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Towards the promotion of a sustainable Europe - Annelies Waegeman

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Presentation at the Summer School "Leadership and Governance for Sustainable Tourism" - 2nd July 2014 Finland

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Towards the promotion of a sustainable Europe - Annelies Waegeman

  1. 1. Towards the promotion of a sustainable Europe PM4SD European Summer School July 2014, Seinäjoki, Finland Annelies WAEGEMAN Project Manager Marketing European Travel Commission
  2. 2. POWERED BY
  3. 3. Facts and Figures Established: In 1948 with funding from the Marshall Plan after World War II. Budget: ETC is financed through membership and partnership contributions. The European Commission finances with a grant a joint program of activities for the periods 2012-2014. Strategy: Central to ETC's strategy is the importance of stimulating competitiveness and promoting the development of sustainable tourism, raising the awareness and interest of Europe as a tourist destination in long-haul markets. ETC does this by initiating marketing activities to promote pan-European themes, which are complementary to the individual marketing actions of its members. Prior market research determines the choice of activities and campaigns in the overseas markets.
  4. 4. Destination Europe 2020 A joint initiative of the EC and ETC; A programme of activities to enhance the promotion and visibility of Europe in key extra-European markets; Define a strategy for Destination Europe, which… • Responds to shifting patterns in tourism flows, especially in long-haul markets • Draws from extensive research in key markets • Engages all relevant stakeholders in a consumer-oriented consultation process, in Europe and key markets • Foresees short and medium term marketing activities • In the longer term, reposition Europe’s brand
  5. 5. Europe is by far the most visited destination worldwide… Source: www.etc-dashboard.org +6.2% +4.3% +7.2%-3.1% +5.2%
  6. 6. … but relative weights are changing. 57% 52% 41% 16% 23% 30% Share (%) of international tourist arrivals by region of destination, UN World Tourism Organization.
  7. 7. Annual average growth by region of destination, UN World Tourism Organization. A bright future ahead for world tourism +2.6% +5.0% +4.9%+4.6% +2.3%
  8. 8. Source: UN World Tourism Organization (UNWTO). A new world tourism order by 2030?
  9. 9. Europe: a sustainable destination economic impact environmental impact socio-cultural impact
  10. 10. Tourism is a major contributor to GDP and employment growth Travel & Tourism Contribution to GDP (US$ bn) Travel & Tourism Contribution to Employment (# of jobs) Source: World Travel & Tourism Council (WTTC) 7.6 7.8 8 8.2 8.4 8.6 8.8 9 9.2 9.4 0 500 1000 1500 2000 2500 3000 2012 2013 2014 2024 GDP Direct Contribution GDP Indirect Contribution % Total Contribution to GDP 7 7.5 8 8.5 9 9.5 10 0 5000000 10000000 15000000 20000000 25000000 30000000 35000000 40000000 2012 2013 2014 2024 Employment Indirect Contribution Emloyment Direct Contribution % Total Contribution to Employment
  11. 11. Advancing a socially responsible European tourism sector (1) Disabilities (2) Ageing of the populations (3) Socio-economic segments
  12. 12. Mitigating the ecological footprint naturalresources water resources local resources land degradation pollution air pollution and noise solid waste &littering sewage aesthetic pollution physicalimpacts construction activities trampling alteration of eco-systems Source: United Nations Environmental Programme
  13. 13. Changing consumer pattern Source: http://www.responsibletravel.org/news/Fact_sheets/Crest_RTI_TrendStats_print_1_4%20%283%29.pdf
  14. 14. Is there demand for sustainable tourism? Attributes of sustainable products according to tourists: Ecological Attributes: • resource efficiency: water and energy (63%) • waste management (63%) Social Attributes: • scenic view/cultural heritage (68%) • involvement of local community (65%) Economic Attributes: • local dimension: use of local products and services (66%) • regional employment (64%) • regional economic well-being (62%) 6,000 Respondents 8 Countries (Brazil, Germany, India, Russia, Sweden, Switzerland, USA and UK) Source: Lucerne University of Applied Sciences and Art, April 2011
  15. 15. Is there demand for sustainable tourism? Ranking of factors influencing the decision to book a holiday: (1) Weather/climate (2) Price (3) Accessibility (4) Local Culture (5) Landscape (6) Food (7) Sustainability (8) Local activities For 22% of the respondents, sustainability is among the top 3 influencing factors. Source: Lucerne University of Applied Sciences and Art, April 2011
  16. 16. Is there demand for sustainable tourism? Survey Tour Operators’ Initiative for Sustainable Tourism Development:  Price and Quality/Price are the main decisional factors  Most consumers do not specifically seek sustainable products However: •They value sustainable programmes and activities at destinations •They appreciate sustainable attributes in their holidays •In general they are more aware but expect their providers to act responsibly •1 in 2 consumers would be willing to book more sustainable services if available •There is evidence of a direct relation between quality assessment and sustainability TOI Members’ companies move around 40 million customers per year. Source: http://www.toinitiative.org/
  17. 17. Game changers
  18. 18. The pan-European experience tastingeurope.com
  19. 19. EUROPE: Towards the promotion of a sustainable tourism destination.
  20. 20. POWERED BY
  21. 21. www.etc-corporate.orgwww.visiteurope.com Thank you for your attention! Annelies Waegeman contact: annelies.waegeman@visiteurope.com

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