MARTA DOMÈNECH TOMÀS

Director General of Tourism of the Government of Catalonia

December 7^th, 2022

@martadomenech1

Towards more ethical, innovative and responsible tourism

CATALUNYA · Commitment to responsible and regenerative tourism

WHY A COMMITMENT?

“The commitment starts a process of collective transformation to be able to create a new model that is

environmentally responsible, socially just and regionally balanced.”

Well-being understood beyond economic prosperity. It includes environmental, social and cultural sustainability.

Community contemplates the visitor, the tourist industry, the resident, social agents, cultural and natural assets, academic…

The economy of the visitor and values of trip: peace, dialogue, exchange, respect, progress, tolerance...

WELL-BEING

COMMUNITY

TRAVEL VALUES

Bringing well-being to the community through values of travel

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TRANSVERSAL

TRANSFORMATIVE

TRANSITIONAL

Tourism is an activity connected to the rest of the country, whether through transportation, the towns and cities, health, food, culture or technology.

The plan proposes a profound transformation of the sector. Tourism aspires to be a sector within the new economy.

Changes are planned for the short, medium and long terms, with the goal of enabling the transition of the current model to a new one in a progressive way.

Catalan tourism wants to be the solution not the problem. The response of the sector to current social, environmental and economic challenges will only be possible by attracting talent, capital and ideas, which will

together make tourism one of the key sectors in the new model of the country.”

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THE COMMITMENT IS:

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THEMATIC AND DEVELOPMENT AREAS

Regional diversity is a strategic axis, tourism needs to reconnect with local identity, and there has to be a recovery and restitution of the countryside.

Reducing distances, increasing stays, creating innovation in ethical technology and using new indicators.

The tourist’s environmental footprint is the same as that of a local, tourism leads the process of energy transition, the mobility of tourists is tending towards decarbonisation…

Tourism as a universal activity, diversity as a main criterion for tourism, and the importance of quality in tourism work.

ENVIRONMENT

SOCIAL

REGIONAL DIVERSITY

TOURISM ITSELF

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PHASES:

A commitment involving all related actors:

FIRST PHASE:

The aim of this first phase was to draw up a map of the different possible and desirable scenarios for Catalan tourism, based on the opportunities available in the near future, and the capacity of the country’s economy, environment and society to adapt to each of these scenarios.

SECOND PHASE:

The objective is to adapt the initial inspirational document to the actual possibilities and capacities of the sector, based on the compromises that can be assumed within the horizons of the plan.

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THIRD PHASE:

This is the last phase. This is where, after collecting all the amendments raised, we will make a mix of the proposed actions and draft the final document.

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HOW WE WILL APPLY IT

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MARTA DOMÈNECH TOMÀS

Director General of Tourism of the Government of Catalonia

Thank you,