Round Table 4 - Galicia Brand. Way of St. James Brand: Road to Fisterra-Muxia

Of all the products making up Galicia’s range of tourist products, the Way of St. James is the most international one. According to the Pilgrim Office, more than 55% of the pilgrims that visited us in 2016 were from outside Spain (and of these, more than 30% from outside Europe).

More and more pilgrims are extending their trip and continuing along the Road to Fisterra, which is celebrating its year in 2017, in accordance with the Master Plan of the Way of St. James in Galicia. Specifically, the number of Fisterra pilgrims has increased from 367 in 1997 to 24,296 in 2015, which is progressively repositioning Galicia as one of Europe’s “Land’s Ends.”

While some think that the joint promotion of the Way of St. James-Road to Fisterra-Muxía is a strategy for extending pilgrims’ stay in Galicia, and believe that there is an urgent need for establishing a permanent information point in Santiago, others support the role of the Galician capital and the Cathedral as the final destination of the Way. This matter will be analysed from the point of view of brand image and possible actions in this regard will be discussed.

The needs of this Way will be presented, especially with regard to information services throughout the route and systems to control and count pilgrims.

Finally, in relation to the brand, the round table will debate what image of Galicia is generated by the Way. In particular, it will discuss strategies to improve our competitiveness, such as the launching of a unified credential, the installation and maintenance of signs, and the convenience of establishing information protocols in emergency situations.

Moderator: Mario Crecente: Gerente Crecente Asociados.

Co-moderator: Cesáreo G. Pardal: Secretario Cluster Turismo de Galicia.

Attendees at the table:

• - José M. Merelles Remy: Jefe del área de Comunicación de Turismo de Galicia.
• - Felix Porto: Alcalde de Muxía.
• - José Manuel Pequeño: Alcalde de Dumbría.
• - Pablo Canosa: Gerente Consorcio Turismo Costa da Morte.
• - Julio Castro: Director del Parador Hostal RRCC.
• - Enrique Perez: Gerente Grupo Insua Costa da Morte.
• - Jesús Trillo: Periodista y presidente de la Asociación Muxía Turismo Rural.
• - José Formoso: Periodista y Propiedad Albergue Vela Muxía (Muxía).
• - Antón Pombo: Presidente Asociación SOLPOR.
• - Diego Lamas: Presidente de APIT (Asociación Profesional de Guías Turísticos de Galicia).
• - Manuel Vilar: Antropólogo y experto en el Camino de Fisterra.
• - Mónica Crisóstomo: Emprendedora/Estudio territorio histórico vinculado a Fisterra.
• - Begoña Valdomar: Hospitaleira Fisterra.
• - Charo Calvo: Representante de Correos.
• - Fernando Fernández: Representante de Tournride.
• - Yolanda Ferro: Marketing Turismo de Santiago.