tourism policy in europe and implications for ireland, tourism policy conference dromoland 2011

25
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

Upload: rkeaney

Post on 18-May-2015

2.144 views

Category:

Business


3 download

TRANSCRIPT

Page 1: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

A New Political Framework for Tourism in Europe.....what should Ireland be

doing?

Ray Keaney ITT DublinSecond Annual Tourism Policy Workshop

Dromoland CastleNovember 4th – 6th 2011

Page 2: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Introduction

• The Lisbon Treaty• Background to EU tourism policy• The new framework for tourism• The relevance for Ireland• What should Ireland be doing?

Page 3: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

The Lisbon Treaty

• Article 195 - a watershed moment for tourism in Europe

• Treaty provides legal basis for development of a coherent policy approach to tourism

• Aim is to promote the competitiveness of the sector

Source: Official Journal of the European Union, C83 Volume 53 March 2010

Page 4: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Background to EU tourism policy

• Little direct intervention - influence stemming from policies in other areas

– Transport– Consumer protection– Environment– Competition – Internal market– Rural development

Page 5: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

What drove the change?

• Economics– 1.8 million tourism businesses– 12% of all jobs– 10% of EU’s GDP

• Projected growth of international tourist arrivals– An extra 240 million by 2020– An extra 355 million by 2030

Source: ECORYS Study on the Competitiveness of the EU tourism industry 2009Source: UNWTO Tourism Highlights 2011 EditionSource: UNWTO Tourism towards 2030, Global Overview, October 2011

Page 6: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

and......

• Europe losing market share of international arrivals

• Recognition of the need to open up to new markets

• Rapid advances in technology• Impact of an ageing population for tourism

providers

Source: ECORYS Study on the Competitiveness of the EU tourism industry 2009

Page 7: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Europe’s master plan

• Europe 2020 Strategy (March 2010)

– Financial crisis has exposed structural weaknesses in Europe’s economy

– Europe faces a moment of transformation– The EU must take charge of its future

Source: Europe 2020, A European strategy for smart, sustainable and inclusive growth, March 2010

Page 8: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Shaping the framework

• The Madrid Declaration (April 2010)

• Member States declared willingness to

– Take part in the implementation of the new consolidated EU tourism policy framework

– Raise awareness of the importance of knowledge and innovation in tourism

Page 9: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

The framework

‘Europe the world’s No 1 tourist destination – a new political framework for tourism in Europe’ (June 2010)

• 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

Source: European Commission, Com (2010) 352 final Europe the world’s No 1 tourist destination – a new political framework for tourism in Europe

Page 10: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Key framework actions

• Creation of a ‘Europe’ brand• Incorporation of a tourism component in the next

multi-annual financial framework• Launch of an ‘ICT and tourism’ platform for SME’s• Implementation of a Virtual Tourism Observatory • Introduction of a new Heritage Tourism Label• Development of a strategy for Coastal and

Marine TourismSource: European Commission, Com (2010) 352 final Europe the world’s No 1 tourist destination – a new political

framework for tourism in Europe

Page 11: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

One example of a framework initiative

• The ‘50,000 tourists’ initiative

– 25,000 South Americans to Europe (Oct 2012 - Mar 2013)

– 25,000 Europeans to South America (May -October 2013)

– Governments: France, Italy, Lithuania, Poland, Spain– Airlines: Air France, Alitalia, British Airways, Iberia,

Lufthansa & TAP Air Portugal – Trade: ETOA, ECTAASource: http://ec.europa.eu/enterprise/sectors/tourism/50k/index_en.htm

Page 12: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Response of EU Parliament

• Commission’s structure for tourism to be strengthened

• Tourism part and parcel of the EU’s industrial policy

• Tourism critical for employment creation• More emphasis on R&D• Rural tourism and agri-tourism should be

properly supportedSource: 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))

Page 13: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

The framework in summary

• The EU has made clear the importance of tourism to drive– Job creation– Economic growth– Social and regional cohesion– Sustainable development– Protection of natural and cultural heritage

• A political & financial framework is now in place to support tourism development

Page 14: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

And what about Ireland?

• Ireland is where Europe was pre-Lisbon

Page 15: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

What does this mean?

• Tourism is less visible than other sectors of the Irish economy (ie. agriculture)

• Irish tourism has not received the same attention as other newer sectors (ie. Pharma/ICT)

• Its knowledge base is weak• There is an absence of engagement with key bodies

such as the ERSI• The level of fragmentation makes it difficult for the

sector to get its voice heard

Source: New Horizons for Irish Tourism, Mid-Term Review, Report of the Tourism Renewal Group 2009

Page 16: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Did you know?

NDP 2007-2013 allocation

Investment

• Agriculture & Food Dev €8 billion• Science, Tech & Innovation €6 billion

• Tourism €800 million

Source: Ireland National Development Plan 2007-2013 Transforming Ireland, A Better Quality of Life for All

Page 17: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Did you also know?

• An increase in visitor numbers to 2007 levels (to 7.5

million from 5.5 million) would mean– Nearly €2 billion extra in foreign earnings (from €3.3 to €5

billion)– €1 billion extra in tax revenues (from €1.3 billion to €2.3 billion)– An extra 60,000 jobs

Source: Contribution of Tourism to the Irish economy, ITIC/Fitzpatrick Associates, July 2008Source: Tourism Employment and Training Survey 2009, Fáilte Ireland/Tourism Development International September 2010Source: Tourism Driving Economic Renewal, ITIC/IHF, February 2011

Page 18: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

So what should Ireland be doing?

Page 19: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Leadership

Page 20: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Partnership

Page 21: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Plan

Page 22: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Next Steps

1.Government should lead an intensive study into the tourism sector as it did with the Technology Sector in 1998

2.Industry groups should identify issues of strategic importance and adopt a common agenda

Page 23: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

If this is done...

• Strategic solutions will emerge for the future direction of Irish tourism

• Ireland will be well positioned to use the Presidency of the Council of the EU in 2013 to

– Influence the composition of the structural funds for tourism 2014-2020

Page 24: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Conclusion

• Europe has recognised the increasing importance of a vibrant tourism industry to its economic wellbeing

• As in Europe, the tourism sector in Ireland can contribute significantly to economic growth

• We need to move quickly to capitalise on the opportunity

Page 25: Tourism Policy in Europe and Implications for Ireland, Tourism Policy Conference Dromoland 2011

Thank you