The project of the Development Plan of the Tourism Product of the Highlands is in line with the development of hte tourist potential of the region of the Highlands.

The plan is working in three different lines in order to achieve the objectives that were settled from its very begining:

1. With our VISITORS: creating new tourist infraestructures and products to meet the requirements of our visitors and which shape an attractive tourist offer.

2. With our BUSINESSMEN-WOMEN: boosting and making easier the access to the information and means needed to achieve Quality oriented businesses.

3. With our NEIGHBOURS: letting them know how important the tourist factor is in both the development of the land and the improvement of the services.

What is a Development Plan of the Tourist Product?

The Developmet Plan is an instrument of public intervention which is supported by an agreement signed by three civil services:

Secretaría de Estado y Turismo (Ministerio de Industria Comercio), State and Tourism Office (Ministry of Industry and Trade)

Consejería de Cultura y Turismo (Junta de Castilla y León), Culture and Tourism Department (regional governmental body Junta de Castilla y León)

Mancomunidad de Tierras Altas, Mancommunity of the Highlands

Centro de Iniciativas Turísticas de Tierras Altas (CIT), Tourist Initiatives Centre of the Highlands

Objectives

Its main objective is the development of the region of the Highlands from a tourist point of view through the creation of several high quality tourist products.

To increase the quality of the tourist services

To improve the urban and natural resources of the towns

To extend and to improve public spaces

To increase the value of the tourist resources

To create new products

Investment

Proceedings

1. Heritage adaption for a tourist use

Adaption of the environment (Valtajeros)

St Peter Apostle’s Church (Cerbón)

Route of Fuentes (Fuentes de Magaña)

St Mary's Church (Yanguas)

2. Interpretation centres network

Paso del Fuego, Walking over the fire (San Pedro Manrique)

Hollywoods and brochs (Castilfrío)

Old School Training Room (Vizmanos)

Cidacos River (Los Campos)

Shepherds’ Museum (Oncala)

Exhibition Hall (Santa Cruz de Yanguas)

Traditional building (Valdeprado)

Alhama River and its tributaries (Magaña)

Initiatives Centre (Villar del Río)

Museological Project

3. Creation of routes

Alhama River

Abandoned villages along the Linares River

4. Signposting and Accessibility Program

Tourist signposting of the region

Accessibility consultancy

5. Training and Public Awareness Program

Activities to raise awareness of the plan

Application of the MACT (manual of approaching to tourist quality)

6. Promotion and Marketing Program

Manual of the corporate image

Website of the region

Attendance at INTUR 2007

Eastern holiday package2008

Broadcasting of the “Paso del Fuego” (Walking over the fire)

Promotion EXPO

General brochure of the Plan

Autumn in the Highlands 2008

Attendance at INTUR 2008

Promotion at FITUR 2009

Attendance at Barcelona Degusta 2009

Ichnites Symposium

Management

Development of each proceedings:

St Mary’s Church (Yanguas);

second annuity.
RESTORATION OF THE HOLY CHRIST CHAPEL.
The proceedings have a total investment of 382,800 €. In order to develop it, an agreement has been signed among Fundación del Patrimonio Histórico de Castilla y León (287,100 €), the Development Plan (60,000 €) and St Mary’s parish church (35,700 €)

Interpretation Centre “El Paso del Fuego” (Walking over the fire);

first annuity.
The Interpretation Centre has an estimate investment of 300,000 €.
It is been divided in two stages. The first one (142,350 €) is to be developed by the Tourist Development Plan of the Highlands. The second one has not been assigned yet.

Interpretation Centre the Hollywoods and the Brochs (Castilfrío)

It is cofinanced by the Town Council of Castilfrío (38,800€) and the Development Plan (65,000 €) that makes a total amount of 103,800 €. It pretends to arise the value of hollywood in Soria and the culture of the brochs.

Training Room (Vizmanos)

A total investment of 83,000€ cofinanced by the Town Council of Vizmanos (30,000€) and the Development Plan (63,000 €). In this facility there will be held training courses on tourism and it will also be an exhibition hall of the resources of the Highlands.

Interpretation Centre of the Cidacos River;

second annuity.
The budget of the Development Plan for this project is 55,000€.
The source of the Cidacos River in the town of Los Campos will be underlined, as well as the sauropod footprints that are located in the town.

Shepherds’ Museum, Oncala;

second annuity.
The former Shepherds' Museum will be renewed with 55,000€.

Exhibition Hall, Santa Cruz de Yanguas;

second annuity.
It is been planned to hold different activities related with the spread of the resources of the region. The Development Plan will contribute to it with 31,000€.

Museological Project;

first annuity.
The objective of this project is that every interpretation centre of the Highlands will have a common structure and image. The investment of this project is 8,932€.

Activities to raise awareness of the plan

Corporate image manual;

Tevery annuity.
Financiation of 12,000€ from 2007 to 2010.
In order to develop the trademark and the image of the Tourism Development Plan of the Highlands, a differencied element is required, to distinguish it from other plans and regions, as well as from other towns; and, which is also very important, a common element to the 14 towns and to the different environments of the region of the highlands. The region of the Highlands is divided in three areas (Alhama River Valley, Cidacos River Valley and Linares River Valley) made up of 14 towns, that is why the limited square has three colours, each for one area.
The typology used is a round lower case which makes the image kinder, closer to the public while playing with the contrast of two different types: one typed and the other hand-written. The word ‘Tierras’ (Lands) uses a typed typology ‘DIN’ that gives it a simplicity and harmony that, while playing with the word ‘ta’, creates a very clean, dynamic, personalized contrast and movement that gets a great strength and an inmediate memory in the person who is watching it. ‘ta’ uses a hand-written typography, bringing even closer and moving away the idea of ‘mechanism’ that is given by ‘typed’ letters. By combining both of them the contrast needed to highlight the ideas of close, modern, kind... is created. The joint gives an idea of positive concepts (by the symbol ‘ta’), it is modern (by the movement of the typography), it is clean and kind (by the symplicity of its contents) and it is wide (by its great representativity).
The choosen colours are very satured in order to highlight the image, as blue is the colour of the wide sky of the region. Black gives seriousness and cleanliness, as well as facility to contrast with other elements of the brand. The rest of the colours give a point of contrast and dynamization of the brand.

Website of the region;

first annuity.
The updating of the website www.turismotierrasaltas.es wants to modernize its image and to make easier the access to the information to the site visitors. It has a budget of 3,596 €.

Attendance at INTUR 2007;

first annuity.
The attendance at this fair is considered one of the best showcases of the Tourist Product of the Highlands. Honey and hollywood tourist resources were shown in this edition of the fair.
The budget approved for this intervention rised to 9,561.07 €.

Eastern holiday package 2008;

first annuity.
1,379.55 € will financed the creation of tourism circuits in the Highlands.

Broadcasting of the “Paso del Fuego” (Walking over the fire); first annuity

1ª annuity.
Budget of 3,480€.
Its aim is to release, through Canal 4 TV, the broadcasting of the festivity Paso del Fuego (Walking over the fire) of San Pedro Manrique. It was live broadcasted the night of the 23rd of June, 2008.

Promotion EXPO;

first anuuity.
Budget: 800€.
The region of the Highlands was advertised in the offprint of the paper Heraldo de Sorio during the EXPO Zaragoza.

Autumn in the Highlands 2008 – 2009;

first and second annuity.
6,431.56€ for the first annuity and 19,260€ for the second one. The Autumn in the Highlands is a holiday package that wants to give out the seasonal nature of the tourism in the region and that offers a complet pack of tourist activities during the Autumn time.

Attendance at INTUR 2008

Promotion at FITUR 2009

General brochure of the Plan;

first annuity.
Budget: 5,503.04€.
The brochure shows a clear, concise image of the Tourist Development Plan