More and more people are saying that Cadiz has no economic output to become a tourist town. But what does it take to make it so? ... Although some people convinced that it already is, the reality is that for Cadiz can become a sustainable destination, or long lasting without exhaustion or deterioration of resources and respectful of its heritage, there is still some way to go. And that way, which inevitably goes through the planning, has basically two directions:
themselves the first to Cadiz, hosts. We need awareness in the tourist sector as a source of wealth, employment and cultural exchange. Cadiz is needed that we value and know our city to understand why the value and want to meet others.
undertake needed improvement to make it more accessible Cadiz, clean, comfortable, lively, friendly and well marked, because it benefits us in the first place and permanently to the locals and second, and during the duration of their visit, tourists. For all this we need a balanced tourism development, not exceed the carrying capacity of the city and get the neighbors we are aware of the benefits of hosting and we are proud of it. Otherwise, if only we suffer the discomfort of overcrowding in the city at the hands of outsiders and settled between us the feeling that all efforts and urban improvements are focused on the tourist to make Cadiz a kind of decoration or park theme, will start producing situations and feelings of rejection towards our visitors and to any action, company, product or activity that promotes their arrival.
The second direction is towards the promotion and management. Cadiz to make tourism the engine of its economy due, among other things stand out from other destinations and for this to happen we must offer take something real and different, a complementary offering quality wrap their potential (in our case the sun, beach and culture) to make it a complete, attractive and unique.
Unfortunately, Cádiz seems to have decided to use as a differentiating factor for its offer of free cultural and tourist services and activities (macro-free concerts, free tours, free performances, etc.).. It is an option, but as other places have been able to verify who bet on the free and the all inclusive, is not the best.
The growing supply of our city free municipal odds with concepts such as quality, competitiveness, wealth creation, employment, diversity, innovation, cultural exchange, sustainable tourism, etc.. In recent years there has been prioritizing quantity over quality and that eventually leads to trouble. Some have already arrived, closing and / or braking of private initiatives, underdeveloped market / offer specialized trivialization of supply, public spoiled, etc. They seem more interested in the thousands of visitors who stop here and take it from here. To check enough to look back and take stock of the last two summers where virtually not a single day without municipal free offer.
promotion to final consumers, tourists, should be that he will know that the product exists and to consider it as an option. But if the City gives the product ... what kind of promotion of Cadiz is doing?, Are we not detract from our own supply? ...
But nobody thinks that the choice made by the city to differentiate, gratuity, is the cheapest. Quite the contrary. All expenditure rests with the municipal coffers. So we are "invited" to culture and leisure, because they pay among all, to all who come to Cadiz for a few days of summer. So we are splendid.
Is this necessary?, "Encourages the development of a specialized business network?," Encourages employment?, "encourage innovation in the sector?," promotes quality?, "promotes public awareness, is it sustainable? ... and above all: can any responsible explain, argue and answer the question that should have been made when planning such an offer?: What?.
Muñoz Francisco Javier Benítez
