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Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011
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Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

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

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