{"id":20844,"date":"2014-02-02T09:23:57","date_gmt":"2014-02-02T08:23:57","guid":{"rendered":"https:\/\/www.opc.cat\/barcelona-un-exito-espectacular-2\/"},"modified":"2014-02-02T09:23:57","modified_gmt":"2014-02-02T08:23:57","slug":"barcelona-un-exito-espectacular-2","status":"publish","type":"post","link":"https:\/\/www.opc.cat\/es\/barcelona-un-exito-espectacular-2\/","title":{"rendered":"Barcelona, un \u00e9xito espectacular"},"content":{"rendered":"<p><i style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">(B02)&nbsp;<b>Rafael Su\u00f1ol<\/b>.&nbsp;<\/i><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">El Turismo aporta, y distribuye, 20 millones de euros diarios a la ciudad de Barcelona. Es un man\u00e1, lo que podr\u00eda llamarse, en t\u00e9rminos modernos, un milagro econ\u00f3mico. Y ha sido posible gracias a la inteligente combinaci\u00f3n de unas condiciones objetivas, al lado de una gesti\u00f3n muy profesional del negocio tur\u00edstico. Es cierto que los JJOO pusieron Barcelona en el mapa. Es una ciudad con buenas condiciones climatol\u00f3gicas, con atractivos culturales muy destacables, y, en algunos casos, \u00fanicos (MNAC).<\/span><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">Est\u00e1 en el Mediterr\u00e1neo, se vive bien, con alegr\u00eda, y se come mejor, tiene atractivos tur\u00edsticos interesantes, es cosmopolita, a veces vanguardista.<\/span><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">En definitiva, la percepci\u00f3n internacional es muy buena. Sin embargo, otras ciudades europeas podr\u00edan esgrimir similares atributos. &iquest;Por qu\u00e9, pues, Barcelona, en el periodo 1993-2013 ha recibido 100 millones de turistas?<\/span><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">Es evidente que se habr\u00e1 hecho bien. Veamos algunos ejemplos. El Bus Tur\u00edstic ya hab\u00eda transportado 22 millones de turistas en el a\u00f1o 2000. Otras ciudades tienen el mismo modelo de negocio, pero aqu\u00ed se ha ido incrementando rutas, y la experiencia continua siendo satisfactoria. La BCN Card, tarjeta que permite visitas distintos museos, que se ha vendido a 165.000 turistas; la Shopping Line, para integrar, bajo una misma marca, la mejor oferta comercial; el programa BCN Cultura, con los a\u00f1os tem\u00e1ticos Gaud\u00ed, Mir\u00f3 etc. El programa City Breaks, reuniones empresariales cortas, de gran \u00e9xito. O BCN Sports que ha congregado en estos \u00faltimos a\u00f1os a 2,7 millones de espectadores.<\/span><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">Pero quiz\u00e1 el \u00e9xito m\u00e1s espectacular haya sido el Turisme Creuers, que, con siete terminales en el Puerto, es el primer destino\/origen de Europa y el cuarto en el mundo.&nbsp;<\/span><a href=\"http:\/\/www.economiadigital.es\/es\/notices\/2011\/12\/el_puerto_de_barcelona_gana_la_terminal_de_cruceros_de_singapour_25310.php\" style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">En 20 a\u00f1os ha movido 25 millones de cruceristas<\/a><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">. En resumen, Barcelona es la cuarta plaza de turismo internacional, quinta del turismo de reuniones, como hemos dicho, cuarta mundial de cruceros, ciudad de compras reconocida, y con veinte stablecimientos con estrella Michelin.<\/span><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">&iexcl;No est\u00e1 mal! Es la envidia de muchas ciudades. Pero, &iquest;c\u00f3mo se ha logrado? Es cierto que las condiciones de partida eran muy buenas, pero existen muchos casos, que a pesar de contar con condiciones excelentes no desarrollan adecuadamente ventajas competitivas.<\/span><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">En el \u00e9xito de Barcelona ha jugado un papel fundamental Turisme de Barcelona, un consorcio p\u00fablico-privado, que ha pilotado el desarrollo de la ciudad desde 1993, despu\u00e9s de los JJOO, creado por el gran alcalde de Barcelona Pasqual Maragall.<\/span><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">Un consorcio de este tipo funciona con el principio b\u00e1sico de la complicidad entre los objetivos p\u00fablicos y los intereses privados. Turisme de Barcelona, presidido por Juan Gaspart y dirigido por Pere Dur\u00e1n Jr, es el protagonista de este \u00e9xito empresarial.<\/span><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><a href=\"http:\/\/www.economiadigital.es\/es\/notices\/2012\/03\/turisme_de_barcelona_estrena_nuevas_instalaciones_28166.php\" style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">La econom\u00eda, y m\u00e1s en una ciudad, es un dif\u00edcil equilibrio<\/a><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">&nbsp;entre los intereses generales y las empresas privadas, que l\u00f3gicamente buscan ganar dinero a lo largo del tiempo. Es un encaje complicado entre el beneficio a corto -subir tarifas hoteleras, ya que la demanda es boyante- frente a crear un polo de atracci\u00f3n permanente y creciente en el largo plazo.<\/span><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">Parece que los hoteleros lo han entendido. Se han dotado, con la ciudad, de un instrumento muy cooperativo, de gesti\u00f3n de la oferta y de fomento de la demanda. Turisme de Barcelona ha desarrollado una campa\u00f1a permanente de relaci\u00f3n con las Agencias de Viaje y los Tour Operadores, ha participado en Ferias de mercados de origen, ha gestionado promociones segmentadas. Es decir , una magn\u00edfica labor empresarial. Ha gestionado la demanda al tiempo que modulaba la oferta.<\/span><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><br style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\" \/><a href=\"http:\/\/www.economiadigital.es\/es\/notices\/2013\/11\/la_crisis_y_la_inversion_en_spanair_llevan_a_catalana_d_iniciatives_a_la_liquidacion_47147.php\" style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">Incluso fue uno de los promotores de la compra de Spanair<\/a><span style=\"font-family: 'Times New Roman'; font-size: medium; line-height: normal;\">, que contin\u00faa reivindicando como una oportunidad que favorec\u00eda el turismo en Barcelona. Que m\u00e1s tarde el proyecto no saliera bien, por razones de gesti\u00f3n, no invalida la apuesta. BCN Turisme es un ejemplo de c\u00f3mo deben gestionarse intereses p\u00fablicos y privados. Cuando dice que deber\u00eda limitarse la oferta en alguna zona de la ciudad lo hace con toda la legitimidad que le da su gesti\u00f3n de los \u00faltimos 20 a\u00f1os.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>(B02)&nbsp;Rafael Su\u00f1ol.&nbsp;El Turismo aporta, y distribuye, 20 millones de euros diarios a la ciudad de Barcelona. Es un man\u00e1, lo que podr\u00eda llamarse, en t\u00e9rminos modernos, un milagro econ\u00f3mico. Y ha sido posible gracias a la inteligente combinaci\u00f3n de unas condiciones objetivas, al lado de una gesti\u00f3n muy profesional del negocio tur\u00edstico. Es cierto que [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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