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CLUSTER DE TURISMO DE MONTAÑA

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General Information
The date when the cluster organisation was established: 
Monday, 29 July, 2013
Number of staff in the management team of the cluster organisation : 
1-5
Regions: 
Aragón
Membership to other networks/partnerships: 
Cluster Management Team: 
NameSurnamePositionTelephoneEmail
ANGEL
BANDRES
Cluster Manager
+34974360019
clustergerencia@pirineosturismoaragon.es
Languages spoken: 
Catalan
English
French
Italian
Spanish
Sectoral and Industrial Focus
Sectoral Industries: 
Hospitality and Tourism
Technology fields: 
Applications for Tourism
Quality Management System
S3 EU priority areas: 
Accomodation (hotels, camping)
Emerging industries: 
Environmental Industries
Mobility Technologies
Areas of specialisation of the cluster not covered above: 
BIG DATA
Composition of the cluster
Total number of members: 
85
Number of SME members: 
70
Number of larger company members: 
10
Number of research organisations/universities/technology centres: 
3
Number of other ecosystem actors : 
2
Entrepreneurship and scale-up support facilities in the cluster's ecosystem (see "Organisation type"): 
Name and link of major players: 
Cluster Strategy
Mission/Objectives: 

Mountains are important assets for the tourism industry. Protected natural areas, which were traditionally isolated environments have now been converted into tourist destinations, largely dependent on tourism activities. The tourist products offered (adventure sports, relax, rural or cultural tourism…) are related to the weather and the mountain characteristics. In winter, ski resorts are the driving force for mountain tourism development. Mountain areas share similar characteristics with rural areas, except for the massification of skiing, where large numbers of people concentrate in relatively small areas.

The current challenges for mountain tourism at a global level are:

  • To rely on new technologies and innovation as the key success factor.
  • To diversify tourism activities and services.
  • To implement strategies and develop products for the summer season.
  • To analyze new tourism destinations and examine their new business models.
  • To improve knowledge transfer, ensuring the quality of development.
  • To focus on the preservation of the territory, which is essential for a sustainable development.

According to the data published by the United Nations (within the framework of the International Year of Mountains in 2002), tourism accounts for 15% to 20% of total global tourism revenues, that is to say, between $70.000 and $80.000 dollars a year. The Alps alone generate 7% to 10% of the annual revenue.

Spain is the second most mountainous country in Europe. About 24% of the total surface of the country is more than 1.000 metres above sea level, and about 76% between 500 and 1.000 metres.

The center of Spain forms a vast plateau, (Meseta Central), traversed by two mountain chains: the Central System, with elevations of 2.500 metres and the Toledo Mounts, at a lower elevation. It is surrounded by other mountain ranges: in the north-west we find the León Mountains and the Galician Massif, the Cantabrian Mountains to the north, the Iberian System to the east and Sierra Morena to the southern edge of the plateau. Besides, there are three peripheral mountain chains: the Pyreenees, the Basque Mountainss and the Betic System.

In this geographic context, the mountain tourism cluster is created with the aim to engage Spanish companies and institutions in innovative mountain tourism projects. Therefore, the cluster seeks to facilitate market development, to promote research in this field and to transfer the research results into marketable products and services to improve companies’ strategies.

he Mountain Tourism Cluster has the following mission:

 

Our mission: To take the lead in coordinating efforts in order to improve business competitiveness and mountain sustainability, and to promote creativity, technology, innovation, cooperation, public-private partnership and territorial cohesion.

And this is our vision:

 

Vision: To promote a mountain tourism based on innovation and able to adjust rapidly to the changing demand, in the national and international market, in order to become a reference in the sector.

The mission and objectives above are translated into the following strategic objectives:

• To adjust the offer to the new demand. • To end the seasonality of tourism by promoting all-season tourism. • To internationalize the activity. • To redesign business models to become more competitive. • To improve innovative capacity in the sector. • To foster partnerships. • To promote the use of new technologies. • To enhance social, economic and environmental sustainability in the tourism sector. • To move towards higher cohesion. • To recover the leadership role.

The lines of action, deriving from the objectives, are grouped into different areas to facilitate the understanding, communication and development of the plan. Based on the lines of action specific actions and projects can be set for the period 2012-2015.

5 lines of action have been defined within the cluster’s strategic framework:

Customer orientation and experience creation. We need to put the focus on the tourists, to increase the understanding of their interests and to create customized experiences. • Market development (marketing, promotion and internazionalisation).A current challenge that companies are facing: making the product visible, adapting to the new form of marketing and moving toward internationalization. • Innovative, secure and smart destination. Business and their environments need to incorporate vital elements, such as innovation, new technologies and security. • Economic, social and environmental sustainability. We must work to ensure the sustainability of the business and the activities. • AEI (Innovative Companies Group) consolidation. The creation and consolidation of the cluster must bring about a change in the working methods in the sector.

Do you have a formalised strategy?: 
Yes
Do you have a specific strategy focus that addresses internationalisation ?: 
Yes
Services
Support services provided: 
Access to public support (regional/national programmes, innovation vouchers, etc.)
Facilitation of collaboration between members
Innovation Management / Support of innovation processes (internal, external)
Details of support services: 
  • To identify and spread the existing knowledge and technologies which may be useful for our companies.
  • To carry out R&D projects to address unmet needs.
  • To encourage knowledge and technology transfer.
  • To facilitate access to finance for R&D and innovation-driven companies.
  • identify and enhance the employees' skills.
  • To develop training programs oriented to build and improve entrepreneurs' businessmanagement skills.
  • To improve the formal and non-formal training offered for this specific sector.
  • earch for possible partnerships with national and international entities and alliance management .
  • Benchmarking in tourism destinations and other management issues.
  • Specialty travel: mountain destinations at an international level.
  • Globalization of the demand.
  • R&D internationalization.
Cooperation Activities
International Cooperation
The main countries targeted by the cluster organisation: 
French Southern Territories
Our cluster organisation undertook the following international activities to support our members: 
Participation at missions/events/study visits/fairs
Trans-national Cooperation
The main countries targeted by the cluster organisation: 
Andorra
Austria
France
Spain
Our cluster organisation undertook the following trans-national activities to support our members: 
Participation at missions/events/study visits/fairs
Please explain: 

he CTM wants to give a major focus to the tourist, adapting products and services to their interests. Our goal is to become a driving force for innovation in the sector, capable of adapting to changing demands. To do so, it is necessary to develop tools for the design and testing of new experiences, products, services using design thinking approach, which consists of 3 main phases:

  1. Understand/Observe
  2. Definine a point of view/Ideate
  3. Prototype/Test

This service is created with the purpose of enhancing the value of the services offered by mountain businesses, while strengthening the tourism industry in the region.

  • Getting to know the current tourists and identifying potential tourists.
  • Building customer loyalty with the aim of analysing their behaviour and generating a new customer experience based on co-creation.
  • Creating customized experiences, involving the tourists, diversifying the offer (promoting all-year round tourism) and encouraging bussiness partnerships.
  • Making the tourists feel welcome, providing quality customer services and experiences.
  • To develop effective communication with customers (before, during and after the experience).
  • An innovative technology will be used by the working groups in order to create experiences, and it will also be very useful to test the new proposals.

    This project is aligned with the Comprehensive National Tourism Plan (PNIT), which was released by the Government in 2012. These are some of the key points:

  • It places the customer at the centre of the innovation process, using the design thinking method.
  • The natural heritage will be enhanced by promoting the use of non-motorized pathways and trails for mountain biking and hiking.
Which clusters do you collaborate with?: 
Europe
Support Programmes
Participation in Funded Support Programmes: 
European ProgrammesProject NameName & Description (Regional/National)
INTERREG

INturpyr

POCTEFA INTURPYR PROYECT

 

 

Promotion
Why should partners choose you for cooperation?: 

Alliances and relations between clusters in the same sector, and different countries of the U.E members will be the key factor for future joint actions for the connected industry 4.0.

Together we will do better.