“Barcelona Is The Global Benchmark For Urban Tourism”

Barcelona Tourism Board is testing the Indian tourism scene and Joan Gaspart, president, Barcelona Tourism Board scheduled to arrive in the country with his team unravels his plans for India to Reema Sissodia

What potential does the Barcelona Tourism Board see in India?

It is no secret that India is one of the emerging economies with growth rate of an average of six per cent over the last decade. The technology explosion within India has stimulated its economy to a point where a middle class of about 200 million people has been created. This is a potential pool of tourist business, which is certainly of interest to us in Barcelona. In recent years, it has become common to see Indian citizens holidaying abroad and we would like this rising phenomenon to come to the capital of Catalonia. We also know that Barcelona is popular in India, especially due to football. Another factor that has promted us to focus on this giant Asian country is your dynamism in the field of education and the large number of Indian citizens who enrol at international business schools. This fact is of our interst as Barcelona is home to some of Europe’s most prestigious business training institutions.

What is the primary purpose of your visit?

I will be in India to establish deeper contacts. One can witness several joint initiatives that we have pursued in India together with other bodies. We intend to conduct Barcelona tourism workshops and presentations in Delhi, Mumbai and Bangalore.

Are there plans to set up a full-fledged tourism office in India? If so, by when, and if not, why?

The possibility you are asking me about involves a major in-depth commitment involving a considerable budget. After our first presentations and other actions in India, we will decide in detail how to deal with the Indian market and what measures we need to take.

Are there any special schemes and promotional programmes for the Indian travel trade?

The entire professional and promotional structure of the Barcelona tourism body is at the disposal of Indian firms wishing to commit to our city. Needless to say, the same goes for the department of the consortium which deals specifically with tour operators.

Who is your target audience in the Indian market?

Numbers in India are so large that I find it a bit hard to express that we are talking about a pool of 200 million people, the size of the country’s middle class. Without forgetting, of course, the business upper class, who can also visit Barcelona as tourists.

What are the sales and marketing techniques that would be incorporated for building the tourism inflow from India into Barcelona?

As we get to know India and its culture better, we will be in a better position to define the line of direction to be adopted for the Indian market. The worlds of cinema, culture, gastronomy, history and so on is what we want to highlight. We want Indians to appreciate us and to feel comfortable visiting the capital of Catalonia.

What is the percentage of tourism business the region is expecting from India and how do you plan to achieve it?

I would not dare to talk about percentages or turnover, because that would be premature. However, we have focused on Barcelona as a source of business tourism, it being one of the segments for which Barcelona is best positioned. The Catalan capital has consolidated its position as a centre for conferences, conventions and incentive trips hence we will try to attract the attention of the Indian business fraternity. When this happens we will be ready to help them organise their event or meeting in Barcelona. The Barcelona tourism body has a specific programme to attract conferences, conventions and incentive trips to the city, through the Barcelona Convention Bureau.

What about airline connectivity between India and Barcelona? Is travel, both for business and tourism conducive?

According to our information, direct flights are planned between Barcelona and Mumbai.

Are you also marketing yourselves as part of the Spanish Tourism Board or going out into the market solo?

We are two promotional bodies, which complement one another. In many cases, particularly in markets on other continents, we go hand in hand with Turespaña (Spanish Tourism Board). In fact, the first steps we took in India were within this framework. However, on other occasions we set out to act by ourselves, with information about what is on offer in Barcelona alone, as in this case. They are two formulas – alone or together – which we intend to continue to pursue.

Do you feel it is better to market Barcelona as a solo destination than along with the Spanish Tourism Board?

In practice, the nature of the market, the distance and the features of each case provide the answer to this question. Sometimes it is more appropriate to work under the umbrella of Turespaña; in others, quite the opposite.

How many members from the Barcelona Tourism Board would be part of the delegation and what is it that they would have to offer to their Indian counterparts?

A team of six experts from our tourism body is travelling together with representatives of holiday companies in Barcelona. All of them will be placing themselves at the disposal of tourism professionals in the cities, where we plan to hold presentations of Barcelona and run workshops together with the sector. Delegations from the city council and the chamber of commerce, who are also accompanying us, will be doing the same.