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European Group Tourism by Coach: Driving Seniors´ and out
of Season Tourism8th IRU European Bus and Coach Forum
-17 Oct 2013-
Oscar AlmendrosEuropean Commission, DG Enterprise & IndustryTourism Policy Unit
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Tourism in the EUCross-cuttingTransnational sectorFragmented sector Mainly SMEsContributes to other key objectives of the EU
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Europe, world´s nº 1 tourism destination 586€ billion revenues
5% of the GDP (dir.)
10% of the GDP (ind.) 1.8 million enterprises 18,8 million workers in
2011; 20,4 mill. in 2022 (WT&TC)
5.2% employment (dir.)
12% employment (ind.)
INSERT
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Legal Framework: competitiveness• Article 6 (Lisbon Treaty): the EU can intervene to "support,
coordinate or supplement the actions of Member States":
• Article 195: in Tourism the EU can complement Member States’ actions to promote competitiveness by:
Encouraging the creation of favourable environment;
Promoting cooperation between Member states, particularly in exchanging good practices.
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Political Framework
•Stimulate competitiveness in the European tourism sector.•Promote the development of sustainable, responsible and quality tourism.•Consolidate the image and profile of Europe as a whole, quality sustainable destinations.•Maximizing the potential of policies and financial instruments of the EU aimed at the tourism development.
Communication 2010 - "Europe, world´s nº 1 tourism destination, a new political framework for European Tourism " - COM (2010) 352
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Major tourism challenges
Seasonality on demand
Economic, social and
environmental sustainability
of tourism
Diversifying the tourism
Offer
Changes on the European
society
Insufficient socio-economic consistent data
at EU level
Involving all stakeholders in EU actions
Lack of cooperation in promotional efforts at EU
level
Lack of transparency and
coherence in quality evaluation
schemes
Lack of policy coordination
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Tourism for All EC ensures universal access to holiday
=competitive, sustainable and responsible tourism EC undertakes trans-national actions to
cope with the following challenges: EXTENSION OF THE LOW SEASON = GROWTH AND JOBS MAJOR CHANGES AND ECONOMIC CHALLENGES OF THE
EUROPEAN SOCIETY (new family structures, single-person households, the increase of life expectancy, additional free time, population ageing…)
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Policy Framework of social tourism COM(2001) 665 final "Working together for the future of
European tourism": ensure tourism for all for specific target groups
COM(2003) 716 final “Basic orientations for the sustainability of European tourism”: social inclusion in a sustainable tourism
COM(2006) 134 final “A renewed EU Tourism Policy: Towards a stronger partnership for European Tourism”: exchange of ‘tourism for all’ good practice
COM(2007) 621 final “European Agenda 21 for Sustainable and Competitive European Tourism"
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Calypso: Tourism for All
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Preparatory action “Social Tourism in Europe” named “CALYPSO-Tourism for All” (2009-2011)
Action 6 of the EC Communication 352/2010
“facilitating low-season transnational tourism exchanges between Member States, Regions and other stakeholders, addressing 4 target groups:• Pensioners (>65)• Youth (18-30years)• Disabled people• Families facing difficult social circumstances
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Calypso: Tourism for AllObjectives :• Promote the European dimension of social tourism,
inviting public and private stakeholders to cooperate, through transnational exchanges in low-season;
• Promote regional development and generate economic growth across Europe;
• Improve tourism seasonality patterns across Europe;• Create more and better jobs in the tourism sector;• Strengthen the European citizenship.
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Calypso: Tourism for All
• 2 Call for Proposals under the Preparatory Action and 1 in 2012 under the EIP (Holiday4all-Danube macroRegion; Off2013 –HU/PL for seniors and families).
• 10 Projects; 17 MS (Including Serbia and Montenegro)
• Platform e-Calypso (under PA 2001): "Promoting Social Tourism in Europe through the Development of a Demand – Supply Web Based Platform"
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Redefining European Tourism Policy
•Keeping Europe's No. 1 destination worldwide
•New political momentum (Mission for Growth, EU Strategy 2020, Small Business Act, MFF 2014-2020 ...)•Stimulate competitiveness: Focus on Growth and Employment •Integral associations of actors: Partnership between public/ private stakeholders
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The objectives of tourism in the EU
I. Promoting Europe: Tourism demand
II. Europe as a destination of
excellence: Tourism offer
III. Tourism as an engine to
exit the crisis: Skills,
innovation, accessibility and better access to finance
STRATEGIC ROAD MAP 2013-2014
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Integration of tourism policies and major EU financial instruments
1. Impact of other EU policies: visas (HOME) Services Directive (MARKT), Package Travel Directive (JUST), Transport (MOVE), Employment (EMPL), Rural Development (AGRI), Trade (TRADE) Emissions (climate) Maritime and Fisheries (MARE), Education and culture (EAC), etc...
2. EIP / CIP → ± € 6.5 million in 2013 3. Preparatory PE (transnational cultural tourism
products and accessibility) → 3 million € (2012-2014)4. Extra financial multiannual sectoral programs
such as:• LIFE + (Environment)• Creative Europe, Erasmus for All (Education and Culture)• Lifelong learning, Leonardo(Education and Culture)
5. European structural and regional funds
The Increase of the Tourism Demand: Calypso Plus "Tourism for Senior"
• Potential market: 125 million senior citizens (>55
years old) in Europe. 25% of the EU population. Leisure time, higher life
expectancy, better health and expending power than previous generations.
Not fullty exploited (only 41% travel).
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The Increase of the Tourism Demand: Calypso Plus "Tourism for Senior"
Calypso projects (EST, SOWELL, URTS, HEALTOUR, OFF2013),
When started:
VP Tajani sent a letter to all EU Tourism Ministry in May '12 What was done:
2 technical meetings (2012-2013) First Call for Proposals on Seniors
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The Increase of the Tourism Demand: Calypso Plus "Tourism for Senior"
Call for Proposals Senior Initiative. Publication: June 2013 Budget Line: EIP Program Budget: 1 million € Co-financing: 70% Implementation period: 18 months from January
2014 Submmited Applications: 57
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The Increase of the Tourism Demand: Calypso Plus "Tourism for Senior"
Next steps: Pilot Initiative "Europe the best destination
for Seniors" , aiming at increasing senior tourist flows, during low/medium seasons, between European countries and/or from third countries.
European and International dimension. 1st Workshop on seniors, Bruxelles, on 5th
December 201318
Accessibility Accessible Tourism/Senior
80 million people with disability in EU ¾ of disable citizens are over 55
years old Potential market: 100 to 110
million tourists (elderly and disabled) with accesibility requirements.
Indirectly: 130-140 million more tourists per year, with an additional turnover of approximately 90-160 billion € per year 19
Accessibility Preparatory Action (PA) “Tourism accessibility for all”
(2012-2014) Three studies in 2012 to be completed in 2014:
• to assess the economic impact of accessible tourism and the evolution of the demand,
• to screen the supply of tourism services, • to identify the necessary skills and competences for tourism
staff and professionals. European Excellence Award for Accessible Tourism, aimed at
rewarding operators in the tourism sector which have made accessibility an element of their competitiveness. The winners will be proclaimed in 13 December 2013.
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Some provisional Results Demand side: needs, preferences and perceptions• Seniors• Accesible=feature for disabled + confort and quality• Marketing and promotion/ info and communication Offer side: barriers and shortcomes for SMEs• Mobility impairment is not all services needed. • High costs for investments and no information to guide
enterpreneurs Skills: profiles and training needs• No accessibility training systematically integrated in EU 28
mainstream educational systems21
Accesibility
New Call for Proposals: "Design, Implementation, Promotion and Marketing of Accessible Tourism Itineraries"
Deadline: 22/10/2013 Maximum EU Contribution per project : €
125.000 Specific Programme: Preparatory Action "
Tourism and accessibility for all".22
COSME Ensure continuity with the EIP (e.g. EEN) Main beneficiaries • Existing entrepreneurs (small businesses) – easier
access to funding for development, consolidation and growth of their business.
• Future entrepreneurs (including young people) – assistance in setting up their own business.
• National, regional and local authorities – tools for effectively reforming policy
Foreseen budget: € 2.5 billion23
Overview of COSME. Objectives & ActivitiesSpecial objectives and activities
Total budget2014-2020: €2.3bn (current prices).
Activities to improve European competitiveness
102
Actitivites to develop SME policy and promote SMEs competitiveness
64
New business concepts for consumer goods
87
Total operational activities (million Euros)
Erasmus for Entrepreneurs 87
Entrepreneurship education 1436
Tourism 108.9Financial instruments 424
Support to SMEs abroad 12
Support to international industrial cooperation
2443
Enterprise Europe network 99
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Proposals for TourismIncreasing the demand for EU tourism services both within the EU and third countries
Diversifying the offer and products
Enhancing tourism quality, sustainability, accesibility, skills, information and innovationImproving socio-economic knowledge of the sectorIncreasing Europe´s visibility as a tourist destination as well as of its diverse destinations
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General Information and Contact Details
Project webpage•http://ec.europa.eu/enterprise/sectors/tourism/index_en.htm
Tourism Legislation•http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:52010DC0352:EN:NOT
Ready for Europe campaign•http://europa.eu/readyforeurope/
Oscar Almendros [email protected]
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Thank you for your attention