Implementing actions that promote the leading tourism position the islands enjoy
What does it consist of?
The objective is to implement, within the framework of each of the Strategic Tourism Segments of the Balearic Islands, actions for positioning, training, knowledge and creation of tourism products conducive to the continuous improvement of planning and quality in the Balearic Islands tourism sector. The main objective of the project is to plan and implement, within the framework of each of the Strategic Tourism Segments, actions for positioning, training, knowledge and creation of tourism products that lead to the continuous improvement of planning and quality in the Balearic Islands' tourism sector. It is divided into three main programmes: 1 Positioning of the Mallorca, Menorca, Ibiza and Formentera tourism brands. 2 Training as a means of developing talent and optimising human capital management in the tourism sector. 3 Knowledge, communication and creation of tourism products.
Data
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Mallorca, Minorca, Ibiza, Formentera (Alaró, Alcúdia, Algaida)
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Govern de les Illes Balears
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Agència d'Estratègia Turística de les Illes Balears (AETIB)
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ITS2019-025
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1.800.000 €
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1.800.000 €
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1.576.713 €
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2019
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In execution
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Research (R+D+I)
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Executed: 87.6%
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23.02.2023
The project
This overarching project encompasses three major lines focused on the ongoing need to improve the main economic activity of the Balearic Islands: the tourism industry.
As tourism is undoubtedly the archipelago’s main resource, it needs to be constantly transforming, innovating and developing in a way that is sustainable now and in the future.
That’s why the competitiveness of the tourism sector needs to be improved based on the following strategic lines:
1. Positioning of the tourism brands Mallorca, Menorca, Ibiza and Formentera.
• Positioning a brand image associated with the Balearic Islands’ own values to encourage people to discover the brand’s positive aspects.
• Strengthening sport, cultural, food, nature, meeting, incentive, conference and event products, etc.
• Becoming well-known, finding influencers and making travellers loyal to our Balearic destinations.
• Boosting the presence of brands in public media.
• Supporting the private sector in staging major events involving an image transfer whereby the values of sport, culture, cuisine, etc., are associated with our destination brands.
2. Training as a way to develop talent and optimise human resource management in the tourism sector.
• Designing a collaborative public–private training strategy.
• Planning training requirements based on current and future needs.
• Generating a dynamic training plan adapted to market requirements and capable of motivating human resources.
• Making talent loyal with training plans tailored to their personal profiles.
3. Tourism product know-how, communication and creation:
• Analysing geographical, social, economic, political and cultural features, as well as those based on tourism area and destination resources to promote and implement sustainable tourism.
• Analysing the impacts caused by tourism to promote the positive ones and reduce the negative ones.
• Conducting market studies
• Generating innovative, competitive and sustainable tourism products.
• Ensuring our communication is effective so that we can position our tourism products properly in the market.
Project gallery
Related projects
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RESEARCH DEVELOPMENT INNOVATION
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762.500 €
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RESEARCH (R+D+I)
Extension of the competitive application period for the creation and joint funding of R&D&I projects by knowledge clusters in the Balearic Islands
Boosting the clustering process of the productive fabric of the Balearic Islands to bring a competitive edge and sustainability to the economy of the Balearic Islands.
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RESEARCH (R+D+I)
ForInDoc - Training and Incorporation of Doctors into the Science and Technology System of the Balearic Islands
The aim is to provide and foster research activity of scientific excellence in the Balearic Islands in all areas of knowledge, in order to attain and move towards sustainable and social development.
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