Businessmen urge to professionalize the management of tourism in madrid
Business by the tourist promotion of Madrid Union considers that it is urgent to professionalize the management of tourism and redefine its policies with technical and specialized criteria. They explain that the city needs to recover the delay of 20 years with respect to the major capitals of Europe, who have been able to create organs of management and coordination between the administrations and the private sector.
La UniÃ³n, which brings together different associations of the sector in this region, says that tourism in Madrid drag structural problems and having an excessive dependence on the national market of business when the major capitals of Europe have managed to make international tourism its main engine of activity.
In this sense, and according to the Euromonitor data, stressed that Madrid is the only one in the Top 20 ranking of European tourist cities in which the local traveler accounts for more than 50%. It occupies the last position with respect to the percentage of foreign visitors, with only 49%, when the average of these cities is 79.3%. In London reaches 78%, in Paris, 71%, and even in Barcelona reaches 78%.
The organization points out that these targets have been able to create management bodies and coordination between authorities and sectoral organizations, such as London and its platform Visit London, the Office of tourism and Congress of Paris; Visit Berlin, Berlin Tourismus & Kongress, or Barcelona Turisme.
Holds that “tourism in Madrid is a diamond in the rough you should know to exploit its vast resources of cultural heritage, nightlife, dining, shopping and entertainment, both services in the MICE industry”.
But needs to complete the implementation of the Association to get back and move to the level of the aforementioned cities, tourism Madrid, – an entity of public-private partnership which arose in mid-January – through the Re-Foundation of the image and brand and the development of a marketing plan and competitivenessbased on technical criteria and specialized. In addition, must be based on communication, market intelligence, correct segmentation of actions of promotion and optimization and concentration of economic resources.
Before the proximity of regional and municipal of May 24 elections, the Union calls on the political forces that the next parliamentary term is marked by unity of action, consensus and support to this Association.
Invest in promotion
With respect to financial resources, employers believe that it should undertake an ambitious investment plan for international promotion, bearing in mind that, according to their estimates, during the first year of implementation of the marketing plan, for every euro invested could be a return of four euros, starting the fifth year would be 11.5 euros and from tenth, 28.8 euros. I.e. for each million euros invested would be a return of 112.3 million euros during the subsequent ten years.