Presentation at the Summer School "Leadership and Governance for Sustainable Tourism" - 2nd July 2014 Finland

1. Towards the promotion of a sustainable Europe
PM4SD European Summer School
July 2014, Seinäjoki, Finland
Annelies WAEGEMAN
Project Manager Marketing
European Travel Commission

2. POWERED BY

4. Facts and Figures
Established: In 1948 with funding from the Marshall Plan after World War II.
Budget: ETC is financed through membership and partnership contributions.
The European Commission finances with a grant a joint program of activities for the
periods 2012-2014.
Strategy: Central to ETC's strategy is the importance of stimulating
competitiveness and promoting the development of sustainable tourism, raising the
awareness and interest of Europe as a tourist destination in long-haul markets.
ETC does this by initiating marketing activities to promote pan-European themes,
which are complementary to the individual marketing actions of its members.
Prior market research determines the choice of activities and campaigns in the
overseas markets.

5. Destination Europe 2020
A joint initiative of the EC and ETC;
A programme of activities to enhance the promotion and visibility of Europe
in key extra-European markets;
Define a strategy for Destination Europe, which…
• Responds to shifting patterns in tourism flows, especially in long-haul markets
• Draws from extensive research in key markets
• Engages all relevant stakeholders in a consumer-oriented consultation
process, in Europe and key markets
• Foresees short and medium term marketing activities
• In the longer term, reposition Europe’s brand

6. Europe is by far the most visited destination worldwide…
Source: www.etc-dashboard.org
+6.2%
+4.3%
+7.2%-3.1%
+5.2%

7. … but relative weights are changing.
57%
52%
41%
16% 23% 30%
Share (%) of international tourist arrivals by region of destination, UN World Tourism Organization.

8. Annual average growth by region of destination, UN World Tourism Organization.
A bright future ahead for world tourism
+2.6%
+5.0%
+4.9%+4.6%
+2.3%

9. Source: UN World Tourism Organization (UNWTO).
A new world tourism order by 2030?

10. Europe: a sustainable destination
economic
impact
environmental
impact
socio-cultural
impact

11. 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)
7.6
7.8
8
8.2
8.4
8.6
8.8
9
9.2
9.4
0
500
1000
1500
2000
2500
3000
2012 2013 2014 2024
GDP Direct Contribution GDP Indirect Contribution
% Total Contribution to GDP
7
7.5
8
8.5
9
9.5
10
0
5000000
10000000
15000000
20000000
25000000
30000000
35000000
40000000
2012 2013 2014 2024
Employment Indirect Contribution
Emloyment Direct Contribution
% Total Contribution to Employment

12. Advancing a socially responsible
European tourism sector
(1) Disabilities
(2) Ageing of the populations
(3) Socio-economic segments

13. Mitigating the ecological footprint
naturalresources
water
resources
local
resources
land
degradation
pollution
air pollution
and noise
solid waste
&littering
sewage
aesthetic
pollution
physicalimpacts
construction
activities
trampling
alteration of
eco-systems
Source: United Nations Environmental Programme

14. Changing consumer pattern
Source: http://www.responsibletravel.org/news/Fact_sheets/Crest_RTI_TrendStats_print_1_4%20%283%29.pdf

15. Is there demand for sustainable tourism?
Attributes of sustainable products according to tourists:
Ecological Attributes:
• resource efficiency: water and energy (63%)
• waste management (63%)
Social Attributes:
• scenic view/cultural heritage (68%)
• involvement of local community (65%)
Economic Attributes:
• local dimension: use of local products and services (66%)
• regional employment (64%)
• regional economic well-being (62%)
6,000 Respondents 8 Countries (Brazil, Germany, India, Russia, Sweden, Switzerland, USA and UK)
Source: Lucerne University of Applied Sciences and Art, April 2011

16. Is there demand for sustainable tourism?
Ranking of factors influencing the decision to book a holiday:
(1) Weather/climate
(2) Price
(3) Accessibility
(4) Local Culture
(5) Landscape
(6) Food
(7) Sustainability
(8) Local activities
For 22% of the respondents, sustainability is among the top 3 influencing factors.
Source: Lucerne University of Applied Sciences and Art, April 2011

17. Is there demand for sustainable tourism?
Survey Tour Operators’ Initiative for Sustainable Tourism Development:
 Price and Quality/Price are the main decisional factors
 Most consumers do not specifically seek sustainable products
However:
•They value sustainable programmes and activities at destinations
•They appreciate sustainable attributes in their holidays
•In general they are more aware but expect their providers to act responsibly
•1 in 2 consumers would be willing to book more sustainable services if available
•There is evidence of a direct relation between quality assessment and sustainability
TOI Members’ companies move around 40 million customers per year.
Source: http://www.toinitiative.org/

18. Game changers

19. The pan-European experience
tastingeurope.com

20. EUROPE:
Towards the
promotion of
a sustainable
tourism
destination.

21. POWERED BY

22. www.etc-corporate.orgwww.visiteurope.com
Thank you for your attention!
Annelies Waegeman
contact: annelies.waegeman@visiteurope.com