Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes.  Objective - Develop a comprehensive and integrated strategy for the adoption of a road map, with a coordinated approach involving relevant actors.

1. TOURISM: Sector
Strategic Paper
Marseille, le 26 mai 2014

2. Marseille, le 26 mai 2014
Introduction

3. Strategy paper aims:
Develop a comprehensive and integrated strategy for the
adoption of a road map, with a coordinated approach involving
relevant actors.
 Define the Mediterranean region.
 Analyse the Tourism sector trends and the strategies which should be followed to
face the coming challenges.
 Determine the main programmes and the most relevant EU programmes and
policies which support the Tourism sector.
 Identify the main niches for the Euro-Mediterranean region and the main
stakeholders and events of the Tourism scenario.
•
Context and objectives

4. Tourism is a social, cultural and economic
phenomenon which entails the movement
of people to countries or places outside
their usual environment for personal or
business/professional purposes.
Inbound Tourism, Outbound Tourism, Internal Tourism,
International Tourism, Domestic Tourism, National Tourism
Sector definition:

5. TOURISM :growth and competitiveness
1. Euro Mediterranean region world’s leading tourism
destination (international and domestic).
2. Both shores extremely linked (dependency).
3. European market is more mature.
4. Perspectives for growth of the sector in the Mediterranean
partner countries are thus much higher than the European
market which has a relatively diversified offer.
Context and objectives

6. Marseille, le 26 mai 2014
State of the art of the Tourism
sector in the UE

7. Tourism 10% entire EU GDP
Strategy and orientation
Europe Inbound Tourism due to International arrivals.
(Source: UNWTO: World Tourism Barometer. Volume 12. January 2014)

8. EU Tourism trends
1. Tourism New Age: Unique and competitive experiences
 Based on four key ideas: Sophistication, specialization, segmentation,
satisfaction
 ICTs impacted on the ways consumers purchase their holidays (OTAs, Online Travel
Agencies).
 Due to the crisis, EU tourists continued travelling but have adapted their behaviour to
the current economic and social circumstances by selecting nearer locations,
reducing length of stay and expenditures on-site.
2. Cultural Tourism
 Due to some crucial factors such as economic short flights and last minute offers ,
Europeans short breaks or city breaks.
3. “Experience Tourism”(Maximization of emotions and experiences of tourists
looking for special and unique moments).
4. Leisure Events Tourism.

9. 5. Cruise Tourism.
6. MICE Tourism.
7. Peer to Peer Tourism.
Event Country Visitors number in
2013
FITUR: International
Tourism Fair
Spain 207.239
World Mobile
Congress
Spain 72.000
Foire de Bordeaux France 300.000
Milan expo Italy 200.000€
Fair For
International
Transport And
Logistics
Management
Germany 52.000
Examples of European events and its number of visitors in 2013.
Major Total Cruise Passengers 2013
(Source: Cruise Activities in Med Cruise Ports. Statistics 2013).

10. Monetisation of the EU Tourism
Tourism model is changing from a quantity vacations model (free
days without leisure activities) to a quality vacations model (shorter
vacations with a huge and more specialized offer of leisure).
 Increasing daily expenditure per tourist.
 Increasing total income from Tourism.
 Increasing income outside high season.
 Increasing the average length of stay per tourist.
 Increasing the tourist repeat rate.
 Increasing the tourist satisfaction rate and improving territorial balance in
GDP from Tourism.
Main challenges:

11. Sustainable Tourism
“Sustainable Tourism development covers the needs of present
tourists and of host regions while protecting and strengthening the
opportunities for the future. It is expected that the management of all
resources in a way that economic, social and aesthetic needs can be
covered without losing cultural integrity, essential ecological
processes, biological diversity and the support system of life”.
 Preserving natural and cultural resources.
 Limiting negative impacts at tourist destinations, including use of natural
resources and waste production.
 Promoting the wellbeing of the local community.
 Reducing the seasonality of demand.
 Limiting the environmental impact of Tourism related transport.
 Making Tourism accessible to all.
 Improving the quality of Tourism jobs.
 Ensuring the safety of tourists and local communities.
Main challenges:

12. Priority niches:
 Experience Tourism
Europe must offer sustainable and high-quality Tourism, playing on its
comparative advantages, in particular the diversity of its countryside and
extraordinary cultural wealth.
 Gastronomy
Gastronomic fairs, festivals and routes of taste.
 Cruise Tourism
The future of cruises in Europe seems to be brimming with potential.

13. Key players Tourism sector: Clusters and
business communities
European communities:
1. European Alliance for Responsible
Tourism and Hospitality
2. European Network for Accessible Tourism
3. DG Enterprise &Industry
5.

14. Marseille, le 26 mai 2014
State of the art of the Tourism
sector in the Mediterranean

15. Strategy and orientation
Countries 1990 1995 2000 2005 2009 2010 2011 2012
Algeria 137 520 866 1.443 1.912 2.070 2.395 3.200
Egypt 2.411 2.871 5.506 8.608 11.914 14.051 9.497 11.200
Israel 1.063 2.215 2.672 1.916 2.321 2.803 2.820 2.900
Jordan 572 1.075 1.427 2.987 3.789 4.557 3.975 4.290
Lebanon 210 450 742 1.140 1.851 2.168 1.655 1.300
Libya 96 56 174 170 260 271 26 104
Morocco 4.024 2.602 4.420 6.077 8.341 9.288 9.342 9.450
Palestine .. .. 1055 88 391 522 446 482
Syria 562 815 3.015 5.838 6.092 8.546 5.070 2.000
Tunisia 3.204 4.120 5.244 6.975 6.904 6.902 4.782 5.950
Total 12.279 14.724 25.121 35.242 43.775 51.178 40.008 40.876
Number of visitors of main of the Mediterranean countries from 1990-2012.
(Source: UNWTO Barometer)

16. 1. Mediterranean Coastal Tourism
2. Restoring Confidence
Main challenges:
The Arab revolutions and the
continued political unrest have
created certain reluctance in
travelling to south eastern
Mediterranean.
Political uncertainty has the potential to impact negatively on visitors’ perceptions not only
regarding personal safety but also suitability of access, availability of accommodation and the
likelihood of disruption to travel plans. Swift implementation of a communications response is
crucial to reassure tourists that the destination is safe, accessible, ready and able to receive
visitors.

17. Priority niches:
Culture
Beauty and
wellness
Luxury Eco Tourism MICE Cruise Hollidays Sport/Golf Nature Religious Medical
Morocco ++ ++ + ++ ++
Tunisia ++ ++ + ++ + + ++
Algeria ++ ++ + +
Egypt + ++ + + ++ + +
Israel + + + + +
Jordan + ++ + ++ + + + + +
Lebanon + + + + +
Libya + +
Palestine + + + + +
Syria +
TOTAL 13 12 3 6 7 4 2 6 3 5 3
+ Segments highlighted by OMT
+ Segments highlighted the Ministries
of each country
Cultural, beauty and wellness, MICE,
ecotourism

18. Mediterranean regions will always be attractive
for companies in the Tourism Sector because of
its incredible potential; its physical and climatic
attributes are unrivalled, while the region is
endowed with abundant and important cultural
heritage attractions. A potential which is still far
from fully exploited and which is now in a stand by
mode in some regions.
Efforts in:
- Visa
- Liberalization of the sky (Open Skies)
In what way is the Mediterranean
region attractive for EU companies?

19. Focus on foreign direct investments in
the sector
Amounts of FDI by region and country of
origin (€m)
Source: ANIMA-MIPO observatory.

20. Focus on foreign direct investments in
the sector
Cumulated FDI amounts per year and
per country of destination (2003-2013)
Source: ANIMA-MIPO observatory.
0
1000
2000
3000
4000
5000
6000
Algeria Egypt Israel Jordan Lebanon Libya Morocco Syria Tunisia Turkey
Tourism, catering
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

21. Focus on foreign direct investments in
the sector
European provider of projects
Source: ANIMA-MIPO observatory.
0 500 1 000 1 500 2 000 2 500 3 000 3 500 4 000
Austria
Belgium
France
Germany
Greece
Ireland
Italy
Luxemburg
Netherlands
Spain
Switzerland
UK
Tourism, catering

22. Conclusions and recommendations
It is recommended to support projects and investment in the
niches Cultural Tourism, Experience Tourism and Eco-
Tourism, and their various potential forms in order to:
1. Promote the internationalization of promising SMEs of the
Tourism sector.
2. Encourage innovation in the Tourism industry, through
dialogue and promotion of joint initiatives.
3. Integrate and coordinate with relevant initiatives which could
create added value for the capitalisation of EUROMED Invest
initiatives.
4. Identify local practices of high added value and disseminate
on a regional level.
5. Support policy which fosters the growth of the Tourism
industry in a sustainable and inclusive manner.
6. Synergies with other events and projects

23. Esther Martinez Reyes
CCI Málaga
Thank you for your attention
ASCAME: Association of the
Mediterranean Chambers of
Commerce and Industry