Turismo de Santiago de Compostela "1st World Trail Conference" Jeju, November 7 , 2010

1. Camino de Santiago St.James Way Alternative Routes 2. Santiago de Compostela 3. Data 4. Conclusions

1. Camino de Santiago – St James Way

1. Camino de Santiago – St James Way Pilgrimage to Santiago A set of routes are created from various points of Europe

Camino de Santiago – St James Way Beginning and boom of the Pilgrimages. Peak XI-XIII Initiatives are taken by Church and Goverment

Camino de Santiago – St James Way

The Way of Saint James was declared First European Cultural Itinerary by the Council of Europe, and World Heritage by UNESCO.

Camino de Santiago – St James Way

The way became a tourist itinerary, cultural and religious of recognized international presence

Camino de Santiago – St James Way

As the origin of the definition of Europe

Camino de Santiago – St James Way What does the Camino de Santiago mean? For thousands of people the Camino means a turning point

Camino de Santiago – St James Way What does the Camino de Santiago mean? as a Turist Product means: cultural, adventure, enjoyment of nature, for spiritual, religious or meeting new people...

Camino de Santiago – St James Way

Other ways are choosen – new routes

Camino de Santiago – St James Way

Pillgrims Distinguished by their attire

Camino de Santiago – St James Way

La Compostela

Camino de Santiago – St James Way

Pilgrims repeat experience

Camino de Santiago – St James Way

Fundamental dynamic element of the country's economy developement

Camino de Santiago – St James Way

Feedback with other tourism products

Camino de Santiago – St James Way Main Routes – Alternative Routes

Main Routes – Alternative Routes French Way- The pilgrim route par excellence The pilgrim route par excellence From Saint Jean Pied de Port in France. 774km. 20-25km daily. 30 days to reach Santiago

Main Routes – Alternative Routes Aragonese way It enters Spain from France via Somport in Aragón. After 6 days and 167km joins he French way to reach Santiago

Main Routes – Alternative Routes Primitive Way Route from Oviedo to Santiago frecuented untill the 10th Century

Main Routes – Alternative Routes North Way This route enabled the pilgrims, who had come overland from France or disembarked in Basque, Cantabrian or Galician ports

Main Routes – Alternative Routes Portuguese Way Numerous routes, depending on the starting point in Portugal. The main itinerary starts in Porto and enters Spain via the international Valença do Miño Brigde before the 116km Galician Itinerary.

Main Routes – Alternative Routes English Way Used by the European pilgrims that travelled by ship to the Iberian peninsul´s northerm coast. Specially the British.

Main Routes – Alternative Routes Silver Way - Via de la Plata Longest Jacobean route. As a prolongation of the Roman Road that crossed the western Iberian Penínsulafrom south to north.

Main Routes – Alternative Routes Arousa Sea and Ulla River Jacobean itinerary Conmemorates the arrival, by sea, of St James body in Galicia.

Main Routes – Alternative Routes Finisterre Way Is the only one way originating in the holy city Impressive landscape of the ancient Land´s End - Finish Terrae-

2. Santiago de Compostela

Santiago de Compostela World Heritage In 1985 Santiago de Compostela was declared a World Heritage City by UNESCO, which considered it an “exemplary city” featuring a “valuable historic centre, worthy of one of Christianity’s greatest holy cities.”

Santiago de Compostela

Since then numerous prizes have continued acknowledging the harmony and conservation of Compostela’s heritage and the quality of life in its Old Town.

Santiago de Compostela 2010 Compostela Holy Year The origins of the religious celebration dates back to 1122 Compostela Holy Years are celebrated when it is Sunday July 25

Santiago de Compostela Historical City and Cathedral The potential to attract tourists is concentrated in the old town. The cathedral is still the main attraction

Santiago de Compostela The Cathedral After his relics were discovered in 813 AD, a chapel was erected on the site, giving rise to the monumental Cathedral Its Romanesque design, culminating in the “Pórtico de la Gloria,” was added to by the baroque style, which climbed up the main façade, elevated the towers and created four monumental squares.

Santiago de Compostela The Way of St. James in Santiago For more than a thousand years, millions of pilgrims have travelled to the monumental Cathedral from all over the world

Santiago de Compostela Strategic Location Santiago is the geographic center of Galicia .The city is only 30 kilometres from the Atlantic coast, a landscape featuring peaceful and wild beaches, fishing ports and marinas and a rich.

Santiago de Compostela City and University Santiago’s eternally young atmosphere is undoubtedly due to its intensive university life. University with more than 500 years of history “It is a living city, taken over by a crowd of cheerful and noisy students, who give it no respite even to age.” Gabriel García Márquez

Santiago de Compostela Green City Most parks are distributed in the environment of the historical city presenting another "hidden city" between the parks and gardens

Santiago de Compostela Culture As a European City of Culture, Santiago shows the world that its stone venues are alive. Auditoriums, theatres and museums overflow daily with a regular cultural programme and international events, which also occupy independent halls, cafés and outdoor squares. The city has its cultural agenda alive for the whole year

Santiago de Compostela Auteur Architecture Santiago de Compostela’s rich and renowned heritage has been increased in the last two decades with outstanding examples of contemporary architecture.

Santiago de Compostela Gastronomy Santiago is the capital of Atlantic gastronomy. In its food market, called Plaza de Abastos, and in more than a thousand restaurants, the city offers fresh seafood and garden produce, which is prepared in the most natural way to preserve their top quality.

Santiago de Compostela - Action Areas Tourist Product Development linked to: - Cultural Tourism - Religious Tourism and way of St. James - Congresses and Meetings Tourism - Gastronomy Tourism - Sports, Nature and Education Tourism

3. Data 95% would recommend the trip and 52% repeat for sure. 40% of the pilgrims spend more than 2 nights in Compostela. 69.3% going to the mass of pilgrims. 20.7% continues pilgrimage to Finisterre. Brands Santiago and Camino de Santiago have high capacity to attract international tourism

4. Conclusions Santiago de Compostela has become one of Spain’s most important tourist destinations. The key factor has been the increase of internacional tourism, based in the improvement of the accesibility and the “placement of the city in the cultural tourism”

4. Conclusions Why has Santiago de Compostela been so successful? 1. Importance of the Santiago de Compostela brand. 2. Making the most of opportunities (Declaration of World Heritage, European Cultural Capital, Holy Years, revolution of low-cost airlines…). 3. The city and tourism project is conceived, designed and implemented by means of: Municipal initiative with a profound technical basis and integrating different aspects (urban development, infrastructure, culture, tourism, social and institutions).

4. Conclusions 4. Providing at the same time strong elements of stability to guarantee consistency, continuity and success: Reasonable continuity of persons and teams. Capacity for renewal from within the project itself. Creation of professional management instruments (City Consortium, Santiago Tourism). 5. The Tourism Plan respects the logic of strategic tourism development (Accessibility, Extending Range of Products, Brand, Sales Promotion…). 6. Taking care of the city’s different dimensions in implementing plans: physical, conceptual and symbolic. 7. Innovation and creativity.

Maruxa Ledo Arias Turismo de Santiago de Compostela Jeju, November 7, 2010