rfcd 2011: américa maría walteros lópez: tumbaga initiative - rural tourism cluster
DESCRIPTION
RFCD Conference @ Arthur Lok Jack GSB - November 2011TRANSCRIPT
Tumbaga Initiative
Agenda
• Cluster development • Tourism in Quindío: trends and
implications• Action lines
Tumbaga Initiative
Agenda
• Cluster development• Tourism in Quindío: trends and
implications• Action lines
Reflection ProcessFrom “Market Segmentation” to “Strategic Segmentation”
Development of Competitiveness Reinforcement Initiatives (CRI) = Effective Cluster Development
What made the difference?: Integration
Cluster Development
Competitiveness Regional ProgramPublic Administration (Government)
Competitiveness Regional CommitteePrivate Sector
(Chamber of Commerce, Universities, Companies, others)
Cluster prioritization: Screening
Cluster Development
• Rural Tourism• Specialty Coffees • Furniture• Leather
From the universe of clusters identified, it was decided to begin with Rural Tourism, and after this first pilot, work with the others.
CRI
How does CRI work?
To reinforce the competitiveness of the rural tourism cluster in Quindío, Colombia
To benefit and stimulate the innovation and companies’
development.
To ensure that each participant achieves his/her goals which
involve innovation that improves continuously in order to satisfy
the costumers’ needs.
Business Strategy Cluster Environment
How does CRI work?
To reinforce the competitiveness of the rural tourism cluster in Quindío, Colombia
Ideal Strategy
Favorable Environment
Business Success
Document analysis and previous projects.
A data base which contains about 700 contacts.
Around 30 interviews were done with different institutions and companies.
1st public meeting - 92 tourist actors participated.
The presentation was sent to the participants
CRI: Work phases and main activities
Strategic analysis of the sector Strategic reflection of the group Interviews with sophisticated national
buyers such as Aviatur and Colombia.travel
Reference trip 2 countries (France and Spain) 11 meetings
2nd public meeting - 100 participants The presentation was sent to the
participants
Work groups Virtual Platform Experiential activities
Interviews with institutions or specialized companies
Definition of action lines Designation of the responsable
people who will be executing the actions
3rd public meeting The presentation was sent to the
participants
Leading the strategy
Launching the actions
Identifying challenges
6 months
1st presentationDecember 2nd/10
2nd presentationFebruary 17th/11
3rd presentationApril 28th/11
Tumbaga Initiative
• Cluster development • Tourism in Quindío: Trends and
implications • Action lines
Agenda
Trends in Tourism
During 2007 in the United States , 51 % of the trips were sold via
Internet. In 2008 a considerable growth was projected up to 56%,
reaching the 60% in 2009.¹
During 2007 in Spain, the sale of travel online billing had a growth
of 40%, exceeding the 5,000 million Euros. In 2008 a 30%²
growth was expected.
The travel market and tourism done through Internet increased by 17% in 2008 and by 12% in 2009. Out of all the searches done online, 61,9 % are about vacations and tourist destinations; followed by the electronic gadgets and flights – accomodation.
1 PhocusWright’s “Consumer Travel Trends Survey”2 Aleyda Solís, Responsable de la red de Viajes en Internet Advantage
Where is the motivation coming from?
Experiences
To be part of
something just for a moment
The eagerness
to learn
To live new
emotions
To look for new
sensations
To do new things
(innovation)
Source: Paulo Lopes – Oficina da Natureza; http://www.oficinadanatureza.pt/
• Nowadays, the tourist doesn´t travel “to” but travels “for”
• The tourist wants to be in charge• Doesn´t book for a tourist package
instead he/she would rather have the experience
How is it done?• Research about his/her final destination• The tourist looks for previous
experiences from others• The booking is done with short
anticipation… He/she looks for a “get away trip”
What has changed?
Trends in Tourism The tourist is motivated for their own experiences
“ Nowadays, destinations are not as important as experiences”Luis Sanz, owner “ Molino Tresgrandas”- Spain
Activities that involve real life moments and emotions at a destination, enhancing local, cultural, traditional and natural characteristics and the ones from its inhabitants
Activities requiring the participation of the tourist that do not involve risks (no need of adrenaline)
Activities are "managed" through people. People vs. infrastructure
People add value to the touristic products or services
What are experiences?
A more attractive business has been identified
Current positioning of the Tourism cluster
in Quindío
Experiential tourism
Supply of products and services
-
-
+
+
Generic tourism
Messy informationLittle use of technologiesStandardized supply Infrastructure vs. H. R.Generic promotionLittle loyalty (season trips)
Weak strategy for Tourism in
Quindío
Development of a Personalized and
experiential touristic supply
Current positioning of the Tourism cluster
in Quindío
-
-
+
+
Experiential tourism
Generic tourism
Supply of products and services
A more attractive business has been identified
Development of a Personalized and
experiential touristicsupply
Experiential tourism
Supply of products and services
-
-
+
+
Generic tourism
Virtual platformCustomized trip 'Experiential' activitiesH.R. vs. InfrastructureCustomized promotionLoyalty (visits all year round)
Experiential Destination
A more attractive business has been identified
How is it possible to compete in this business?Se
arch
Rese
rvati
on
Tran
spor
t
Accomodation
Generic activities
Tran
spor
t
Post
trip
Sear
ch
Rese
rvati
on
Tran
spor
t
Tran
spor
t
Post
trip
Accomodation
Cluster environment dynamization
Experiences
learning process
Quindío
Ideal
Sear
ch
rese
srva
tion
Tran
spor
t
Accomodation
Generic activities
Tran
spor
t
Post
trip
sear
ch
Rese
rvati
on
Tran
spor
t
Tran
spor
t
Post
trip
accomodation
Cluster environment dynamization
Experiences
Aprendizaje
Quindío
Ideal
Desarrollo de ica
Before the trip
After the trip
Ventana Unica(virtual platform)
Ventana Unica(Virtual Platform)
Development of Experiential
activities
During the trip
How is it possible to compete in this business?
Tumbaga Initiative
Group 1 virtual platform (Ventana Unica )
Group 2Experiential activities (actividades experienciales)
Areas to be improvedWork groups
Participants in the work groups Virtual platform y experiential activities
– Juan José Mejía, Territorio Aventura– Carlos López, Parque del Café– Carlos Giraldo, Panaca– Carlos A. Rodríguez, El Andariego– Javier Mejía, Parquesoft– Orlando Marín, Hotel Karlaka– Wilson Beltrán, Hotel Karlaka– Jorge Gutiérrez, Turismoquindio.com– Cecilia Peña, Linatours– Olga Cruz, Aviatur– Clara Inés Mejía, Aviatur– Armando Rodríguez, Secretaría de Planeación y
Planificación del Quindío– María Nelly Aponte, Secretaría de Turismo del Quindío– Francisco Jairo Ramírez, EAM– Carmenza Quintero, SENA– Sergio Quintero, Finca Carmen del Pinar– María Claudia Campo, Ruta del Café – Cámara de
Comercio– América Walteros, EAM– Sandra Sánchez, FDQ– Carlos Fabio Álvarez, Comisión Regional de
Competitividad
– Juan José Mejía, Territorio Aventura– Carlos Giraldo, Panaca– Yolanda Londoño, Finca San Diego– Luz Ángela Jaramillo, Restaurante Bosques de
Cocora– Yormary Jaramillo, Finca Villa Paulina– Vicente Guarín, Finca Hotel Cielito Lindo– Luis Darío Orozco, Recuca– José Fernando Granada, Hotel Villa Juliana– Héctor Londoño, Turismo Rural Palermo– Juan Gabriel Gómez, Cabalgatas VIP– Paula Salazar, Ecoparque Peñas Blancas– Diana Salazar, Ecoparque Peñas Blancas– Luz. P. Guevara, Hostal Portal del Samán– Sonia Betancourt, El Carrriel– Marco Rojas, Diverfly– Lorena Bernal, Hacienda Combia– Martha Muñetón, Casa de Yaro– Kelvin Fail, Culturacafé– Gloria Inés, Secretaría de Turismo del Quindío
Tumbaga Initiative
• Cluster development • Tourism in Quindío: Trends and
implications • Action lines
Agenda
21
Action Lines
Quindío´s Touristic Virtual platform
Training in Internet abilities and IT´s
Business Network for Companies
Training in Innovation for the touristic cluster
Prize for the Best Experiential Activity
Business Chats
Virtual Platform(Ventana Única)
Experiential Activities(Actividades experienciales)
22
Action Lines
Virtual Touristic Platform for Quindío
Objective:
To have a tool that integrates all the touristic supply in the department of Quindío (activities + accomodation) in order to facilitate the information and booking process from the tourists to our region, and to respond to the requirements of this new business.
Tourists do their trip booking process with little anticipation and mainly through Internet.
This platform will allow tourists to design their own trip, from long distances and in real time. (customized trip)
The actors will take advantage of the information given by the users (no intermediaries) to respond to their demands efficiently
• Objective:To develop training programs in IT´s so that the entrepreneurs from the touristic cluster get familiarized with the use of internet and computer programs.
To develop training courses to the extent and necessity of the entrepreneur To promote the use of new technologies to ease desicion making To teach the entrepreneurs about IT´s enabling them to compete effectively in an
increasing virtual market place and keep them up -to -date
Training in Computer Programs and Internet
Action Lines
• Objective:To create a web site that allows the generation of synergies among entrepreneurs from the touristic cluster with the aim to potentialize new business deals.
In this virtual place the companies get to know each other, do business and the public and private entities get coordinated.
Business Network for Companies
Action Lines
Advantages: Entrepreneurs from the sector will be known The creation of new deals will be easier Cooperation from everyone will diminish the need of having intermediaries Virtual place to communicate information related to events, tendencies and
business opportunities (link between government entities and private companies)
• Objective:To exchange experiences from businessman to businessman that will awaken the creativity and innovation in the tourist actors.
To encourage business ambition. To make evident that innovation doesn´t necessarily require a large
investment of money. To motivate businessmen in the development of experiential activities
based on personal experiences which give value to the people and their cultural/traditional and natural characteristics.
Action Lines
Business Chats
• Objective: To train the touristic cluster entrepreneurs in innovation and in the creation of touristic experiences
To provide entrepreneurs with theoretical and practical tools that will enable them to develop unique and different experiences.
To evidence how to take advange of the cluster environment. To generate skills within entrepreneurs to lessen seasonality.
Training in Innovation
Action Lines
Practical training in which entrepreneurs learn by developing real life projects
• Objective: To motivate the touristic cluster entrepreneurs to the creation, development and diffusion of experiential activities.
To let our customers know that we are designing experiential activities as a complement of the touristic supply
To acknowledge the entrepreneurs’ effort to compete in this new business
To encourage entrepreneurs to change from generic tourism to an experiential one.
Prize for the best experiential activity
Action Lines
To structure an experiential touristic supply in the department of Quindío, thanks to the appropriate supporting programs established by the government entities.
For further information you can visit our website: www.iniciativatumbaga.com
Thank you for your attention
América María Walteros LópezTumbaga Initiative – Cluster Manager
Cellphone: +57 (312) 834 33 [email protected]