Granada Analysis

ANALYSIS OF THE TOURISM MARKET
2010-2011
PROJECT: CONTENTS ORGANIZATION


INTRODUCTION
EXTERNAL ANALYSIS
General Environment:
Political-legal factors
Socio-cultural & demographic factors
Technological factors
Environmental factors
Main Competitors
TOURISM DEMAND
How many tourists arrive every year?
Where do those visitors come from?
What was their motivation?
By what means oftransportation did they arrive?
How long they stayed and in what type of accommodations?
How much money was spent?
How they organized their trips?
Evolution in the last 5 / 10 years.
Etc.
TOURISM SUPPLY
Tourist resources
Built Environment
Operational sector
Accommodation industry
Food & Beverage services
Transportation services
Other services
DMO’s & TOURISM INSTITUTIONS
INNOVATIONS:Classify innovations done in the past in your TD according to OCDE’s Innovation’s Manual.
Highlight and describe possible innovations for the future.
SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
CONCLUSIONS
REFERENCES



















1.Introduction.
Granada is one of the main destinations when talking about culture tourism in Spain, the Alhambra as maintourist resource, the bars, the “tapas”, night-life and flamenco are just a few of the big offer that Granada has.
On the one hand Granada has all the requirements to be one of the biggest tourism destinations in Spain and maybe Europe.

But, On the other hand, the lack of investment, the economical crisis and the hard competition threats the tourism industry of the region.

Here in thisessay we will be able to see the resources of Granada, the trends that tourist demand have had in the last years, the tourist supply offered, and an analysis of the market conditions existing and possible future ones.

2.EXTERNAL ANALYSIS.

Political factors:

Diversification plan:

Granada has €9,615,000 given by the Junta de Andalucía (60%) and the Town Hall (40%) to be invested between 2006and 2011. This disbursement is supporting the improvement of the substructure in several neighbourhoods of the nearby and in the Historic Centre, and the Zona del Conjunto Monumental de la Alhambra y Generalife.


The main objectives of that subsidy are the decentralization of the tourist visits and the increase and extension of the stays of the visitors; the development of new national andinternational markets and the diversification of the visited cultural resources, by fostering the ones which are currently underutilized.

The fee will also support the initiatives related to the development of the trade to make stronger the local crafts, to establish trade channels and to develop shopping as a reason to visit the city.
The improvement of public transport and its substructure hasbeen planned to be reached by this amount too, since the Government has shown interest about a new line of tram, a part of the line of 15 kilometres that already exists, which starts in Alborote and ends in Armilla, and which only a 63% of its length crossing the municipalty of Granada. The new line is expected to strengthen the communication in the heart of the city.

The restaurants andaccommodation will be advantaged by the qualification of its offer through the implantation of quality improvement systems, the recovery of the local and Mudéjar gastronomy and a better formation of its workers.

The sensitization, a better formation, public safety and claims will be other treated aspects, together with the creation of an interdepartmental commission of tourism.

Furthermore,several policies and regulations have been approved in the recent years, mainly related to the severe drought that has harassed Granada the last summers, which has provoked water shortages during the months of the arid season, and to the preservation of the historic monuments like the Alhambra, one of the most visited monuments in Europe, whose visits have been restricted to 300 every half an hour....