The first of the day's sessions focused on the digital transformation and digitalisation of tourism, with the participation of Carlos Flavian, from the University of Zaragoza, and Jacques Bulchand, from the University of Las Palmas de Gran Canaria. They discussed how technology can help decision-making, and the way in which the world of travel has changed from the pre-internet era, in which the choice of destination was made via catalogues, with great dependence on travel agencies and tour operators; to the Internet era and the arrival new players (search engines, booking portals) and destinations; and finally, the new era marked by Artificial Intelligence.
The day continued with a B2B (business to business) session in which experts such as Jaime Mayaki, from ONU Turismo; Fernando León, from ICEX; Pablo Martín Carvajal, from PROEXCA; Vicente Dorta, from Kaudal; Silvia Camacho, from Tender Boost Consortium; and Tatiana David, from Euroemotur, discussed various aspects of the public-private relationship at a panel discussion moderated by Alexis Robles, CEO of Innovaris and president of the Inco-LAB Smart Island Cluster.
Tourism governance
The various sessions included one on collaborative and intelligent tourism governance, at which the CEO of Turismo de Tenerife, Dimple Melwani, spoke. She indicated that "Collaborative and efficient governance is key to guaranteeing the success of the development and leadership of tourist destinations,” adding that “Tenerife Tourism is a success story as a public entity, working for more than 30 years on the management and promotion of tourism through close public-private and public-public partnership that covers the whole value chain in a joint strategy for the island, with its more than 500 associated companies now working together."
Melwani pointed to six challenges that have to be addressed to achieve a successful governance model for public entities: two-way communication and transparency; efficient participation of all stakeholders with appropriate tools; a shared vision with the focus on the island and not exclusive benefits or personal egos; active listening with an ability to adapt to rapid market changes; and working with a team of committed people who are passionate about their profession in the tourism industry. "This means that challenges and obstacles can be turned into opportunities," she explained.
Finally, she identified four challenges on which the public entity she represents is currently working to foster sustainability and innovation, both factors so important in achieving a balance between tourists and residents. These challenges are: "To ensure that both public and private entities understand tourism as a cross-cutting element on which different areas of public entities must work together; to communicate clearly and positively to residents the benefits of tourism; to be able to use quality and smart data in making correct decisions, through the creation of a Smart Data Office in Tenerife Tourism; and to establish a strategy with a medium and long-term vision, rather than a short term vision limited to one term of office." Other participants at the panel discussion were Dolores Rodríguez de Azero, from Smartlinking; Carlos Romero, from SEGITTUR; Brian Garrod, from the University of Swansea. It was moderated by Raúl Hernández, from Ashotel.
Other sessions were dedicated to the themes of new leadership and sustainable and inclusive tourism, and the labour market and competitive transformation of destinations. They were attended by experts including Eduardo del Valle, from the University of Oviedo, and Rafael Robina, from the University of Extremadura.
The afternoon session dealt with aspects such as marketing, tourism products and intelligence. Those participating included Dimitros Buhalis, from Tourism Review; Youcheng Wang, from the Journal of Destination Marketing and Management; Giacomo del Chiapa, from the European Journal of Tourism Research; Agustín Santana, from PASOS; and Carlos Flavian, of the Spanish Journal of Marketing-ESIC. Other topics discussed were environmental responsibility and the ecological transition.
