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Maquetación 1 DIRECTOR Fernando Vitoria COORDINACIÓN: Elena García, Miguel Jiménez REDACCIÓN Loli Dolz, Jaime Pinedo DIRECCIÓN COMERCIAL Eva Monrós DEPARTAMENTO COMERCIAL Mavi Guirao, Juan Manuel Barba, José María Rojas DISEÑO-PREIMPRESIÓN Ximo Lacámara, Elías Cuñat, Raúl Molina, José Antonio Sánchez CONTROL DE DISTRIBUCIÓN José Carlos García, Enrique Cervera IMPRESO EN: 4 “Los países con economías emergentes representan una nueva oportunidad” “Countries with emerging economies are a new DIRECCIÓN ARTES GRÁFICAS Héctor Das opportunity” ATENCIÓN AL CLIENTE Gema Peñalver IMPRESIÓN Luis Mateo, Fermín Leal 8 Las navieras, ante el reto de la rentabilidad DOSSIER Cruceros es una publicación de Cruise lines face a profitability challenge 16 Los puertos españoles, viento en popa Spanish ports prosper DIRECTOR Paco Prado DIRECTORA DE PUBLICACIONES Magda Tatay 20 España, puerto a puerto Spain, port by port Edif. Tersaco, 2ª, ofic. 214 Muelle Príncipe de España, s/n. 34 Quién es Quién CRUCEROS 08039 Puerto de Barcelona WhoisWho CRUISES Tel. 93 289 67 07 - Fax 93 223 92 62 [email protected] Colón de Larreategui, 26, 4º A 48009 Bilbao Tel. 94 425 72 48 - Fax 94 423 11 42 [email protected] C/ Vargas, 7, local 10 28003 Madrid Tel. 91 536 21 17 - Fax 91 733 33 52 [email protected] Polígono Industrial Camí de la Mar Calle Calderers, 40 (antes calle nº 3) 46120 Alboraya (Valencia) Tel. 96 330 18 32 - Fax 96 330 18 35 [email protected] Queda prohibida la reproducción total o parcial del contenido de esta publicación, su tratamiento informático o su transmisión por cualquier medio, ya sea electrónico, mecánico, por fotocopia u otros métodos, sin permiso previo y por escrito de la empresa editora. La empresa editora no comparte necesariamente las opiniones recogidas en los artículos y entrevistas firmados. DEPÓSITO LEGAL: V-3733-1993 MARZO | MARCH 2014 Entrevista a Robert Ashdown, Interview with Robert Ashdown, secretario general de CLIA Europa general secretary of CLIA Europe “Los países con “Countries with economías emergentes emerging economies are representan una nueva a new opportunity” oportunidad” Robert Ashdown, the general secretary of the Cruise Lines International Association (CLIA) Europe, is convinced that Robert Ashdown, secretario general de Cruise Lines Europe still holds many growth opportunities for the cruise International Association (CLIA) Europa, está convencido de industry. The CLIA Europe representative explains in this que Europa ofrece todavía muchas oportunidades de interview what these opportunities are, as well as crecimiento a la industria de cruceros. El representante de highlighting some of the work the association is doing to CLIA Europa explica en esta entrevista cuáles son algunas promote growth. de estas oportunidades y apunta algunos de los trabajos que la asociación está desarrollando para favorecer este Elena García The cruise industry’s contribution to the world economy, including the European crecimiento. one, seems unstoppable. For this year, CLIA foresees 21.7 million passengers, of whom 6.54 million will be European. Is there still room for growth or could there Elena García soon be signs of a slow down in the sector? La aportación de la industria crucerística a la economía mundial, incluida la The industry makes continuous efforts to improve and expand its offering. As such europea, parece imparable. Para este año, CLIA prevé que se llegue a los 21,7 the product remains a great attraction for tourists. Thanks to this, the rhythm of millones de pasajeros, de los que 6,54 millones serán europeos. ¿Queda recorrido growth in the cruise industry is still positive. Nevertheless, several markets are para el crecimiento o puede haber pronto muestras de agotamiento en el sector? already mature, so despite still having growth potential, it is to be expected that the La industria realiza esfuerzos continuos por mejorar y ampliar todavía más su figures do not always reflect the high rates of growth in some markets. oferta. De ahí que el producto continúe teniendo un gran atractivo para los turistas. In any case, new niches continue to be opened that contribute to maintaining this Gracias a ello estamos logrando que el ritmo de crecimiento de la industria de trend. This requires an effort from the industry to promote the extensive range of cruceros siga siendo positivo. cruise options available. No obstante, varios mercados a nivel global son ya maduros y, aunque siguen In this sense, countries with emerging economies are a new development teniendo potencial de crecimiento, es de esperar que las cifras no siempre opportunity as they can generate new passengers as well as becoming destinations. registren ritmos tan elevados en algunos de ellos. En cualquier caso, siguen abriéndose nuevos nichos que contribuyen a mantener esta tendencia y ello requiere un esfuerzo por parte de la industria para dar a conocer la amplia y variada oferta de los cruceros. En este sentido, los países con economías emergentes representan una nueva 4 | oportunidad de desarrollo puesto que pueden generar un gran mercado tanto a nivel emisor como receptivo. ¿Qué hacen y qué pueden hacer las navieras para que se mantenga este ritmo de crecimiento? Los cruceros ofrecen un conjunto de sensaciones, experiencias, comodidad, gastronomía, ocio y destinos que otros productos turísticos no pueden proporcionar. No obstante, el conocimiento de los consumidores sobre el producto es en ocasiones limitado. En algunos países en los que la tradición crucerística no es tan longeva como es el caso de España, es importante fomentar su conocimiento y explicar a los turistas las ventajas y opciones que ofrece la industria. Ahí es donde más tenemos que esforzarnos porque tenemos un gran potencial. No obstante, la industria también recibe un gran apoyo por parte de los puertos, autoridades y agentes de viajes que contribuyen muy activamente en la promoción del producto. El Mediterráneo se mantiene fuerte como segundo destino crucerístico del mundo. ¿Qué posibilidades tiene de recortar distancias con el Caribe? El Mediterráneo tiene todavía mucho potencial de crecimiento. El Caribe, por su parte, es un mercado muy maduro. Es probable que la diferencia pueda reducirse en cierta medida, pero no creemos que vaya a ser algo especialmente significativo a medio plazo. El Caribe cuenta con ventajas estacionales que prácticamente garantizan su liderazgo para los próximos años. ¿Y qué pasa con el resto de Europa? El resto de Europa también continúa creciendo. Según las cifras que manejamos desde hace varios años, la mayoría de los europeos que disfruta de un crucero lo hace recorriendo el Mediterráneo, entre otras cosas por un tema de estacionalidad. Sin embargo, cada vez hay ofertas más exóticas y la temporada de “cruceros de agua fría” que recorren el Norte de Europa sigue extendiéndose y ganando adeptos. ¿Los destinos emergentes amenazan el crecimiento del sector en Europa o todavía son mercados demasiado verdes? Todos los mercados son complementarios. Una de las principales ventajas de los cruceros es su flexibilidad. Los nuevos destinos ofrecen oportunidades diferentes a los cruceristas, pero esto no va en detrimento de los destinos actuales, sino que genera nuevas oportunidades de crecimiento. Además, estos mercados emergentes ofrecen un enorme potencial de nuevos cruceristas que crece cada año. ¿Qué novedades presentan este año las navieras en Europa? La industria de cruceros es muy versátil y trata de adaptarse de forma continua a las necesidades y demandas de los cruceristas. Por ello, hay distintos tipos de cruceros que se adaptan a las necesidades de los consumidores, tanto por duración, como por servicios, o destinos. Robert Ashdown, secretario general Teniendo todo esto en cuenta, las navieras han preparado una gran variedad de Cruise Lines International de novedades, aunque las principales tendencias son incrementar el Association (CLIA) Europa. MARZO | MARCH 2014 Robert Ashdown, secretario General de CLIA Europa, durante su intervención el pasado 18 de febrero en el acto de presentación en Madrid de CLIA España. “Una única industria, “A unique industry, una sola voz” a sole voice” CLIA ha creado recientemente su propia asociación en España. ¿Cuáles son CLIA has recently created its own association in Spain. What are its los objetivos de CLIA España? objectives? CLIA España ha nacido, al igual que el resto de delegaciones nacionales, CLIA Spain has been founded, like the other national delegations, with con el objetivo principal de aunar a las distintas navieras, proveedores del the main aim of uniting shipping lines, suppliers and travel agencies sector y agencias de viajes que operan en el país bajo el lema “Una única operating in the country under the slogan “A unique industry, a sole industria, una sola voz”. Así, una de las principales funciones de CLIA voice”. In this way, one of the main functions of CLIA Spain is to España es representar a los asociados en este mercado para fortalecer la represent the associates in this market to strengthen the cruise industry 6 | industria de los cruceros ante la sociedad y ante las instituciones locales. in its dealings with the society and local institutions. CLIA Spain responds CLIA España responde a la voluntad de nuestra asociación de convertirse en to the desire of our association to become a global organisation placing una organización global con una atención total hacia las necesidades en los absolute attention on the needs of key markets. As the second cruise mercados clave. Como segundo destino crucerístico y cuarto país emisor, destination and the fourth in terms of origin, Spain is one of the key España es uno de los mercados clave para la industria en Europa. De ahí la markets for the industry in Europe. As such, CLIA needs to be present in necesidad de que CLIA esté presente en España. Spain. ¿Cómo va el sector de cruceros en este país? How is the cruise sector going in Spain? España es un mercado estratégico para la industria de cruceros que, sólo Spain is a strategic market for the cruise industry that in 2012 alone en 2012, aportó 576.000 cruceristas.
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