Press releases

How to make use of tourism know-how

Spain must resort to its ample tourism experience and knowledge accumulated in recent years to attract visitors from around the world again. But, how are we to do this? Ulrike Jung, Director of the Master's Program in Tourism and Hospitality Management of the EADA Business School, and Maria Dolores Cortina, Doctor in Wine Tourism and Professor of the ESIC Business and Marketing School, show us the way

29 Oct 2020

Digitalisation is one of the most efficient tools for using the Spanish tourism know-how, which will promote the transfer of knowledge and will help to reactivate the sector. A reactivation where communication and marketing will also play an essential part in developing destinations, with the help of formulas such as webinars, as pointed out by María Dolores Cortina, Doctor in Wine Tourism and Professor of the ESIC Business and Marketing School. 

Cortina also highlights the importance of Big Data to collect data on effective and potential visitors. “The use of websites or social media will enable us to plan creative services and specific offers for each target, to provide personalised experiences”. This line was already being implemented at Smart Destinations in Spain, but since the Covid-19 crisis it has also been implemented in wine tourism, and digitalisation in Spanish wineries has sped up. “Digitalisation is essential to propose and materialise new experiences that can find a suitable balance between technology and human contact”.

Rural destinations

Another area where Spain accumulates significant know-how that it should take advantage of is sustainable tourism. “This is a focus area that will be reinforced after this crisis, where rural destinations will become important thanks to their outdoor areas and small hotels”, states the ESIC professor.  “Adding a focus on the national market to this type of tourism is enabling its quick recovery, compared to other types of tourism. And focusing on the local culture allows for the creation of an inclusive, sustainable and differentiated proposal that is expressed through wine tourism as the art of living”.

Rethinking management

Another effect of the pandemic is that people are changing, states Ulrike Jung, Director of the Master’s Program in Tourism and Hospitality Management of the EADA Business School. “Many questions have arisen on the priorities of life, whether our work makes us happy and if the people around us make us grow, contribute and bring out the best in us”. Therefore, now more than ever, “we have to rethink the way we lead and manage companies, in order to continue attracting tourists”. Along these lines, “training allows us to change and to lead a sustainable future for the generations to come”.

Jung recalls that “in tourism we create experiences of happiness for our clients”. But she warns that “in order to provide authentic services, the work environment must also be agreeable”. Thus, she concludes that, “it is time for the real leaders who are in the best position to carry tourism forward to show empathy with the real staff and to seek a win-win-win between company goals, the employees and the needs of clients”.

FITUR Know-How & Export

Aware of the need to make use of the Spanish tourism experience and knowledge, FITUR, in collaboration with SEGITTUR and ICEX España Exportación e Inversiones, organises every year FITUR Know-How & Export. This is an important platform where Spanish tourism companies show at each edition of the fair all of their tourism potential, knowledge, services and products for buyers from other international markets.