Promoting Sustainable Tourism in the EU

1. Ilona LELONEK HUSTING European Commission, DG Enterprise & IndustryTourism Policy Unit EU Tourism Policy actionspromoting sustainable tourismEionet Workshop7 July 2014,Copenhagen

2. Facts & figures on tourism in the EU • > a cross-cutting sector, the 3rd largest economic activity in the EU (after Distribution and Construction) • > involves a big diversity of services and professions • > mainly dominated by SMEs (3.4 million) Socio-economic importance of tourism taking into account the related sectors: • 9% the EU GDP • 15.2 million jobs

3. Europe N°1 tourist destination in the world taking into account the number of international tourist arrivals Thanks to great: • cultural and historical heritage • natural assets • diversity of sceneries • quality services • good connectivity Among the top 10 countries visited: France, Spain, Italy, Germany and UK. INSERT

4. Challenges for European tourism > Increased competition from destinations in emerging countries > Insufficient socio-economic data on tourism at EU level > Information and communication technologies uptake (ITC) > Ensuring economic, social and environmental sustainability > Reducing seasonality > Improving quality of tourism jobs > Making holidays available to all

5. Legal Framework – EU Tourism competences • EU competence (after the Lisbon Treaty art. 195): Complement, support and coordinate the action of the Member States in the tourism sector How? By: • Encouraging the creation of a favorable environment for the development of undertakings in this sector • Promoting cooperation between the Member States, particularly by the exchange of good practice • No harmonization of the laws and regulations of the Member States

6. The main objectives of the EU tourism policy To facilitate the responsiblecompetitiveness of the EU tourismsector, the sustainablegrowth and job creation of the tourismactivity in the EU and if possiblygloballyin order to provide to the EU and third countries tourists high quality, best value for money, safe, innovative, sustainable and accessible tourismproducts/experience. Actions in line with the Europe 2020 strategyand itsflagships initiatives: • - Smart growth: Innovation Union • - Sustainable growth: Resource Efficient Europe • - Inclusive growth: Agenda for New Skills and Jobs - European Platform against Poverty

7. Policy Framework - Communication COM(2010) 352 :« Europe, the world’s No 1 tourist destination - a new political framework for tourism in Europe »Objective: to make European Tourism competitive, modern, sustainable and responsible • Stimulating competitiveness in the European Tourism sector • Promoting the development of a sustainable, responsible, and high quality tourism • Consolidating image and profile of Europe • Maximising the potential of EU policies and financial instruments for developing tourism

8. European Destinations of Excellence "EDEN" This European quest for excellence in tourism, developed around an annual theme (leitmotif): 2007 – rural tourism 2008 – local intangible heritage 2009 – protected areas 2010 – aquatic tourism 2011 – tourism and regeneration of physical sites 2013 – accessible tourism Objectives: Enhancing visibility of the emerging, non-traditional European tourist destinations of excellence Rewarding sustainable forms of tourism(commitment to social, cultural and environmental sustainability) promoting networking between awarded destinations to persuade other destinations to adopt sustainable tourism development modes http://ec.europa.eu/eden

9. European Destinations of Excellence “EDEN” • > 119 destinations awarded in Europe so far • > EDEN Network (around 200 destinations) - a platform for the exchange of good practices at European level between awarded destinations but also with the aim to persuade other destinations to adopt sustainable tourism development practice. • Main benefits for destinations: visibility, tourism flows, networking

10. "Sustainable transnational thematictourismproducts" • EU supports development and promotion of sustainable transnational thematicproducts • (e.g. transnational cycle or hiking routes like: "EuroVelo" Network of long distance cycle routes, Greenways, itinerariesbased on nature, rural, gastronomic, pilgrimstourism, as well as cultural or industrialheritagetourism routes passing by severalEuropean countries (European Cultural Routes, …)

11. Diversification of tourism offerSustainable transnational thematic products routes/itineraries/trails (e.g. cycle, hiking, nature, gastronomic tourism…) • EuroVelo Central Coordination (network of high-quality 14 cycle routes) • Iron Curtain Trail (EV 13) • The Saint James Ways • DanubeHIKE • Greenways • LIMES (the frontiers of the Roman Empire) • Venetian Routes (VeRoTourproject) • CERA DEST- Ceramic destinations

12. 2014 Call for proposals "Diversifying the EU tourism offer and products – Sustainable transnational tourism products" Enhancement and promotion improving visibility and market uptake Key requirements : • > Transnational (4 countries + cooperation • between SMEs & local public authorities) • > Sustainability • > Focus on sport and wellness activity tourism in one of the following type of tourism: coastal, maritime, mountain or rural tourism Budget:1M € - EU co-financement of up to 75%, max. 250.000€/project, 5 projectswillbeselected,publication early July. http://ec.europa.eu/enterprise/sectors/tourism/sustainable-tourism/index_en.htm

13. Diversification of tourism offer Cultural tourism - development of cultural tourism products • Cooperation with the Council of Europe (Cultural Routes’ program) • Events Crossroads of Europe to promote cultural tourism and itineraries (17-20 June, Ferrol, Spain) +European Conference of Industrial Tourism • Co-financing of projects, "Promotion of European and transnational cultural and industrialproducts". 2014 Call for proposals, budget 1M EUR, EU co-financing max. 250.000 EUR 4-5 projectsto beselected. http://ec.europa.eu/enterprise/sectors/tourism/cultural-routes/index_en.htm#h2-3

14. Actions promoting sustainabletourism development: • European Charter for sustainable and responsible tourism to encourage sustainable/responsible practices • European Tourism Indicator System (ETIS) for Sustainable Management of Tourist Destinations Launched in February 2013, together with a practical step by step Toolkit (guidelines) http://ec.europa.eu/enterprise/sectors/tourism/sustainable-tourism/indicators/index_en.htm

15. Actions aiming at increasing competitiveness of the tourism sector: • Improving socio-economic knowledge of policy makers and businesses: Virtual Tourism Observatory (VTO), Eurobarometer surveys • Improving skills (integration of the hospitality sector targeted section in EURES, the European Job Mobility Portal) (with DG EMPL) • A strategy for maritime and coastal tourism (with DG MARE)

16. EU support for tourism related projects Budget managed by Tourism Unit/ENTR (COSME Programme + PAs - total of around 12 M EUR in 2014) co-financing of projects possible directly only by means of calls for proposals. In total COSME strand for tourism – 105 M (2014-2020) Different EU funding programmesavailable for tourism investments (European Structural and Investment Funds (ESIF) including European Regional Development Fund, European Agricultural Fund for Rural Development…) Guidance fiche: http://ec.europa.eu/regional_policy/sources/docgener/informat/2014/guidance_tourism.pdf + New Guideon EU Funding Programmes for Tourism Stakeholders to bepublishedsoon

17. Contact details European Commission, Tourism website:http://ec.europa.eu/enterprise/sectors/tourism/index_en.htm Unit E1. Tourism policy Unit ENTR-TOURISM-POLICY@ec.europa.eu Thank you for your attention