There is a retail tradition in southern Europe with a large number of contact points. The value of this cultural and commercial wealth is often underestimated. Strengthening it could constitute an economic driver which would awaken the general interest of the population because of the cultural and commercial richness of the region and of regions which share the same history. It would also make people aware of the importance of protecting and advertising the area, and strengthen cultural and commercial integration between European countries.

As RETAIL and TOURISM are closely linked and they have a crucial influence on employment and the economy in general, this point is worth developing. Via the implementation of concrete promotional measures and the development of the social agents involved, the retail tour will have an impact on the tourist/cultural sector (known as “retail tourism”) and this will have positive repercussions on the area’s economy and on collateral sectors.

Interaction: Retail / Tourism = “Retail Tourism” (or “shopping tourism”)

-> influence: social and economic development (mainly in the services sector: retail, hotel and restaurant industries)

On several occasions, local development initiatives have proved to be very effective in terms of generating jobs and increasing local socioeconomic development.


The VIA CECRAL TOURIST-RETAIL ROUTE aims to promote local and urban development by concentrating on the two basic pillars of that development - the tourist sector and the retail sector. The main aims of the project are as follows:

- To develop a more productive and competitive economy by promoting business activities which result in the creation of jobs and the improved economic development of Andalusia.

- To propose active employment initiatives which provide employment for certain groups in the labour market with the highest possible guarantees of success, and a greater employment stability throughout the Autonomous Region of Andalusia.

- To promote an entrepreneurial culture amongst young people by offering help for business initiatives.

- To improve quality of life at a local level via social and professional integration of disadvantaged groups and/or groups at risk of social exclusion.

- To promote the appreciation, protection and diffusion of the cultural heritage of Southern Europe, especially that which is linked to all the forms of retail that have been developed in that region.

- To promote cultural integration through the awareness of a shared retail history (customs and business exchange between towns).

- To expand that shared heritage (at an intra- and extra-regional level) by promoting “retail tourism”.

- To contribute to the social and economic integration and development of the regions.

- To help to promote and offer advice about the creation of companies and self-employment.

www.cecacomercio.org

www.acral.pt

www.sevillaglobal.es

www.lapalmadelcondado.org