Culture and Tourism:the experience of

NECSTouRAntonio Magliulo

Rome University of International Studiesand

Member of NECSTouR Academic Committee

Introduction• The unsettled relationship between culture and tourism: from

a Tourism-centred approach to a Culture-centred approach• Towards an integrated approach: the European policy and the

experience of NECSTouR• Key Question: Why and How to Encourage a Partnership

between NECSTouR and UNIMED?• Outline

• What is NECSTouR• Its Agenda• Conclusion

1. What is NECSTouR?• In October 2007, the European Commission

approved the communication entitled “Agenda for a Sustainable and Competitive European Tourism”• In June 2009 three European regions - Catalonia,

PACA and Tuscany - founded NECSTouR (Network of European Regions for a Sustainable and Competitive Tourism)• A network of 32 European Regions, associated with

8 representatives of tourism enterprises, 7 tourism associations and 21 universities/research institutes

NECSTouR Today: 32 European Regions

21 Universities/Research Institutes

Among the others:• University of Girona • University of Barcellona • University of Economics in Prag• University of Malta• University of Florence• University of Pisa• Rome University of International Studies

Mission & Principles•Mission: contributing to a sustainable

competitiveness of tourism destinations• Principles• Social dialogue: as key driver in managing tourism

destinations• Measurability: “measure to manage”

Ten Pillars/Objectives• Limit the environmental impact of transport• Increase the quality of life of residents• Increase the quality of employment• Reduce the seasonality of tourism flows• Protect the cultural heritage• Protect the environmental heritage• Protect the identity of destinations• Reduce and optimise the use of natural resources and water in particular• Reduce and optimise energy consumption• Reduce and manage waste

An integrated approach• Culture is not just a type of tourism. It is part

of the entire tourism experience

2. NECSTouR Agenda• A Model to manage tourism destinations• The Tuscan Tourist Destination Observatories (OTD)• The MITOMED (Models of Integrated TOurism in

the MEDiterranean)• NECSTouR-UNIMED has signed a MoU

The Tuscan OTD

MITOMED

Conclusion• The partnership between UNIMED and NECSTouR

can be a useful tool to develop the euro-med relationships• Both are trying to integrate culture and tourism

with a broader idea of sustainability • And culture, tourism and universities are powerful

vehicles of social dialogue and sustainable development• It’s time to implement the MoU!