. Tourists and overnights (millions) 1990 1992 2000 2007 2009 Tourists 1,7 1,9 3,17,1 6,5 Overnights 3,8 4,3 7,7 13,6 12,8 increase nº tourists 1990-2009 : 274% increase nº overnights 1990-2009 : 238% Barcelona as a tourism destination Federal Agency for Tourism Russian Federation

12. Purpose of visit 1990 2000 2007 2009 Vacation (%) 22,7 51,5 48 50,0 Professional (%) 69,1 45,7 49 41,9 Others (%) 8,2 2,8 3 8,1 Barcelona as a tourism destination Federal Agency for Tourism Russian Federation

13. Cruise passengers 1990 1992 2000 2009 Number of passengers 115.137 132.807 572.571 2.151.465 Barcelona as a tourism destination Barcelona Bus Turístic clients Number of clients 23.759 86.145 873.611 1.913.419 Barcelona Airport passenger traffic Number of passengers 9.048.657 10.023.326 19.808.812 27.311.765 Federal Agency for Tourism Russian Federation

14. 1992 Olympic Games Political leadership Urban transformation Citizens complicity Tourism sector coordination (public-private) PERMANENT INFRASTRUCTURES INVESTMENT MEGA-EVENT DEVELOPMENT TURISME DE BARCELONA CREATION Barcelona Key Factors (as a successful tourist destination) Federal Agency for Tourism Russian Federation

15. → Subsidies : Chamber of Commerce Municipaliy ON A 50 % BASIS → Members : Private companies on Programmes and Products (through fees, reinvestments, commissions, etc..) → Finalist contribution : Municipality A real Public-Private Partnership experience (1): Federal Agency for Tourism Russian Federation

16. → General Council : Chaired by the City Major → Executive Committee : Chaired by the Chamber of Commerce President Percentage of representation 60% private 40% public A real Public-Private Partnership experience (2): Federal Agency for Tourism Russian Federation

17. www.barcelonaturisme.cat pduran@barcelonaturisme.cat Federal Agency for Tourism Russian Federation