tourism policy in europe and implications for ireland, tourism policy conference dromoland 2011
TRANSCRIPT
A New Political Framework for Tourism in Europe.....what should Ireland be
doing?
Ray Keaney ITT DublinSecond Annual Tourism Policy Workshop
Dromoland CastleNovember 4th – 6th 2011
Introduction
• The Lisbon Treaty• Background to EU tourism policy• The new framework for tourism• The relevance for Ireland• What should Ireland be doing?
The Lisbon Treaty
• Article 195 - a watershed moment for tourism in Europe
• Treaty provides legal basis for development of a coherent policy approach to tourism
• Aim is to promote the competitiveness of the sector
Source: Official Journal of the European Union, C83 Volume 53 March 2010
Background to EU tourism policy
• Little direct intervention - influence stemming from policies in other areas
– Transport– Consumer protection– Environment– Competition – Internal market– Rural development
What drove the change?
• Economics– 1.8 million tourism businesses– 12% of all jobs– 10% of EU’s GDP
• Projected growth of international tourist arrivals– An extra 240 million by 2020– An extra 355 million by 2030
Source: ECORYS Study on the Competitiveness of the EU tourism industry 2009Source: UNWTO Tourism Highlights 2011 EditionSource: UNWTO Tourism towards 2030, Global Overview, October 2011
and......
• Europe losing market share of international arrivals
• Recognition of the need to open up to new markets
• Rapid advances in technology• Impact of an ageing population for tourism
providers
Source: ECORYS Study on the Competitiveness of the EU tourism industry 2009
Europe’s master plan
• Europe 2020 Strategy (March 2010)
– Financial crisis has exposed structural weaknesses in Europe’s economy
– Europe faces a moment of transformation– The EU must take charge of its future
Source: Europe 2020, A European strategy for smart, sustainable and inclusive growth, March 2010
Shaping the framework
• The Madrid Declaration (April 2010)
• Member States declared willingness to
– Take part in the implementation of the new consolidated EU tourism policy framework
– Raise awareness of the importance of knowledge and innovation in tourism
The framework
‘Europe the world’s No 1 tourist destination – a new political framework for tourism in Europe’ (June 2010)
• Objectives– Stimulate competitiveness in the European tourism sector– Consolidate the image and profile of Europe– Promote the development of sustainable, responsible and
high quality tourism– Maximise the potential of EU financial policies and
instruments for developing tourism
Source: European Commission, Com (2010) 352 final Europe the world’s No 1 tourist destination – a new political framework for tourism in Europe
Key framework actions
• Creation of a ‘Europe’ brand• Incorporation of a tourism component in the next
multi-annual financial framework• Launch of an ‘ICT and tourism’ platform for SME’s• Implementation of a Virtual Tourism Observatory • Introduction of a new Heritage Tourism Label• Development of a strategy for Coastal and
Marine TourismSource: European Commission, Com (2010) 352 final Europe the world’s No 1 tourist destination – a new political
framework for tourism in Europe
One example of a framework initiative
• The ‘50,000 tourists’ initiative
– 25,000 South Americans to Europe (Oct 2012 - Mar 2013)
– 25,000 Europeans to South America (May -October 2013)
– Governments: France, Italy, Lithuania, Poland, Spain– Airlines: Air France, Alitalia, British Airways, Iberia,
Lufthansa & TAP Air Portugal – Trade: ETOA, ECTAASource: http://ec.europa.eu/enterprise/sectors/tourism/50k/index_en.htm
Response of EU Parliament
• Commission’s structure for tourism to be strengthened
• Tourism part and parcel of the EU’s industrial policy
• Tourism critical for employment creation• More emphasis on R&D• Rural tourism and agri-tourism should be
properly supportedSource: EU Parliament, Committee on Transport and Tourism, Report on Europe, the world’s No 1 tourist destination – a new
political framework for tourism in Europe (2010/2206(INI))
The framework in summary
• The EU has made clear the importance of tourism to drive– Job creation– Economic growth– Social and regional cohesion– Sustainable development– Protection of natural and cultural heritage
• A political & financial framework is now in place to support tourism development
And what about Ireland?
• Ireland is where Europe was pre-Lisbon
What does this mean?
• Tourism is less visible than other sectors of the Irish economy (ie. agriculture)
• Irish tourism has not received the same attention as other newer sectors (ie. Pharma/ICT)
• Its knowledge base is weak• There is an absence of engagement with key bodies
such as the ERSI• The level of fragmentation makes it difficult for the
sector to get its voice heard
Source: New Horizons for Irish Tourism, Mid-Term Review, Report of the Tourism Renewal Group 2009
Did you know?
NDP 2007-2013 allocation
Investment
• Agriculture & Food Dev €8 billion• Science, Tech & Innovation €6 billion
• Tourism €800 million
Source: Ireland National Development Plan 2007-2013 Transforming Ireland, A Better Quality of Life for All
Did you also know?
• An increase in visitor numbers to 2007 levels (to 7.5
million from 5.5 million) would mean– Nearly €2 billion extra in foreign earnings (from €3.3 to €5
billion)– €1 billion extra in tax revenues (from €1.3 billion to €2.3 billion)– An extra 60,000 jobs
Source: Contribution of Tourism to the Irish economy, ITIC/Fitzpatrick Associates, July 2008Source: Tourism Employment and Training Survey 2009, Fáilte Ireland/Tourism Development International September 2010Source: Tourism Driving Economic Renewal, ITIC/IHF, February 2011
So what should Ireland be doing?
Leadership
Partnership
Plan
Next Steps
1.Government should lead an intensive study into the tourism sector as it did with the Technology Sector in 1998
2.Industry groups should identify issues of strategic importance and adopt a common agenda
If this is done...
• Strategic solutions will emerge for the future direction of Irish tourism
• Ireland will be well positioned to use the Presidency of the Council of the EU in 2013 to
– Influence the composition of the structural funds for tourism 2014-2020
Conclusion
• Europe has recognised the increasing importance of a vibrant tourism industry to its economic wellbeing
• As in Europe, the tourism sector in Ireland can contribute significantly to economic growth
• We need to move quickly to capitalise on the opportunity
Thank you