The document discusses the European Union's tourism policy and its implications for Ireland. It outlines that the EU now has a legal basis for tourism development following the Lisbon Treaty. The EU framework aims to boost competitiveness, promote sustainable tourism, and maximize financial support for the sector. For Ireland, it recommends developing a strategic plan to make Ireland "the best small country for tourism." It also suggests Ireland use its upcoming EU presidency to prioritize tourism funding and address the sector's fragmentation and lack of long-term strategic planning.

1. What the European Union’s tourism policy means
for Ireland
Ray Keaney
IHI Hospitality Managers’ Conference
May 2012

2. Introduction
• Background to tourism policy in the EU
• New framework for tourism
• Lessons for Ireland

3. Background to tourism policy in the EU
• Policymakers slow to put political structures in place
to support tourism development in EU
• Little direct intervention in tourism
• Influence stemmed from policies in other areas e.g.
transport, environment and consumer protection

4. The Lisbon Treaty
• Article 195 provides a legal basis for the
development of a coherent policy approach to
tourism
• The EU has specific powers to direct tourism activity
to complement actions of member states
• Article 195 excludes any harmonisation at European
level relating to tourism

5. Key drivers of change
• Economics:
– 1.8 million tourism businesses in Europe
– 12% of all jobs
– 10% of EU’s GDP
• Projected growth of international tourist arrivals to
Europe:
– An extra 240 million by 2020
– An extra 355 million by 2030

6. The Commission’s framework
• Objectives
– Stimulate competitiveness in the European tourism sector
– Consolidate the image and profile of Europe
– Promote the development of sustainable, responsible and
high quality tourism
– Maximise the potential of EU financial policies and
instruments for developing tourism

7. MFF 2014-2020
• Overall budget €1,025 billion
• Tourism related finances can be found in the
following proposals:
– Common Strategic Framework €336 billion
– Horizon 2020 €80 billion
– Erasmus for All €19 billion
– COSME €2.5 billion
– Creative Europe €1.8 billion

8. How should Ireland respond?
• Global Irish Economic Forum 2011 recommended:
– The development of a strategic plan for the tourism sector
– A vision for Ireland to become ‘the best small country in
the world to do tourism’
• The government’s policy advisory board, Forfás,
recommended in 2011 that:
– export opportunities in tourism should be addressed
vigorously
– allocation of government resources should better reflect
current and future opportunities

9. The challenges
• Tourism sector is fragmented
• Knowledge base is weak
• Tourism is less visible than other sectors of the Irish
economy
• Successive governments have prioritised the science
and technology and agri-food sectors
• Lack of joined-up thinking at the national, regional
and local level
• Focus on ‘short-term wins’ at the expense of
strategic development

10. Lessons for Ireland
• Develop tourism policy initiatives to stimulate long-
term job creation and economic growth
• Invest in tourism innovation, research and
development
• Give the tourism sector a focus equal to that of the
agriculture and food, science and ICT sectors
• Change the structures to facilitate the strategic
development of Irish tourism

11. Actions needed
1. Industry groups should identify issues of strategic
importance and adopt a common agenda
3. Government should lead the development of a
strategic plan for Irish tourism
5. Ireland should use its presidency of the European
Council in 2013 to prioritise tourism in the MFF
2014-2020

12. Conclusion
• The EU tourism framework offers Ireland a unique
opportunity
• The choice is between a compelling future or
gradual decline
• The challenge for industry and Government is to put
in place the necessary structures to realise the
sector’s potential

13. Thank You