Culture and Tourism: the experience of NECSTouR Antonio Magliulo Rome University of International Studies and Member of NECSTouR Academic Committee

2. Culture and Tourism:
the experience of
NECSTouR
Antonio Magliulo
Rome University of International Studies
and
Member of NECSTouR Academic Committee

3. Introduction
• The unsettled relationship between culture and tourism:
from a Tourism-centred approach to a Culture-centred
approach
• Towards an integrated approach: the European policy and
the experience of NECSTouR
• Key Question: Why and How to Encourage a Partnership
between NECSTouR and UNIMED?
• Outline
• What is NECSTouR
• Its Agenda
• Conclusion

4. 1. What is NECSTouR?
• In October 2007, the European Commission
approved the communication entitled “Agenda for
a Sustainable and Competitive European Tourism”
• In June 2009 three European regions - Catalonia,
PACA and Tuscany - founded NECSTouR (Network
of European Regions for a Sustainable and
Competitive Tourism)
• A network of 32 European Regions, associated with
8 representatives of tourism enterprises, 7 tourism
associations and 21 universities/research institutes

5. NECSTouR Today: 32 European
Regions

6. 21 Universities/Research
Institutes
Among the others:
• University of Girona
• University of Barcellona
• University of Economics in Prag
• University of Malta
• University of Florence
• University of Pisa
• Rome University of International Studies

7. Mission & Principles
• Mission: contributing to a sustainable
competitiveness of tourism destinations
• Principles
• Social dialogue: as key driver in managing tourism
destinations
• Measurability: “measure to manage”

8. Ten Pillars/Objectives
• Limit the environmental impact of transport
• Increase the quality of life of residents
• Increase the quality of employment
• Reduce the seasonality of tourism flows
• Protect the cultural heritage
• Protect the environmental heritage
• Protect the identity of destinations
• Reduce and optimise the use of natural resources and water in
particular
• Reduce and optimise energy consumption
• Reduce and manage waste

9. An integrated approach
• Culture is not just a type of tourism. It is part
of the entire tourism experience

10. 2. NECSTouR Agenda
• A Model to manage tourism destinations
• The Tuscan Tourist Destination Observatories
(OTD)
• The MITOMED (Models of Integrated TOurism in
the MEDiterranean)
• NECSTouR-UNIMED has signed a MoU

11. The Tuscan OTD

12. MITOMED

13. Conclusion
• The partnership between UNIMED and NECSTouR
can be a useful tool to develop the euro-med
relationships
• Both are trying to integrate culture and tourism
with a broader idea of sustainability
• And culture, tourism and universities are powerful
vehicles of social dialogue and sustainable
development
• It’s time to implement the MoU!