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Nagore Espinosa

Cooperation for Development with Colombia: Sustainable and Inclusive Tourism

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Within the framework of the ERICA International Development Cooperation Program (Spain and its Regions Exchange Knowledge with Antioquia), in2destination transfers knowledge within the Pilot Transfer Project on Sustainable Tourism Destinations in Jericó, Antioquia. It is a project that began at the beginning of the summer of 2018 and included in its milestones is a Mission to Spain that took place from November 5 to the 10th of the same month.

The Mission to Spain consisted of the transfer of knowledge regarding the management of sustainable tourism destinations, generation of experiences and sustainable tourism products and measurement in tourism to the team formed by representatives of the University of Antioquia, the University of EAFIT and two tourism sustainable tourism companies: La Nohelia Ecotourism Center and Tourism and Events Jericó winners of the Sustainable Tourism Plans Contest. The team received training from in2destination on Monday and Tuesday and then the rest of the week it was dedicated to technical visits at Alluitz Natura, School Farm Ultzama, Rural Suites, Valle Salado de Añana, Ostatu Winery and Villa-Lucía Wine Museum.

The visits made were very well received by the Colombian team given that they involved first-hand learning about private leadership, conviction in gender values, sustainability, recovery of the rural world, inclusion and sometimes raising the value of a destination, joining forces to succeed as a destination, not just as the company itself.

The technical visits began with Alluitz Natura Shepherd Experience for a day, in Abadiño. From these tireless entrepreneurs the team learned the importance of putting focus on networking and selling, as it is very common for entrepreneurs to work in depth the offer and neglect the sale, reach customers, investigate satisfaction to detect improvements to be developed and re-sell each time through channels and with more efficient and successful messages. It was a good opportunity to highlight the importance of betting on revitalizing the rural world and bringing the urban society closer to day-to-day rural life through fun and respect.

One of the experiences that the team most valued was Ultzama Farm School, above all for the values that this entrepreneur defends and exercises: hiring local women under 30 and over 50 given the high unemployment that exists in these age & gender ranges, rescue and care of animals, transfer of knowledge to the visitor of the importance of the rural environment, animal care, the garden and its recovery, and disseminate the Slow Food movement, of which they are part, of good, clean and fair consumption.

In addition, thanks to the attractiveness that this activity generates in the territory and the good synergies that the Farm establishes with other companies in the territory, they are contributing to bringing tourism flows to the valley, thus contributing to the economic sustainability of the rural environment.

A round experience was the four-star Hotel Rural Suite as its entrepreneur leads a sustainable accommodation that is not only accessible to all publics, but it is also adapted and inclusive, he hires people settled in the territory, has an ecological orchard, organic oil production and he offers experiences as sustainable as possible in the territory of La Ribera adapted to all audiences. They are very knowledgeable about all the tourist resources of their territory and know how to value them in a way that also generates flows into the territory, contributing to the tourism destination development.

In Álava, the team learned about three initiatives: Salinas de Añana, Bodegas Ostatu and Villa Lucía Wine Museum. Salinas de Añana showed the commitment to recover a resource that was once the backbone of the territory in which it is located and as today it is again, from the production of salt betting on quality and not volume and combining it with tourist visits that contribute to buy salt and become prescribers and loyal customers. Sustainable management is one of the cornerstones of the people who promote the project and this is evident in the hiring of people, use of energy, use of materials, among other elements.

The Bodegas Ostatu were chosen for their commitment to being an environmentally sustainable winery and Villa Lucía for the 4D experience that both can be transferable to the careful coffee and “carriel” production in Jericó. It also served to learn from the beginning of the Ruta del Vino initiative as a tourism cooperation entity to which some leaders gave life and have been joined by many more to strengthen the Rioja Alavesa destination.


NECSTouR Thematic Conference: “Local-Led Initiatives on Tourism and Cultural Heritage: a Legacy for Europe” + Barcelona Declaration “Better Places to Live, Better Places to Visit”

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NECSTouR, in the framework of the 2018 European Year of Cultural Heritage, with the support of the European Heritage Alliance 3.3., led a pan-European dialogue on tourism and cultural heritage during the conference entitled LOCAL-LED INITIATIVES ON TOURISM AND CULTURAL HERITAGE: A LEGACY FOR EUROPE in Brussels on October 11th.

The goal of this thematic conference, which is an official side event of the European Week of Regions and cities 2018, was to leverage the positive effects of tourism and cultural heritage on the social cohesion of Europe by revaluing Europe’s cultural heritage and bringing it to life, reinforcing the sense of place and greater understanding, and fostering economic growth and jobs creation.

The session consisted on two roundtables addressing the following topics: “Residents and Visitors: their role in seeking a better balance” and “Heritage and Identity: fostering tourism value creation”. Dr. Nagore Espinosa,  CEO of in2destination, participated as speaker in the first roundtable reflecting into elements that are critical to deepen into residents perception of tourism. One of the main elements highlighted is trust, for which transparency, fluent and honest dialogue with stakeholders, participatory processes and continuous monitoring are needed.

Undoubtedly, both Nagore Espinosa and the other participants in the session, such as Ana Moniche from Andalusian Region, Roberto Bande Ramudo, University of Santiago de Compostela and Caroline Couret, Director of Creative Tourism Network successfully showcased that reinforcing existing good practices and fostering debate on how cultural heritage and tourism initiatives can be beneficial for residents and citizens. In this way, the event also provided lessons learnt to EU regions and cities in order to strengthen the value tourism and cultural heritage that can jointly endeavor in our territories.

Furthermore, during the conference the final version of the Barcelona Declaration “Better Places to Live, Better Places to Visit” was presented.

There are innumerable benefits and opportunities to be gained through better cooperation between tourism and cultural heritage. The reinforcement of a common vision and goals by establishing a joint governance model to overcome these shared challenges can not only improve the current situation and reduce the detrimental impacts of tourism, but also generate great opportunities related to innovation, digitalisation, creativity, skills, talent development, and entrepreneurship, among others.

Because of this reason, the Declaration calls for the implementation of five key principles which should be jointly applied in order to make the “Better Places to Live, Better Places to Visit” come true:


Dr. Nagore Espinosa and in2destination have already joined the group of entities that support this declaration and its main objectives. Would you like to join us in supporting this cause?

Working Group of Experts on Measuring the Sustainability of Tourism – UNWTO

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Within the framework of the initiative Towards a Statistical Framework for Measuring the Sustainability of Tourism (MST) launched by UNWTO in 2017 and with the support of United Nations Statistics Division, the second meeting of the working group of experts on measuring the sustainability of tourism took place at UNWTO Headquarters (Madrid) on 24 and 25 October 2018.

Dr. Nagore Espinosa, in her double role as CEO of in2destination and INRouTe network expert and coordinator, is part of this group of experts whose aim is to develop an international statistical framework for measuring tourism’s role in sustainable development, including economic, environmental and social dimensions. In fact, measuring sustainable tourism naturally cuts across a range of disciplines and agencies. In advancing the MST statistical framework, an open Working Group of experts was established in order to lead the technical development and support engagement among these key stakeholders.

In this second meeting, numerous issues were addressed, such as employment, including the concept of Green Jobs and the implementation of its measurement, the linking of ecosystem accounting and the economic-environmental accounting system to measure the sustainability of tourism, measurement of social sustainability from the perspective of the residents, and of course the challenge of the different scales when measuring the sustainability of tourism: national, regional, local. The topics were treated based on experiences of regions or countries that are implementing it and share their knowledge as the Philippines, Mexico, Saudi Arabia, Spain, Canada, Austria, France, Germany, Portugal, Italy and Argentina, among others.

After this meeting in which many topics were touched, now it’s time to review the advanced documentation again and make contributions from our respective areas of knowledge. From in2destination, it is particularly important to advance at the spatial scales, as well as in the social, territorial and governance measurement of sustainability. In our experience, if the governance dimension is weakened, the rest of the sustainability dimensions are affected. Achieving a common measurement framework for the sustainability of tourism is critical for tourism destinations and businesses in all parts of the world, to measure constantly and have early warning indicators of issues that are brewing and take preventive measures or redirect issues before they worsen.

There is still room for progress, but we are happy to be part of this group of experts, to continue to investigate and contribute.

Here you can expand information on the documentation that was used in the meeting.

Let’s keep measuring and making decisions based on data!!!

Rewarding sustainable tourism commitment

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The Nohelia Ecotourism Center and Jericó Tourism and Events are two companies committed to tourism sustainability in their municipality, Jericó, Antioquia, Colombia. Thus, they are the winners of the Sustainable Tourism Plans Competition.

This contest has been organized within the pilot transfer project on sustainable tourism destinations framed within the international development cooperation program ERICA (Spain and its Regions Exchange Knowledge with Antioquia) of which the University of Antioquia, the University of EAFIT, the Mayor’s Office of Medellín, the Government of Antioquia, the University of Antioquia Foundation and the Spanish Agency for International Development Cooperation (AECID) are part.

The objectives of the contest are:

  • Promoting leadership among providers of tourism services in sustainable tourism development.
  • Providing feedback on sustainable tourism development action plans within tourism service providers.
  • Transferring knowledge of good international practices on the development of sustainable tourism products and services.

These two companies in order to win have presented two action plans to improve sustainable tourism development in Jericó with solid and complementary proposals, supported by companies and territorial authorities. Wining the contest means the following to them:

  • receiving comments from an international jury about their action plans,
  • In November it will allow them to come to Spain together with the rest of the team involved in the project, to learn about sustainable destination management and the development of sustainable products and services
  • Visibility: it is a recognition of their work, spreading their commitment in Colombia and internationally

La Nohelia

La Nohelia Ecotourism Center located in Jericó surrounded by coffee crops promotes the Coffee Culture and Experiences in contact with Nature. La Nohelia offers accommodation, catering services, bicycle rental, scenic tours and bird watching. In his own words: “Privileged by our geographical location in the Western Cordillera of the Andes and the Piedras River basin, which allows us to observe between the mountains the different colors of sunrise and sunset, surrounded by coffee farms and peasant houses where coffee aroma is breathed and the sweet melody of the turpial birds is heard “.

Tourism and Events Jericó

“We are a company that sells tourism products and services at the regional, national and international levels, we implement the Sustainable Management System recognizing environmental, sociocultural and economic aspects, establishing actions to mitigate the impacts we generate in the development of our work.”

“One of the services we offer is Experience in the Clouds: This Jericoan paradise located at 2,400 meters above sea level allows you to have direct contact with nature, in its journey you can appreciate a variety of native flora, this being the perfect habitat for wild animals unique in the territory, which, together with the breeze and the sounds of the wind, make you live a pleasant moment that you will hardly forget. ”


World Tourism Day 2018 – Tourism and digital transformation

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The tourism sector has experienced and continues to experience continuous growth until it becomes one of the fastest growing economic sectors in the world, and, at present, it is finally recognized as a key engine of socioeconomic progress that benefits communities across the globe.

In fact, the World Tourism Organization confirms that, today, tourism represents 10% of world GDP, 7% of global trade and provides one in every 11 jobs worldwide. Likewise, the fact that more than 1.3 million people travel to other countries in just one year means that tourism has become a force for intercultural dialogue, social inclusion, peace and reconciliation and sustainable development (UNWTO, 2017).

As any other strong economic sector, tourism must be managed with an orderly, sustainable and innovative planning. And in order for this message to spread throughout society, managers of destinations and companies at a global-local level, the celebration of World Tourism Day is essential.

In fact, this was the case, at the request of the General Assembly of the World Tourism Organization (UNWTO), World Tourism Day was established in 1979, specifically on September 27. The date was chosen to promote awareness among the international community regarding the importance of tourism and its social, cultural, political and economic value due to, on the one hand, coinciding with the anniversary of the approval of the UNWTO Statutes in the year 1970 and on the other, for being the time of the year in which tourism occupies a leading place in the activities of millions of people, given that the date coincides with the end of the peak travel season for the northern hemisphere and the beginning of it for the southern hemisphere.

The event has tried to contribute over the years to address the global challenges identified in the United Nations Development Goals for the Millennium (MDG) in 2000 and the current 17 Sustainable Development Goals (SDGs) 2030 and to influence the contribution that the tourism sector can make to achieve all the aforementioned objectives.

The World Tourism Day in 2018 will be celebrated by the international community in the Hungarian capital, Budapest, and the thematic focus of this year will be innovation and digital transformation. Therefore, this September 27, will try to help to highlight the opportunities for sustainable tourism development provided by technological advances.

Like every year, in2destination will join the celebration of World Tourism Day, but this time, it will do so with more enthusiasm than ever, if possible, given that the slogan ”Tourism and Digital Transformation” is closely linked to the company’s activity.

In2destination team is committed to digitalization and the incorporation of technological advances since we believe that it allows companies and destinations to make data-driven decisions for a more sustainable, inclusive and smarter tourism management.

At in2destination, we believe it is important to point out that innovation is not only technological, we also have to innovate to improve the inclusion of the growing senior population, of the diverse abilities collective, and of the LGBT + collective, among others, and non-technological innovations are required as well.

In this line, the in2destination team is committed to raising awareness of the importance of measuring to make an efficient use of resources, to be aware of the impacts that are generated and to take measures to move steadily and firmly towards sustainability and inclusion.

Happy World Tourism Day for all of us who belong to this exciting sector!

Let’s keep it up! 🙂

Highlighting the importance of measurement before students of Deusto University

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On December 1, 2017, the Department of Tourism of the University of Deusto together with the Department of Tourism of the Basque Government celebrated the San Francisco Javier Conference once again, this time on the San Sebastian campus. The title of the day was THE IMPORTANCE OF MEASUREMENT IN TOURISM, an issue without doubt extremely relevant if destinations and companies are committed to developing sustainable tourism.

Precisely in this line the President of SEGITTUR, Fernando de Pablo, gave a keynote address on Smart Tourist Destinations and measurement of tourism. The importance of data management. Within the concept of Intelligent Destinations that SEGITTUR has been advocating for years, sustainability is included and data-driven decision-making is defended, not only traditional sources but also intelligence systems fed from unstructured data sources that are generated at high speed (BIG DATA). Likewise, De Pablo called attention to the caution that must be had with obtaining them, the privacy and sustainability of the variables that they want to collect, that is to have such data in a stable manner.

Likewise, in the round table that took place after the break moderated by our CEO, Nagore Espinosa, the importance of measuring the impact of events was discussed. The session had a great list of professionals:

• Mikel Huarte. Fly Group Net
• Iñigo Argomaniz. Get In
• Fernando Ibarreta. Behobia- San Sebastián
• Mario Goffard. Bilbao Exhibition Center (BEC)

Within this debate the importance of making rigorous measurements that can be undertaken every year to know the evolution of events, taking into account variables beyond the number of participants, and economic return, especially values of environmental sustainability were highlighted and the feeling of residents. Both the specific events and those that recur, as indicated by the participants, have been evolving towards greater sustainability, especially because the audience demands it, therefore the brands are aware and the producers undertake it under said principles. The measurement was evident that it is an intrinsic part of this business, both to know the viability of the projects, as well as to obtain sponsors, as well as the communication and search for the loyalty of the audience that, at the same time, forces us to evolve and advance in new methods for events and therefore new ways of measuring and incorporating more variables.

The conference was attended by the Deputy Minister of Tourism and Commerce of the Basque Government, Isabel Muela, the Dean of the Faculty of Social and Human Sciences of the University of Deusto, Eduardo Javier Ruiz Vieytez and the Director of the Department of Tourism of the University from Deusto, Asunción Fernandez Villarán Ara. And an important moment of the day, was when the prizes were awarded to the best final projects of both campuses, to best interships and recognized the tutors of the companies that have hosted such students. It is a beautiful recognition to students who stand out in their study of different perspectives of the tourism sector and the performance in the real environment of companies and institutions.

Thank you very much for counting on us for this new edition, the
in2destination team is always excited to contribute to provoke reflection among the new generations of tourism professionals

in2destination calling to action at MOVE2017: let´s measure, communicate and manage sustainably!

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The fifth edition of the International Conference on Measurement and Economic Analysis of Tourism at the Subnational Level – MOVE was held on November 22, 23 and 24 in Pamplona Navarra. The Government of Navarre, immersed in the implementation of its strategic plan with a clear focus on sustainability and in making decisions based on data, organized MOVE. For this, it has had the contribution of in2destination in the design of the program and in the leadership of the scientific committee, with INRouTe network that created these conferences to advance in a framework of recommendations on measurement of tourism at subnational levels and with the participation of the World Tourism Organization (UNWTO).
MOVE2017 had an official welcome at the opening by Manu Ayerdi Olaizola, Vice President of Economic Development of the Government of Navarra. The Vice President expressed the commitment of his government to turn Navarra into a territory with a sustainable and intelligent tourism development, as evidenced by the allocations assigned to this sector in the preliminary draft of the General Budgets of Navarre for 2018, presented at a press conference to early that week.
Likewise, they also took part in the official welcome Maitena Ezkutari, (General Director of Tourism and Commerce of the Government of Navarra), who highlighted the commitment of Navarra to advance in a sustainable, innovative and inclusive tourism development, making decisions based on data, Márcio Favilla, (Executive Director of Operational Programs and International Relations at the United Nations World Tourism Organization) recalled that although this year (IYSTD) is coming to an end, we must continue working for sustainable tourism, the only possible one, Antonio Massieu, (President of INRouTe), who pointed out the importance of having common guidelines for an effective measurement system at subnational levels, Dr. Nagore Espinosa, (CEO of in2destination), called to action, so that all attendees and speakers begin to apply what was discussed in the conference “to truly take steps towards sustainable tourism, collaborate, invest in measuring and communicate”.
MOVE2017 was divided into 7 sessions during the 3 days in which it was held, each session with a main thematic axis:
– Session 1: Advancing Subnational Tourism Measurement from Official Statistics
– Session 2: Notable Subnational Case Studies that advance subnational measurement of tourism beyond official statistics
– Session 3: How to contribute to the achievement of SDG 2030 from a subnational perspective?
– Session 4: From Turismophobia to Adequate Compression of Tourism Impacts
– Session 5: Pioneers of a complex management of sustainable tourism
– Session 6: Environmental Perspective: Measurement of Tourism Sustainability at subnational level
– Session 7: Sustainable, Inclusive and Innovative Entrepreneurship in Tourism
Throughout all of them there have been coinciding messages appealing to the public and private sector at various levels to collaborate closely, to measure to use that measurement in decisions.
QUOTES from MOVE2017:
Marcio Favilla, Executive Director of Operational Programs and International Relations at the United Nations World Tourism Organization. “We need to measure to be able to manage sustainably”

Terry Stevens Director of Stevens & Associates, United Kingdom. “Life is like a parachute, it only makes sense when it is open, open your minds, measure what you want to be in the future”

Calvin Jones, Professor at Cardiff Business School, Wales. “We should not forget to link the analyzes that are made of tourism with territorial development, with studying the efficiency and added value of local companies, compared to companies from outside the territory”
Juan Requejo. Director of Technical Assistance Clave, Spain. On the exponential growth of tourist housing: “Why do we call it tourism when we want to say real estate promotion?”
Mara Manente, Director of CISET, Italy. “We need to diversify the offer, manage flows beyond the center, now Venice itself is the biggest competitor of museums and other resources of the city and region”
Oscar Perelli. Research Manager in Exceltur, Spain. “It is essential that measurement is incorporated into the decision-making process”
In short, they were very intense but very fruitful days, thanks to all the attendees and speakers who contributed to very interesting discussions, we hope to see you in the next edition, MOVE2019.
If you are interested in seeing the videos of the different speakers, the photos of the event, reading the papers accepted and presented and the conclusions of the event, we encourage you to visit the resources section of the MOVE2017 website here. The conclusions and videos are still in issue in coming days will be available.

Co-Authors of “Sustainable Tourism in Gipuzkoa: Challenges and opportunities”

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On November 21, 2017 the work “Sustainable Tourism in Gipuzkoa: Challenges and opportunities” was presented.

Denis Itxaso, Member of Culture and Tourism of Gipuzkoa, Nicolás Sartorious, President of the Alternativas Foundation, José Ignacio Asensio, Member of the Environment of Gipuzkoa and Ana Belén Sanchez, Fundación Alternativas presented this report on sustainability at a press conference in San Sebastian tourism.

Nagore Espinosa, Carlota Cazalla and Juana Peña of the in2destination team have participated as authors of the report together with the research team of the Department of Tourism of the University of Deusto, as well as Susana Conde, Manuela Escribano and María Isabel Pereda. The report, has not yet been published, and has been coordinated by Ana Belén Sanchez.

The in2destination team has led the writing of two full chapters: the first one on economic and environmental indicators of tourism in Gipuzkoa, highlighting limitations that still exist today to have a clear vision of the tourism happening in our territories. Both the international community has to advance in standards of measurement and at subnational levels it is necessary to invest in a greater disaggregation of the data. The second chapter on the regulation and guidelines on sustainable tourism that exist, from the international to the local level, highlighting the importance of being transparent about their degree of implementation.

On the other hand, Nagore Espinosa was also part of the team that developed the chapter on Social Load Capacity, in collaboration with Asunción Fernández Villarán, Marina Abad and Ana Goytia of the University of Deusto, analyzing the perception of residents regarding tourism of 10 municipalities in Gipuzkoa.

We are very happy to have been part of this document and we hope it will help the reflection, to be optimistic because Gipuzkoa starts from a very good position and also to take measures wherever they may be needed. The important thing about these publications is that they are used.

Many thanks to Fundación Alternativas and the Diputación de Gipuzkoa for having us.

MOVE2017 Save the Date!

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The Government of Navarra is organizing MOVE2017 International Conference in collaboration with the UNWTO, the UN specialized agency in Tourism. This is the fifth edition of the Conference on Sub-National Measurement and Economic Analysis of Tourism, created by the International Network INRouTe in collaboration with in2destination research and consultancy firm. MOVE2017 takes place every two years: 2009 in San Sebastián, MOVE2011 Bilbao, MOVE2013 Medellin, MOVE2015 Puerto Rico and now in beautiful and culturally enriching Pamplona.

MOVE2017 will be hosted in Pamplona (Navarra, Spain) from 22-24 November 2017:

– The first two days (November 22 and 23) will circle around a set of topics central to INRouTe work and Navarra’s interests: smart and sustainable urban and rural tourism thought successful case studies

– The last day (November 24th) will address topics defined by UNWTO with the consensus of the Government of Navarra including UNWTO Tourism Observatories initiative (INSTO).

We hope to see you in Pamplona!


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Dr. Nagore Espinosa, CEO de in2destination, was speaker of the VIII INTERNATIONAL CONGRESS ON RURAL TOURISM OF NAVARRA on February 23th and 24th 2017 in Pamplona representing the International Network of Experts in Measuring Tourism at the Subnational Level, INRouTe.


It is a congress of high interest in order to identify success case studies and lessons leart from other places across the globe which are advancing in the development of sustainable tourism in rural areas, which can be os use to participants of the event and Navarre as the host territory. Moreover, Navarre had the chance to present, through different speakers from the private and public sector, the advancements that are being conducted in diverse aspects such as:

  • becoming a smarter territory by bringing internet to as much rural territory as possible
  • developing slow food initiatives with a bifold objective recovering agriculture in order to try to fix population in the rural areas and teaching young generations about local inherent products, how to prepare them and enjoy them.

Nagore Espinosa’s intervention was titled “Measuring Sustainable Tourism at the Subnational Level” and withing this framework she presented the work thay INRouTe jointly with United Nations and other International and European entities are developing in order to reach a consensus and address this challenge for the national and subnational level. It became evident that there is still a lot to be done and in order to succeed an ample collaboration is needed and at the same time it is critical that public and private agents when making decisions use this information so to advance towards sustainable development.

View video of  Nagore Espinosa