a new start for euto redruth, 29 september 2012 henk schüller
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A New Start for EUTORedruth, 29 September 2012Henk Schller
Strategic Plan for Re-development of the European Union of Tourist OfficersChallenges:how to move from an association of professionals to an association of organisationshow to achieve objectives and to deliver on priorities for the coming years
European tourism organisations
Survey in 46 countries:50 national tourism structures1.060 regional tourism organisations> 15.000 local tourist offices plus6 national associations of tourism organisations6 national associations of tourism professionals
Regional Tourism Organisations
Survey identifiesregional tourism organisations in 28 countriesNational Tourism Organisations with regional responsibilities in 16 countriessub-regional tourism organisations in 7 countries
Vision EUTOs vision expresses the aspiration: to be the foremost instrument to give support and voice to Europes regional tourism organisations.
EUTO supports their destination marketing activitiesand enables them to act with a collective voice.
EUTO is a membership association offering a powerful platform to regional tourism organisations focussed on better performance in their marketing activities with the aim to enhance the image of Europes regions as first-rate tourist destination.
Strategic AimsSharing and developing knowledgeExchange of experience and best practiceInternational networking and co-operationMonitoring and advising on EU tourism policyRepresenting members interests Facilitating performance improvementRecognition of regional tourism organisations
New operational objectivesThe new EUTO will operate as: Knowledge centreMeeting PointEuropean Monitor and NetworkerPublic Relations InstrumentThe four objectives provide framework for programme of activities with relevant member benefits.
Meeting PointCouncil and BoardSIGsEventsExpert meetingsExchange programme
European Monitor & NetworkerCo-operation international destination marketing organisationsEU-information and consultationDialogue international tourism bodies Policy advise and collective voiceSupport international projectsSector representation
Public Relations InstrumentWebsitePrinted and online brochureAudiovisualNewsletterPress contactsExternal presentationsParticipation in international eventsAnnual Report
Prioritisation of activitiesWebsite re-development + maintenanceDatabase and e-librarySet up Board, Council and SIGsPublic Relations activitiesStakeholder contactsAnnual event 2013Co-operation European tourism bodies
Activities IndicatorInput by Board and General Assembly MembersRanking of top ten priorities in clusters:exchange of best practice/ knowledge development/ share expertisenetworking*/ collaboration between members/ international projects/ eventscontacts European Union*/ advise tourism policy EU and governments/ co-operation international organisations** = priorities indicated by all respondents
Membership categoriesFull membership for regional tourism organisationsAssociate membership for national associations of tourism organisationsAffiliate membership for national associations of tourism professionals Institutional membership for other tourism (related) organisations
Governance/ Executive Bodies
SIG = Special Interest Group
Management/ Operational StructureBoard primarily has strategic and supervisory roles.Principles of operational framework:1. Adequately staffed office structure - by assignment to (board) member with executive power, - and/or through co-operation with international tourism organisations (ECM, ETAG, EDEN, EUFED, etc)2. Human resources require qualified - general and operational management, - web co-ordination and membership recruitment
International co-operation and stakeholder relationships EU-institutionsETAG: international tourism industry organisations International tourism destination marketing organisations (ECM, EDEN, ETC)Tourism agencies of governments at (inter)national and regional levelsKnowledge centresMedia
Financial modelSustainable income strategy for mid to long term funding of organisation and activitiesMembership fees should cover operational cost Additional activities in line with income Potential 80-110 new members in 3 yearsProjected loss of 76.000 for first 3 yearsFinancial guarantee required for set-up
Summary EUTO Budget 2013 2016 (currency: euro)
2013201420152016Incomemembership feesother income total20.00015.00035.00044.25016.00060.25066.75022.00088.75095.00028.000123.000Expenditureboard/managementstaffactivitiestotal20.00030.00025.00075.00025.00030.00030.00085.00015.00050.00010.000100.00015.00060.00040.000115.000Loss/profitset-up contributions- 40.00040.0000- 24.75024.7500- 11.25011.2500+ 8.000
Management & financial constraintsIncome from membership fees versus initial cost of set-up Operational structure versus delivery of activities Membership recruitment versus delivery statusAspirations of overall strategy versus timeline of decision-making processTimeline decision-making process versus urgency of implementation
RecommendationsAdopt new name: European Union of Tourism Organisations Adopt new articles of associationRegister in Belgium as ivzw.aisbl (international not-for-profit association)Keep abbreviation EUTOKeep internet address: www.euto.org All business in one language: English
ProceduresBefore 31 December 2012:Adoption of strategy document (29 September)Proposals and agreement on financial modelProposals and agreement on operational structureReview and adoption Articles of AssociationDraft of requirements website re-development
Funding 2013-2015: feasibility of financial guaranteesOperational structure: own or sharedMembership local tourism organisations