1. European Commission Enterprise and Industry Directorate-General The agenda for a sustainable and competitive European tourism DestiLink – Conference Tourism Destinations for the Future 15 November 2007 Maria Aigner DG Enterprise and Industry

2. Europe as a tourist destination

3. A renewed European Tourism Policy  Aims: to improve competitiveness and create more and better jobs Instruments  co-ordination  co-operation  supporting actions Areas  mainstreaming tourism  promoting sustainability  enhancing visibility

4. Tourism Policy areas: Promoting Sustainable and Competitive European Tourism  TSG Report: Feb `07  Public Consultation  Communication on an Agenda for a Sustainable and Competitive European Tourism (19 Oct `07)  ETF 2007

5. TSG - Responsibilities for action  European Commission  Member States governments (national or regional government)  Local authorities and /or Destination Management Organisations  Tourism businesses  Other bodies  Tourists

6. The Agenda  The European Commission fulfils a long- term commitment  Official launch and endorsement of a medium-long term Agenda  A voluntary process is ongoing and it should be strengthened  Conceptual framework for stakeholders pre-requisites to be met objectives and principles for a competitive and sustainable tourism challenges to be tackled

7. Principles for achieving a competitive and sustainable tourism Take a holistic and integrated approach Plan for the long term Achieve an appropriate pace and rhythm of development Minimise and manage risk Reflect impacts in costs Set and respect limits, where appropriate Undertake continuous monitoring Use best available knowledge Involve all stakeholders

8. The forthcoming Agenda Sustainable Management of Destinations Sustainability Awareness by Tourists Integration of Sustainability Concerns by Businesses

9. Moving forward together: the role of stakeholders  Call to Stakeholders recognise their responsibilities, seize the opportunity of the sustainability challenge, share their knowledge, communicate the negative and positive results, bring these issues into their daily discussions, “translate” the messages for small and micro businesses

10. Moving forward together: the role of the Commission  Mobilising actors to produce and share knowledge  Promoting destinations of excellence  Mainstreaming sustainability and competitiveness in Commission policies  Mobilising the EU financial instruments

11. Mobilising actors to produce and share knowledge

12.  A Guide for maximising the durable impacts of cultural and sporting events on tourist destinations and the tourist industry Study on Impact of Cultural and Sporting Events

13. Mobilising actors to produce and share knowledge  Specific action to promote economic and social stability  Involves stakeholders (top down/bottom up) in learning & innovation process through cooperation and networking  Aimed at improving SME performance and human potential at destination level Learning Areas Handbook

14. Promoting destinations of excellence  2006/7 “best emerging rural destination”  2007/8 “tourism and local intangible heritage” Pilot project – preparatory action Project open to all Member States and Candidate Countries

15. Promoting destinations of excellence www.visiteurope.com

16. Mainstreaming sustainability and competitiveness in Commission policies  7 June 2006: Green Paper on a Future Maritime Policy for the European Union  10 October 2007: “ The Blue Book ” An Integrated Maritime Policy for the European Union

17. Thank you very much for your attention! Maria Aigner Seconded National Expert DG ENTR / Tourism Unit maria.aigner@ec.europa.eu http://ec.europa.eu/enterprise/services/tourism/index_en.htm European Commission Enterprise and Industry Directorate-General