etc pm4 sd_summer school_2015
TRANSCRIPT
European Tourism: Fostering Sustainable GrowthPM4SD Summer School 2015
Leadership and Governance for Sustainable Tourism
Vitoria-Gasteiz, 2nd July 2015
Eduardo SantanderExecutive DirectorEuropean Travel Commission
MEMBERS
Europe recorded 584 million international tourist arrivals in 2014
Long-haul travel to Europe in 2015
Source: ETC Dashboard, Tourism Economics
USA (share: 4%)Improvements in the labour market, but strong dollar may weigh on US exports.Outlook:
China (share: 1.5%)Economic slowdown is not softening growth from this high potential market.Outlook:
Brazil (share: 0.6%)Tight fiscal policy puts Brazil in recession.Outlook:
Canada (share: 1%)Outlook:
Russia (share: 5.3%)Partial reversal of monetary tightening , rouble and oil price stabalising.Outlook:
International tourist arrivals are forecast to growbut Europe’s market share will have decreased by 10% by 2030
Source: World Tourism Organization (UNWTO), Tourism Towards 2030
Arrivals to Europe will grow at an average of +2,3%.
57% 52%41%
16% 23% 30%
Asia and the Pacific will capture the majority of the new arrivals in 2030, largely intra-regional.
Europe: a sustainable destination
economic impact
environmental impact
socio-cultural impact
Tourism is a major contributor to GDP and employment growth
Travel & Tourism Contribution to GDP (US$ bn)
Travel & Tourism Contribution to Employment (# of jobs)
Source: World Travel & Tourism Council (WTTC)
2012 2013 2014 20240
500
1000
1500
2000
2500
3000
7.6
7.8
8
8.2
8.4
8.6
8.8
9
9.2
9.4
GDP Direct Contribution GDP Indirect Contribution % Total Contribution to GDP
2012 2013 2014 20240
5000000
10000000
15000000
20000000
25000000
30000000
35000000
40000000
7
7.5
8
8.5
9
9.5
10
Emloyment Direct Contribution Employment Indirect Contribution% Total Contribution to Employment
Tourism is a major contributor to GDP and employment growth
spill-over effect
accommodationtransportation
restaurantstour operators
local communitiescultural heritage
new source of revenue and employment
Advancing a socially responsible European tourism sector
accessible tourism
senior travel
socio-economic segments
Benefiting the visitor and the host
community
Mitigating the ecological footprint
nat
ura
l re
sou
rceswater
resources
local resources
land degradation
po
lluti
on air
pollution and noise
solid waste and littering
sewage
aesthetic pollution
ph
ysic
al
imp
actsconstructio
n activities
trampling
alteration of eco-systems
Source: United Nations Environmental Programme
Barriers to sustainable development
economic priority over social and environmental concerns
seasonality of tourism demand
lack of political leadership
maintain a high level of tourist satisfaction
ensure a meaningful experience to the tourists
raise the awarenes about sustainability issues
promote sustainable tourism practices
Aims of sustainable tourism
Source: World Tourism Organization (UNWTO)
Promoting sustainable growth of the European tourism sector
market mix product development
competitiveness
Established and emerging markets
Segmentation
Pan-European experiences
Raising awareness for less-knowndestinations
Public-private partnerships
• Strengthen the image of ‘Destination Europe’ in major outbound markets under one common brand
• Foster Europe’s USPs through pan-European product development
VisitEurope.com & VisitEurope App TastingEurope.com
A refreshed consumer portal and
complementary marketing activities
Enhance the promotion of transnational thematic
tourism products
Leveraging transnational travel experiences
www.etc-corporate.orgwww.visiteurope.com
Thank you for your attention!
Eduardo SantanderExecutive Director
European Travel Commission
contact: [email protected]