Dantemtc a rouby_european_policies

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This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
Bridging the digital agenda with the tourism agenda:
How will European policies support businesses?
What opportunities for mountain and rural actors?
DANTE Mid-term conference
Torino, 2 October 2013
Alexia ROUBY - Euromontana

This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
Overview
Opportunities for mountain and rural areas
2
European
tourism policy
Digital agenda
for Europe
Tourism & ICT
business
initiative

Overview
3
European
tourism policy
Digital agenda
for Europe
Tourism & ICT
business
initiative

Tourism policy- Key facts
• The Third largest socio-economic activity in Europe
4
Direct only
5% GDP
5,2%
workforce
Direct + indirect
10% GDP
12% jobs

Tourism policy- Key facts
• The « World’s n°1 destination in the world »
5
International
arrivals to Europe
370 million (40%)
266 billion € of
revenues
Expected increase
EU travels
1.4 billion
90% in the EU
Largest group
travellers

Tourism policy- Policy context
• A new European competence
• Lisbon treaty (Article 6): the EU shall support,
coordinate or supplement the actions of the Member
States in… tourism
• Lisbon Treaty (article 195):
– Promote competitiveness by encouraging the creation of a
favourable environment
– Encourage cooperation between Member States (good
practice)
– Develop an integrated approach to tourism, ensuring that the
sector is taken into account in other policies
6

Tourism policy- 4 priorities
1. Stimulate competitiveness
2. Promote development of sustainable,
responsible and high-quality tourism
3. Consolidate the image and profile of Europe
as a collection of sustainable and high-quality
destinations
4. Maximise the potential of EU policies and
instruments for developing tourism
7

Tourism policy- Competitiveness
8
Goals
Diversifying supply
Innovation
Improving skills
Extending the season
Actions
European Heritage label,
transnational routes
ICT and tourism business
initiative, e-commerce
Leonardo, ERASMUS…
Enabling specific target
groups to travel

Tourism policy- Sustainability,
responsibility and quality
9
• Challenges:
– Tourism highly dependant on environment and quality
– Policy concern in all strategies but little practical implementation
• Actions:
– European Tourism Indicator system (ETIS)
– Work on a European tourism quality brand
– Monitor risks related to climate change to support adaptation
– A Charter for sustainable and responsible tourism

Tourism policy – Europe’s profile
10
• “Europe” brand
• Promote: www.visiteurope.com
• Promotion in major international events or large-scale
tourism fairs
• Foster Europe’s participation in international bodies

Tourism policy – Funds & Policies
11
Transport
Competition,
Internal
market &
taxation,
consumer
protection
Environment
Employment
& training
Regional
policy
Rural
development
policy
Horizon 2020

Overview
12
European
tourism policy
Digital agenda
for Europe
Tourism & ICT
business
initiative

Digital agenda - Key facts
Economics • ICT sector = 6% of GDP
Labour market
• 6.7 million people employed (3,1%)
• 3-4% more practitioners/year only
• 900 000 unfilled vacancies by 2015
Roll-out
• Cost of infrastructure estimated at 200 billion
euros
• 2011: 73% citizens access internet, 2/3
broadband – wide variety of situations
• 10% increase broadband=> 1 to 1.5% GDP
growth
13

Digital agenda – 7 pillars 2010
1. A single market
2. Inter-operability and standards
3. Trust and security
4. Fast & ultra-fast internet access
5. Research and innovation
6. Enhancing digital literacy, skills and inclusion
7. ICT-enabled benefits for EU society
14

Digital agenda – Review 2012
• New and stable broadband regulatory framework
• New public digital service infrastructures through
CEF
• Grand coalition for skills and jobs
• EU cyber-security strategy
• Update EU’s copyright framework
• Accelerate cloud computing
• Launch new electronics industrial strategy
15

Digital agenda - Actions
• 101 actions, digital agenda scoreboard (13 targets)
• Instruments:
– Competition rules & internal market policies
• Steep increase in amount in state aids (X3,6 2011- 2012)
• Regulating abuse of dominant position
– 25 billion euros of EU funding in 2007-2013:
• Structural funds: 14,5 billion (4,2%), 21,000 projects
• CIP « ICT PSP programme »: 329 million € to 180 projects
• FP7 ICT programme: 9,1 billion € to over 1,800 projects
• European investment bank: 1,5 billion/year to broadband projects
16

European Policies 2014-2020
• European Structural and Investment funds (325 Billion€):
– ERDF concentrated on Innovation, ICT, Competitiveness of SMEs,
Low carbon economy  all relevant for tourism & ICT
– ESF  skills and inclusion
– EAFRD  rural tourism, agri-tourism, LEADER (5%)
• Research and innovation « Horizon 2020 »
– Priorities for ICT: next generation of computing, infrastructure,
technology and services, contents
– Priority « Leadership in enabling industrial technologies » (70 billion€)
• Connecting Europe Facility -> 1 billion on broadband +
leverage effect
• COSME  SME support programme, tourism one of the support
areas
17

ICT & Tourism Initiative
October 2013
DG Enterprise and Industry
Unit E2 Tourism and Cultural Instruments

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ICT & Tourism initiative
Aim is to improve the
competitiveness and efficiency of
the tourism industry (especially
SMEs) through the use and
promotion of new ICT technologies.
This initiative consists of 3 pillars:
1. Policy component (High Level
Group)
2. Technological component (ICT
platform - TOURISMlink)
3. Operational component (ICT &
Tourism support business
portal)
ICT & Tourism
Initiative
I. Policy
component
High level
Group
II.
Technological
component
TOURISMlink
III.
Operational
component
ICT and
Tourism
business
support portal

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I. Policy component: High level Group
A high-level group (HLG) of representatives
- from the fields of tourism, ICT and other relevant stakeholders
- to discuss and analyse market evolution
- identify needs and make recommendations for future policy
development.
Meeting of the HLG (expected spring 2014) is under preparation by a
Sherpa expert group (2 meetings took place).

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II. Technological component: Tourismlink
A demonstration project
- started in January 2012, runs for 30 months
- aims to facilitate ICT-interoperability aspects between
companies from different levels and sections of the tourism
industry's value chain
- ensures that SMEs can easily participate in the digital value
chain without having to bear heavy costs
- consortium with: Hotrec, Ectaa, Bocconi University, ITH Spain, ZN
Belgium + partners: Amadeus, Microsoft, Generalitat Valencia

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II. Technological component: Tourismlink
Tasks of Tourismlink:
- Market analysis
- Framework for interoperability
- Demonstrators and pilots
- Governance model for the maintenance and evolution of the
framework after the end of the demonstration action
- Awareness raising and dissemination actions
- Final conference in first half on 2014.

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More info: http://www.tourismlink.eu/

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III. Operational component: ICT and Tourism
Business support
A service contract
- started in January 2013, runs for 14 months
- a portal to assist businesses (mainly SMEs) in each step of
their business processes
- aims to become the one stop shop, providing relevant, practical
information, including up to date ICT business tools, tutorials and
training
- helps any tourism company set up, manage and promote
their business

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A consortium with:
– SEGITTUR (coordination, promotion, quality control)
– Formacion Digital S.L. (market analysis, concept and initial
content of the portal)
– Planet Media Studios, S.L. (development, Governance and
maintenance of the portal)
– European Association of Service Providers for Persons with
Disabilities – (EASPD)(know-how on(e)-accessibility)
Business support

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Business support
Tasks of the consortium:
- in-depth analysis of currently existing
business support portals in the Tourism
sector and elaboration of the concept of
our portal
- development of the ICT & Tourism portal
- promotion of the new portal
- quality control & monitoring of the portal
More info:
http://bluevista.ceros.com/segittur/tourismiting
/page/1

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Business support
We need your help to make this portal interesting, useful, up-to-
date:
- On the selection of topics that are treated
- On the content that is presented
- IT tools?
- Training material?
- Best-practices?
Contact us and send your suggestions to:
Krista.de-spiegeleer@ec.europa.eu

Tourism & ICT in mountain and rural areas
• Tourism is one of the most important economic sectors in
mountain & rural areas
• Multiple destinations of excellence, great sceneries,
preserved environments, heritage sites
• Increasing interest in adventure/cultural/natural tourism
• Tourism as a vehicle to market goods and services +
make the areas known as places to live
A great potential for territorial development if
tourism is done sustainably
29

• Challenges:
– Lagging behind in internet roll-out
– Small scattered businesses: multiplicity of small-scale offers
– Reduced visibility on increasingly globalised internet tools
– Natural sites with specific information needs
30

• ICT as a way to:
– Promote destinations better: increase visibility to specific types of
tourists, use beauty and images to attract
– Increase frequentation at all seasons through special offers
– Provide specific info on nature, weather, treks/routes, camp sites…
– Coordinate offers by multiple actors to provide packages of products
and services
– Enable experience sharing by operators and tourists
– Enable proactive tourism
• Make digital tourism a priority in programming of EU funds
at regional level in rural/mountain areas
31

Thank you for your attention
Alexia ROUBY
EUROMONTANA
European network of
mountain areas
info@euromontana.org
www.euromontana.org
32

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