TUREBE – ECOTOURISM IN SPAIN CLUBLOCAL BUSINESSES AND PROTECTED AREAS: 

SUCCESFULL PARTNERSHIPS

Tourism and biodiversity in ProtectedAreas8th EuropeanCharterNetworkMeetingandCharterAwards20138 European Charter Network Meeting and Charter Awards 2013

Brussels, 6 November 2013

Amanda Guzmán VillarTUREBE

6th November2013

hWhy Ecotourism in Spain?

Outstanding natural heritage due to its singularity and diversitydiversity 

Attractive network of protected areas (Natura 2000 Network: more than 27% of the Spanish territory)more than 27% of the Spanish territory)

Historic interaction between men and nature gave us incredible resources for tourism: landscapes culture localincredible resources for tourism: landscapes, culture, local products, gastronomy….

Nature is inherent many tourist products

Underemployed resource in order to offer a sustainable tourism

h b h llThe big challenge

Spain is a sun and beach destinationp

Spain can offer more: a naturepdestination (Ecotourism)

“responsible travel to natural areas that conserves the environment and 

BUT WHAT IS ECOTOURISM?

improves the well‐being of local people.”INTERNATIONAL ECOTOURISM SOCIETY, 1990

How can we ensure tourists that certain tourism products in Spain                   contributes to conservation and to local development?

“ECOTOURISM IN SPAIN” CLUB

ECOTOURISM IN SPAIN: the best of Spanish nature

An unforgettable tourist experience in Protected Areas An unforgettable tourist experience in Protected Areas, showing the best of our nature and offered by companies that

contributes to conservation and local development.

• Ecotourism = visit to Protected Areas (heritage interpretation thanks toguided and auto-guided services) + certified basic tourist services(accommodation, restaurants, outdoor activity companies).

Who is the product for?Who is the product for?

National and international tourists withNational and international tourists with 

different motivations: to find and to watch, to 

enjoy in an active way, to know and to learn, 

to rest,  to stare, to meet, to connect to 

NATURE…

Wh k h d ?Who makes the product?

Protected Areas managers, who provide 

resources and public use services to know and to 

discover the Protected Area. 

Tourism entrepreneurs and other partners of 

these protected areas who provide thethese protected areas, who provide the 

experience components. 

h l bWays to gain access to the Club 

• European Charter for Sustainable Tourism• Spanish Biosphere Reserves system• Pilot system to link the offer to Geoparks• Future: NATURA 2000 Network

ll h b dAll these systems are based on:

• Active management for conservation of the protected area

• Planning sustainable tourism based on participation, trying to achieve two main objectives conservation and local development

• Communication and cooperation between the different stakeholders f th d ti ti ( t t t d t i b iof the destination(agreement protected area – tourism businesses –

local population)

• Training for businesses on the values of the protected areaTraining for businesses on the values of the protected area, conservation activities and best practices

• Complying with minimum requirements of quality and sustainability

• Mutual commitments between the businesses and the protected areas to improve tourism sustainability (partners).

• Designing authentic ecotourism products (discovering natural and cultural values, interpretation, local businesses, local products).

There is an important number of destinations and companies to be part of the Club

• 32 Protected Areas, with public use services andi 23 P d A i h E Ch fequipments: 23 Protected Areas with European Charter for

Sustainable Tourism Part II, 8 Spanish Biosphere Reserves and1 Geopark with companies1 Geopark with companies.

• More than 600 companies joining European Charter forSustainable Tourism (more than 300), Spanish BiosphereSustainable Tourism (more than 300), Spanish BiosphereReserves and pilot Geopark system.

There is an important number of destinations and companies to be part of the Club

TOURIST PRODUCT CLUB METHOD (BASED ON VALUE CHAIN)

MANAGEMENT STRUCTURE

PROMOTION

MARKETING(BASED ON VALUE CHAIN)

PROMOTION

QUALITY

TRAINING

SUSTAINABILITY

SERVICES

RESOURCES To have success, all stepsmust be considered.

RESOURCES (trails, museums,

interpretation centres)

PLANNING

TURESPAÑA PROMOTION

• Ecotourism in Spain Guide, first promotion material of

TURESPAÑA PROMOTION

p , pEcotourism product in the Natural Protected Areas certified withthe European Charter for Sustainable Tourism.

It is the first guide of Ecotourism in Spain.

Guide about the 7 Natural Protected Areas firstly certified with the European Charter for Sustainable Tourism and the 91 Sustainable Tourism and the 91 joined companies.

5.000 copies (3.000 Spanish -2 000 English)2.000 English).

Distribution to the Spanish Tourist Offices abroad.

Mailing to 200 specialized touroperators.

TURESPAÑA PROMOTION

Specific ecotourism channel www.spain.info

TURESPAÑA PROMOTION

In 18 languages.

FIRST CLICK: What are you looking for?are you looking for?

SECOND CLICK: Nature.

It shows a list of Natural Protected Areas joined to the Club and companies committed to t i ttourist sustainability in the Protected Areas.

ECOTOURISM IN SPAIN CLUB MANAGEMENT MODELECOTOURISM IN SPAIN CLUB MANAGEMENT MODEL

Ecotourism in Spain Clubp

EUROPARCTUREBE (Manager) including

National publicsector

Turespaña

MAGRAMA, BiosphereR M B d

TUREBE (Manager) includingTourist Business Groups in 

Natural Protected Areas withthe European Charter forSustainable Tourism + 

Biosphere Reserves + Geoparks

Private sector

Reserves Managers Board

Region A

Biosphere Reserves + Geoparks+ Natura 2000 Network

Regional publicsector

Local Action Groups

Entrepreneurs partners of the

Region B

Region C

Entrepreneurs partners of theClubRegion D

hWhat is TUREBE?

1. On the one hand, TUREBE is a TourismInnovative Business Group, a non‐profit association topprovide innovative and sustainable solutions for Protected Areasand tourism business in these areas.

2. On the other hand, TUREBE is the managing entity ofEcotourism in Spain Club to strengthen the EcotourismEcotourism in Spain Club to strengthen the Ecotourismproduct positioning in domestic and international markets, andto improve the sustainability of any tourist offer in ProtectedA i i i l hi h ll h i blAreas, getting a critical mass which allows the sustainabledevelopment of these Protected Areas and general tourismmanagement.g

TUREBE in numbers

8 Regions:30 partners:‐ Andalucía‐ Aragón‐ Asturias

30 partners: 3    Protected Areas Managers 1    Regional Government 13 Business Associations of Tourism

‐ Castilla‐La Mancha‐ Castilla y León‐ Cataluña

‐ Canarias13 Business Associations of Tourism

4    Non‐profit Innovative Entities 9   Companies focused on tourism, 

environment or innovation

Cataluña‐ Extremadura

In 17 Natural Protected Areas:In 17 Natural Protected Areas:‐ 4 National Parks‐ 6 Natural Parks‐ 1 Regional Park

850 Tourist companies  1 Regional Park

‐ 10 Biosphere Reserves‐ 3 Geoparks

represented

M lManager roles

• To be the domestic and international representative of the product.

• To represent the entrepreneurs that are members of the club.

• To provide assistance to entrepreneurs of the club (to support the renewal of the  the partnership to European Charter for Sustainable Tourism or to Biosphere Reserves product, or to join new partners).

• To ensure compliance of requirements and to approve enterprise adhesions. 

• To update club’s offer in order to get an efficient promotion. 

• To promote the product using the segmentation with the support of the• To promote the product using the segmentation, with the support of the Government Entities. 

• Experience marketing (to support and/or to commercialize directly).

• To offer benefits to partners: training, technical support, exchange, joint and specific promotion, marketing. 

• To undertake innovative projects to solve product needs (from regions, tourist p j p gcompanies, sellers and tourists), and to use financial mechanisms in an efficient way. 

l b fClub financing

• By financial support ofcompanies partners of the Club.p p

• By financial support ofhGovernment Entities with

territories partners of the Cluband using this product as a partof their tourist developmentstrategy. This support will beprovided with agreementsfinanced jointly by the Clubmanager.

Some steps forwardSome steps forward:

• The brand (umbrella for everybody)• The brand (umbrella for everybody)

• Web portal

M k ti Pl• Marketing Plan

• Promotional activities (facebook, twitter, media, etc.)

The brandThe brand

A brand to promote jointly 

Ecotourism in Spain 

d t Foreign markets:product. Foreign markets:

Ecotourist in Spain.com

WHY THIS BRAND?To inspire and to motivate citizens in 

order to promote a change in their way of traveling, and to improve the connection between citizens and 

“Ecotourism in Spain” product. And its values

PARQUE NACIONAL SIERRA NEVADA

interacts directly with the tourist, inspiring him and putting him intouch with the term “sustainable”, making him different from the others.Soyecoturista.com identifies the user with a sustainable lifestyle as a part of his ownSoyecoturista.com identifies the user with a sustainable lifestyle as a part of his ownidentity.

GEOPARQUE VILLUERCAS, IBORES, JARA

THANK YOUTHANK YOU

More information:

Amanda Guzmán VillarAmanda Guzmán VillarTUREBE

+34 91 413 97comunicacion@turebe.org.