1. An Introduction to the Tourism Geography of Europe

2.   Learning Objectives
1        Appreciate why Europe continues to dominate world tourism;
2        Understand the major patterns of tourism demand in Europe;
3        Be aware of the major physical and social features in Europe and their implications for tourism;
4     Appreciate the role of the European Union and the Euro in tourism organisation and development;
5     Recognise the major geographical influences on the distribution of tourism resources in Europe;
6    Recognise the role of improvements in transport infrastructure in encouraging a freer movement of tourists throughout Europe.

3. Introduction A region of economic, cultural and social diversity
Dominates tourism but market share falling
Dominates tourism because:
Mature economies
Affluent population
World Class attraction
The Euro
Small countries in close proximity
Climatic variation
Mature tourism sector
Competent public sector

4. The Physical Setting The North European Plain The Mountain ranges
The Alps
The Pyrenees
The Balkans
The Carpathians
The Caucasus
The Kjolen Mountains
The Mediterranean
The Baltic sea

5. Cultural Features A mosaic of languages, traditions and cultures
Lifestyle differences
Between North and South
Between West and East
Between Mountains and Plains
Historic stages of development
Prehistoric
Greco Roman
Romanesque
Gothic
Renaissance/Baroque
Industrial Revolution
Post-Industrial

6. Tourism demand: Demographic Trends
·        Decreasing propensity to marry
·      Increasing diversity of lifestyles and living arrangements
·        A trend to marrying later in life
·        A decline in fertility
·        An increase in the number of divorces
·        An increase in immigration

7. Tourism demand Changing flows away from north/south due to:
Consumers are tiring of the inclusive-tour format;
The Mediterranean is becoming increasingly polluted;
Traditional ‘sun, sea and sand’ holidays are less popular, as people become more aware of the risk of skin cancer;
Competing destinations for other forms of tourism have become increasingly available;
New destinations are opening up in the east of Europe;
Long-haul destinations are growing in popularity;
The adoption of the Euro making what had been reasonably-priced destinations, such as Spain more expensive.

8. Tourism Demand Trends Shorter tourism trips
Short break city and cultural tours
East-West travel and West-East travel
Growth of the young and the elderly travelling
More trips within Europe
Trend to activity holidays
Greater use of air travel (budget airlines)
Business tourism continues to be strong
Growth potential in the East and South
Capacity ceilings reached in the West

9. Supply of Tourism: Transport
Influence of de-regulation
Growth of regional airports and airlines
Growth of budget airlines
Negative impact of 9/11
Investment in high-speed rail
Easier pan-European road travel

10. Tourism Supply Transport Trends
A more deregulated and liberal environment for transport and other tourism sectors, although this has been set back by the need for the public sector to support the airlines following ‘9/11’;
Improved quality of existing provision of tourism supply in the former countries of the Eastern Bloc;
Diversification of products in established destinations, such as coastal resorts;
Special interest, city-based, activity-centred developments growing at the expense of traditional beach resorts;
Consumer and government support for sustainable tourism products and destinations;
Cruising combined with special interest activities as a growth area; and
Expansion of business tourism facilities in the former Eastern Bloc.

11. Tourism Supply Attractions High Quality Cultural and Physical
Accommodation
Small businesses dominate
Organisation
Complex
Varies nationally
Role is to develop and promote
Trend to devolution
Attractions
High Quality
Cultural and Physical
Southern Pleasure Periphery
Mountains
Lowlands

12. Tourism Demand
Europeans will continue to take more, but shorter tourism trips
Short-break city and cultural tourism is growing rapidly;
Traditional north-south holidays are still a significant feature of European tourism, but east-west and west-east travel is growing rapidly;
Significant market segments for the growth of tourism will be those aged over 55 years, and those aged under 25 years of age;
Intra-regional flows of tourism dominate Europe’s international tourism, but their share is decreasing;
The market is moving increasingly towards holidays which involve active pursuits, and/or exposure to local society and culture;
Decreasing popularity of the car for leisure-based trips and an increase in the use of air travel, encouraged by the growth of budget airlines;
Demand for business tourism in Europe will continue to be strong despite the growth of communication technologies; and
Capacity ceilings are being reached in some Western European countries, whereas countries in eastern and southern Europe have considerable growth potential.