Tumbaga Initiative Focuses on Experiential Tourism Cluster Development
1.
2. Tumbaga Initiative
• Cluster development
• Tourism in Quindío: trends and
Agenda
implications
• Action lines
3. Tumbaga Initiative
• Cluster development
• Tourism in Quindío: trends and
Agenda
implications
• Action lines
4. Cluster Development
What made the difference?: Integration
Competitiveness Regional Program Competitiveness Regional Committee
Public Administration Private Sector
(Government) (Chamber of Commerce, Universities,
Companies, others)
Reflection Process
From “Market Segmentation” to “Strategic Segmentation”
Development of Competitiveness Reinforcement
Initiatives (CRI) = Effective Cluster Development
5. Cluster Development
Cluster prioritization: Screening
• Rural Tourism
• Specialty Coffees
CRI
• Furniture
• Leather
From the universe of clusters identified, it was decided to begin with
Rural Tourism, and after this first pilot, work with the others.
6. How does CRI work?
To reinforce the competitiveness of the rural
tourism cluster in Quindío, Colombia
Business Strategy Cluster Environment
To ensure that each participant To benefit and stimulate the
achieves his/her goals which innovation and companies’
involve innovation that improves development.
continuously in order to satisfy
the costumers’ needs.
7. How does CRI work?
To reinforce the competitiveness of the rural
tourism cluster in Quindío, Colombia
Ideal Favorable Business
Strategy Environment Success
8. CRI: Work phases and main activities
6 months
Identifying Leading Launching
challenges the strategy the actions
1st presentation 2nd presentation 3rd presentation
December 2nd/10 February 17th/11 April 28th/11
Strategic analysis of the sector Work groups
Document analysis and previous Strategic reflection of the group Virtual Platform
projects. Interviews with sophisticated national Experiential activities
A data base which contains about 700 buyers such as Aviatur and Colombia.travel Interviews with institutions or
contacts. Reference trip specialized companies
Around 30 interviews were done with 2 countries (France and Spain) Definition of action lines
different institutions and companies. 11 meetings Designation of the responsable people
1st public meeting - 92 tourist actors 2nd public meeting - 100 participants who will be executing the actions
The presentation was sent to the
participated. 3rd public meeting
participants
The presentation was sent to the The presentation was sent to the
participants participants
9. Tumbaga Initiative
• Cluster development
• Tourism in Quindío: Trends and
Agenda implications
• Action lines
10. Trends in Tourism
The travel market and tourism done through Internet increased by 17% in
2008 and by 12% in 2009.
Out of all the searches done online, 61,9 % are about vacations and tourist
destinations; followed by the electronic gadgets and flights – accomodation.
During 2007 in the United States ,
51 % of the trips were sold via
Internet. In 2008 a considerable
growth was projected up to 56%,
reaching the 60% in 2009.¹
During 2007 in Spain, the sale of
travel online billing had a growth
of 40%, exceeding the 5,000
million Euros. In 2008 a 30%²
growth was expected.
1 PhocusWright’s “Consumer Travel Trends Survey”
2 Aleyda Solís, Responsable de la red de Viajes en Internet Advantage
11. Trends in Tourism
The tourist is motivated for their own experiences
What has changed? Where is the motivation coming
from?
• Nowadays, the tourist doesn´t travel To be part of
To do new
“to” but travels “for” something
things
• The tourist wants to be in charge just for a
(innovation)
• Doesn´t book for a tourist package moment
instead he/she would rather have the
experience To look for
The new
eagerness sensations
How is it done? to learn
• Research about his/her final
destination To live new
emotions
• The tourist looks for previous
experiences from others
• The booking is done with short
anticipation… He/she looks for a “get
away trip”
Experiences
Source: Paulo Lopes – Oficina da Natureza; http://www.oficinadanatureza.pt/
12. What are experiences?
Activities that involve real life moments and emotions at a destination,
enhancing local, cultural, traditional and natural characteristics and the ones
from its inhabitants
Activities requiring the participation of the tourist that do not involve risks
(no need of adrenaline)
Activities are "managed" through people. People vs. infrastructure
People add value to the touristic products or services
“ Nowadays, destinations are not as important as experiences”
Luis Sanz, owner “ Molino Tresgrandas”- Spain
13. A more attractive business has been
identified
Experiential +
tourism
Messy information
Weak strategy
Little use of technologies
Standardized supply
for Tourism in
Infrastructure vs. H. R.
Current positioning Generic promotion
of the Tourism cluster Quindío
Little loyalty (season trips)
in Quindío
Generic
tourism -
- Supply of products and services +
14. A more attractive business has been
identified
Experiential +
tourism Development of a
Personalized and
experiential touristic
supply
Current positioning
of the Tourism cluster
in Quindío
Generic
tourism -
- Supply of products and services +
15. A more attractive business has been
identified
Experiential +
tourism Development of a
Personalized and
experiential touristic
supply
Virtual platform
Experiential
Customized trip
'Experiential' activities
H.R. vs. Infrastructure
Destination
Customized promotion
Loyalty (visits all year round)
Generic
tourism -
- Supply of products and services +
16. How is it possible to compete in this
business?
Accomodation
Reservation
Post trip
Transport
Transport
Search
Quindío
Generic activities
Accomodation
Cluster
Reservation
Post trip
Transport
Transport
environment
Search
Ideal dynamization
Experiences
learning
process
17. How is it possible to compete in this
business?
Accomodation
resesrvation
Transport
Post trip
Transport
Search
Quindío
Generic activities
Desarrollo de Development of
Ventana Unica Ventana Unica
ica Experiential
(virtual platform) (Virtual Platform)
activities
accomodation
Cluster
Reservation
Transport
Post trip
Transport
environment
search
Ideal dynamization
Experiences
Before the trip During the trip After the trip
Aprendizaje
18. Tumbaga Initiative
Areas to be improved
Work groups
Group 1
virtual platform (Ventana Unica )
Group 2
Experiential activities (actividades
experienciales)
19. Participants in the work groups
Virtual platform y experiential activities
– Juan José Mejía, Territorio Aventura – Juan José Mejía, Territorio Aventura
– Carlos López, Parque del Café – Carlos Giraldo, Panaca
– Carlos Giraldo, Panaca – Yolanda Londoño, Finca San Diego
– Carlos A. Rodríguez, El Andariego – Luz Ángela Jaramillo, Restaurante Bosques de
– Javier Mejía, Parquesoft Cocora
– Orlando Marín, Hotel Karlaka – Yormary Jaramillo, Finca Villa Paulina
– Wilson Beltrán, Hotel Karlaka – Vicente Guarín, Finca Hotel Cielito Lindo
– Jorge Gutiérrez, Turismoquindio.com – Luis Darío Orozco, Recuca
– Cecilia Peña, Linatours – José Fernando Granada, Hotel Villa Juliana
– Olga Cruz, Aviatur – Héctor Londoño, Turismo Rural Palermo
– Clara Inés Mejía, Aviatur – Juan Gabriel Gómez, Cabalgatas VIP
– Armando Rodríguez, Secretaría de Planeación y – Paula Salazar, Ecoparque Peñas Blancas
Planificación del Quindío – Diana Salazar, Ecoparque Peñas Blancas
– María Nelly Aponte, Secretaría de Turismo del – Luz. P. Guevara, Hostal Portal del Samán
Quindío
– Sonia Betancourt, El Carrriel
– Francisco Jairo Ramírez, EAM
– Marco Rojas, Diverfly
– Carmenza Quintero, SENA
– Lorena Bernal, Hacienda Combia
– Sergio Quintero, Finca Carmen del Pinar
– Martha Muñetón, Casa de Yaro
– María Claudia Campo, Ruta del Café – Cámara de
Comercio – Kelvin Fail, Culturacafé
– América Walteros, EAM – Gloria Inés, Secretaría de Turismo del Quindío
– Sandra Sánchez, FDQ
– Carlos Fabio Álvarez, Comisión Regional de
Competitividad
20. Tumbaga Initiative
• Cluster development
• Tourism in Quindío: Trends and
Agenda implications
• Action lines
21. Action Lines
Quindío s Touristic Virtual
platform
Virtual Platform Training in Internet abilities
(Ventana Única) and IT s
Business Network for
Companies
21
Business Chats
Experiential Activities Training in Innovation for the
(Actividades experienciales) touristic cluster
Prize for the Best Experiential
Activity
22. Action Lines
Virtual Touristic Platform for Quindío
Objective:
To have a tool that integrates all the touristic supply in the department
of Quindío (activities + accomodation) in order to facilitate the
information and booking process from the tourists to our region, and to
respond to the requirements of this new business.
22
Tourists do their trip booking process with little anticipation and mainly through
Internet.
This platform will allow tourists to design their own trip, from long distances
and in real time. (customized trip)
The actors will take advantage of the information given by the users (no
intermediaries) to respond to their demands efficiently
23. Action Lines
Training in Computer Programs and Internet
• Objective:
To develop training programs in IT s so that the entrepreneurs from the
touristic cluster get familiarized with the use of internet and computer
programs.
To develop training courses to the extent and necessity of the entrepreneur
To promote the use of new technologies to ease desicion making
To teach the entrepreneurs about IT´s enabling them to compete effectively in
an increasing virtual market place and keep them up -to -date
24. Action Lines
Business Network for Companies
• Objective:
To create a web site that allows the generation of synergies among
entrepreneurs from the touristic cluster with the aim to potentialize
new business deals.
Advantages:
Entrepreneurs from the sector will be known
The creation of new deals will be easier
Cooperation from everyone will diminish the need of having intermediaries
Virtual place to communicate information related to events, tendencies and
business opportunities (link between government entities and private
companies)
In this virtual place the companies get to know each other, do business and the
public and private entities get coordinated.
25. Action Lines
Business Chats
• Objective:
To exchange experiences from businessman to businessman that
will awaken the creativity and innovation in the tourist actors.
To encourage business ambition.
To make evident that innovation doesn´t necessarily require a large
investment of money.
To motivate businessmen in the development of experiential activities
based on personal experiences which give value to the people and
their cultural/traditional and natural characteristics.
26. Action Lines
Training in Innovation
• Objective:
To train the touristic cluster entrepreneurs in innovation and in the
creation of touristic experiences
To provide entrepreneurs with theoretical and practical tools that will
enable them to develop unique and different experiences.
To evidence how to take advange of the cluster environment.
To generate skills within entrepreneurs to lessen seasonality.
Practical training in which entrepreneurs learn by developing real life projects
27. Action Lines
Prize for the best experiential activity
• Objective:
To motivate the touristic cluster entrepreneurs to the creation,
development and diffusion of experiential activities.
To let our customers know that we are designing experiential activities
as a complement of the touristic supply
To acknowledge the entrepreneurs’ effort to compete in this new
business
To encourage entrepreneurs to change from generic tourism to an
experiential one.
To structure an experiential touristic supply in the department of Quindío, thanks
to the appropriate supporting programs established by the government entities.
29. Thank you for your attention
América María Walteros López
Tumbaga Initiative – Cluster Manager
Cellphone: +57 (312) 834 33 35
iniciativatumbaga@gmail.com
americawalteros2010@gmail.com