Economy and Identity. Tourism Industries Catalan Summer University, Prada De Conflent, 18 August 2009

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Panel discussion

Economy and identity. Tourism industries Catalan Summer University, Prada de Conflent, 18 August 2009

ADRIANA DELGADO

The economy of identity is a recent concept, though it is becoming increasingly strong and relevant as it is a new way of conceiving and tackling the challenges of a global world in crisis that is looking for new answers. Tourism as an overall service industry is developing a strategic role in its drive for diverse industries and business activities (cultural industries, gastronomy, fashion, design, agriculture, arts and crafts) converging in a common action line to project identity as a source of wealth for countries. Economy and identity, specifically in tourism, were the topic at a meeting in the last edition of the Catalan Summer University in Prada de Conflent, in which the minister of Innovation, Universities and Enterprise took part, together with experts in different related fields. 262-271_TRodona_ANG.qxp:núm.2 3/12/09 14:39 Página 264

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The Catalan Summer University in Prada de a former Director General of Galicia Tourism. Conflent organised in the last summer a panel The participants of the following panel dis- discussion titled «Economy and identity: local cussion were Oriol Junqueras, historian, pro- answers to global change» with the aim of fessor at the Autonomous University of dealing with opportunities raised at local and Barcelona and Member of European Parlia- supralocal level in the light of current change, ment («The new identities»), Artur Duart, based on strengthening the own singularity and director of Interpreta Cultura («Cultural inter- identity of each territory and its society. pretation»), Xavier Nadal, president of Pime- Cava («Wine tourism and denominations of The meeting was opened by the minister of origin»), Pep Palau, wine and gastronomy Innovation, Universities and Enterprise, Josep consultant and director of Pep Palau Von Huguet i Biosca, and started with the keynote Arendt & Associats («Gastronomy»), Jordi speech by doctor Rubén Lois González, full Tresserras, doctor of Geography and History professor of Geography and Geographic and academic coordinator of the Cultural Analysis at the Faculty of Geography and Tourism post-graduate course at the Univer- History of the University of Santiago, who sity of Barcelona («Identity: culture and terri- explained his ideas based on his experience as tory»), and Josep Chias, expert in tourism

Rubén C. Lois González Doctor in Geography. Full professor of Geography at the University of Santiago de Compostela. A former Director General of Tourism of the Government of Galicia, executive member of the «Cultural Geography» and «Urban Geography» commissions of the International Geographical Union (IGU). He has been a guest professor at the universities of Le Mans, Caen and Toulouse-Le Mirail (France) and Bergen (Norway).

Oriol Junqueras Doctor in History of Economic Thought and degree in Modern and Contemporary History from the Autonomous University of Barcelona. Professor at the Autonomous University of Barcelona and independent Member of European Parliament, elected on behalf of Esquerra Republicana de Catalunya. He has worked for different media and authored, coauthored and introduced numerous books.

Artur Duart Degree in Geography and History from the University of Barcelona. Founding partner of Grup Bloc, director of Magma Serveis Culturals SL and director of Interpreta Cultural Projects SL, a consulting firm specialised in museology and strategic plans related with culture and cultural tourism. He is also professor at the master course in restoration of architectural and civil engineering sites at the Polytechnic University of Catalonia. 262-271_TRodona_ANG.qxp:núm.2 3/12/09 14:39 Página 265

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marketing and director of Chias Marketing promote its identity». In this respect, he pointed («Tourism marketing with identity»). towards one weakness and one strength. The strength is that Catalonia starts from a strong Minister Huguet opened the event reminding tourist business base, while the weakness is the that tourism in the 21st century is sustainable, risk due to being «often positioned according to in words of the World Tourism Organization that indiscriminate mass tourism, which creates some «contributing to fully develop the territory and patterns that are difficult to change».

Xavier Nadal Enologist from the University of Dijon and degree in Functional Area Management, a specialisation of Economy and Finance, from ESADE. Director of Caves Nadal. President of PimeCava since 2006.

Pep Palau Gastronomist. Director of the Gastronomic Forums of Girona and Santiago de Compostela. He fostered the Cuisine Groups of Catalonia movement and is a gastronomic advisor to several companies and organisations. A teacher and speaker at conferences and regular collaborator at different media, having authored several books.

Jordi Tresserras Doctor in Geography and History from the University of Barcelona. Academic coordinator of the Cultural Management post-degree programme, member of the Doctorate Commission of Cultural and Heritage Management at the University of Barcelona and president of IBERTUR - Sustainable Heritage, Tourism and Development Network. A former guest professor at New York University.

Josep Chias Doctor in Management Sciences, MBA from ESADE and Chemical Engineer from the Institut Químic de Sarrià. Technical director of Chias Marketing Systems in Barcelona and member of the Advisory Council of the Spanish Centre of Tourism Knowledge and Intelligence. A former professor at ESADE and holder of leading positions at Nestlé Spain, Bassat, Ogilvy & Mather and the Barcelona 1992 Olympic Office. 262-271_TRodona_ANG.qxp:núm.2 3/12/09 14:39 Página 266

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The top tourism official at the Catalan govern- group». In tourism, he pointed out, places are ment pointed out that «there is a lot to do», interpreted, promoted, packaged and intended especially compared with what great marketing to commercialise, with added value based on and tourism engineering experts like France are differentiation. A clear example is wine tourism. doing. Mr Huguet explained that when he took Mr Lois further explained that the value of over the Department of Innovation, Universities experience and how this affects the position of and Enterprise, he created a Subdirection of tourism within business activities is also very Programming that started working in managing relevant, for instance in purchasing clothes. «In the shift in the Catalan tourist model and pro- a globalised environment, it is important to moting tangible and intangible heritage. recover the personality of a place», he asserted. The minister also invited to think over tourism management, placing the emphasis on the rela- After that, Mr Lois focused on identity as such. tion between public authorities and public On the one hand, he singled out a rather classi- and private companies, going for public-private cal culture or nation-based rationale, identify- cooperation creating positive dynamics and com- ing peoples and territories, and on the other, mon benefits. another line based on the existence of territorial clusters or industrial districts. At this point, he pointed out that Catalonia is using the «land- Minister Huguet reminded that tourism scape» concept differently from other territories in the 21st century is sustainable, the like France and Italy, with a clear identity as an one «contributing to fully develop the economic region. territory and promote its identity». Rubén Lois González asserted that The speech by Rubén Lois González concen- companies compete in a global trated on identity as a value for tourism. Giving scenario, although he made clear examples from Galicia based on his experience that a difference needs to be as a former Director General of Tourism, Mr Lois made between globalisation and pointed out that as a geographer, he perceives the landscape as «a very important point within uniformity. the distinctive traits of our discipline» and asserted that geographers are professionals Mr Lois González also alerted that there has working «in places having a given relevance, in been an attempt, particularly by media, to cre- specific identities, in small villages and in terri- ate an identity at national level for some time, torial diversity». He further said that we are liv- with the use especially of sports that is not real ing a time of globalisation and interdependence and does not work for tourism. He also pointed that is more evident than in business: «compa- out that Spanish nationalism propelled by nies compete in a global scenario», although he national institutions was being decidedly and made clear that a difference needs to be made firmly pushed. between globalisation and uniformity. Returning to successful tourist formulas, the for- Mr Lois stated that in this global scenario full of mer Director General of Tourism of Galicia rec- interrelations, it is necessary to single out the ommended to relate the product with the distinctive items or the specific territorial model territory, giving the example of France and the that shall allow to be competitive and develop detailed maps of its territories in which there is an economy of identity. He also perceives glob- most often a product related to a place. He also alisation as «a return back to the place», «a declared the interest of the notion relating iden- more or less big portion of space with relevant tity with capacity of innovation and its contribu- subjective and affective values for a person or tion to the whole, for instance the technological 262-271_TRodona_ANG.qxp:núm.2 3/12/09 14:39 Página 267

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revolution and the creation of Nokia in Finland «The new identities» or the success of the textile industry in Galicia with cases like Zara. by Oriol Junqueras

He added that what relates a place to its population is the satisfaction of people when they In his address titled «The new identities», the consume products from their home or the historian Oriol Junqueras asserted that a given wish of visitors to take some remembrance identity acts as a «sufficiently closed network to from there. exclude external competitors and give trust to those inside it». In his opinion, «networks offer One of the main ideas expressed by Mr Lois advantages of scale as they reduce the informa- was that new territory-based models need to tion and control cost». In this respect, he link identity with sustainability and, related reminded that punishment for cheating within to this, with scenery, for the latter is linked with this network is very harsh as it can bring about the whole historical construction of a territory exclusion and the loss of business opportunities. out of cultural and iconic items, for instance the picture of Barcelona based on the grid created by Mr Junqueras explained that «identity» means Cerdà in the Eixample quarter or that of Bilbao ‘equality’ in etymological terms, and that iden- based on the Guggenheim Museum. tities are extremely complex. This is why there are conflicts. There are certain cultural, reli- All in all, Mr Lois González made it clear that gious, political or linguistic roles hard to identity and economy need to be related with understand, so «when we see any specific each other, starting by identifying the degree of behaviour of a given community, we analyse satisfaction of the local population with the them from a specific perspective, which is place they live in and using items creating a ours», he said. clear identity, like language, to promote a place. He closed his speech asserting that new dis- courses of identity need to be created looking «We want to be original but not for the local scale, emphasising the efficiency of distant as we need to be understood. small countries and constantly resorting to own Being original means to return to the examples. origin.»

Mr Lois González made it clear that We all need communital elements with other identity and economy need to be members, he said: «we look for references in related with each other, starting by the past and the future», so questions as inter- identifying the degree of satisfaction esting as the wish of being original to be dif- of the local population with the place ferent but not distant come up, as we need to be understood. According to Mr Junqueras, they live in and using items creating a originality occurs to seize the attention of oth- clear identity, like language, to ers and being original means to return to the promote a place. origin. It is here where the geographic perspective comes in. According to this historian, we claim the «gene», which in Latin means ‘family The following panel discussion on «The differ- and tradition’, ‘that intrinsic to ourselves’. ent sides of the economy of identity» dealt with «We are again confronted with ambivalence. aspects related with history and etymology, cul- Being ingenious means to be innovative, being tural interpretation, enology and gastronomy, born in freedom, being ingenuous, like the geography and marketing. “gene” was being born free in Roman times», 262-271_TRodona_ANG.qxp:núm.2 3/12/09 14:39 Página 268

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he explained. For this reason, Mr Junqueras point in history, to a closer reality», Artur concluded, the idea of identity and common Duart explained. He pointed out that «quality freedom is derived from this, which applied to contents need to be created without denying tourism creates a competitive singularisation the possibility of having fun, using technology and differentiation item for the marketplace. to update or confer a value to a resource, but starting from the idea that museum interpretation is a tool to facilitate access to and «Cultural interpretation» knowledge of the resource», while the internet needs to be the place allowing its conceptual by Artur Duart dissemination.

The director of Interpreta Cultura dealt with The director of Interpreta Cultura asserted that cultural interpretation as a tool to take advan- the sun and beach tourism model is outdated tage of heritage resources to prepare them for and new tourists look for unique experiences. visitors under optimal conditions and allow According to him, this is an opportunity to their cultural consumption. According to become known based on cultural and quality Mr Duart, contents have largely stopped being criteria interpreted in an orderly, organised exclusive to culture in its narrow sense as and creative manner. An advanced country everybody has the capacity of creating and is also measured «by the state of its natural and distributing them through the internet. This cultural heritage and its level of interpretation massive dissemination of contents opens a new and valorisation to be enjoyed». opportunity for on-site culture, which needs to be reinforced by means of technological tools for communication and distribution of cultural «Wine tourism and contents. Mr Duart asserted that «this has to help us articulate and structure our social and denominations of origin» cultural environment». Within what he called by Xavier Nadal the «new world map of cultures», there is the possibility that Catalonia is kept out, so he advised to be more creative: «cultural reality is In his speech on wine tourism and denomina- not only going to the museum, but culture is tions of origin, Xavier Nadal explained the rele- expressed in countless aspects, from the most vant economic and tourist role of wine tourism. traditional to the most modern ones». As the president of PimeCava, the employers’ organisation of the sparkling wine industry, Mr Nadal asserted that this branch is highly «Quality contents need to be created relevant in the economy of identity issue and without denying the possibility of remembered that the organisation he chairs having fun, using technology to update was created on 8 February 2006 in order to rep- or confer a value to a resource, but resent the interests of the industry, which «after starting from the idea that museum all, is to defend our identity through training to convey what we are and our singularity by interpretation is a tool to facilitate means of a trading platform in the domestic access to and knowledge of the and international market as well as wine resource», Artur Duart asserted. tourism».

Mr Nadal pointed out that after laying the Cultural interpretation «needs to recover and foundations, denominations of origin (DO) are interpret historical structures or buildings to having a bad time, «although it may not seem save them from oblivion and take us to a specific so». According to him, members of the industry 262-271_TRodona_ANG.qxp:núm.2 3/12/09 14:39 Página 269

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see very clearly that the great opportunity of «Identity: culture and winemakers and family businesses «is the strength of being united and cooperating based territory» on wine tourism products», although they need by Jordi Tresserras to be pragmatic. «Business comes first», he declared. Jordi Tresserras’ speech was based on identity as a changing phenomenon. Mr Tresserras According to Mr Nadal, «the image explained that identity «allows to create an at territory and country level is individual and collective identification link with necessary, but we need companies a territory in which culture is a crucial ingredi- and organisations behind with a ent to create a location spirit». Territorial identi- certain entrepreneurial drive to ties are by definition dynamic and varying in an environment changing over history. structure initiatives». Mr Tresserras pointed out that the feeling of The president of PimeCava explained that they authenticity is associated to historical tradition have been working in a wine tourism project but it can be recent, as is the case of drinking for three years that started with the implemen- sparkling wine. According to him, «authenticity tation of a strategic plan he considered a brain- becomes what represents a reality accepted as storming item. Action is needed though. an identity by the community». Icons also According to Mr Nadal, now is the time of change and transition between what is consid- bringing together the most active companies as ered identity and what not is complex. the initiative is still in its beginnings. «But there is no other way», he acknowledged, and if it works, «the rest will join in». «We want to have «Synergies need to be created to a unique product», he said, referring to cente- prevent making culture for tourism; narian companies, having had two or three a balance needs to be found so generations of owners, with a specific Penedès tourists can take part in the country’s and Catalan identity. cultural life in the most sustainable Mr Nadal pointed out that he believes in collec- way possible and participate in a tive strength and there is not much to do at meeting space.» individual level. «The image at territory and country level is necessary, but we need compa- Mr Tresserras stated that identity can create nies and organisations behind with a certain proposals based on emigration, the so-called entrepreneurial drive to structure initiatives» so «tourism of roots or genealogical tourism», the country can develop faster. though it can also «make a difference by suggesting project identities able to raise the Among the ingredients to his recipe, Mr Nadal interest of potential visitors». The Catalan iden- quoted «doing things well» and «enjoying» in a tity features precisely incipient initiatives aimed moment in which the association is growing at seizing Catalans as tourists, like the tourist and has been instilled with a collective mindset. brand «Le Pays Catalan» in Northern (i.e. «We have it all in the Penedès county», he said, French) Catalonia. referring to the chances of tourism, though he concluded that it is also necessary to «convey Mr Tresserras believes that an identity tourism the country-based idea outside the territory, needs to be set up based on authenticity, inno- have a generational feeling and an entrepre- vative and creative, with proposals focusing neurial mindset.». on material and immaterial heritage, artistic 262-271_TRodona_ANG.qxp:núm.2 3/12/09 14:39 Página 270

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production and cultural industries. «But it is strategic resource. With this «we convey our cul- also necessary to think about the limits and tural identity, give value to tourist resources and risks of tourist models based on identity and create a beneficial domino effect for other busi- the strategic policies derived from it», he ness activities». alerted. In his opinion, «synergies need to be created to prevent making culture for tourism; In this respect, it becomes necessary to «build and a balance needs to be found so tourists can take communicate a manifold yet uniform picture of part in the country’s cultural life in the most produce, cuisine and territory conferring value to sustainable way possible and participate in a all resources and identity items of local heritage». meeting space». The local population needs to Mr Palau referred to values and reminded the be aware of these processes and have the cuisine groups, which provide the Catalan cui- opportunity of deciding and/or participating in sine with a globally unique substrate and solidity, the model, especially when identity is a creating a link with the land, as well as the Gas- resource to be fostered. Thus identity becomes tronomic Forum, the biggest cuisine congress a key factor in sharing the location spirit with with attached fair in Europe that contributed to visitors, Mr Tresserras concluded. position the Catalan cuisine.

«Gastronomy» by Pep Palau Mr Palau asserted that it is necessary to «build and communicate a manifold yet uniform picture of Pep Palau reminded that the Catalan cuisine is produce, cuisine and territory one of the world’s great cuisines and has a high conferring value to all resources and prestige all over, mostly thanks to chefs like Fer- ran Adrià, but solid foundations need to be laid identity items of local heritage». and future strategies worked out to reassert this leadership and convey Catalan identity. Mr Palau warned of the risk of changing habits –eating and cooking less at home– that directly During his speech, Mr Palau explained that the affect the continuity of traditional cuisine. He left Catalan cuisine has an intangible heritage featur- the issue on the table as a thought and called ing all requirements a great cuisine needs, like upon parents and teachers to allow future gener- traditional and elaborate recipes, craftsmanship ations to continue not only speaking Catalan rooted in tradition and social use of gastronomy. but also «eating Catalan». The Catalan cuisine also has a very valuable tangible heritage that is still growing, namely its producers, chefs and restaurants. To this wine «Tourism marketing with and gastronomy consultant, farmers are para- mount for continuity of a cuisine with deep roots identity» by Josep Chias as «without local produce we couldn’t offer a high-quality territory nor could we boast a cui- Identity tourism marketing was the core subject sine with identity». He therefore believes that of the speech by Josep Chias, who asserted that «authenticity of produce and reliable quality identity has always been one of the main distinc- certificates need to be required». tive traits of a destination and thus an aspect to consider when working on a marketing plan. He Mr Palau explained that Catalonia needs to be reminded his participation in the first marketing able to show its singularities to the world, as plan for Spain (1987) and the Barcelona Tourism «typicality is now given a higher economic Plan (1991) that led to the creation of Turisme de and commercial value than ever before». He Barcelona, considered today a role model in asked to perceive local produce as a first-class global management. 262-271_TRodona_ANG.qxp:núm.2 3/12/09 14:39 Página 271

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Talking of tourism economy, he said that identity Mr Chias asserted that it is very important to is a working component of marketing and a have people create their own tourist brand of planning process that has to be thought in terms the country, of which there needs to be an of country and not of government in the long argumentation to explain it. He pointed out term. What has to be avoided is that every new that marketing serves to take a position and be government invents a new message at country different from the rest, from the competitors on level, as is often the case, which is not recom- grounds of nature, culture, gastronomy, histori- mendable at all to reach a consolidated position cal heritage, stimuli and feelings. All this, he as a tourist destination as «consistency in the said, needs to be conveyed «to the mental space message is crucial». of the consumer and also to the shelf to be bought». Mr Chias pointed out that a country’s marketing plan is not to explain its administrative geography but «the sum of a whole set of tourist destina- According to Mr Chias, Catalans tions and products with their identity and singu- need to learn from the French and larity». Marketing positions territories, and since feel the warmth of belonging, resources are limited and scarce, priorities need «being different and wishing to be to be set. «We need identity, the past, the present so». Communication is strategy and and the future», he said. cannot change every year According to Mr Chias, Catalans need to learn according to the publicity agency. from the French and feel the warmth of belong- «Strategy is expressed with the ing, «being different and wishing to be so». brand», he said. Communication is strategy and «it cannot change every year according to the publicity agency». Although the legislation obliges us to change The tourist brand of a country, he concluded, is suppliers every year, the message needs to be in most cases the banner of an image lift. Finally, the same. He added that the strategy is expressed Mr Chias reminded of the economic value of with the brand. For instance, the name of Catalo- tourism and that promotional investment is nia always being written in Catalan in tourist indispensable in order not to lose awareness promotion is an identity symbol as a country. vis-à-vis the competitors.

ADRIANA DELGADO Degree in Journalism from the Autonomous University of Barcelona. Communication adviser to the Catalan minister of Innovation, Universities and Enterprise. She has worked at the Regió7 newspaper and as a correspondent for Com Ràdio, Avui and La Vanguardia.