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RFCD 2011: América María Walteros López: Tumbaga Initiative  - Rural Tourism Cluster
Tumbaga Initiative



            • Cluster development
            • Tourism in Quindío: trends and
   Agenda
              implications
            • Action lines
Tumbaga Initiative



            • Cluster development
            • Tourism in Quindío: trends and
   Agenda
              implications
            • Action lines
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
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.
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.
How does CRI work?

 To reinforce the competitiveness of the rural
     tourism cluster in Quindío, Colombia




    Ideal           Favorable           Business
  Strategy         Environment          Success
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
Tumbaga Initiative



           • Cluster development
           • Tourism in Quindío: Trends and
  Agenda     implications
           • Action lines
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
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/
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
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                  +
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         +
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        +
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
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
Tumbaga Initiative
Areas to be improved
Work groups


      Group 1
      virtual platform (Ventana Unica )


      Group 2
      Experiential activities (actividades
      experienciales)
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
Tumbaga Initiative



           • Cluster development
           • Tourism in Quindío: Trends and
  Agenda     implications
           • Action lines
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
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
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
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.
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.
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
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.
For further information you can visit our website:
                     www.iniciativatumbaga.com
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

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RFCD 2011: América María Walteros López: Tumbaga Initiative - Rural Tourism Cluster

  • 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.
  • 28. For further information you can visit our website: www.iniciativatumbaga.com
  • 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