Marcelo García Leyenda
Marcelo studied Hotel Company Administration at the Escuela Argentina de Negocios, Agricultural Production engineering at the Universidad Católica Argentina and has done a specialised course in ecotourism at Cambridge University.
He now holds the post of Strategic Project Coordinator of the municipality of Villa La Angostura (Argentina).
From 2011 to 2015 he was Secretary for Tourism of this municipality and before that had held several posts in the world of hospitality and tourism. He was president of the Enviatur public-private consortium
In 2012 he received the prize for Public Management 2012 of the Bitácora - El Mensajero Awards for the service vocation that allowed Villa La Angostura to rise out of the ashes of the Puyehue volcano (Buenos Aires - Argentina), and in 2013 was recognised with the El Puye de Oro prize for the recovery of tourist demand in Villa La Angostura following the eruption of the Cordón Caulle Puyehue in the municipality of Puyehue, Chile.
(3rd March. 11:15 – 13:00h)
Changing a destination: from contemplation into action. Case study: Villa la Angostura
The eruption of the Puyehue-Cordón Caulle volcano range in 2011 for the Villa la Angostura meant the complete interruption of its civic and commercial activities, including its main source of income, tourism. Once the state of emergency was over, the Villa La Angostura authorities started work on economic recovery through a plan to answer the adverse situation: Plan Angostura Podemos. The plan instrumented the attraction of sports events and the development of mountain and adventure tourism activities to bring in new segments of visitors as one of its main pillars to recover the lost tourist demand. Looking back, the volcanic eruption for Villa la Angostura was a new starting point and time of redefinition as from its inception it was a destination for contemplative holidays. In this sense, although the town already had its own sports events, these were taken part in by local athletes and enthusiasts; the new approach meant that these domestic events began to be promoted regionally, nationally and internationally in accordance with their size to be the axes that would structure the town’s promotion efforts. The result of these actions is now seen in: a strong calendar of sports events and competitions that characterise Villa la Angostura’s tourist identity; the diversification of tourist products related to adventure and mountaineering; the redefinition of the destination’s DNA (or identity), by focusing it on forming experiences using its services and natural assets.