INTO 2011
INTO 2011
INTO 2011

INTO 2011

Galeria fotos

separacontenido separacontenido

Creativity in the Tourism World


In view of how complex it is to achieve a high level of competitiveness for a mature destination, at this year's INTO Seminar it is planned to analyse creativity as the main competitiveness-enhancing tool for tourist destinations of the 21st century.

Having explored in depth, in 2009 and 2010, research, knowledge transfer, the new model of doing business over the Internet engendered by digitally-enabled consumers, the technological frontiers of the immediate future, etc., with the aim of enhancing the competitiveness of tourist destinations, in this eighth Seminar we plan to go full circle by opting for creativeness as a means of overcoming obsolescence and re-inventing mature destinations.

The idea that creativeness goes hand in hand with innovation to stimulate success in business is not a new one. The World Tourism Organization designated 2009 as the European Year of Creativity and Innovation. The message it conveyed was that the nexus between creativity and innovation calls for intelligent investments that will be able to bring about new and sustainable solutions and benefits for economies .

Although the term creative tourism, designating a product, was coined in this early century with the sense of "Tourism which offers visitors the opportunity to develop their creative potential through active participation in courses and learning experiences which are characteristic of the holiday destination where they are undertaken" (Greg Richards and Crispin Raymond, 2000), in 2006 UNESCO approved the concept "Creative Cities Network", which is defined the same as Creative Tourism.

This year's INTO introduces the term Creativity in Tourism, as a tool in the process of innovating so as to achieve a more competitive destination through transformation and imagination. In international knowledge forums there is an awareness that a phase has drawn to a close, that a new model of doing business is setting trends: changes of use are needed to avoid becoming obsolete, in spite of the difficult financial situation; there is a need to adapt to mobile technologies, to become aware of the new market segmentation, etc.; in short, all this will stimulate businesses to become more competitive, or else it will lead to their disappearance.



The obsolescence of tourist destinations, the axis of the first session of Into 2011 200-120 exam


The situation of obsolescence of the tourist destinations marks the beginning of the seminar. By a round table has analyzed the current status of tourism, threats and weaknesses that are observed and are considering key concepts such as disinvestment, recovery, aging, developed innovative strategies in the industry as Miami, transformative opportunities in the marks Balearic Islands. Javier Rey has raised the audience if you can innovate in a tourist destination and transform obsolescence, without disturbing or must implement a single model of renewal in the territory, or differentiate the different zones.
Bruce Turkle has shown how public and private sectors joined forces to renovate the brand destination Miami, synchronizing the perception and reality of the brand, from the needs to the desires of visitors, setting the attributes of the tourism and expectation generating new segments. It invited the agents to generate a new balearic-based advocacy desire, authenticity, specificity and uniqueness.
Aloy Josep has exposed the plan of improvement and renewal of the Balearic tourist destination and has highlighted the keys to the revitalization of a destination: accessibility, product life and modernization.
Porto Ferran has exposed the renewal process that began in their establishment, then 1 * hotel, which becomes the Pollentia Club Hotel 4 * and differentiate between the hotels in the area.
Miguel Payeras has reviewed this action in which he highlighted the key points necessary for the renovation of the tourist destinations of the Balearic Islands. "It's easier to innovate in organized settings to organize innovative environments."
After the turn of speech in the room, in which issues were discussed as the passage of the products and services to the travel experiences on the preeminence of prescription user versus the credibility of the tourist agents, and property tourism brand, has moved the speakers a question from @ CarmeFr on Twitter, how will affect predation Mallorca brand new territorial Govern.

La obsolescencia de los destinos turísticos, eje de la primera sesión de INTO 2011 70-461


La situación de obsolescencia de los destinos turisticos marca el inicio del seminario. Mediante una mesa redonda se ha analizado el estado actual de la actividad turística, las amenazas y debilidades que se observan y se están planteando conceptos clave como desinversión, recuperación, obsolescencia, estrategias innovadoras desarrolladas en el sector como Miami, oportunidades de transformación en las marcas baleares. Javier Rey ha planteado al auditorio si es posible innovar en un destino turístico y transformar lo obsolecente, sin molestar o debemos implementar un único modelo de renovación en el territorio, o diferenciar las distintas zonas. Bruce Turkle nos ha mostrado cómo sector público y privado se aliaron para renovar la marca del destino turístico Miami, sincronizando la percepción y la realidad de la marca, pasando de las necesidades a los deseos de los visitantes, fijando los atributos de la oferta turística y generando expectativa en nuevos segmentos. Ha invitado a los agentes baleares a generar una nueva promoción basada en deseo, autenticidad , especificidad y singularidad. Josep Aloy ha expuesto el plan de mejora y renovación del destino turístico balear y ha resaltado las claves para la dinamización de un destino: accesibilidad, producto, vida y modernización. Ferran Porto ha expuesto el proceso de renovación que emprendió en su establecimiento, entonces hotel 1*, para transformarlo en el Hotel Pollentia Club 4* y diferenciarse entre la oferta hotelera de la zona. Miguel Payeras ha realizado una crítica intervención en la que ha resaltado los puntos clave necesarios para la renovación de los destinos turísticos de las Islas Baleares. :"Es más fácil innovar en entornos organizados que organizar entornos innovadores". Tras el turno de palabra en la sala, en el que se han comentado cuestiones como el paso de los productos y servicios a las experiencias turísticas, sobre la preeminencia de la prescripción del usuario frente a la credibilidad de los agentes turísticos, y sobre la propiedad de las marcas turísticas, se ha trasladado a los ponentes una pregunta realizada por @CarmeFr en Twitter, sobre cómo va afectar a la marca de Mallorca la depredación territorial de nuevo Govern. Creativity as a tourist conversion opportunity, axis of the second session
Anna Domingo moderator of the second session, devoted to the role of imagination and creativity to transform the tourist destinations, the development of innovative and creative processes as a strategy for renewal and enhancement of the tourism industry and the redefinition and development of products, services and destinations tourist of the future.
Sonia Fernández Vidal, quantum physics, raises the audience how scientists face anomalies and economic sectors, and how we resolve the question that presents each destination and once resolved to change a situation. It also highlights that the failure to plan is planning and that there are four ways to get attention: pay, pray, disturb and impact to earn that attention.
Luis del Olmo, CEO of Sol Meliá, exposes the Magalluf renovation project and its relation to the process of modernizing the environment, reposition the destination, increase the value, open the resort to the resident and product renewal, reinforcing segmentation, generation experiences and diversification.
Francesc Grimalt, winemaker wineries 4kilos (Mallorca) states that the knowledge of work processes and optimization, and add the more elements themselves, is key to achieving differentiation. They are also really important to sell the value of terroir, tradition and history, the poetic quality of the product and the team. Just remember that failure is what makes us evolve.
The contribution of José Luis Escolar, film producer, focuses on the value of dreams and imagination as well as the use of natural and scenic values ??and tourism infrastructure in the context of film shoots, and its potential for the generation of promotion of the tourism destination differentiated, quality and turned over to the client's needs.

What is creative tourism, and how to develop, the axis of the third session JN0-102


The third session of this workshop focuses on the conceptualization of creative tourism, and delve into the creative processes and possible strategies to uncover the creative capabilities of tourist destinations. Ana Maria Munar, who moderated the session, sets out the purpose of the session: learning about experiences of creative industries and see what relationship may have with tourism. It also launches two ideas to the table: the growing trend to create value by focusing on the intangible, perceptions, values ??and attitudes, desires and haunts of the recipients of the offer. On the other hand, the opportunity for business and tourism stakeholders to strengthen laboratories for experimentation and creative innovation, and to unlearn to relearn.
Greg Richards of the exhibition has focused on the definition of creative tourism, trends, challenges and opportunities as a strategy of differentiation within the cultural tourism that is overly focused on iconic structures (Guggenheim Bilbao), mega-events (exhibitions worldwide), theming (City of Seoul) and copy of tourism strategies (eg tourist bus). In an increasingly globalized market, how can submerge in the local tourist, live experience outside the usual tourist haunts? According to Richards, through creative tourism, which is a step beyond traditional supply, as well as providing facilities, produce goods and services and tourism experiences, to create change. Skills, originality, creativity, cool, narrative, intercultural and cross-cultural authenticity and everyday life are key elements of creative tourism. Creative tourism development in any of its forms (crafts, design, food and wine, health, languages, spirituality, nature and landscape, sports, traditions) allows singling visible and destinations.
Amelie's route, the creation of Ricks cafe in Casablanca, a visit to the cabin of Dances With Wolves, Braveheart scenarios, the economic boost the Asturian town Ballast following the series Doctor Mateo, New York concept we have built Throughout the history of cinema, travel guides movie content, the impact of Larsson's trilogy on the mark of fate Sweden, the appreciation of historic buildings generated after the shooting of Harry Potter and reinvestment in conservation of the benefits by visits to natural areas that have been the scene of film ..... Pedro Barbadillo confirms that, beyond the creativity of film, tourism experiences and the image of the destinations may pose an impact on visitor numbers and the qualitative change in perception, and this could be the development of a chair of film tourism, perhaps in Mallorca ...
Can Seng Ooi, a professor at Copenhagen Business School, introduces us to the case of Singapore, how they have managed to channel the creativity in structuring experiences Creative Tourism, also establishing a comparison between this model of tourism development and implemented in Denmark. Wondering how you can see, a destination for tourists and an enemy or as an inconvenience and raises steps to convert the tourist experience in a form of integration between residents and visitors.
Bibiloni Antoni then reviews the evolution and technology platforms guidebooks web-generated content from publishers such as Lonely Planet to collaborative content supplied by the users themselves. Raises the possibility of going beyond using biometrics and identification systems to provide personalized content according to user profiles, reducing language barriers, establish mobile marketing strategies to contribute to accessibility
Finally Peio Oiz, director of Microsoft's Innovation Center Tourism Technologies MICTT has exhibited his three strategic areas that are innovation, training and demand generation. The first axis, MICTT analyzes the applicability and implementation capacity of new technology (platforms, technologies, devices, etc.) to generate business in the tourism industry. But MICTT seeks to fuse R & D and creativity to generate innocreatividad, encourage the tourism industry that will be aligned with the innovation that generate, and develop innovative user experiences based on the technology, usability, integration of functions previously carried out in various devices in one, the proximity. Discuss two creative innovations developed by MS as MSTag Kinct and have had some application to the tourism sector: booking flights and hotels and contact with tourist offices.
After interventions have been opened for questions and the moderator concluded the session by throwing a reflection attendees and speakers: whether they should be limits to creativity.

Creative experiences that reset, promote and transform destinations, axis of the fourth session of INTO


The second day of Into 2011 began with a session focused on the transformation from a tourist destination with creativity. The first intervention is carried out by Caroline Couret of the International Creative Tourism which has creative tourism experience in Barcelona developed a new and creative to meet demand from overseas tourists mainly creative and connect with local art supply both equipment, creative workshops, artisans, creative neighborhoods. Highlight the enrichment which is the encounter with the local population the opportunity to recover an intangible heritage destination seasonally adjusted diversify and improve the profitability of equipment and creates opportunities for business development of these cultural entrepreneurs and their connection to the receptors, here primarily local development agents and tour operators. Just asking a question to the audience, if the creative tourism is a niche market or simply an opportunity to create synergies between different segments or niches.
José Alberto Terrassa then talks about technology and its transformations, in particular we show its applicability within tourism and how they contribute to transform the destination web service that let you work remotely, social networks, the natural user interfaces present in tablets and mobile, and cloud computing or information in the cloud. It also shows the key values: interoperability, interactivity, holistic, dynamic service platforms, dynamic signage, ...
Third Miquel Riera has an emerging adventure sport called Psicobloc Mallorca, which is free climbing on the coast of the island, which is becoming a major impact on U.S. especially from a documentary that won an Emmy and an event on the island sponsored by Red Bull. Josep Tur finally tells the audience the history of Ibiza and Pacha Nightclub key to its success and innovation that developed as pioneers in the industry of the night: first the attitude towards the customer, but also the segmentation of the room in four environments and musical cuisine differentiated by customer segment, a department of primary care for health emergencies, the promotion of fate singled centered nightlife scene, shows creativity ....

The generation of ideas, workshop by Juan Prego


After the coffee break we had the opportunity to hear John Prego, head of Creative Attitude that he asked directly: How many new ideas have you had today? Prego has begun recalling the words of Einstein: In times of crisis, imagination is more important than the intelligence and that the three key skills of creativity are skill, originality and value. He notes that there can be no innovation without creativity, because innovation processes require constant innovative thinking. There is no innovation without innovative, and creative companies can not have not have a creative team, creativity can not be outsourced. To encourage innovation and development of creativity, you must assign a time, encourage diversity, promote originality, build and test prototypes. Every idea has value until proven otherwise. Beware of our brain that is very good destroying and very bad creating. We see ideas like tigers, we first see the dangers and that prevents us from seeing the potential. When we have an idea, we should make a prototype.

A debate on innovation and creativity for the renovation of the tourist destination closes INTO 2011


Javier Rey-Maquieira, moderator of the meeting stressed that we must promote innovation and creativity in all sectors, in business, university, society, and that we must break the attitude of fear of being creative, innovator, the failure is inherent.
Mateu Amengual, CIDTUR director, points to three key ideas: we have to change the destination, not individually change, it should improve customer service and finally there to claim that the administration be more diligent and promote business synergies.
Antoni Munar has pointed out that if employers know the true opinion of their customers, and knew how to collect these ideas, have valuable insights to constantly renew its offer. He remarked that no perceived crisis, and does not understand the culture of complaint, as creativity knows no crisis. And finally reinvindica that leaders are those who have voted and therefore we must require the administration to support the economic sector Balearic and simplifying undertaking to continue developing and positioning the destination.
Luis del Olmo, president of Baleares.t Balearic Tourism emphasizes that we are a leader in a while and have the opportunity to maintain it. For Del Olmo no doubt that the tourism industry is creative and have not focused their objectives and will implement ideas without proper planning, it is focusing its energy. He notes that someone must lead the projects, identify targets, put in place to make it happen.
Ana Maria Munar highlights that tourism is starting to work on a model of innovation getting faster MCAD is starting to see the models of creation and renewal of cultural industries, working on projects in clusters, with conomiento and passion about your theme, add value to the territory in which they are inserted, and therefore the tourism sector has much to copy it, make plans hybrids, suggesting that the main appeal of the Balearic Islands, as well as natural and cultural heritage are the people, their ideas and expertise. This is not innovation in processes, but to introduce passion and knowledge in organizations.
Pere Oliver emphasizes that innovation and creativity require work, method, create a social fabric to the transfer of knowledge, and put innovation at the heart of the company, an innovative company that knows unlearn. Lose the fear of failure, find the value of what you can not relocate as a singularity of the destination.
Payeras Miguel argues that we are able, but do we want? And the challenge is social maturity: Since we have the tools but is necessary to promote the organization, collaboration and participation. We integrate the excellent but despite the system, as the caustic environment, what emerges is brilliant. His final message aimed at young people with or without passion have formed and are facing the challenge that there is a gap in the labor market: do not hire until your contract is profitable for the company, difficult to predict at the moment current market. However we can not remain seated, waiting for an opportunity, we can only be on stage. And tourism is one of the industries that are more inclusive, there is room for all the ideas so it's time to define the vocation and passion for each other and get to work on it.
Following the intervention of all the speakers, the panel closes with an appreciation for the facilitator to the organization and the attendees for their active participation in development.

INTO 2011 videos


Promoturismo has prepared several videos with the impressions of some of the protagonists and seminar attendees Into 2011 on creativity and tourism held in Mallorca. For your convenience, here you have the list of videos and links.

Bruce Turkel:

Sonia Fernández-Vidal:

Ana Maria Munar:

Michael Riera:

Antonio Munar:

Caroline Couret:

José Luis Escolar:

Impressions of various assistants:

Creative Commons Attribution License (reuse allowed)

Any suggestion for the organization?


The organization of INTO 2011 has received a suggestion from La Defense, Consumidors i Usuaris Association of the Balearic Islands, which reads: consider that a tourism seminar should provide suggestions regarding the problems of consumption of tourists, which may occur from arrival at destination, the establishment, purchases, rentals, restaurants, public transport, etc

We want to publicly thank the contribution of this entity at the INTO Seminar. We will get your suggestion to Scientific and Technical Committee to be taken into account in an upcoming edition of the Seminar. And we were at the disposal of Defense for any other information required in this regard.

Our facebook page is open to suggestions and proposals that people want to get followers, attendants and participants of the Seminar INTO. You can reachhem by email, addressed to Aina Pons:

Sincerely, Team INTO 2011



INTO 2011 INTO 2011 INTO 2011 INTO 2011 INTO 2011
Catalán Español Inglés INTO 2011 INTO 2011
INTO 2011INTO 2011
  INTO 2011 © INTO 2011 - Credits - Disclaimer - Accessibility Policy INTO 2011  
background image