Pozalagua Cave

7/31/2019 Pozalagua Cave

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Bizkaiko Foru

Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

THE PROJECT OF THE

POZALAGUA CAVE

Topic C: Development of products and

Marketing of Ecotourism


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Bizkaiko Foru

Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

Name and Surname: Constanza Erkoreka

[email protected]

Institution: Executive Council of Biscay

Department of Tourist Promotion

www.bizkaia.net

Address: Gran Va, 25

48 009 BILBAO (Spain)

Title of the presentation:

The project of new lighting and continuous improvement of

the Pozalagua Cave

Country: Biscay, Basque Country (Spain)


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Bizkaiko Foru

Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

CONTENTS

Abstract

Bilbao and Biscay: from the industrial era to the post-industrial

sector, from business tourists to holiday tourists (location,

statistical data, tourist boards). Projects.

The project of the Pozalagua Cave: from a natural resource to a

tourist product. Previous difficulties, initial studies, current

process of development, new lighting, continuous improvement

system, plans for the future, promotion and marketing strategies.

Biography


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Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

ABSTRACT

Bilbao and Biscay have recently stopped being an industrial

place to become a region where the Service Sector is gaining

importance, and the Leisure Sector, and therefore the Tourism

Sector, represent an emerging source of income.

Since the opening of the Bilbao Guggenheim Museum in 1997,apart from receiving business tourists, as usual, we began

receiving holiday tourists. The existing infrastructures were not

prepared to receive such a big amount of tourists and to live the

tourist boom of 1998. Now the situation is more stable, the sector

is strengthening gradually.

Urban regeneration process is developing under sustainability

criteria, though the increasing number of green areas, pedestrian

areas, and though the use of non-polluting means of transport.


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Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

Flagships such as the Bilbao Guggenheim Museum and other

cultural institutions like the new Congress Hall Euskalduna andother museums are to be taken into account as well.

Projects in the Natural Parks of Urkiola and Gorbeia, and in the

Biosphere Reserve of Urdaibai help revitalising the countryside

and increasing and diversifying the supply from an ecotourism

point of view.

One of the most relevant projects, the reconditioning of the

Pozalagua Cave, shows how a natural resource can become a very

interesting tourist product in itself and within the area where it is

located. The initial studies undertaken and the different actions

implemented, such as the new lighting system with fibre optic, themonitoring system, the continuous-improvement system and the

promotion and marketing strategies will be explained in this

document.


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Bizkaiko Foru

Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

BILBAO, BISCAY AND THE BASQUE COUNTRY

Bilbao is a city located in the north of Spain, by the Atlantic Ocean.

The city and its metropolitan area have 1 million inhabitants. The

province of Biscay, where its capital Bilbao is located, has 1.250.000

inhabitants approximately. It is one of the 3 provinces of the Basque

Country, that has nearly 2.500.000 inhabitants.

Heavy industry (coal, steel, iron and shipbuilding) has traditionally been

the most important economic sector of the region, and the Basque Country

has been one of the most important industrial places in Spain.

Recently, and due to the industrial crisis of the 70s and 80s, the

economy has been reconverted into a service sector economy.The Leisure Sector has played a key role in the urban and rural

regeneration process of Biscay, the Basque Country and the north

of Spain.


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Bizkaiko Foru

Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia


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Bizkaiko Foru

Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

The Tourism Sector: from business tourists to holiday tourists

The city of Bilbao and the province of Biscay are an emerging

tourist destination in both the Basque Country and Spain.

Only a few tourists used to come on holiday, but since the opening

of the Bilbao Guggenheim Museum in 1997, the main flagship of

the regeneration process of Bilbao, the city and its surrounding areabecame definitely a destination not only for business tourists but

also for holiday tourists. As a matter of fact, that flagship receives

nearly 1 million visitors per year from Spain, Europe and North

America mainly, maintains approximately 4.000 direct and indirect

jobs in the Basque Country, and is self-financed in a 74.5%.

Hence, the Tourism Sector has radically changed and still is,through the development of new projects and through the

strengthening of promotion and marketing strategies.


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Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

MAIN REASONS FOR VISITING BILBAO - BISCAY-

THE BASQUE COUNTRY

In spite of receiving more holiday tourists, business is still the most

important reason for visiting the region in general. According to the

order of importance, these are the reasons for coming:

- Business: 40%- Fairs and congresses: 21%

- Culture: 20%

- Gastronomy: 7%

- Sports: 6%

- Others: 6%

These data can be seen more clearly in the following graphic:


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BUSINESS(40%)

FAIRS &

CONGRESSES(21%)

CULTURE

(20%)

GASTRONOMY

(6%)

SPORTS AND

OTHERS (13%)


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Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

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Regeneration projects in the region

The city of Bilbao and its metropolitan area is currently living a very

important regeneration process through the construction of cultural

buildings such as the Bilbao Guggenheim Museum, theEuskalduna

Music and Congress Hall, the arts centreBilbao Arte, the Sea

Museum, the Basque Mining Museum, and the like.

Sustainable development and respect for the environment are crucialaspects of the urban regeneration process, as the increasing

number of green areas and pedestrian areas, and as the construction

of the Bilbao subway and the use of some other new non-polluting

means of transport like the electric tramway demonstrate.

New projects have been undertaken in the countryside too, such as

the new lighting of the Pozalagua Cave, the Shepherds Centre in

Gorbeia, etc.

Promotion and marketing strategies have been strengthened through

the co-ordination of the following institutions:


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Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

TOURISM INSTITUTIONS IN SPAIN AND THE BASQUE COUNTRY

City Council of Vitoria

City Council of Salvatierra

etc.

PROVINCIAL GOVERNMENT

Executive Council of Alava

City Council of Bilbao

City Council of Getxo

etc.


Executive Council of Bizkaia

City Council of San Sebastin

City Council of Zarautz

etc.


Executive Council of Gipuzkoa

AUTONOMOUS GOVERNMENTS

Basque GovernmentDepartment of Industry, Commerce

and Tourism

CENTRAL GOVERNMENT

Department of Economy

TOURSPAIN


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Bizkaiko Foru

Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

THE POZALAGUA CAVE: From a natural resource to a

tourist product

Recently, the Territorial Government of Bizkaias Tourist

Department, together with the Council of Karrantza, carried out a

project in order to enhance the assessment as a tourism resource

and product of the Pozalagua Cave in the area of Karrantza, Las

Encartaciones, western Bizkaia.

The main objectives of the project as set out for its assessment on the

basis of a sustainable form of tourism, which also provides the

opportunity to admire such a prized natural space have deliberately

taken into account the conservation and protection of the caves, with

minimum alterations to the sensitive natural surroundings. A veryinnovative technology has been used for the first time for

conservation and protection of caverns open to the public.


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In allusion to the characteristics of the cave, it was formed insidethe limestone reliefs of the Peas de Ranero mountains, a beautiful

piece of nature in one of the worlds most significant karstic zones

in terms of the size of its caverns. The entrance to the cave is a

recess at the site of the old dolomite mine. The cave consist almost

entirely of a single large chamber 110 m long and approximately

60m wide, reaching a maximum height of almost 20 m. The main

attraction of the Pozalagua Cave is the rich variety of stalactite

formations, although the real stars are its numerous eccentric

stalactites.

In 1991 part of its route was reconditioned and lighted for guided

tours. As of 1998, tourist promotion and conservation have been

carried out in accordance with a Restoration and Classification Plan

for the Pozalagua area, initiated by a number of Basque

institutions.


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Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

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The Plan opted to carry out a survey of the cave as the main localtourist attraction, and this allowed several measures to be defined

and executed for the purposes of conservation. The guided tours of

the Pozalagua Cave have doubtless provided some protection from

unmonitored and unauthorised visits which would eventually have

damaged them. The cave is currently visited by over 25.000 people

annually; the entrance has been adapted with steps for the disabled,

and the entire tour is performed with the greatest of ease. The

conditions of the cave are the features of a cavern with an extremely

stable atmosphere, a delicate hydric balance between condensation

and evaporation which controls the slow growth of the dolomite

and calcite crystals.

The first guided tours around the Pozalagua Cave revealed theimportance of protecting such a fragile natural resource from

any changes created.


16/24

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Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

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The main aim set out was to open the cave to the public in asustainable manner, by maintaining the original conditions of the

cave, by minimising the effects of opening the cave to the public

using a sustainable schedule of visits in relation to the conservation

of the area, by monitoring all aspects of conservation and by en-

hancing the appraisal of the cave as a product in itself, thereby

raising the level of quality provided by the visit.

To reach the above mentioned objectives, the following actions

have been implemented:

- An initial diagnosis, where a preliminary microclimatic and

geochemical survey carried out showed that the cave has main-tained its natural equilibria and that it could receive many visits.

However, the previous lighting system projected excessive


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Diputacin Foral

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heat on to the various cave surfaces, allowing a number of vegetable

organisms to grow there and to produce a rapid deterioration process.

- As a consequence of the results of the survey, a new lighting system

for the cave was set up, by replacing the original spotlights by cold

lamps and a fibre optic lighting system transmitting no infra-red or

ultra-violet rays, the main creators of algae in the cave. The new

system has lowered the consumption of electricity by over 30%, sincelighting is no longer provided by intense spotlights, which force the

eyes to adjust continuously. It has just adjusted the luminic intensity of

each section on the tour for progressive adaptation of our eyes to the

light. This is the first time that such innovative technology has been

applied to guided tours around a cave.

- Moreover, a monitoring system continually controls the main

parameters in relation to stability of its equilibria: levels of CO2,


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temperature, relative humidity and atmospheric pressure. The values

detected by sensors are stored in a digital system, andare periodically downloaded on to a computer. Analysis of the

annual cycle of these parameters provides us with the maximum

sustainable level of cave tours and the effects of the tours on the

atmosphere inside.

- Based on the previous surveys, a continuous-improvementsystemhas been implemented for the conservation of the cave, to ensure a

minimum of alterations and effective measures for the purposes of

correction. This system proved possible thanks to the highly

qualified staff connected with the tours (tour guides) and with

maintenance.

- To conclude, a modern laser system sweeping the surface of the

cave has been used to obtain a digital model, for measurements

and the lighting, and for the tours 3-D simulation.


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Bizkaiko Foru

Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

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It is important to point out that the structures providing access to the

caves have an entrance for the disabled over an automatic ramp for

practically the entire tour. We need only to observe the satisfaction

of the children, senior citizens and persons of restricted mobility as they

leave the cave after contemplating a sight that would otherwise be

available to very few people.

On the other hand, substantial improvements have gradually been madeto the communications system in recent years by repairing the road

and the path of access to the cave.

Referring to future actions, plans are being drawn up for a reception

area at the entrance to the cave. This is intended as a unit for the ticket

office, a projection room and a small shop selling brochures andsouvenirs. The entire area will be covered over to protect visitors

on rainy days.


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Bizkaiko Foru

Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

Presidencia

Promotion and marketing strategies of the Pozalagua Cave

The Pozalagua Cave is a natural resource and from now onwards an

ecotourist product that has to be properly promoted and marketed.

The strategies used in this sense intend to promote the cave in an

area, Karrantza Valley, that has other interesting places to visit too,

such as the BizkaiasEl Carpn Ecology Park, the Venta La Perra

Caves, the San Andrs de Biez Church, the Virgen del BuenSuceso Chapel Sanctuary, the beauty of the landscape, sites of

geological interest, historic monuments such as mansion houses,

industrial heritage like mills and forges, and paths and routes.

In addition to that diverse supply, we cannot forget rural accommo-

dation, the new campsite and theBaos El Molinarspa, togetherwith a few good restaurants, parking facilities and other usual

services.


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Aldundia

Lehendakaritza

Diputacin Foral

deBizkaia

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The county where the Karrantza Valley is located, Las

Encartaciones, offers a wide range of activities and nice placesto visit as well, such as the private Rolls-Royce collection of the

Loizaga Tower, the Assembly House of Avellaneda, more

palaces, more churches, very beautiful little villages in the

middle of the countryside, and the like.

It is interesting to observe how, in spite of the projects that havebeen carried out, the Karrantza Valley and the county of Las

Encartaciones still keep their authenticity and their cultural

identity.

All those aspects are promoted in a videotape on the valley and

another one on Bizkaia. They are also promoted in generic andspecific brochures that interrelate tourism, nature and culture, in

a CD-Rom, in websites and in different travel guides.


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Aldundia

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Diputacin Foral

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These advertising leaflets are distributed in tourist offices of the

region and out of the region, and also at the attendance to both

national and international tourism fairs, and with the organisation

of workshops and fam-trips with tour-operators, travel agents and

journalists and incoming services. Advertising campaigns in

different periods of the year in the press, the radio and on

television are to be taken into account too.

On the other hand, the supply of a county needs complementing

with the supply of another county, no matter it is a Natural Park, a

historic town, a fishing village or a city. That is why branding is

important, and the division of a tourist destination into different

areas and with different names becomes a need. In fact, Bizkaia is

structured with the names ofBizkaias Coast,Natural Bizkaia andBilbao and the Metropolitan Area. The activities and tourist

products of each area complement one another.


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Another interesting promotion tool of the Pozalagua Cave and of

other natural and heritage resources in Biscay has been the free

entrance to those places during the celebration of the European

Heritage Day in October 2001.

All these strategies have made a substantial contribution to the

number of visits. The data recorded to date exceeds the number

of visitors of the year 2000 by a 10%. The increase is gradual andvery well controlled.

New projects that are currently taking place, such as the

creation of a Shepherds Centre in the Natural Park of Gorbeia,

or the reconditioning of a roman path in Sopuerta, are being

promoted too as a new tourist supply and as new revitalisationelements of theNatural Bizkaia. The same goes for the

coast and for Bilbao and its metropolitan area.


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BIOGRAPHY

Constanza Erkoreka has a Degree in History, Arts and Political

Science, from the European Universities of St Andrews (UK),

Bolonia (Italy) and Deusto (Bilbao, Spain). She has also a Masters

Degree in European Leisure Studies (Culture, Tourism and Sports)

from the Universities of Brussels (Belgium), Tilburg (Holland),

Loughborough (UK) and Deusto (Bilbao, Basque Country).

After living in different European countries, she worked for a

foundation of a Savings Bank and a foundation of a Trade Bank in

Spain, in the organisation of cultural events. She kept working in the

Leisure Sector, but in a different field: Tourism. Currently she is

the marketing manager of the Tourist Promotion Department of theExecutive Council of Biscay, the government of that region.

Pozalagua Cave

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