Conference on Innovation in Tourist Promotion 2014

9:00- 9:30                                        

Registration Congress Palace at Fira de Barcelona.
Palace 5, Room 6.

9:30- 9:45 

Opening speech: Mr. Xavier Espasa, Catalan Tourist Board's Director and Mrs. Maria Abellanet, Councillor Delegated of Group CETT and M


Keynote: Innovation in Tourist Promotion.
Mr. Jordi Blanch Capellades. Tourism Board Manager of Lleida Council.


First block:

Tourist destinations with its own identity: Importance of differentiation.

Introduction: Importance of differentiation for the tourist promotion, Mr. Enric López, Director of Master in Management for Tourism Companies: eTourism, Marketing and Sales Strategies of EUHT CETT-UB.


1. Catalonia: Tourism Agency of Catalonia. Director Mr. Xavier Espasa.

2. Eukadi: Basque Agency of Tourism Basquetour. Mrs. Arantza Madariaga, General Director.

3. Quebec: Office of Quebec in Barcelona. Mr. Alfons Calderón, aggregate of Economic & Interim Director of the Quebec Office in Barcelonat of Canada.

Round Table: The importance of differentiation strategies to promote tourism in a region and the role of tourism promotion agencies.

12:00- 12:15 Coffee break

12:15- 02:00pm

Second block:

Emerging Tourist Markets & Specific Segments. Very real experiences!

Introduction: Main emerging markets and specific segments at tourist level, Dr. Joan Miquel Gomis, Professor in Department of Economics and Business and Director of UOC’s Toursim Program.



1. Contextualization of the importance of China as an outbound market at tourist level. Mr. Manu Sánchez Monasterio, president of “China Marketing Center“, Club de Marketing de Barcelona.

2. China Market Monitor Online 2013. Online Reputation Index of Hotels according to Chinese tourists (Vivential Value & CETT). Mr. Rafael González, Associate Director at Vivential Value.

3. Business case “China:, experience of entering the Chinese market”. Mr. Josep Maria Torrelles, Marketing & Sales Manager.



1. Market research: perceptions and habits of Russian tourists in Catalonia (DIBA & Sehrs).
Mr. Damià Serrano, Tourism Lab Manager of Diputació de Barcelona and teacher assigned to the EUHT CETT-UB.

2. Business case “Russia: Tourism Serhs, experience in the Russian market”. Mr. Delfí Torns, General Director.



Study case: LGTB tourism. Mr. Juan Juliá, founder and owner of Axel Hotels.


02:00-02:15pm Closing speech: Mr. José Antonio Pérez-Aranda, director of EUHT CETT-UB.