1. Norwegian Workshop 2012 Presentation about Spanish Tourism Eugenia Fierros. 2 October 2012

2. 2 Agenda Highlights about Spain. Spanish market for tourism. Data, trends… The travel trade Tourism between Spain and Norway. Innovation Norway Tourism Spain. Projects and activities: With the trade With Press With the public An example from our last Summer Campaign.

3. 3 General information about Spain 1 7 The area of Spain is slightly over 500,000 km2. 3rd largest country in the EU Spanish population: approx. 47 million people. 43% between 20 and 50 years old. Languages: Spanish, vasque, catalan and gallego. Most spoken foreign languages, English and French. Unemployment: 22,8%. 5,2 mill unemployed (2011) Inflation 3,2% (2011) GDP:0,7% (2011) PIB/Per capita25.237 € Families purchasing power went down by -2,7%. In 2012 with an increase in taxes and cuts in the public sector, the consumption is stuck

4. 4 The Spanish tourism market

5. Travel in Spain in 2011 In 2011 total outbound tourism grew by 2,1% 160 million trips. +2,1% compared to 2010 8,2% were foreign trips (15,6% in bednights). 6,1% increase. Average stay in foreign trips: 8,7. Mostly hotels. Most of bednights are generated in Madrid, Cataluña, Andalucia and Valencia. Summer holidays have decrease and weekends and long weekends increased by 32%. Still 30% of travel is during summer. 5

6. Advanced data July 2012 Up to July, Spanish had made 17,6 mill trips. 3% more than 2011 92,5 of travel is domestic with a growth of 5,5%. Outbound traffic is 7,5% and has suffered a decrease of - 20,6%. Summer holidays still decline against weekends, which represent 54% of total travel. 6

7. Profile. Travelers to Europe Educated with university degree 47% between 25 and 44 years old Mostly employed or free lance workers 7

8. 8 40% goes to neighbour countries Italia 11,7% France 18,1% UK 8,3% Portugal 12,2% Germany 5,8% Morocco 6,4%

9. 9 Most travellers come from the two- three main regions ABROAD Catalunia Madrid Andalucia Valencia

10. 10 Why abroad?

11. 11 Whithin leisure: Shopping and culture LEISURE Cultural Visits 80,6% Shopping 83,3% Trekking 42,5% Visit Family 33,4% Night Life 38,7% Gastronomy 55,2% Cultural Events 28,6% Beach and Sun 20,3% Other sports 8,3%

12. 12 Market Trends FIT Fly & Drive CruiseAdventure Rural Tourism

13. 13 The travel trade Division: Minorista, Mayorista, Minorista with own product, Mayorista/minorista, Incentive. 6.000 travel agencies. 18 specialized in Norway. 365 TTOO. 58 with Norway in their programs.

14. Tourism between Spain and Norway 14

15. Tourism Spain to Norway 2011 15

16. Distribution per regions 16

17. Tourism Spain – Norway 3% increase between 2011 and 2010 January – August 2012: 168.981 bednights. -32% decrease compared to same period 2011. POSSIBLE REASONS. General decrease in outbound traffic. Economy. Flight availability and prices. Value for money. Perception of Norway as a really expensive country. 17

18. Still an important market (9th overall) 18

19. 19 Our main mission: to promote Norway in Spain and support the Norwegian travel trade to sell their products in this market. HOW?

20. 20 We work towards the travel trade Fitur Workshop Distribution catalogues Sales visits Newsletter Seminars & Presentations Presence in consumer fairs Work with trade press

21. 21 We work with the press Press trips (more than 100 / year) Press releases (12 per year) Newsletters (12 per year) General daily support Advertising value 2011: 44.500.000 NOK.

22. Spanish Press 2012 Various meetings with bloggers. Norway is a reference. Bloggers press trip to Northern Norway. Theme press trips in groups. Four group press trips this year. Participating more actively on radio programs 22

23. 23 We promote Norway directly to the consumer Consumer Fairs (3 per year) VisitNorway Facebook, twitter, etc. Catalogue E-newsletter Campaigns

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28. 28 VisitasVisitas únicas Páginas por visita Duración media de las visitas en la web Tasa de rebote 200.725133,2692.022’30’’39.58% VisitasPáginas vistas (pagevie ws) Visitas únicas Páginas por visita Durac ión media de las visita s Tasa de rebote %.ES1.255.5 90 2.720.58 0 804.69 7 2.172’51’’37.29.com6.252.80 0 10.953.82 9 4135743 1.752’09’’51.43.fr1.003.05 8 2.150.760 655.757 2.142’24’’35.49.it 977.561 2.073.561 644.886 2.122’31’’34.23.de2.279.81 5 5.215.1911.522.5 96 2.292’20’’38.86.se1.060.17 8 2.141.677 711.669 2.021’54’’45.06.dk 601.383 1.294.286 403.927 2.152’06’’39.16.nl 1.052.82 3 2.361.133 713.601 2.242’13’’35.70.pl 618.901 1.347.841 393.302 2.182’18’’39.37.no1.911.52 3 4.102.655 1.363.5 40 2.151’50’’46.38.ru1.151.09 9 2.308.602 798.837 2.012’45’’41.81

29. Development of new products. NIDAROS WAY Press trip Bloggers trip The way. Luca Bocci, Honour Pilmgrim. 29

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31. Norway BUS

32. Our campaigns 32

34. E Dreams On-line travel agency

35. Ocholeguas. Online leader travel magazine

37. Oslo Campaign 37

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43. Always looking to the future! 43

44. 44 THANK YOU! IN Tourist Team in Madrid: Eugenia Fierros Luca Bocci Patricia Pitarch Tlf.: +34 91 344 09 87 Fax: +34 91 344 09 47 Web: www.innovasjonnorge.no/spania Address:Oficina de Turismo de Noruega Pza. De Colón, 2 – Torre 2. Pta. 2028046 MADRID