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José Ballesta presents the Operational Plan for Tourism Development 2017-2020, which includes half a hundred joint actions with professionals, entities and tourism agencies of the municipality.
Murcia, the seventh capital of Spain, has surpassed for the first time in its history the 600,000 annual overnight stays and in 2016 received 426,184 tourists, which has meant an increase of almost 20%.
"'Murcia River', the Plan of Action of the Huerta or 'Medieval Murcia' are transformational projects of the city, which also offer a new model of cultural and historical tourism in Murcia," said the mayor.
The Mayor of Murcia, José Ballesta, together with the Councilor for Employment, Tourism and Culture, Jesús Pacheco, today presented the Operational Plan for Tourism Development of the municipality of Murcia, which includes half a hundred actions to address the challenges of Murcia as a destination Tourism until the 2020 horizon, and that has been elaborated in collaboration with the agents, companies, entities and tourist organisms of the municipality.
The plan is conceived as a road map to improve the positioning of the city in the national and international tourist market, in a context in which Spain is ranked as the second most competitive country in the tourism sector - behind only And the city of Murcia, the seventh capital of Spain, has surpassed 600,000 overnight stays per year for the first time in its history.
In 2016, the municipality received 426,184 tourists, an increase of 19.4% over the previous year.
The number of overnight stays amounted to 686,976, 18.8% more than the previous year, which has meant the declaration of Murcia as 'area of ​​great tourist influx'.
'Destino Murcia': a new model of tourism based on our roots and history
"There are cities with projects and cities without projects.
In Murcia we have a collective vision based on the unique idiosyncrasy of our land: the landscape and natural value of the orchard, the river as a backbone of the city, the richness of our history and culture, the life of the streets and squares The city ... It is a commitment to the purest essence and roots of Murcia, without renouncing modernity, "said José Ballesta.
The mayor added that "Murcia fate will be distinguished with unique projects based on the personality and historical roots of our land as 'Murcia River', the Plan of Action of the Orchard, 'Medieval Murcia' - which will put in The historic settlement of Monteagudo or the wall of Santa Eulalia - and that concept we call 'Murcia Viva', with more than 5,000 annual events in the streets and squares of the city of Murcia. "
"They are transformative projects of the city, which also offer a new model of cultural and historical tourism in Murcia," he added.
Participation and sustainability
The Operational Plan for Tourism Development of Murcia 2017-2020 is a working guide with concrete actions to project Murcia as a reference tourist destination of the European Mediterranean Arc.
This document guides the process of tourism development, under an intelligent model, within the framework of participation and sustainability.
It establishes three priority objectives: to improve the positioning of the city in the national and international tourist market, to consolidate the growth of the tourist influx and to increase the duration of the stay and tourist spending, and to improve the competitiveness of the sector and the quality of life in the town.
47 actions and 4 lines of work
The Operational Plan includes a methodology and a concrete timetable and program of actions for the development of the 47 actions, which have been articulated in 4 lines of work:
1) Management of Murcia as a tourist destination:
Coordinated actions for the strengthening of tourist structure and management.
Coordination of actors in the sector and civil society.
It includes measures such as the creation of the Tourism Committee of the Social Council of the City, a Awareness Plan (residents-hosts) or the declaration of Murcia as a 'Tourist Town'.
2) Improving competitiveness:
With the objective of achieving a quality leap in the tourist offer of the municipality.
Transport and accessibility for the tourist and search for a high and homogeneous level of quality.
It includes actions such as a Universal Tourist Accessibility Plan, an Environmental Tourism Sustainability Plan or the tourist adaptation of the AVE station.
3) Development of tourism products:
The enclaves, events and landscapes of the municipality project a unique showcase that exposes the tourist to the identity of the city.
(Murcia River, Huerta Action Plan, Medieval Murcia, Urban DNA, Murcia Three Cultures, boosting sports tourism, boosting shopping tourism, Valle de Senderos Network ...).
4) Promotion and commercialization.
For the positioning of the municipality as a reference destination in the media, social networks and tourism promotion channels.
It includes the development of the image of the Destination City of Murcia brand, management of online positioning participation in the AVE Cities Network, agreements with tour operators, etc.
Growth goals
The Plan sets the following growth targets for 2020:
1) Increase the number of visitors to the municipality of Murcia by 19.5% in the period 2017-2020, reaching 500,000 tourists in 2020.
2) Increase the average stay in the municipality of Murcia, from 1.62 days in 2016 to 1.7 days in 2020.
3) Increase overnight stays in hotel establishments in the municipality of Murcia between 2017-2020 25.3%, reaching 850,000 overnight stays in 2020.
A for the conquest of the Netherlands and Nordic
Among the strategic markets for the municipality of Murcia for its current volume, the Plan includes the Valencian Community, Madrid and Aragon among the nationals and United Kingdom, Italy, France and Germany among the international.
The document points to markets with a medium-term 'high potential' for Andalusia, Castilla-La Mancha and Catalonia, as well as the Netherlands and Nordic countries.
Source: Ayuntamiento de Murcia
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