Oh Well (Or Not): Bienestar Activo and Ironman

Three months are a long time in tourism promotion. 20 June – “All Being Well”. Now – all’s not so well. Strategies are meant to be long-term, but not if they don’t even get off the ground.

“Bienestar Activo” is – was – the brand name for a four-year strategic plan unveiled back in June. The plan was for the municipalities of Alcúdia, Muro and Santa Margalida, together with the local hotel associations and the tourism ministries at both central and local government levels, to promote various sporting activities in the resorts as a means of bolstering off-season tourism. The plan envisaged the spending of a tad under 4.5 million euros over the next four years. Annually, the central ministry would have provided 371,000 euros, a sum matched by the local ministry and also by the three town halls between them. The scheme has collapsed.

Soon after the plan was announced, I contacted the Alcúdia-Can Picafort hotel association, looking for an interview. There was an email exchange, Alcúdia’s tourism councillor was also contacted, a date provisionally established, and then nothing. At the time I found this slightly strange. As it turns out, maybe it wasn’t.

What I wanted to know was the exact nature of the plan, given that the activities – cycling, Nordic walking, hiking, canoeing – were already established. What was the 4.5 million meant to be spent on? I guess that I – we – will never find out. There are no funds to be forthcoming from the ministries.

There was some inkling as to how the money would have been doled out – in general. There were four, vague elements – organisation, specialisation of the destination (whatever that meant), improvement of competitiveness and marketing. But at the presentation which “launched” the project, amongst those attending – mayors, councillors and those as ever hoping for some benefit without actually putting their hands in their pockets, i.e. hoteliers and restaurant owners – there were no representatives of the ministries. The absence of government may tell a story. Had the ministries actually signed up to the whole thing? Or maybe they were going to, and then thought, as I had done, well, what is this all about? Those four aims seemed ill-defined; they may well also have been ill-conceived.

Of course, another explanation is more straightforward, namely government cuts, both nationally and local. Three months in tourism promotion isn’t a long time when it is already known that money is tight, so much so that the tourism ministries at regional and central levels have been merged with others as a way of saving money. Was this plan ever a goer or was it just some sort of PR stunt, and a poor one at that, given that it was unclear what it actually entailed?

The mayors, explaining the plan’s abandonment, say that they will look at it differently in the hope of bringing it back, which is probably a euphemism for saying that it will be quietly forgotten about. Maybe it should be. And maybe it would have been better had they never gone public, because this is a further embarrassment, certainly where Alcúdia is concerned, in terms of grandish tourism promotional schemes. The estación náutica concept has been quietly forgotten about, despite the fanfare that was blown when it surfaced a year and a half ago.

Fortunately for Alcúdia, something rather more concrete has emerged. Some good news with which to hopefully bury the less good news of the bienestar debacle. Thomas Cook and the regional tourism ministry have announced that an Ironman 70.3 triathlon is to be staged in Alcúdia on 14 May next year and also in 2012. Apart from some 2,500 anticipated competitors, the tour operator reckons the event will attract 20,000 visitors. I’m sceptical, but I’ll bow to the company’s knowledge. Nevertheless, the triathlon could well prove to be positive, and perhaps its potential does have something to do with the bienestar falling by the wayside. If you want to attract sports tourism, then better to go with a flagship-style event, rather than the vagueness of what was on offer. Relief for Alcúdia then, but what Muro and Santa Margalida make of it, who knows.

Any comments to andrew@thealcudiaguide.com please.

All Being Well: Bienestar Activo on the bay of Alcúdia

The central and regional governments and the three combined municipalities of Alcúdia, Muro and Santa Margalida are due to chip in a third each of a 4.5 million euro budget over four years that will go towards making the northern tourism zone of Mallorca one of “bienestar activo” (active well-being). It is an “ambitious plan”, says Alcúdia’s mayor Llompart. Ambitious possibly, but what on earth is it?

This is a strategic plan conjured up by the three town halls and the local hotel associations to add some dynamism to tourism, especially that in the off-season. The budget is to be spent on planning, organisation and management; on resources and tourist services; on improving competitiveness and on marketing. Good. Still not clear what it is though.

The answer lies with trekking, Nordic walking and cycling. Stifle a yawn in the back row there. Not exactly anything new. Cycling we know all about; Alcúdia and Can Picafort have had their own Nordic walking “routes” for some while; trekking is an old past-time. To these can be added canoeing, which is meant to be taking place on the Lago Esperanza.

The hotel associations on the bay of Alcúdia have been keen to promote the sporting nature of the area and did so recently when the tourism minister was in town. But one had the impression that they were implying something rather more dynamic. Do existing tourist “attractions” fall into this category? It’s hard to get excited.

There is, unfortunately, something rather lame about the spin behind this, for instance that devoted to the benefits to businesses other than hotels. Cyclists will go to bars or restaurants or have a massage, it is said. Well, yes, some will go to bars and restaurants;  as they already do. Not that everyone locally would say that cyclists bring in much by way of income to bars (a sometimes false impression, it should be said). As for the odd massage, well that should really get the local economy buzzing.

The “bienestar activo” initiative may well be worthy, even if it is a repackaging of what already exists. But we have been here before with initiatives. Muro town hall made much of a revamping of its “promotion”. Has it had much of an impact? Then there was that “estación naútica” concept that was meant to brand Alcúdia as a quality watersports centre. Never heard anything more about that.

Diversifying the tourism offer is laudable, but this is not new diversification. Relying on the natural environment or current infrastructure, which trekking, cycling, Nordic walking and canoeing all do, means that it is possible to try and make more out of very little investment. Seems fair enough. But maybe this is the problem. It is cheap to promote what is already there, even at 4.5 million, and is therefore easy to avoid attempting something rather more dramatic. What seems to be missing, in the reports at any rate, is any indication as to how many more tourists this will all bring in; how many more hotels might actually be open in the off-season.

And there is something else that seems to be missing. Among all this sporting “diversification” there is no mention of one particular sport. Golf. Why not? Maybe it’s not considered to be part of well-being.

Any comments to andrew@thealcudiaguide.com please.