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A New Political Framework for Tourism in Europe.....what should Ireland be doing? Ray Keaney ITT Dublin Second Annual Tour...
Introduction <ul><li>The Lisbon Treaty </li></ul><ul><li>Background to EU tourism policy </li></ul><ul><li>The new framewo...
The Lisbon Treaty <ul><li>Article 195  -  a watershed moment for tourism in Europe </li></ul><ul><li>Treaty provides legal...
Background to EU tourism policy <ul><li>Little direct intervention - influence stemming from policies in other areas </li>...
What drove the change? <ul><ul><ul><li>Economics </li></ul></ul></ul><ul><ul><ul><ul><li>1.8 million tourism businesses </...
and...... <ul><li>Europe losing market share of international arrivals </li></ul><ul><li>Recognition of the need to open u...
Europe’s master plan <ul><li>Europe 2020 Strategy  (March 2010) </li></ul><ul><ul><li>Financial crisis has exposed structu...
Shaping the framework <ul><li>The Madrid Declaration  (April 2010) </li></ul><ul><li>Member States declared willingness to...
The framework  <ul><li>‘ Europe the world’s No 1 tourist destination – a new political framework for tourism in Europe ’  ...
Key   framework actions  <ul><li>Creation of a ‘ Europe ’ brand </li></ul><ul><li>Incorporation of a tourism component in ...
One example of a framework initiative <ul><li>The ‘50,000 tourists’ initiative </li></ul><ul><ul><li>25,000 South American...
Response of EU Parliament <ul><li>Commission’s structure for tourism to be strengthened </li></ul><ul><li>Tourism part and...
The framework in summary <ul><li>The EU has made clear the importance of tourism to drive </li></ul><ul><ul><li>Job creati...
And what about Ireland? <ul><li>Ireland is where Europe was pre-Lisbon  </li></ul>
What does this mean? <ul><li>Tourism is less visible than other sectors of the Irish economy  (ie. agriculture)  </li></ul...
Did you know? <ul><li>NDP 2007-2013 allocation </li></ul><ul><li>Investment </li></ul><ul><li>Agriculture & Food Dev €8 bi...
Did you also know? <ul><li>An increase in visitor numbers to 2007 levels  (to 7.5 million from 5.5 million)  would mean </...
So what should Ireland be doing?
Leadership
Partnership
Plan
Next Steps <ul><li>Government should lead an intensive study into the tourism sector as it did with the Technology Sector ...
If this is done... <ul><li>Strategic solutions will emerge for the future direction of Irish tourism </li></ul><ul><li>Ire...
Conclusion <ul><li>Europe has recognised the increasing importance of a vibrant tourism industry to its economic wellbeing...
<ul><li>Thank you </li></ul>
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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

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. And what about Ireland? <ul><li>Ireland is where Europe was pre-Lisbon </li></ul>
  15. 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. 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. 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. 18. So what should Ireland be doing?
  19. 19. Leadership
  20. 20. Partnership
  21. 21. Plan
  22. 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. 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. 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. 25. <ul><li>Thank you </li></ul>

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