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Posts Tagged ‘Strategic’

From this Hall, there is a strong desire to position the city of Linares as a cultural tourism destination associated with the industrial-mining heritage that owns the territory. In fact, if there is any city in Spain to its mining past can claim from the most remote antiquity, it is undoubtedly Linares, is that from the ruins of Cástulo to the latest mining, the vocation of the city has been metallurgy work.

The general objectives in tourism planning being carried out are:

• Position Mining Linares as a tourist destination.
• To become a national and international level as Industrial Tourism.
• Strategic design of a differential tourism product, “Linares Mining Park”
• Provide the City of Linares in new equipment that form a powerful and distinctive tourist infrastructure.
• Create Business Travel Network.
• Increase the flow of tourists and stay in the City.
• The enhancement and use of tourism resources.
• The adequacy of the urban environment and tourist use.
• Increased quality of tourist services on the destination.
• The creation of products based on innovative exploitation of resources.
• Awareness and involvement of the population and local actors in a culture for quality.

Through the strategic plan has begun to structure in an active way in the City tourism analyzing their tourism resources, needs, weaknesses, goals, planning and implementing short and long term, emphasizing the aspects of infrastructure development and the promotion Linares and marketing of tourism destination.
In this sense, the three pillars that underpin the schedule:

1. Develop tourist infrastructure and congressional
2. Communication – Awareness (internal and external)
3. Promotion – Marketing

In terms of development of infrastructure,

* The tourist adequacy of the Granary building, intended to act as Km 0 to place and direct the visitor to the city’s tourist resources. The building has an interpretation center of the city, the Museum of Raphael, a tourist office, vending area, information center Linares, temporary exhibition hall and an auditorium to enhance the city’s congressional bid.

* The restoration of the Chapel and Crypt of the Hospital of the Marquis of Linares has achieved a unique space for congresses, meetings and cultural events, with the added value of integrating the museum’s exhibition rooms dedicated to the health history connected to the city’s industrial glory.

* Mina Visits of Lords necessary project for tourism development strategy and as Park City Mines. At present, it is building the first phase of the project, the Visitors Center. To make the project has had a team multicisciplinar expert in three areas of action required: architectural, engineering and mining-industrial museización tourism.

* It has undertaken a process of lighting Linares emblematic buildings related to the time of its splendor mining and historic buildings of the city, including the former station in Madrid, the Casa-Muse de Andrés Segovia, and Hospital of the Marquis, Old Granary and Zambrana Palace.

* Tourist signs, distinguishing between signaling mining (the 6 paths of small tour of the mining environment, including hazard prevention and hundiciones wells), and street signs, including 3 welcome signs, 2 planimeters in the city and 12 signals monumental additional information in Braille.

As for the performances of COMMUNICATION – AWARENESS

mining related conferences, carried out by the Collective Project Myrtles.Ø
Recovery feast of St. Barbara, patron saint of miners (16 December).Ø
advertising inserts in newspapers and radio.Ø
Guided by the Mining Heritage Linares, 20 and March 22, 2008.Ø
Course Mining Heritage Interpretation (20 to October 24, 2008).Ø
Educational Exposition World Mining (Itinerant Schools)Ø
Ø Development of Didactic of the Hospital of the Marquis of Linares and positive, suggesting activities before, during and after the visit.
Development of Braille books for the interpretation of the Marquis Hospital.Ø
Organisation of two courses specific to tourism:Ø
tourist information (495 hours)§Technical
Promoting local tourism and visitor information (710 hours)§

The actions framed in terms of promotion – Marketing are:

1. Tourism Branding “imagines Linares” in order to meet proper destination marketing and promotion was essential to create a tourism brand that encompasses the essence of Linares.

2. Definition 8 tourism products representing the city: Linares mining, taurine, architectural, archaeological, shopping, tops, chess and music.
Application of the brand and products in promotional material (bags, bookmarks, postcards …).

3. Preparation and publication of the street and guidebooks:
- City
- Mining
- Leisure
- Cástulo
4. Creating photographic archive of tourism resources.

5. Tourism website as a fundamental tool to promote and destination information.

6. Press familiarization trip

7. Assistance and promotion in tourism fairs (FITUR, Ferantur inland, IBERCAZA).

8. Online marketing campaign of destiny, and especially the Museum of The Granary, including direct actions on sites of interest, comunity management, resource exploitation, receiving messages, creating social networking profiles. It also provides improved search engine positioning and site of the destination and follows up actions.
There has been a technical explanation during positioning, online marketing and tourism promotion for technicians with expertise in this specific subject and ICT applications the product.

9. Mobile tour guide, this technology complements traditional communication channels, spreading Cultural Heritage and Natural History and the complementary supply of Linares. Can offer updated information on cost and quality promotion, and thanks to the bluetooth broadcast points, the information will be available 24 hours a day 365 days a year, leading to greater satisfaction of tourists, which may easily and quickly download the contents of the application.

10. Themed audio guides, with the aim of disseminating and monetizing the assets of the city, has created a set of audio content designed in the form of exciting experiences which, through walking tours, visitors can enjoy the heritage, history and nature in an entertaining and fun, with the help of an innovative audio guide in English and Spanish. Visitors can take a trip through time in which historic characters, explain anecdotes and legends adding value to the visit and transforming it into an unforgettable adventure.
Have developed experiential audio guide for the Mining Heritage, to discover the archaeological site of Cástulo. And a route through the city.

11. Development of a tour guide available, which makes two tourist routes by analyzing all the urban and architectural elements of the unique buildings that are included in the itinerary, in order to publicize a destination without barriers, and accessible to all visitors arriving .

All these initiatives aim to achieve increased competitiveness, seeking excellence in tourism as a powerful tool for invigorating the promotion and marketing of the destination Linares.