European tourism policy and financial instruments Bruxelles, June 19, 2014 Cinzia De Marzo European Commission, DG Enterprise & Industry Tourism Policy Unit
Promising results in Tourism in 2013 430 million international arrivals (5% increase vs. 2012) (UNWTO) 2,6 billion overnight stays (for tourists and business travellers) (1,6% increase vs. 2012) (Eurostat) TOURISM HAS BEEN RESILIENT TO CRISIS AND A KEY DRIVER TO GROWTH
The main objectives of the EU tourism policy To facilitate the responsible competitiveness of the EU tourism sector, the sustainable growth and job creation of the tourism activity in the EU and globally in order to provide to the EU and third countries tourists high quality, best value for money, safe, innovative, sustainable and accessible tourism products/experience. Actions in line with the Europe 2020 strategy and its flagships initiatives, same as for EUSAIR - Smart growth: Innovation Union - Sustainable growth: Resource Efficient Europe - Inclusive growth: Agenda for New Skills and Jobs - European Platform against Poverty 3
The Commission s 2010 Communication Europe, the world s No 1 tourist destination a new political framework for tourism in Europe COM (2010)352 final The EU tourism actions focused around following main axes: 1)Stimulating competitiveness in the European Tourism sector (consolidating knowledge, ICT uptake, professional skills, improve EU tourism supply) 2)Promoting the development of a sustainable, responsible, and high quality tourism 3)Consolidating image and profile of Europe - improving/diversifying supply and enhancing quality of services. (Communication Campaign "Europe whenever you're ready") 4)Maximising the potential of EU policies and financial instruments for developing tourism 4
When started European Tourism Indicator System-ETIS Launched in a public conference on 22 February 2013, together with a Toolkit (guidelines), available in all EU languages on EC website: http://ec.europa.eu/enterprise/sectors/tourism/sustainabletourism/indicators/index_en.htm. Objective To help stakeholders to measure and monitor their sustainability management processes, and should enable them to share and benchmark their progress and performances. Structure of ETIS ETIS comprises 27 core and 40 optional indicators grouped into the sections: Destinations management, Economic value, Social and Cultural Impact, Environmental Impact 5
European Tourism Indicator System-ETIS 2 pilot phases of 9 months have been foreseen The first pilot testing phase started on 15 July 2013 and ended in April 2014. More than 100 destinations from all across Europe were involved, including destinations from: Belgium, Bulgaria, Estonia, Finland, Italy, Latvia, Ireland, Romania, Slovakia, Slovenia, Spain, Greece, Scotland, Netherland, Lithuania, Croatia, Sweden, England, Portugal, Turkey The second pilot testing phase started on 1st May till end December 2014. About 106 destinations across Europe (also non EU countries like Albania, Montenegro, Macedonia and Norway), have volunteered to test the ETIS this time, coming from Croatia, Italy, Spain, Greece, Slovenia and Hungary, France, Germany, UK, Ireland, Romania, Lithuania, Sweden, Austria, Malta, Portugal and Bulgaria. A technical workshop on ETIS It will be organized in Bruxelles the 4th July 2014, aiming at presenting the outcomes of the first testing pilot phase, showing the positive experiences, lessons learned and/or the difficulties encountered by the destinations involved in the testing phase and presenting the future steps to develop and improve the system 6
European Destinations of Excellence "EDEN" Objectives: Enhancing visibility of the emerging, non-traditional European tourist destinations of excellence Rewarding sustainable forms of tourism promoting networking between awarded destinations to persuade other destinations to adopt sustainable tourism development modes This European quest for excellence in tourism is developed around an annual theme (leitmotif), chosen by the Commission together with the relevant national tourism bodies. 2007 rural tourism 2008 local intangible heritage 2009 protected areas 2010 aquatic tourism 2011 tourism and regeneration of physical sites 2013 accessible tourism 2014 - gastronomy http://ec.europa.eu/eden 7
119 EDEN destinations 26 EIP member countries: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovenia, Spain and Turkey. 119 destinations awarded in Europe EDEN Network a platform for the exchange of good practices at European level between awarded destinations but also with the aim to persuade other destinations to adopt sustainable tourism development practice.
Sustainable transnational thematic tourism products (2009-2011) Preparatory Action on Sustainable Tourism» Objectives: Promote sustainable and environmentally friendly tourism especially cycling tourism, its benefits and regional economic impacts Promote a trans-border cycle-tourism trail, which follows the former iron curtain (Iron Curtain Trail). Promote cultural tourism transnational thematic tourism products http://ec.europa.eu/enterprise/sectors/tourism/sustainabletourism/index_en.htm
Diversification of tourism offer and improvement of innovation and tourism seasonality patterns Improve EU supply by supporting the development of new touristic products based on European cultural and industrial heritage and direct funding, i.e. Physical routes (e.g. iron curtain route, pilgrims routes, cultural route along the Danube, ) and thematic products (e.g. European route of Historic Thermal Towns including Spa, Bath, Baden-Baden; Itinéraire culturel des Ports & Cultures de la Méditerranée, ) Cooperation with Council of Europe European Institute of Cultural Routes through the Join Management Program 2013-2014 17-20 June2014 3rd edition of Crossroads of Europe" Ferrol, Galicia, Spain http://ec.europa.eu/enterprise/newsroom/cf/itemdetail.cfm?item_id=7329&lang=en& title=%22identity%2c%2dindustry%2dand%2dculture%22%2d 10
Calypso plus: "Tourism for Seniors" Objectives 1. Foster the demand and supply of transnational tourism for seniors; 2. Improve tourism seasonality patterns across Europe, by contributing to the extension of the tourism season, promoting regional development and increasing European citizenship; 3. Create innovative tourism packages for seniors, which will be available and sustainable after the EU co-financed period; 4. Set up and strengthen sustainable public-private European partnerships, including SMEs, to contribute creating a European tourism domestic market for seniors in the long term in 2014 the Commission provided co-funding to 4 projects out of about 60 applications received under the first call for proposals, published in 2013 11
ICT and tourism initiative Tourismlink platform This tool, which will be launched the 24th June 2014, will create an open-source online platform (www.tourismlink.eu), facilitating the flow of information among tourism service suppliers (such as travel agents and tour operators) and destination tourism enterprises (such as providers of accommodation, transport and complementary services). In particular the platform will offer a central reservation system, covering all products and destinations into one database, a property management system and a channel management, allowing immediate and automatic integration and adaptation of all data; EU Gastronomy platform This new IT tool (www.tastingeurope.com), presents the soul of European culture, history and traditions through its food and its collects information coming from EU countries, about gastronomic fairs, festivals and trails to taste the unique local products and dishes 12
SKILLS in the tourism sector In the Framework of the EU Job Mobility Portal in EUREs, was created an hospitality sector, aiming at facilitating better matching of offer and demand on the labour market for the hotel and the restaurant sector and thus enhances mobility of workers; The list of 'Skill-passports' section in EURES portal, was integrated with other dedicated segments such as cultural, adventure, marine and maritime (blue); 13
Coastal and Maritime Tourism Largest sub-sector of tourism, and of marine economy 3,2 million people employed 183 billion generated 4 out of 9 nights spent in coastal areas increasing demand for sailing, diving, cruising.
"A European Strategy for more Growth and jobs in Coastal and maritime tourism" COM (2014) 86 General objective: Boost the competitiveness and sustainability of the sector and unlock its potential for growth and jobs Structure: 4 pillars, articulated in 14 actions Stimulate performance and competitiveness Promoting skills and innovation Strengthening sustainability Maximize available EU funding 15
COSME PROGRAMME 2014-2020 objectives The Union s programme to strengthen the competitiveness and sustainability of the Union s enterprises and to encourage an entrepreneurial culture and promote the creation and growth of SMEs Objective 1: Access to Finance Objective 2: Access to Markets Objective 3: Framework Conditions Objective 4: Entrepreneurship Main target: SMEs, Entrepreneurs, Business Support Organisations, regional and national Administrations 16
Allocation of the COSME Budget overall budget: 2.5 billion from 2014 to 2020 17
TOURISM WORK PROGRAMME 2014 Budget: 108.9 million for the 7 - year period to tourism-related actions. Description: The actions will contribute to the implementation of the 2010 Tourism Communication Europe, the world's No 1 tourist destination and ensure a sustainable continuation to initiatives already undertaken under COSME 2014 as well as under EIP. Objectives: (1) increasing tourism demand, (2) diversifying tourism offer, (3) enhancing tourism quality, sustainability, accessibility, skills, information and innovation, (4) Improving socio-economic knowledge of the sector and (5) increasing Europe's visibility as a tourist destination as well as of its diverse destinations Implementation Mode: Calls for Proposals (4), Call for Tender and Framework Contracts (6), Ad-hoc Grants (2) 18
"Diversifying the EU tourism offer and products Sustainable transnational tourism products" Overall Objective: to support the enhancement and promotion of sustainable transnational thematic tourism products (preferably focus on sport or wellness activity tourism, coastal or maritime or mountain or rural tourism) Key elements of the proposals: promotion of a concrete transnational thematic tourism product based on a certain type of tourism (theme) - SUSTAINABILITY - BE TRANSNATIONAL (5 countries + cooperation between SMEs & local public authorities) - BE THEMATIC - HAVE HIGH POTENTIAL FOR SUSTAINABLE TOURISM DEVELOPMENT - HAVE A ROBUST BUSINESS PLAN Budget: 1.000.000 - co-financement of up to 75% around 250.000 /project => 4/5 projects granted Calendar: - publication in June 2014 (tentative) - submission by September - 19
"Increasing tourism flows in low/medium seasons" Overall Objective: to facilitate the increase of tourism flows during the low and medium seasons between Member States and from third countries targeting two specific age groups (seniors and youth) What we expect from the proposals: To foster transnational public and private partnerships To contribute to the creation of a European domestic market for seniors and youths To extend the tourism season and spread the economic and social benefits To capitalize on other European and national initiatives and on the exchange of good practices To foster European identity and combat social exclusion Budget: 1.650.000 (2 strands) co-financement of up to 75% around 150-200.000 /project => 8/10 projects granted Calendar: - publication beginning of July 2014 (tentative) - submission by September - 20
"European Destination of Excellence Selection 2014" Overall Objective: to co-finance the National Administrations in charge of tourism which will be organising the national selections of the EDEN winning destinations Theme of excellence: Tourism and local gastronomy Participating countries will select destinations which have developed a specific tourism offer based on their local gastronomy and for example organise gastronomic festivals, awards, contests, or promote traditional food markets and traditional food industry or show case local know-how, traditional culinary practices and methods of cooking that have survived industrial/technological advancement (this list of possible award criteria is not exhaustive). Budget: 750.000 co-financement of up to 75% max. 50.000 /project => 22-25 national selections Calendar: - publication in April 2014 (tentative) - submission by June 2014 - start of the national selections in November - duration: 10 months - European Award Ceremony: Autumn 2015 21
Maximise synergies between tourism, high-end and creative industries Overall Objective: The objective is to support the development and promotion of one (new) European Route around one high-end / luxury product, to test the possibility of developing synergies between the tourism and the high-end industries at European level Test phase: The call is open to three high-end products which have been selected on the basis of their economic potential and capacity to diversify European offer during the low/medium season in a wide range of Members States: perfume, chocolate, jewellery. Key elements of the proposals: - DIVERSIFICATION OF THE EUROPEAN OFFER - BE TRANSNATIONAL (at least 5 countries) - PUBLIC PRIVATE PARTNERSHIP (minimum 2 SMEs and 1 public Authority) Budget: 400.000 co-financement of up to 75% total budget of the project = 533.333 Calendar: - publication 16 June 2014 (tentative) - submission by 16 September 2014 http://ec.europa.eu/easme/tourism-creative-industries_en.htm - 22
PREPARATORY ACTION - Promotion of European and transnational tourism products with special emphasis on cultural and industrial products "Development and/or promotion of European Routes based on European cultural and industrial heritage" Overall Objective: To support the development and/or promotion of routes (physical or virtual) which have transnational or European dimension. Some topics are particularly welcome such as products around coastal and maritime heritage, 'spiritual' routes, gastronomic routes with a European narrative (description of the commercial routes and different ways to prepare it.;) Those topics could tackle the same issues as raised within EUSAIR Key elements of the proposals: These Routes must represent a tourism product, be transnational so offered in the territories of several countries and thematic (conceived, structured and developed around a common theme). - 4-5 countries - Minimum 2 SMEs + public authority - Budget: 1.000.000 co-financement of up to 75% 4/5 projects will be selected Calendar: - publication in June 2014 (tentative) - submission by September 23
PREPARATORY ACTION - TOURISM ACCESSIBILITY FOR ALL "Fostering Accessible Tourism entrepreneurship and management (title TBC)" Overall Objective: To test the implementation of capacity building schemes whereby managers, destination managers, entrepreneurs, can learn from experienced and successful accessible operators, create new synergies with other operators along the supply chain, explore new market opportunities and discover a new way to make business Key elements of the proposals: - Public-private partnerships (SMEs and public authorities), Chambers of Commerce, other entrepreneurs, business federations - Civil society, disability groups - Business schools, universities - Cross-border or national level (tbd) Budget: 650.000 co-financement of up to 75% 3 4 projects will be selected Calendar: - publication in June 2014 (tentative) - submission by early September 2014 - - 24
Contact details Unit E1. Tourism policy ENTR-TOURISM-POLICY@ec.europa.eu http://ec.europa.eu/enterprise/se ctors/tourism/index_en.htm Thank you for your attention! 25