1. An Introduction to Tourism Learning Areas This presentation has been prepared as part of the development of the DG Enterprise Tourism Learning Area’s contract to develop a Handbook on Tourism Learning Areas. A European Commission project by ECOTRANS the European Network on Tourism and Sustainable Development: Elaborated by Gordon Sillence, Tourism Learning Areas Project Coordinator, in collaboration with the Learning Areas Handbook Team (Additional supporting information to develop a Tourism Learning Area website portal is available from DG Enterprise and ECOTRANS) For further information contact Piet.Jonckers@cec.eu.int Herbert Hamele@ecotrans.deHamele@ecotrans.de gsillence@monitoring-globalization.net www.ecotrans.org ECOTRANS 2004

2. Contents 1.Understanding the Background, Benefits and Theory 2.Developing the Concept - The Model of Excellence 3.Making a Learning Area a Reality - The Web Portal Elements

3. DG Enterprise Business Inputs Working together for the Future of European Tourism’ 2001. Working together for the Future of European Tourism’ 2001. DG Education and Culture European Life Long Learning Initiative Nov 2001 Member States Working Group B "Improving training in order to upgrade skills in the tourism industry" Working Group B "Improving training in order to upgrade skills in the tourism industry" Other Civil Society Inputs UN Processes Learning Areas Tender Aug 2003 Learning Areas Tender Aug 2003 The European Commission Learning AreasHand book Project Dec 2004 Learning AreasHand book Project Dec 2004 DG Employment Economic Environmental and Social Drivers of 21 st Century Global Change Human Resource Potential Dialogue 20022003200120042000 How We Arrived Here – The Learning Areas Road Map How We Arrived Here – The Learning Areas Road Map R3L Initiative Apr 2003 DG InfoSoc DG InfoSoc 1

4. ‘ Benefits of Setting a Tourism Learning Area’ a Tourism Learning Area aims to develop stakeholders who are more capable of: Forming partnerships, networks and clusters Creating quality products and services Demonstrating innovative capability Increasing performance and outputs Being more autonomous Displaying greater work-place flexibility Operating in an entrepreneurial context Working with changing technology Developing adaptive strategies in the face of globalization and global change Understanding how to work in a more sustainable way Enjoying an increase in quality of life based on fuller access to information 1

5. Establishing a Tourism Learning Area... The Learning Area Project has developed a Handbook … … and a strategy to set up Tourism Knowledge Networks through Thematic, Destination-level or Regional Web Portals   1

6. Starting with bringing together the Tourism Stakeholders … A Policy Makers – the Administration 1. EC, national, regional and local administrations 2. National, regional and local tourism information offices 3. Tourism agencies B Social Partners Federations representing tourist industry sectors Trade Unions Media Non Government Organisations C Business and Industry – Tourism Suppliers 1. Accommodation industry 2. Catering sector (restaurant, cafe, bar, etc.) 3. Transportation sector 4. Construction sector 5. Attractions and activities 6 Tourist Guide services D Commercial Intermediaries in Tourism Industry 1. Tour Operators 2. Travel Agents/ retailers E Academic and Scientific bodies 1. Education & Training establishments 2. Research and consultancy bodies F. Public, Private, Public-Private Partnerships, Civil Society, NGO's 1. Women 2. Youth 3. Indigenous People 4. Farmers 5. Residents 6. Visitors 7. Multi-stakeholder Networks value chain activity – destination landscape development 1

7. Developing Continuous Improvement of Learning, Innovation and Competitivity... The concept of Learning Areas, developed from the Learning Regions approach of the European Centre for the Development of Vocational Training (CEDEFOP), was identified as a contribution to resolving local challenges through three basic pillars: 1) Involvement of all stakeholders concerned in the Tourist Area 2) Using an holistic approach to provide learning 3) Improving factors for competitiveness. 1

8. Focusing on a specific region … (The Learning Region Pyramid) The Learning Citizen The Learning Team The Learning Organisation The Learning Network The Learning Community The Learning Region Adapted from: Towards Learning Regions – Integrated Strategies For Competence Development In The Graz Area In Austria Josef Scheff Cedefop 1999 Regional Level Network Level Company Level 1

9. (The Dynamic Learning Pyramid as the theoretical base ) Creating a Model of Excellence … (The Dynamic Learning Pyramid as the theoretical base ) The Learning Citizen The Learning Team The Learning Organisation The Learning Network The Learning Community The Learning Region Adapted from: Towards Learning Regions – Integrated Strategies For Competence Development In The Graz Area In Austria Josef Scheff Cedefop 1999 1) Involvement of all stakeholders concerned in the Tourist Area 2) Using an holistic approach to provide learning 3) Improving factors for competitiveness 2

10. Building the Tourism Learning Area Model of Excellence - an Overview of Stakeholder Interaction Tourism Value Chain Destination Development Major groups Business & Industry National Govt Local Government Trade Unions NGOs Women Youth Farmers Indigenous peoples Scientific Community Media Major groups Business & Industry National Govt Local Government Trade Unions NGOs Women Youth Farmers Indigenous peoples Scientific Community Media Three dynamic wheels The Learning Pyramid Learning Experience Providers Learning Experience Clients Primary level Modeling Segment 2

11. Local Education Authority Grants Service University Local Business Apprenticeship scheme On-line course Private Training Consultancy Communications Skills for the Hospitality Industry Customer Care Mentor Training School-leavers Local Authority Staff Best Practice Award for Quality in Customer Care Women Micro business employees Documentary on Theme Parks of Europe TV Channel Local Media Learning Experience Providers Learning Experience Clients Secondary level Modeling Segment Network of SMEs and micro Enterprises - Delivering Learning Experiences Magnification of the Model 2

12. Tourism Learning Area Initiator Learning Area Coordinator Tourism Sector Regional Level Knowledge Network Other Learning Areas Education Authority Tourism Authority Businesses Other Major Groups Regional Coordination Committee (NUTS II-III) other state administrative bodies (Nuts III –V) Other Sectoral departments Employment Authority Learning Centres Formal Training Organizations Tourism Learning Area – Regional/ Destination Knowledge Network Stakeholder Forum Stakeholder Listings - Providers and Clients Calendar of Activities Learning Experience Market Places Regional Website Portal The Learning Citizen The Learning Team The Learning Organisation The Learning Network The Learning Region The Learning Community The Three dynamic wheels Tertiary level Modeling Segment Networked Information Structure 2

13. BackgroundParticipantsCalendarContactsResources What is a Learning Area? Who is this site for? Best Practice Database Other Learning Areas Help line Site Map Site Information Structure EUROPEAN TOURISM LEARNING NETWORK Thematic Search:Cross sector Search:Geographical Search: Home European Tourism Learning Area (Portal) Making the Model a Reality - Web Portal Design 3

14. Background Home Algarve Tourism Learning Area (Regional Portal) ParticipantsCalendarContactsResources What is a Learning Area? Who is this site for? Best Practice Database Other Pilot Learning Areas Help line Site Map Site Information Structure ALGARVE TOURISM LEARNING NETWORK Thematic Search:Cross sector Search:Geographical Search: A Regional/destination-level Portal has the same interface elements A Regional/destination-level Portal has the same interface elements 3

15. So does a Thematic Learning Area Portal PortalSPC European Tourism Sector So does a Thematic Learning Area Portal … DestiNET the Portal on Sustainable Production and Consumption for the European Tourism Sector Sustainable Production and Consumption for the European Tourism SectorPolicy Good Practice ToolsStatisticsContacts How to use this site More Info … Background Issues Stakeholders Products & Services Destinations News Events Thematic Search: Cross Sector Search:Geographical Search : Your gateway to the ideas, information, policies, actions, organisations and networks dealing with Sustainable Production and Consumption for the European Tourism Sector Language choice About DestiNet An Internet Portal for tourist destinations and their stakeholders. The portal contains selected, quality assessed information on the ways in which tourism is being made more sustainable. DestiNet offers a number of European tourism networking opportunities and services, including the option to post news, bulletins and suggest new links on relevant topics. 3

16. All this can be found in the ‘How to set up Tourism Learning Area Handbook …’

17. About this Presentation This presentation has been prepared as part of the development of the DG Enterprise Tourism Learning Area’s project. Elaborated by: Gordon Sillence, Herbert Hamele in discussion with the Learning Areas Handbook Team Additional supporting information to practically develop a Tourism Learning Area website portal is available For further information contact herbert.hamele@ecotrans.de gordon.sillence@monitoring-globalization.netordon.sillence@monitoring-globalization.net www.ecotrans.org ECOTRANS 2004