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Pla De Comunicació Del Producte Turisme Eqüestre a Menorca

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Pla De Comunicació Del Producte Turisme Eqüestre a Menorca PLA DE COMUNICACIÓ DEL PRODUCTE TURISME EQÜESTRE A MENORCA Madrid, 30 Novembre de 2009 Pla de Comunicació elaborat per: 1 Pla de Comunicació del Producte Turisme Eqüestre a Menorca INDEX 1. Antecedents ............................................................................................ 3 2. Metodologia ............................................................................................ 7 3. La comunicació turística ......................................................................... 10 3.1. La publicitat ..................................................................................... 11 3.2. Les promocions ............................................................................... 12 3.3. Les relacions públiques ................................................................... 12 3.4. La venda personal ........................................................................... 13 4. Tendència del turisme eqüestre i els seus mercats emissors ................. 15 4.1. Les destinacions de turisme eqüestre. Centres emissors, receptors i operadors turístics d’intermediació ........................................ 17 4.2. Operadors i rutes de turisme eqüestre ............................................. 18 5. El mercat de turisme eqüestre a Espanya .............................................. 22 5.1. Dades generals del mercat ............................................................... 23 5.2. Anàlisi del turisme eqüestre a Espanya ........................................... 40 5.3. Operadors, empreses i rutes a Espanya ......................................... 41 6. El Mercat de turisme eqüestre a França ................................................. 57 6.1. Dades general del mercat francès .................................................... 58 6.2. Anàlisi del turisme eqüestre a França .............................................. 72 6.3. Operadors i rutes .............................................................................. 77 6.4. Conclusions ...................................................................................... 81 7. El Mercat de turisme eqüestre al Regne Unit ......................................... 83 7.1. Dades general del mercat britànic .................................................... 84 7.2. Anàlisi del turisme eqüestre al Regne Unit ....................................... 102 7.3. Operadors i rutes .............................................................................. 109 7.4. Conclusions ...................................................................................... 112 8. El Mercat de turisme eqüestre a Alemanya ............................................ 115 8.1. Dades general del mercat alemany .................................................. 116 8.2. Anàlisi del turisme eqüestre a Alemanya ......................................... 125 8.3. Operadors i rutes .............................................................................. 129 8.4. Conclusions ...................................................................................... 132 1 Pla de Comunicació del Producte Turisme Eqüestre a Menorca 9. Altres mercats emissors europeus .......................................................... 134 9.1. Benelux ............................................................................................ 136 9.2. Països Nòrdics ................................................................................. 143 9.3. Itàlia .................................................................................................. 150 10. El Mercat de turisme eqüestre fora d’Europa .......................................... 152 10.1.Estats Units ..................................................................................... 153 10.2.Canadà .......................................................................................... 157 11. Conclusions ............................................................................................ 161 12. Estudi intern ............................................................................................ 165 12.1.Antecedents comunicació Menorca ................................................ 166 12.2.Anàlisi del producte de turisme eqüestre ........................................ 195 12.3.Públic objectiu i potencial ................................................................ 205 13. Pla operatiu ............................................................................................. 213 13.1.Accions ........................................................................................... 216 13.2.Accions generals ............................................................................ 221 13.3.Accions als mercats emissors ......................................................... 257 13.4.Accions d’activitats complementàries .............................................. 282 14. Bibliografia .............................................................................................. 293 Annexos Annex 1. Mitjans Espanya Annex 2. Mitjans França Annex 3. Mitjans Regne Unit Annex 4. Mitjans Alemanya Annex 5. Fires de turisme eqüestre Annex 6. Operadors Espanyols Annex 7. Operadors Francesos Annex 8. Operadors Regne Unit Annex 9. Operadors Alemanya Annex 10. Operadors Benelux Annex 11. Operadors Països Nòrdics Annex 12. Operadors Estats Units i Canadà 2 Pla de Comunicació del Producte Turisme Eqüestre a Menorca 1. ANTECEDENTS 3 Pla de Comunicació del Producte Turisme Eqüestre a Menorca L’any 2008, el Ministeri de Comerç i Turisme va atorgar un Pla de Dinamització del Producte Turístic al Consell Insular de Menorca per desenvolupar productes turístics i desastacionalitzar el turisme a l’illa. Una de les línies estratègiques que té el Consell Insular a l’Illa és el Turisme Eqüestre com a generador de noves oportunitats de negoci, de nous públics i desestacionalitzador de la demanda. En el primer any, es va desenvolupar una diagnosis de turisme eqüestre on es posava de manifest la importància d’elaborar un pla de comunicació sobre aquest producte turístic. Menorca té una gran tradició eqüestre i el cavall està present en moltes de les seves tradicions i esdeveniments. Tal i com diu la diagnosi de Turisme Eqüestre elaborada aquest any 2009, Menorca té un potencial molt gran en quant a la creació de productes eqüestres, atès que el cavall forma part de la seva cultura més arrelada i disposa dels recursos bàsics per crear producte, entre ells el Camí de Cavalls, quatre hípiques que comercialitzen excursions a cavall d’entre 1 i 3 hores, un centre on es fan espectacles eqüestre, els hipòdroms, festes de Sant Joan, entre d’altres. Clarament Menorca té dues vessants sobre les quals s’ha de centrar i treballar en relació al món eqüestre. En primer lloc, potenciar les activitats complementàries, com són les excursions o els espectacles i en segon lloc, estructurar un producte de turisme eqüestre. En el primer cas, es tracta sobretot de dinamitzar el públic que ja té Menorca perquè comprin aquest tipus de producte durant la seva estada a l’illa. En el segon cas, es pot treballar en dues direccions. Els principals mercats emissors de l’illa són Alemanya i el Regne Unit, dos països amb gran tradició eqüestre on el cavall també està present en la vida social, així doncs, és probable que alguns dels turistes que fan una estada a l’illa, els puguem captar per fer una ruta de turisme eqüestre, a més de promocionar l’illa en aquests mercats d’una manera molt més concreta cap a la captació de turistes eqüestres. I en segon lloc, obrir a nous mercats emissors, que tenen una gran tradició eqüestre i que ja 4 Pla de Comunicació del Producte Turisme Eqüestre a Menorca consumeixen aquests tipus de productes perquè visitin l’illa dalt d’un cavall, com per exemple França. Tanmateix, encara no existeix un producte de turisme eqüestre estructurat que mogui clients, especialment de fora l’illa. Hi ha empreses que centren la seva activitat en el cavall però ho fan des de perspectives més competitives (hipòdroms, escoles de doma) o d’oci. Les qui hi fan rutes presenten mancances en les seves instal·lacions i ofereixen una carta de serveis molt limitada. Tot plegat ha provocat que fins ara el turista especialitzat no considerés aquesta illa com a referent eqüestre i per tant, com a destí. El Projecte de Dinamització del Producte Turístic a Menorca vol canviar aquesta realitat i apostar per un turisme que trobarà a l’illa tot el que li cal: equins de pura raça, rutes obertes, paisatges de fàbula, condicions climàtiques favorables i un volum emergent de negocis vinculats al món del cavall. Per donar a conèixer les accions que es volen portar a terme, cal dissenyar un pla de comunicació competitiu, eficaç i innovador que permeti als menorquins aprofitar els seus recursos, rentabilitzar-los i generar llocs de treball vinculats al sector. Aquest pla es materialitzarà en un conjunt d’accions de promoció i difusió que possibilitaran el posicionament de Menorca en els mercats nacionals i internacionals. Entre les mesures a dur a terme s’inclou la posada en marxa d’una ambiciosa web 2.0, la redacció d’un manual d’estil per a les publicacions a editar i la creació d’un fons audiovisual ampli i competitiu. Es revisarà tot el material publicat els darreres anys i es farà control exhaustiu dels canals de distribució. Tot amb l’objectiu de potenciar un turisme desestacional, expert i respectuós amb el medi ambient i amb el cavall de pura raça menorquí. El pla de comunicació previst al PDPT se sustentarà
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