1. tourism competitiveness of Baltic States and it´s futurE Dr
tourism competitiveness of Baltic States and it´s futurE Dr. Aija van der Steina University of Latvia Estonia – Latvia Business Forum Rīga, November 23, 2017

2. Competitiveness of Baltic states as tourist destination?
Do we think more about the competitiveness of seperate countries – Latvia, Estonia, Lithuania?
Do we think about Baltic Countries as one destination?
What the tourists think and do? (Do we have the right data?)
Is there and what is the image of tourist destination Baltics?
What is done by tourist industry municipalities and governments (tourism product offer, marketing, etc.)
What is the role of trans-border cooperation projects in boosting destination competitiveness?

3. Tourism Competitiveness of the Three baltic states
2007
(124)
2009 (133)
2011 (139)
2013 (140)
2015 (141)
2017
(136)
Rank
Score
Latvia 53
4.31 48 51
4.36
4.43
4.01 54
4.0
Estonia 28
4.9 27
4.83 25
4.88 30
4.82 38
4.22 37
4.2
Lithuania
4.34 49
4.30 55
4.39 59
3.88 56
3.9
Score 1-7 (best)
Rank of 14 pillars, 90 indicators
Source: WEF. The Travel & Tourism Competitiveness Report 2017.

4. Performance overview: Estonia
Source: WEF. The Travel & Tourism Competitiveness Report 2017.

5. Performance overview: Latvia
Source: WEF. The Travel & Tourism Competitiveness Report 2017.

6. Performance overview: Lithuania
Source: WEF. The Travel & Tourism Competitiveness Report 2017.

7. Summary of the weakest points: Natural Resources
Index component
Estonia
Latvia
Lithuania
Rank
Score
Natural Resources
101
2.4
108
121
2.2
Number of World Heritage natural sites 86
Total known species
324
115
343
122
319
Total protected areas (% total territorial area) 52
20.7 65
18.2 71
16.8
Natural tourism digital demand (1-100)
110 2
114
119 1
Attractiveness of natural assets 82
4.9 85 95
4.4
Source: WEF. The Travel & Tourism Competitiveness Report 2017.

8. Summary of the weakest points: cultural resources
Index component
Estonia
Latvia
Lithuania
Rank
Score
Cultura Resources 78
1.6 98
1.4 87
1.5
Number of World Heritage cultural sites 75 2 55 4
Oral and intangible cultural heritage (number of expressions) 36 56 43 3
Cultural and entertainment tourism digital demand (0-100)
110
114
108
Sports stadiums (number of large stadiums)
119
Number of international associations meetings (3-yars average) 45
65.7 51
51.3 53
50.0
Source: WEF. The Travel & Tourism Competitiveness Report 2017.

9. Study on tourism Competitiveness of Latvia (2016)
Sharing economy
Tourism infrastructure and product development
Tourism development in regions
Branding and marketing
MICE development
Based on statistical data analysis
Deep -interviews with the experts
Focus groups with representatives of different tourism sectors
Source: Domnīca «Certus» Tūrisma konkurētspējas ziņojums, 2016.

10. Development of tourism products and tourism infrastructure: Culture tourism
Challenges and solutions
Development of cultural tourism strategy and its implementation (all stakeholders, responsibilities, etc.);
More active and effective collaboration between UNESCO offices in Baltic Countries + Finland (new sites and communication);
Support programme for innovative cultural tourism product development and marketing (cros-border approach)
Source: Domnīca «Certus» Tūrisma konkurētspējas ziņojums, 2016.

11. What could be the role of trans-border projects?

12. Good examples: idea → Implementation → Long term impact

13. Challenges How to measure long term impact?
Project approach vs project sustainability and long term impact
The main aim of project team is to reach the project goals
The society expect long term impact
Project limitations in time and territory
Responsibilities after the project implementation phase?
Funding (Who will pay?)
Projects in tourism mostly solve just a part of the «bigger problem» in the destination
Demand vs Supply side (target markets, tourist behaviour and actual demand, information sources)
Importance of different partners from tourism value chain (Who will be responsible for development, marketing and sales?)

14. Challenges: Competitiveness
Support for product development (based on cultural heritage and natural resources) is significant for competitiveness for all three Baltic States
The competitiveness of the Baltic States as tourist destination will become more important issue (demand side)
The common Baltic tourism development vision and strategy is needed
Political leadership
Joint branding and marketing (digital environment)
Common offer for particular target markets

15. Thank you…