Focus on the consumer: Ruta de la plata, Cáceres
The Ruta de la Plata shopping centre is located in Cáceres, one of the main cities in the Extremadura region near the Portuguese border. Extremadura is a fairly rural region which is characterised by a low population density. Farming has traditionally played a major role in the regional economy, but today the services sector is steadily increasing in importance, with (eco)tourism growing particularly strongly.
Given the rural nature of the region, the catchment area covers a large area with a relatively small number of inhabitants - just over 150,000 - of whom around 90,000 live in the city of Cáceres. These inhabitants are distributed across approximately 60,000 households. A distinction can also be made between the primary catchment area (black lines), with more than 100,000 inhabitants, and the secondary catchment area (purple lines). The region also contains an above-average number of second homes, and is therefore a popular holiday destination. Its rural nature also means that the population of the catchment area is fairly elderly compared with the rest of Spain; a relatively high proportion of older people live there, especially in the secondary catchment area.
The Extremadura region is one of the least wealthy regions of Spain, with average GDP per head of the population around a third lower than the Spanish average. Incomes in the city of Cáceres, however, are higher than in Extremadura generally, with per capita GDP around 10-20% higher than the average for the region.
Source: Annual Report 2008, Chapter Review of operations, page 108 (PDF, 2,1 MB)
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