TOURISM: Sector Strategic Paper presentation

TOURISM: Sector Strategic Paper

Marseille, le 26 mai 2014

Marseille, le 26 mai 2014

Introduction

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.

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Context and objectives

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:

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

Marseille, le 26 mai 2014

State of the art of the Tourism sector in the UE

Tourism 10% entire EU GDP

Strategy and orientation

Europe Inbound Tourism due to International arrivals.(Source: UNWTO: World Tourism Barometer. Volume 12. January 2014)

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.

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 300.000Milan 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).

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:

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:

Priority niches:

Experience TourismEurope  must  offer  sustainable  and  high-quality  Tourism,  playing  on  its comparative  advantages,  in  particular  the  diversity  of  its  countryside  and extraordinary cultural wealth.

GastronomyGastronomic fairs, festivals and routes of taste.

Cruise TourismThe future of cruises in Europe seems to be brimming with potential.

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 &Industry5.  

Marseille, le 26 mai 2014

State of the art of the Tourism sector in the Mediterranean

Strategy and orientation

Countries 1990 1995 2000 2005 2009 2010 2011 2012Algeria 137 520 866 1.443 1.912 2.070 2.395 3.200Egypt 2.411 2.871 5.506 8.608 11.914 14.051 9.497 11.200Israel 1.063 2.215 2.672 1.916 2.321 2.803 2.820 2.900Jordan 572 1.075 1.427 2.987 3.789 4.557 3.975 4.290Lebanon 210 450 742 1.140 1.851 2.168 1.655 1.300Libya 96 56 174 170 260 271 26 104

Morocco 4.024 2.602 4.420 6.077 8.341 9.288 9.342 9.450Palestine .. .. 1055 88 391 522 446 482Syria 562 815 3.015 5.838 6.092 8.546 5.070 2.000Tunisia 3.204 4.120 5.244 6.975 6.904 6.902 4.782 5.950Total 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)

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.

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

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?

Focus on foreign direct investments in the sector

Amounts of FDI by region and country of origin (€m)

Source: ANIMA-MIPO observatory.

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

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

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

Esther Martinez ReyesCCI Málaga

Thank you for your attention

ASCAME: Association of the Mediterranean Chambers of Commerce and Industry