The development of tourism in Ayamonte
Abstract
This study is based on a specific location in the southwest corner of Spain, with unique qualities for the development of tourism. It’s a coastal town called Ayamonte, where the main tourist motivation is sun and sand tourism, although it has other attractions to offer. These complementary attractions are its gastronomy, historical buildings, sports facilities, culture and traditions.
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1 FACULTAD DE TURISMO Y FINANZAS GRADO EN TURISMO THE DEVELOPMENT OF TOURISM IN AYAMONTE Trabajo Fin de Grado presentado por Alma Rocío Molina Ward, siendo la tutora del mismo la Doctora María Ángeles Broca Fernández. Vº. Bº. de la Tutora: Alumna: Dña. Dra. María Ángeles Broca Fernández Dña. Alma Rocío Molina Ward Sevilla. Junio de 2019
GRADO EN TURISMO FACULTAD DE TURISMO Y FINANZAS TRABAJO FIN DE GRADO CURSO ACADÉMICO [2018-2019] TÍTULO: THE DEVELOPMENT OF TOURISM IN AYAMONTE AUTORA: ALMA ROCÍO MOLINA WARD TUTORA: Dra. Dª. MARÍA ÁNGELES BROCA FERNÁNDEZ DEPARTAMENTO: DEPARTAMENTO DE INGLÉS ÁREA DE CONOCIMIENTO: FILOLOGÍA INGLESA RESUMEN: This study is based on a specific location in the southwest corner of Spain, with unique qualities for the development of tourism. It’s a coastal town called Ayamonte, where the main tourist motivation is sun and sand tourism, although it has other attractions to offer. These complementary attractions are its gastronomy, historical buildings, sports facilities, culture and traditions. Este estudio está basado en una ubicación específica en la esquina suroeste de España, con cualidades únicas para el desarrollo del turismo. Es un pueblo costero llamado Ayamonte, donde la motivación turística principal es el turismo de sol y playa, aunque tiene otros atractivos que ofrecer. Estos atractivos complementarios son su gastronomía, edificios históricos, instalaciones deportivas, cultura y tradiciones. PALABRAS CLAVE: Sun & Sand Tourism; Tourist Attractions; Transport; Gastronomy; Impacts
Grado en Turismo Facultad de Turismo y Finanzas – Universidad de Sevilla 2
TFG-Turismo. The Development of Tourism in Ayamonte 1 INDEX CHAPTER 1: INTRODUCTION ...................................................................................... 1! 1.1!INTRODUCTION ............................................................................................... 1! 1.2!PURPOSE OF THE STUDY .............................................................................. 1! 1.3!METHODOLOGY AND INFORMATION USED ................................................. 2! 2!CHAPTER 2: THE HISTORY OF TOURISM IN AYAMONTE .................................. 3! 2.1!THE ORIGIN OF THE TOWN ............................................................................ 3! 2.2!TOURISM IN AYAMONTE ................................................................................. 4! 3!CHAPTER 3: TOURIST ATTRACTIONS IN AYAMONTE ....................................... 7! 3.1!NATURAL TOURIST ATTRACTIONS IN AYAMONTE ..................................... 7! 3.1.1!The Coast of Ayamonte. .............................................................................. 7! 3.1.2!Climate Characteristics ............................................................................... 8! 3.1.3!Location ..................................................................................................... 10! 3.2!MAN-MADE TOURIST ATTRACTIONS IN AYAMONTE ................................ 10! 3.2.1!Sports Facilities ......................................................................................... 10! 3.2.2!Other Attractions ....................................................................................... 13! 3.2.3!Culture and Traditions ............................................................................... 17! 4!CHAPTER 4: TRANSPORT IN AYAMONTE ......................................................... 21! 4.1!TRANSPORT AS TRANSIT ............................................................................. 21! 4.1.1!Transport by Plane .................................................................................... 21! 4.1.2!Transport by Train ..................................................................................... 21! 4.1.3!Transport by Ferry ..................................................................................... 21! 4.1.4!Transport by Car ....................................................................................... 22! 4.2!TRANSPORT AT THE DESTINATION ............................................................ 22! 4.2.1!Taxi ............................................................................................................ 23! 4.2.2!Local Bus ................................................................................................... 23! 4.2.3!Cycling ....................................................................................................... 23! 4.3!TRANSPORT AS A TOURIST ATTRACTION ................................................. 24! 5!CHAPTER 5: GASTRONOMY ............................................................................... 25!
2 6!CHAPTER 6: TOURISM IMPACTS ON THE TOWN ............................................. 27! 6.1!NEGATIVE IMPACTS ...................................................................................... 28! 6.1.1!Socio-cultural Impacts ............................................................................... 28! 6.1.2!Environmental Impacts .............................................................................. 28! 6.1.3!Economic Impacts ..................................................................................... 28! 6.2!POSITIVE IMPACTS ....................................................................................... 29! 7!7.!CONCLUSION .................................................................................................... 31! 8!8.!BILBIOGRAPHY ................................................................................................. 33! 9!9.!ANNEX ............................................................................................................... 37!
TFG-Turismo. The Development of Tourism in Ayamonte 1 CHAPTER 1: INTRODUCTION 1.1 INTRODUCTION The growing importance of tourism in Spain was part of the motivation for doing the study on a destination in this country. During 2017, 81,8 million international tourists visited Spain according to the National Statistics Institution. This is an important amount of visitors, seeing as in 1998 there were 20.2 million. In 2016, tourism represented 11.2% of the Gross National Income, created 2.6 million jobs and was 13% of the total employment in the country (INE, 2019). As we can observe, tourism in Spain has experienced extreme growth in the last 19 years. This tourism boost in Spain is what awoke the interest to base this study on tourism development in this country. The location of Ayamonte was specifically chosen because of its natural beauty, its unique proximity to Portugal and the man-made tourist attractions it has developed over the years. This study reveals the evolution of Ayamonte in terms of tourism facilities, tourist arrivals and total population. It also includes the most important tourist attractions to be found in the town, both natural and man-made. In order to begin this study, it was necessary to determine the history and origin of tourism activity in this town. After completing the research on history and the first steps within the tourism industry, an inventory of the main tourist attractions was undertaken. Transport is an important part of tourism, seeing as tourists use it to reach the destination, and move around in it. Ayamonte’s most unusual passenger transport is the ferry that crosses the Guadiana River over to Portugal. There are many other means of transport, which are described in the study. Information about the local gastronomy has been added, including its key ingredients, the main industries and some typical dishes. It’s interesting because of the combination of products from the land and sea, and the influences it has absorbed from different cultures. Throughout this study we have discovered the remarkable economic importance of the tourism industry in the town. The main activity is, without doubt, the sun and sand tourism, although different attractions have been added over the years of development to complement it. The fact that tourism is the main economic motor of the location, leads us to analyse the consequences and effects that this produces. These effects are the so-called impacts that tourism has, which are socio-cultural, environmental and economic. 1.2 PURPOSE OF THE STUDY The main aim of this study is to put together a detailed description of tourism in Ayamonte. In order to do so, it was necessary to set a series of objectives: a) Research Ayamonte’s history. b) Make an inventory of natural and man-made tourist attractions. c) Analyse means of transport d) Look into the characteristics of the local gastronomy. e) Analyse the main socio-cultural, environmental and economic impacts of tourism on the location.
Molina Ward, Alma 2 1.3 METHODOLOGY AND INFORMATION USED To complete this study on tourism in Ayamonte, various methods have been used for collecting data. Newspaper articles have been the main source of information, along with Isla Canela S.A.’s official web page to complete the historical framework of the town. The information regarding the tourist attractions was gathered from various sources. The material used for the segment on natural resources was collected from Isla Canela S.A’s official website, climate-data.org, Google maps and newspaper articles. Specialist books on tourism have been used to complement the information. The basic information used to draft the section on manmade attractions was extracted mainly from the company’s own webpages such as the Sports Board, Isla Canela Golf Course and Costa Esuri Golf Course. The transport section was elaborated combining information from different transport companies, from the local bus station, and the local Tourist Office. Data from the Ayamonte website was used throughout the whole project, as it contains cultural, economical, statistical, social and environmental information about the town. The local tourist office has been contacted via email during the whole process of the study. They have supplied a very useful “Guide to Ayamonte” and other information regarding some of the tourist attractions. The local Sports Board was also contacted in order to obtain information about one of the football stadiums. Information about the local gastronomy was found in a specialized book on Andalusia’s gastronomy and complemented with the Ayamonte town hall’s web page. An important part of the local gastronomy is the canning industry. The different factories in the town have been described, using information from a book based on Ayamonte’s history and heritage from the local library. Finding information about the first tourism installations in Ayamonte has been a hard task, as most of the information isn’t readily available, and most of it isn’t even registered. In order to obtain some in depth information, an interesting interview took place on the 19th May 2019 with a member of the family who founded one of the first hostels in Ayamonte. Data was gathered regarding tourist accommodation between the 1950’s and 1970’s. Finally, the director of the golf course supplied detailed information about the annual number of visitors to complete our research on golf activity in Ayamonte. An interview on May 24th 2019 with the director of Hotel Golf Isla Canela added the necessary information to complete the study.
TFG-Turismo. The Development of Tourism in Ayamonte 3 2 CHAPTER 2: THE HISTORY OF TOURISM IN AYAMONTE 2.1 THE ORIGIN OF THE TOWN Ayamonte is a town located in the South West corner of Spain in the province of Huelva, Andalusia. It’s at the mouth of the Guadiana River, right on the border of Portugal. It has a total extension of 141,57 km2. There are three possible origins of its name: • The Iberians could have settled in the high area of the town, named it Aya, and dominated the rest of the territory reaching the mouth of the river until the Tartessos arrived and called it Aya Montis. • There is also the possibility that the Punic Greeks settled in the area, because of the location of the town. This culture could have lead to the word `Anapote´or `Anapotanema´, which means fortress over the river. • A group of Arabs named Ayud or Ayad, could have also given the town the name it has today. The only certain information about the name of the town, is the roman designation of `Ostium Fluminis Anae´ (opening of the river Ana). The date of the town´s first population hasn't been discovered, but there have been findings of archaeological remains, such as arrowheads and utensils, which are exhibited at the archaeological museum of Huelva. Also, in the urban area, a Phoenician necropolis has been discovered, from the VIII century B.C. Around 1239, King Sancho II of Portugal conquered the land until in 1335, it fell into the hands of Alfonso XI of Castilla. It’s not until 1521 that the Marquisate of Ayamonte was created. During the XVI and XVII centuries, it became one of the most important urban areas of the whole coast of Huelva. During the XIX century, the shortage of agricultural and livestock products forced the locals to develop fishing as the strongest economic activity (Información Turística Ayamonte, 2019). Figure 2.1. shows Ayamonte’s population distribution and location on the map. Fig. 2.1. Population Centres in Ayamonte Source: Ayamonte Town Hall’s Sustainable Development Integrated Strategy
Molina Ward, Alma 10 3.1.3 Location Ayamonte is a coastal town located in the South West corner of Spain, in the province of Huelva, which is one of the 8 provinces of Andalusia. It’s separated from the neighbouring Portuguese town called Vila Real de Santo Antonio by the Guadiana River. To the South is the Atlantic Ocean, where the coastline is formed. Fig. 3.5. Ayamonte’s Location on the map 1.Source: Google Maps 3.2 MAN-MADE TOURIST ATTRACTIONS IN AYAMONTE Man-made attractions are products and services offered to tourists, created to add appeal to a tourist destination. Ayamonte is mainly a Sun & Sand tourism destination, but to complement it, many man-made attractions have been developed over the years. In this chapter, the main and most important attractions that it has to offer its visitors are highlighted and analysed. 3.2.1 Sports Facilities Sun & Sand tourism is a very popular tourist attraction. To relax on a beach is a strong motive to travel for many people. However, nowadays tourists have become more demanding, wanting lower prices and a higher quantity and quality of products and services. This has forced Sun & Sand destinations to come up with and add complementary activities and attractions for tourists to enjoy. Ayamonte, over the years, has developed different services for tourists both in the town centre and on the coastline. This section of the study focuses on the attractions for tourists who like to stay active on their holidays. - Golf Golf courses in destinations with a nice climate are a good way to fight seasonality, as it can be played at any time of the year. Isla Canela S.A opened Ayamonte’s first golf course in 1993 with 9 holes and it grew to reach 18 holes 3 years later. It’s situated on the edge of a marshland, which creates natural obstacles around the course (Isla Canela Golf, 2019). In 2006 Costa Esuri Golf Club was founded, also with 18 holes. It’s situated in the residential area called Costa Esuri on the outskirts of the town close to the A49
TFG-Turismo. The Development of Tourism in Ayamonte 11 motorway and has outstanding views of the Guadiana River and Portugal (Turismo Huelva, 2019). Figure 3.6. was elaborated to analyze the development of golf activity in Isla Canela using data obtained from the director of the golf club. The table shows the number of golfers who have attended the course annually from 2006 to 2018. The fluctuations in the number of golfers are due to different causes, which have been clarified in an interview with the director of the Isla Canela Golf Hotel. Fig. 3.6. Annual golfers in Isla Canela Golf Source: Own elaboration using data collected from the Director of Isla Canela Golf Course. Figure 3.7. depicts the information from the table above in graphical format. It shows the fluctuation in the total number of golfers at the course over the years. These results were the main reason for conducting an interview with the director of the Isla Canela Golf Hotel. He explained the reason for the variations from one year to another, and also supplied valuable information regarding the golf accommodation offered and the golfers that use the facilities. Fig. 3.7. Annual golfers in Isla Canela Golf Graph Source: Own elaboration using data collected from the Director of the Isla Canela Golf Course
Molina Ward, Alma 12 As the director of the hotel described, there has been a continuous decrease in the number of players between 2006 and 2009. This was due to an economic crisis around 2009 and also terrorist attacks taking place in some of the countries, that players originate from. After this strong decrease, during the years of 2011 and 2012, the golf club experienced a gradual rise of the number of golfers. The fact that it was growing slowly was due to the fact that the hotel remained closed during these two years. With the opening of the hotel in 2013, making accommodation available, activity in the golf club began to increase with more intensity. Isla Canela Golf Hotel has 58 rooms and also offers 81 apartments. There are 3 key factors that attract tourists to this golf course in particular. First of all, the good weather conditions all year round. Secondly, it is well maintained assuring the good quality of the course, which is also fundamental. And finally, the accommodation service gives the golf tourists a place to stay. Isla Canela Golf Hotel is crucial for Ayamonte, as for many years it has been the only 4 star hotel to open all year round. In 2018, the hotel Melia Atlántico opened until the end of November because they offered golf packages for Isla Canela Golf to their guests. The golf course’s clients don’t necessarily stay at the hotel. Some of them book a package including hotel or apartment accommodation and golf, but others are people with second residences in the town or they choose to stay in another hotel. There is an option for those who wish to play frequently to pay an annual subscription as opposed to paying for individual sessions. Isla Canela Golf’s main clients are tourists. This brings golfers from different parts of the world. Danish is the most common nationality, followed by Swedish, French, Dutch, British, Finnish and German. Over the course of a year, there are high and low seasons, and also periods of time that attract players of a different type and age. Between mid September and mid May, the majority of the players are golf tourists that come from locations with bad weather at this time of year. Around 80% of these players are over 65 and travel specifically to play golf. In other words, golf is the main tourist attraction for these travellers. From November to March, the Isla Canela Golf Hotel is the only hotel open in the area. It is for this reason that during these months the hotel receives tourists who visit Ayamonte and need a place to stay. These tourists don’t necessarily play golf, but might do occasionally. The high season in Ayamonte starts in July with the beginning of the school holidays, and ends mid September. The Isla Canela Golf Hotel mainly receives families who don’t usually play golf. It’s during these months when the golf course receives more players that either stay in other hotels or that own second residences. - Water Sports Water sports are also very popular in Ayamonte. There are 3 kitesurfing schools: Poniente Kite Isla Canela, Isla Canela Kitesurf Paradise and Kite Addiction. There are also two sailing schools: Kanela Sailing School offering dinghy sailing from the beach and Faro Sailing School offering Royal Yachting Association accredited cruising courses mainly to English tourists. Tourists and locals can enjoy sports such as paddle surf, surf, kite surf, kayaking, and sailing. The schools offer courses from basic to advanced levels, or also rental of equipment to practice on your own. An interesting activity to do is an organised tour on kayaks or paddleboards around the marshes that surround Isla Canela.
TFG-Turismo. The Development of Tourism in Ayamonte 13 Since 2017, the first round of the Spain Kiteboarding league is held in Isla Canela. The event includes the competition for the high level riders and also some initiation courses for children. This sports event brings kitsurfers and visitors to Ayamonte from all over the world (Spain Kiteboarding League, 2019). - Football Stadiums Other sports facilities that attract visitors, are the two football stadiums. The football stadium Ciudad de Ayamonte has a football pitch of 100 x 63 metres. Matches are often played and bring visitors, mainly from towns nearby, as spectators. The Blas Infante stadium consists of a grass football pitch of 105 x 68 metres, a synthetic athletics track with 8 lanes, a throwing field and horizontal and vertical jump areas. The installations also boast a fitness room which can be used by locals or tourists for 2€ a day, and the track can be used for 1.20€ a day. (Information collected from the local Sports Board). Some visitors may travel to the location because of the events that take place at the sports facilities of the town. In 2017, at the Blas Infante Football Stadium, the National Falconry Encounter took place for the first time, and is still celebrated annually. There are also there are other events that occur every year, such as a 10 mile race that goes from Ayamonte to the neighbouring Portuguese town of Vila Real de Santo Antonio, a special Bike day where people can watch exhibitions and go on a bike ride, etc. (Huelva Costa, 2017) (Turismo Deportivo Ayamonte, 2019). - Sports Competitions Sports competitions are an effective strategy to fight seasonality, as they can take place all year round. Many locals participate in the events that occur in the town, but visitors may join in, usually bringing friends and family along. Some of the most popular sports competitions in Ayamonte include the first round of the Spain Kiteboarding league, which was mentioned above, the national Madison Beach Volley Tour and the Isla Canela Triathlon (Europa Press, 2019). 3.2.2 Other Attractions - Ayamonte’s Marina In Ayamonte there is a Marina with 317 berths on floating pontoons, an access channel and a dry dock. It’s located in the town centre and is used by tourists and locals who visit the town by boat (Turismo Deportivo Ayamonte, 2019). Fig. 3.9. Ayamonte´s Marina Source: www.andalucia.org
Molina Ward, Alma 14 A project to make improvements to the dock and the urban surroundings began in 2018. The total cost of the project is 5.2 million € (S.P., 2018). The improvements of this marina will include a boatyard, which as well as improving the installations, will create 8 jobs. There will also be a renovation of the surrounding area aimed at boosting tourist attraction (Diario de Huelva, 2018). - Vía Verde Another interesting man-made item is the “Vía Verde”. It’s a disused railway infrastructure that has been converted into hiking and cycling paths. In Spain there are more than 2700 km of these paths. The Spanish Railway Foundation directs this operation (Vías Verdes. 2019). The Ayamonte route connects various tourist destinations in the province of Huelva via the coastal “Via Verde”, traced along the old railway track that was closed down in 1987 after being in service for more than 50 years. This path is used to jog, walk and cycle. Fig. 3.10. Ayamonte’s Vía Verde Source: Own elaboration Around 100 metres away from the start of this path is the Eco museum of “El Pintado” mill, a hydraulic mill that has been restored for people to visit with a picnic and fitness area outside (Tierras del Descubrimiento Huelva La Luz. 2019). - Teatro Cardenio The project of building a theatre & cinema installation in Ayamonte began in the 1950’s. The frontage is neoclassic and the two columns added to it are ionic (Moreno Flores, M.A. 2004). - Congress Centre There is a Congress Centre located close to the marshlands that surround Ayamonte. There isn’t much information about this infrastructure, however seeing as it has not yet been in use or even inaugurated. An interview was carried out with the Mayor Alberto Fernández on the 8th of February 2017. He explained that the facilities include many offices and areas to carry out meetings, as well as three large main halls with different capacities and equipped with the latest technology. The construction of the Congress Centre began in 2006 and was 95% finished in 2017. The total inverstment came to 13 million euros (Conexo, 2017). - La Casa Grande Don Manuel Rivero ordered the construction of this building in the XVII century. It’s a beautiful building made of stone masonry, with big windows and balconies.
TFG-Turismo. The Development of Tourism in Ayamonte 15 Nowadays, the building belongs to the town hall, and one of the areas inside it is used as a library, and another has been equipped with a stage and seating area for exhibitions and events. A very important event, which takes place in this building, is the National Painting Award. Locals and many painters from other towns and cities participate in this competition. Every September, the painting awards are handed out in the `Casa Grande´ (Ayamonte Guide from Tourist Office). - Town Hall This building is located by the Plaza de la Laguna. It contains offices that date from mid XX, and also an older part structured as a house with the typical characteristics of a house from the area of Cádiz. The building was purchased by the Town Hall in 1928 (Moreno Flores, M.A., 2004). - The Canela Tower The tower of `Canela´ was strategically situated in the centre of Canela Island to be able to dominate both the coastline and the Guadiana River. It’s a military construction that had the main aim of defending the coast from the possible invasion of pirates. (Ayamonte Guide from Tourist Office) - La Plaza de la Laguna (Lagoon Square) The `Plaza de la Laguna´, situated by the Town Hall, is one of the oldest in the town. It was named after the lagoons that used to form in the area because of the Guadiana River’s overflows. Before its current name, it was called `Plaza de la Constitución´. The architect Jose María Pérez Carasa created it in 1941. Palm trees and benches with typical andalusian tiles on them surround the square. One of the main decorative elements is the representation on tiles of a painting called La Pesca del Atún (Tuna fishing), by Joaquín Sorolla. This famous Spanish painter was born in Valencia in 1863. After completing his studies, he spent 8 years travelling around Spain painting people and situations from each corner of the country. This collection is called `Visión de España´ and its purpose is to illustrate the picturesque characteristics of different areas (Moreno Flores, M.A., 2004) (Muller, P. 2019). Fig. 3.11. Old Image of the Plaza de la Laguna Source: todocolección.net. Ayamonte – Plaza de la Constitución Fig. 3.12. Current Image of the Plaza de la Laguna Source: Own elaboration (02.06.19)
Molina Ward, Alma 16 - La Plaza de España (Spain Square) The Plaza de España was built in 2006 in the area where the old zoo was located next to the Prudencio Navarro Park. In this Square we can find a children’s play area, and also an exercise area for adults (Ayamonte Guide from Tourist Office). - La Plaza de la Coronación (Coronation Square) Another square in Ayamonte is the Plaza de la Coronación, which was built in commemoration of the Virgin of the Angustias, patroness of the municipality since 1992. In the centre of the square there is a beautiful fountain from the 1960’s decorated with typical Andalusian tiles and decorative figures. (Ayamonte Guide from Tourist Office) - El Paseo de la Ribera El Paseo de la Ribera dates back to 1923. It’s located by the Coronation Square and is close to the town’s marina. It’s decorated with palm trees, benches with beautiful Andalusian tiles, and 4 fountains, one in each corner of the square (Ayamonte Guide from Tourist Office). - Religious Installations Ayamonte has a variety of religious facilities, which are: the Hermitage of San Sebastian, the Chapel of El Socorro, the Chapel of San Antonio, the Convent of Santa Clara, the Temple of La Merced, the Church of San Francisco, the Church of Las Angustias and the Church of El Salvador. (Ayamonte Guide from Tourist Office) The oldest church in the town is `El Salvador´, which was built in 1400 on the foundations of an old mosque. In the tower of this church there is still an old handwound-clock, which tells the time with bell chimes. This clock was the only one that controlled the time in the town for many years. (Moreno Flores, M.A., 2004) - Prudencio Navarro Park The Prudencio Navarro Park is located in the centre of Ayamonte. This park is famous for housing the town’s zoo, which has been there for around 45 years. The zoo has always attracted locals and tourists, but has experienced some difficulties over the past 4 years and will soon be closed. The earliest information that the Tourism office has is that in 1967 the town already had a zoo and it was named after Prudencio Navarro because of the hard work he put in to the new park where the zoo is located. It had wild animals such as lions, tigers, fallow deer, birds, monkeys and bears. It is said that it began with animals left behind by a visiting circus. It has always been free to visit as the town hall took care of all costs. Over the years, the public has become increasingly concerned about the welfare and wellbeing of animals held in captivity. It was for this reason that in 2009, the whole zoo was redesigned and the animals were moved from the small concrete cages they lived in into new and better installations. Each compartment was equipped with a small pond, trees and green areas and the monkeys also had ropes to hang from. In addition to the renovations made to the animals, living areas, some other species were added such as zebras, peacocks and turtles (Huelva Ya, 2015). According to the town hall, the zoo is an important tourist attraction for Ayamonte and thousands of people visit it annually. Even though improvements were made, members of the public still continued to question the welfare of the animals and the conditions they were kept in. The animals were showing signs of malnutrition and repetitive and purposeless motor behaviours, typical in animals held in captivity. In 2015 approximately 15.000 signatures were collected in favour of closing the zoo to end the animals’ suffering. On the 14th November of this year it was finally decided that the zoo would be closed (Landero,J. 2018).
TFG-Turismo. The Development of Tourism in Ayamonte 17 The animals in the zoo will be transported to different parts of Spain where they will live in better conditions, thanks to the agreement between the town hall and the association Animals Feel (La Vanguardia 2019). - Summer Cinema During the months of July and August a screen is put up in Isla Canela on the beach and another in Punta del Moral area. Films are projected once a week in July and twice a week in August. It’s organised by Isla Canela S.A. and the town hall. The cinema sessions start at approximately 22:15, and are completely free. A list of different films is published each year, and they are always suitable for all audiences (Ayamonte.org 2018). Watching films on the beach in the evening just after the sunset is a great activity for all members of the family to enjoy. The summer cinema is good for the beach bars close by, as it brings both locals and tourists to the beach at an unusual time. Before, during or after the film, people occasionally stop for a drink or something to eat. 3.2.3 Culture and Traditions The culture and traditions of a tourist destination are also attractions. Ayamonte has many elements and festivities that form the cultural identity of the town such as monuments, festivals and traditional celebrations. The Town Hall runs a webpage where each month you can find a tourism newsletter with details of every event or activity taking place in the town. - The Three Wise Men Parade On the 5th of January every year, Ayamonte celebrates the biblical scene of the moment when the Three Wise Men bestow the baby Jesus with gifts. It begins with the arrival of the three Kings on the ferry from Vila Real de Santo Antonio. Then, accompanied by shepherds, they parade around the town sat on decorated floats throwing sweets and small gifts for people to catch (Huelva Buenas Noticias, 2019). - Carnival In 1936, with the Spanish Civil War, carnival manifestations were banned. After this period, different locations gradually began to bring back these celebrations. It wasn’t until 1975 when Ayamonte revived carnival with the name `Fiestas de la Alegría´ (Joyful Festivities). Carnival is considered one of the most important cultural and artistic celebrations in the province of Huelva (Huelva Buenas Noticias, 2015). Fig. 3.13. Photo of the Zoo Source: Own elaboration (04.05.19) Fig 3.14. Photo of the Zoo Source: Own elaboration (04.05.19)
Molina Ward, Alma 18 During the celebration, a traditional carnival music competition takes place in the local theatre. Groups of men present the songs that they have composed about current topics or news and are mainly comical. There are singers with different voice tones, percussion instruments and kazoos. Another part of the tradition is to dress up in costumes on the designated days to do so, called `Pasacalles´. During Carnival festivities, a tent is put up in the town centre with live music in the evenings, and the streets of the town are filled with colour, confetti and glitter. On the last day of Carnival, there is a colourful parade of groups with different costumes, both on floats or dancing in front of them, accompanied by a band playing lively music. This parade goes around the town in the afternoon for people to enjoy watching it. Fig. 3.15. Carnival Poster 2015 Source: Andalucía Información - Semana Santa The religious tradition during the Easter holidays called Semana Santa, is one of the main cultural attractions of the town. It’s declared a National Tourist Interest and its origins go back to the XVI century (García B., 2019). From Palm Sunday to Easter Sunday, daily processions take place in the town. It’s a very important annual tradition. Sculptured effigies are carried through the streets, accompanied by, often hundreds, of penitents in traditional costume and with a band playing processional marches with wind and percussion instruments. These religious effigies are carried by `costaleros´ and are heavily decorated with flowers and candles.
TFG-Turismo. The Development of Tourism in Ayamonte 19 Each day, the procession depicts the biblical Easter story. It’s a very old tradition, still celebrated in most of Andalusia and hundreds of tourists flock to see this. Ayamonte in particular, receives many tourists during Holy Week due to its proximity to the beach and its warm temperatures at this time of the year, however the processions are a unique complementary attraction. This religious tradition is a good way to discover the old parts of the town with its narrow streets and typical Andalusian houses. Fig. 3.16. Semana Santa Procession Source: Huelvaya.es - Romería de la Cruz Every year, from the 3rd to the 5th of May, a pilgrimage is celebrated, in Spanish, `La Romería de la Cruz´. This kind of traditional religious ceremony is a manifestation of faith towards the Virgin. Prayers and penances are the main elements of these religious celebrations. Small tents are put up in an area of Ayamonte´s countryside called `El Parral´, where people stay for this period of time (Ayuntamiento de Ayamonte. 2019). - Fiesta El Salvador Every year in the month of August, the neighbourhood of Ayamonte, `La Villa´, celebrates a festivity in honor of St. Salvador. There is a tent set up near the Salvador church where live music is played and people can eat and drink. This part of the town has typical Andalusian houses, and is the oldest neighbourhood in the town. (Ayamonte Guide from Tourist Office). - Un Paseo Por el Arte A more recent cultural event celebrated is an art exhibition on the streets of the town centre, which takes place in August. The first edition of “un Paseo por el Arte” (a stroll through art) was held in 2013. Painters, Sculptors and Photographers exhibit their works of art for people to see. During the Stroll through Art in the warm month of August, the streets of the town become a beautiful art gallery to walk through (Ayamonte un Paseo por el Arte. 2019). - Ayamonte International Music Festival This festival has been celebrated in Ayamonte since 1984. It takes place in the `Patio de la Jabonería´, a small palace from the XVI century, which was the home of the Marquis of Ayamonte. This building has an important historical value, as it dates back
TFG-Turismo. The Development of Tourism in Ayamonte 27 9 CHAPTER 6: TOURISM IMPACTS ON THE TOWN - Socio-cultural Impacts The interaction of tourists and locals creates inevitable socio-cultural impacts. Tourism moves people with one culture and background to places with another (Fletcher,J., et al., 2013). According to S. Page and J. Connell, there are four factors that shape the effects that the tourism industry can have on a destination: - The types and numbers of tourists: the higher the volume of tourists, the higher the impact on the locals at the destination will be. - The importance of the tourism industry: If the town’s economy relies on tourism, the impact will be higher than if it has an economy based on a mixed industry. - The size and development of the tourism industry: If the destination is too small for the number of tourists it receives, the impact will be higher. - The pace of tourism development: In the case of a rapid growth in terms of tourism, the social impacts are likely to be higher. (Page,S., Connell,J., 2009) - Environmental Impacts The environment suffers an inevitable change, either directly or indirectly, from the tourism activity. The environment is a key ingredient of the tourism product, therefore it needs to be cared for and preserved (Fletcher,J., et al., 2013). - Economic Impacts The economic impact on a tourist destination takes into account direct, indirect and induced effects of tourism. The study of the economic impact of a destination aims to discover the economic benefits from tourism, in monetary terms (UNWTO, 2019). All of these impacts are the consequences of masses of tourists temporarily co-existing in a destination. There is a wide range of impacts and they can either be positive or negative. The tourism industry has become a very important economic motor for Ayamonte. In Summer, the town receives around 60.000 tourists, which is almost 3 times the total population of the town. The important weight of tourism on the town inevitably brings a series of impacts which affect three main areas: the local society, the environment, and the economy. 86% of the tourists that visit the town are national, and only a 14% are international, mainly from the United Kingdom (Huelva Ya, 2014). The tourist office supplied information regarding the number of visitors that the town receives annually. In 2010, which was the earliest data collected, there were 34.368 visitors. This figure was obtained by summing the number of people who visited the tourist office and other information points around the town. The latest data available is that in 2018, the town received 35.065 tourists.
Molina Ward, Alma 28 9.1 NEGATIVE IMPACTS 9.1.1 Socio-cultural Impacts - The distribution of the population centres in the municipality is very dispersed, causing difficulties in the local organization of services, especially transport. The lack of an optimal public transport service forces the population to own and use private vehicles. - Noise pollution is one of the problems that affect the local population, caused by the clustering of people in the main leisure areas. The main area with noise pollution is the town centre (Ayuntamiento de Ayamonte. 2019). - Overcrowding occurs when the volume of tourists exceeds the capacity of an environment. (Page,S., Connell,J., 2009) This phenomenon happens in Ayamonte during the high season, causing traffic congestion, lack of parking spaces in the town centre and a risk of negative host-guest relationships. 9.1.2 Environmental Impacts - The main environmental issue in the town is the generation of waste. For example, in 2015, 13.685 tons of waste was collected. This is a threat to the environment of the coastal area (Ayuntamiento de Ayamonte. 2019). - Water is another natural element affected. The overexploitation of aquifers damages the quality of the water, reducing the possibility of its usage. It’s important to highilight this issue, as the town has long periods of dryness. - The marshland area that surrounds Isla Canela has been affected by human activity and the fast growth of urban development in the coastal area (Ayuntamiento de Ayamonte. 2019). - The traffic congestion mentioned in the socio-cultural impacts also affects the environment, as the excessive amount of cars circulating in the town causes extra pollution in the area. 9.1.3 Economic Impacts - The economic system of the town encourages the atomisation of businesses. Figure 6.1 100% illustrates that local businesses are micro enterprises. Fig. 6.1. Amount of Businesses According to the Number of Employees 2014 Source: Own elaboration using data from Ayamonte’s Sustainable Development Integrated Strategy.
TFG-Turismo. The Development of Tourism in Ayamonte 29 - One of the main economic issues in the town is the focus on the tourism industry, which is causing the loss of other traditional ones. In order to compare the value of each economic sector, a table is presented that contains the value of each index (figure 6.2). The table reveals how the tourism index is far higher than all the others. It is, in fact, the third highest of the province of Huelva. This index is obtained according to the taxes or fees that correspond to tourism activities and accommodation. The value indicates the participation of the location on a national basis of 100.000 units (100.000 = the total collection of the tax or fee) (Ayuntamiento de Ayamonte. 2019). Industrial Index Commercial Index Catering and Bars Index Tourism Index Economic Activity Index 12 34 36 164 20 Fig. 6.2. Ayamonte’s Economic Indexes Source: Own elaboration using data from Ayamonte’s Sustainable Development Integrated Strategy This comparison shows that tourism is the fundamental pillar of the local economy. The economic dependence on Sun and Sand tourism, which is a seasonal type of tourism, causes an abundance of temporary work contracts. This makes working conditions in the town seasonal and unstable. 97.03% of all work contracts in Ayamonte are temporary. One of the causes for this outstanding amount is that more than 50% of local hotels close from December to Easter. - The fact that Sun & Sand tourism is the main economic activity has, in turn, boosted the local construction industry, which creates accommodation and other facilities for tourists. The service industry irepresents 86.25% of all establishments and 9.12% are related to construction. Together they add up to more than 95% of all establishments. - The percentage of the service industry is very high for a location with a seasonal tourism; this causes lack of clients during the low season months, and congestion in the high season. 9.2 POSITIVE IMPACTS The negative impacts, as a consequence of the tourism activity in the town, leads to the need to create strategies and solutions. This results in an improvement in the quality of installations provided and of the environment, which locals as well as tourists will enjoy. The strategy `Ayamonte Mira al Río´ was presented at the International Tourism Fair in 2019 (Fitur). Its main purpose is to improve the sustainable mobility of the location. The local council aims to develop respectful actions for the environment and reduce the emission of CO2. Some of the renovations include new connexions for road traffic, pedestrian walkways by the river, the extension of the cycle path, new parking areas and new multifunctional spaces (Europa Press, 2019).
TFG-Turismo. The Development of Tourism in Ayamonte 31 10 CONCLUSION Having examined the information in terms of tourism at the location, a SWOT analysis has been elaborated. It shows the main strengths, weaknesses, opportunities and threats. It will be used to highlight the aspects of the location that need to be improved or strengthened. Strengths Weaknesses - Coastline - Tourist Attractions - Events, Festivals and Cultural Elements - Weather - Gastronomy - Seasonality - High reliability on tourism industry - Noise pollution - Overcrowding - Waste - Damage to natural resources - No airport or train station close enough to the location. - Public Transport Opportunities Threats - Congress centre - Water park - Sun & Sand destinations nearby Fig. 7.1. SWOT Analysis Source: Own elaboration - Strengths As we can observe in the SWOT Analysis, Ayamonte has various strong points. It has been awarded with the Blue Flag. The beaches have all the infrastructures tourists may need, including sporting activities, bars and bike rentals. The exceptional weather in Summer and mild temperatures during the rest of the year, along with the quality of the coastline, are two key factors in attracting tourists. The various events, festivals and cultural elements of the town are also important tourist attractions for the location. - Weaknesses The main weaknesses that have been discovered in the study are very diverse. One of the main issues is the strong seasonality that the location experiences. As a Sun & Sand tourist destination, most of its arrivals occur in the summer season. This leads to an increase of employment in this time period, but a decrease during the rest of the year. It also makes work unstable, as most of the Summer contracts are temporary. Tourism is one of the main economic motors of the location, which leads to another important weakness: the high dependance on the tourism industry. This can be a problem due to other industries in the location being taken over, such as the industrial activity. Another observation that has been made is how the natural environment has suffered many negative impacts. The main issues are noise pollution, overcrowding, the generation of tons of waste and damage to natural resources: mainly water and the marshlands. These impacts have led the town to an awareness of the need to create strategies, in order to reduce these impacts resulting from the arrival of masses of tourists.
Molina Ward, Alma 32 The last weakness mentioned in the analysis, is the lack of optimal public transport. On one hand, there isn´t an airport or train station close enough to the location, making connexions to the destination more complicated. The coach timetables don’t cover the whole day, and taxi rides from the closest airports are very expensive. On the other hand, the local transport during the low season is fairly limited, which is an issue for locals as Ayamonte’s population is fairly dispersed. - Threats Ayamonte is the occidental end of Huelva’s coastline (`Costa de la Luz´). Ayamonte has direct competitors in terms of Sun & Sand tourism, which are the rest of the beaches in the province. These beaches all have similar characteristics and services and are within the same area. Another area that competes with Isla Canela is the neighbouring Portuguese Algarve with its white sandy beaches, which are very near and accessible. The Portuguese is a well-established, well-marketed tourist destination and in many cases offers superior quality installations and services. - Opportunities As mentioned previously in the study, the Ayamonte Congress Centre has yet to be inaugurated and used. This is a great opportunity to celebrate all kinds of events at any time of the year, and would bring visitors to the town and fight seasonality. Another opportunity for a destination with good weather conditions and green areas is to build a waterpark. Building a waterpark in the location could be a good differentiation strategy, to compete against the other coastal tourist destinations close by. In conclusion, Ayamonte is a Sun and Sand tourist destination with exceptional resources and a unique location, fighting against seasonality. It has developed many tourist attractions and is implementing strategies in order to achieve a more sustainable tourism.
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