La Gomera avanza hacia la excelencia del sector turístico con la ‘I Jornada Insular de Turismo’

Cerca de un centenar de profesionales del sector se dan cita en el evento organizado por la Consejería de Turismo del Cabildo de La Gomera para abordar las herramientas de promoción y excelencia turística.

Casimiro Curbelo hace hincapié en la repercusión del turismo en el tejido económico y subraya el incremento interanual del 7,8 % en la creación de empleo en el sector servicios.

La Gomera celebró este viernes la ´I Jornada Insular de Turismo` con la que el Cabildo promueve el impulso del sector bajo el paraguas de la sostenibilidad y en el marco del Plan Estratégico Promocional Isla de La Gomera 2016-2019. La cita profesional, en la que participaron cerca de un centenar de profesionales y agentes turísticos, estuvo centrada en el análisis de las acciones promocionales, la proyección de los productos locales y la evaluación de estrategias de marketing de gran utilidad para los servicios que se prestan en el territorio insular.

El pasado año La Gomera cerró con la llegada de más de 700 mil visitantes y una estancia media superior a las 11 días. Por este motivo, Casimiro Curbelo, aseguró que la promoción realizada y la apuesta por la presencia en más de una treintena de eventos y ferias en Europa “ha dado sus frutos con unos resultados que permiten un impulso económico que se traduce en más actividad, no sólo en el sector servicios con la creación de un 7,8% más de empleo, sino en el resto del tejido productivo que también se beneficia de este”.

Curbelo reiteró la prioridad de mantener una estrategia de trabajo capaz de consolidar el destino como un espacio de calidad y excelencia, porque “el incremento del gasto medio, que se sitúa en la actualidad en unos 150 euros de media, tiene que venir ligado con el compromiso de las administraciones públicas y los empresarios para trabajar en esta dirección”.

Las singularidades de la Isla y sus atractivos naturales son las principales herramientas que utiliza el Cabildo en sus campañas promocionales. Así lo afirmó la consejera de Turismo, María Isabel Méndez, quien subrayó la apuesta por “acciones segmentadas, bien definidas y capaces de captar a un turista con alto potencial al que se llega desde su fase de elección del destino hasta que regresa de sus vacaciones en nuestra Isla”.

Recordó que los objetivos de aumentar el número de visitantes durante todo el año e incrementar el gasto medio, dentro del marco de la sostenibilidad es “una meta continua que nos ha permitido posicionarnos como un destino diferenciado en los principales mercados europeos”. En este sentido, expuso las acciones programadas a través de redes sociales, publicaciones especializadas en el sector y la presencia en multitud de medios de comunicación internacionales.

Aludió a los avances logrados en materia de accesibilidad con la publicación de la Guía de Turismo Accesible, a lo que se suma la apuesta por el Plan de Turismo Ornitológico y el Plan Formativo para la mejora del sector de la restauración, junto a la formación lingüística para personas relacionadas con las actividades turísticas.

Por su parte, la gerente de Promotur, María Méndez, puso en valor las estrategias de promoción segmentadas implementadas por la marca ‘Islas Canarias’ y con las que se ha alcanzado a mercados especializados, permitiendo generar notoriedad y consolidar el liderazgo del Archipiélago como un destino preferente.

La formación, clave para alcanzar la excelencia turística

La I Jornada de Turismo contó con la participación de cuatro ponentes. El profesor de Geografía de la Universidad de La Laguna, Moisés Simancas fue el encargado de abrir el turno de exposición con la ponencia ´El Redescubrimiento Turístico de La Gomera`. Seguidamente, el profesor de Marketing de la misma universidad, Ricardo Díaz, abordó el ´Pensar el diseño del canal desde el cliente`, y el representante de la agencia Expedia, Alejandro Gallardo ofreció una ponencia sobre ´Buenas prácticas en la comercialización hotelera`. Por último, el asesor de Hostelería, Juan Carlos Clemente, analizó el ´Compromiso con el producto local`.

 

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