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TOURISM POLICY: THE UNWTO PERSPECTIVETOURISM POLICY: THE UNWTO PERSPECTIVE

TOURISM POLICY:

THE UNWTO PERSPECTIVE

TOURISM POLICY:

PROF. DR. EDUARDO FAYOS-SOLÀ

REGIONAL REPRESENTATIVE FOR EUROPE

WORLD TOURISM ORGANIZATION

Tourism Marketing Trends, Challenges and Opportunities

Vilnius - Lithuania, 27-28 February 2008

“The past is a foreign country

They do things differently there”

L.P. Hartley, The Go-Between, 1953

The good news:

1. Tourism is resilient.

2. Growing social acceptance of tourism worldwide.

3. Technological advances can improve quality and competiveness in tourism.

The other news:

1. Successive shocks on tourism since 2001

2. Record short-term effects

3. Direct impacts over the expectations and perception of consumers

4. Tourism is impacting the global environment

5. Uncertain time horizons

THE INFLUENCE OF TOURISM

YEAR INTERNATIONAL TOURISTS

EARTH POPULATION

1900 1 M 1,000 M 0.1%

1950 25 M 2,556 M 1.0%

1980 274 M 4,452 M 6.2%

2002 703 M 6,229 M 11.3%

2006 846 M 6,517 M 13%

2007 898 M 6,602 M 13.6%

VARIATIONS IN INTERNATIONAL TOURISM DEMAND

5,5% 5,4%

1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Source: World Tourism Organization

BUSINESS PARADIGMS IN TOURISM

• Technical elements: e.g. Jet • New procedures: e.g. Apex,

franchises • Social changes: e.g. Postwar

society, education • Economic environment: e.g.

Cheap oil

• Technical elements: e.g. Jet • New procedures: e.g. Apex,

franchises • Social changes: e.g. Postwar

society, education • Economic environment: e.g.

Cheap oil

• Technical elements: e.g. Computers • New procedures: e.g. Segmentation

of supply, system economies • Social changes: e.g. Individualized

and professionalized tourists • Economic environment: e.g.

Increased disposable incomes

• Technical elements: e.g. Computers • New procedures: e.g. Segmentation

of supply, system economies • Social changes: e.g. Individualized

and professionalized tourists • Economic environment: e.g.

Increased disposable incomes

ARTISANAL AGEARTISANAL AGE

FORDIAN AGEFORDIAN AGE

NEW AGE OF TOURISM

TIMETIME

19501950

19801980

21st CENTURY TOURISM AND GOVERNANCE : THE PPP-T PARADIGM

BUSINESS ORG.

COOPETITIONGOVERNANCE

SUPPORT SYSTEMS

GLOBALOUTSOURCED

P-P-CS

SUPPLY

SUSTAINABLECOMPETITIVEGOVERNANCE

DEMAND

SOPHISTICATEDP-P-CS

• PRIORITY OF ECO-EQUILIBRIUM

• “INCONVENIENT” TRUTHS

• NEW PATTERNS IN THE CONSUMPTION OF PRODUCTS AND SERVICES

• PROFOUND AND RAPID CHANGES

• PROBLEMS OF INEQUALITY AND UNDERDEVELOPMENT

• GOVERNANCE SOLUTIONS WITH TECHNOLOGICAL AND HUMANOLOGICAL BASIS

SCENARIOS

TECHNOLOGICAL SCENARIOS 20th CENTURYTECHNOLOGICAL SCENARIOS 20th CENTURY

Carbon as a basic energy source Carbon as a basic energy source Obsolete transport technologies Obsolete transport technologies Advances in ICT Advances in ICT Application of ICT to tourism & leisure Application of ICT to tourism & leisure Promising advances in materials technology Promising advances in materials technology Technological globalization Technological globalization

TECHNOLOGICAL EFFECTS

THE PARADIGM STAGES

(1) SUBSTITUTING

(2) REENGINEERING

(3) REDEFININGTOURISM

STATIC LEISURE

TECHNOLOGIES

HUMANOLOGICAL SCENARIOS 20th CENTURYHUMANOLOGICAL SCENARIOS 20th CENTURY

Population increase tied to underdevelopment and inequality

No global conflicts but crisis and localised conflicts

Concentration of power/ wealth / income: the importance of multinationals

Human resource development (increased education) without an increase of opportunities

Worsening of security and salubrity crisis Worsening of security and salubrity crisis Frustrated globalization Liberalization

Regulation

Frustrated globalization Liberalization Regulation

ENVIRONMENTAL SCENARIOS 20th CENTURYENVIRONMENTAL SCENARIOS 20th CENTURY

Initial awareness of profound environmental impacts: the Meade Report, hole in the ozone…

First evidence of climate change: Glacier retreat, Greenland, Antartica, the Arctic and Permafrost

Ignored impacts of tourist activity: Banalization of the concept of sustainabilty vis-a-vis tourism

Rapid rise in world population: 3.000 M (1960) to 6.500 M (2005)

• Priority to energy technologies not producing GHGs.

• Rationalization of energy use.

• Deepening of ICTs.

• Pro-active Governance in technological policy.

TECHNOLOGICAL SCENARIOS 21st CENTURY

• Initial qualified reports on the catastrophic potential of climate change: Stern report, IPCC reports, etc..

• Unsustainable situation of inequality and underdevelopment.

• Impact of exhaustion and rise in price of energy resources, raw material and water.

• Problems of security, health and natural disasters. Urgency of process re-engineering

• Enormous economic and social cost of incorrect and/or inoperable policies.

• Government and market Governance.

HUMANOLOGICAL SCENARIOS 21st CENTURY

• Evidence of profound climate change: Tourism - a vector and a victim of this change.

• Environmental management high costs.

• Non-management unbearable costs

• There are technological solutions whose adoption requires leadership and collective will. Political and cultural difficulties.

• Need for global tourism/environmental policies.

• Pro-active Governance in environmental policy.

ENVIRONMENTAL SCENARIOS 21st CENTURY

THE AGES OF TOURISM POLICY

MULTINATIONAL NATIONAL / LOCAL ORGANIZATIONS

GLOBAL STRATEGY

AND COMPETITIVENESS 4th GENERATION

SUPRANATIONAL/ NATIONAL/LOCAL

COMPETITIVENESS3rd GENERATION

NATIONALPROMOTION / PRODUCT2nd GENERATION

LOCAL/REGIONALPROMOTION1st GENERATION

AUTHORITYMAIN OBJECTIVE AGE

GLOBAL AUTHORITY

CONTRIBUTION TO GOVERNANCE AND

DEVELOPMENT5th GENERATION

TOURISM AND EXCELLENCE

IN GOVERNANCE

TOURISM AND EXCELLENCE

IN GOVERNANCE

THE CONCEPT OF GOVERNANCE

a) New processes of government/macro-management a) New processes of government/macro-management

b) Non-stop interdependence among public, private and civil-b) Non-stop interdependence among public, private and civil-society organizations. society organizations.

c) Self-defined rules of the game: c) Self-defined rules of the game: TrustTrust

d) From command-and-control procedures to networks: d) From command-and-control procedures to networks: Participatory democracyParticipatory democracy. .

e) From directing persons and programmes to coordinating e) From directing persons and programmes to coordinating resource use to produce collective added value resource use to produce collective added value

f) The State no longer has absolute control: It can be a nodal pointf) The State no longer has absolute control: It can be a nodal point

g) Key role of ICTsg) Key role of ICTs

THE EVOLUTION OF MACROMANAGEMENT

Hierarchical governments

Government and market

Governance

GOVERNANCE AS A MIX OF TRENDS

a) Outsourcing of traditionally governmental tasks to private enterprises and NGOs

b) Vertical and horizontal integration of governing processes for better service to citizen-users

c) Technologies (ICTs) that revolutionize = drastically change

d) Strong increase in citizen demand for quality public services

MODELS OF GOVERNMENTMODELS OF GOVERNMENT

P-P COLLABORATION OUTSOURCED

GOVERNMENTGOVERNANCE

(NETWORKED MACRO-ADMINISTRATION)

HIERARCHICALGOVERNMENT

JOINED-UP GOVERNMENT

NETWORK MANAGEMENT CAPACITIES

ADVANTAGES OF A TOURISM POLICY IN GOVERNANCE

a) Governance fosters innovations via partners and processes

b) Governance enables the Government to focus on its key competencies, outsourcing other tasks

c) Governance allows flexibility in production and distribution processes of public services

d) Governance allows decentralization and the consequent decision-making at the optimal level

e) The new processes are normally scaleable

KNOWLEDGE MANAGEMENT

AS AN INTRUMENT

KNOWLEDGE MANAGEMENT

AS AN INTRUMENT

PRODUCTION AND

DISTRIBUTION OF GOODS AND

SERVICES

CREATION

DISSEMINATION

APPLICATION

OF KNOWLEDGE

EVOLUTION IN VALUE CREATION

USUAL SHORTCOMINGS FOR TOURISM KNOWLEDGE

Research (and application of knowledge) with short-term objectives linked to the evolution of markets.

Problems of Quality and Efficiency in tourism education and training and, in general, in the dissemination of knowledge.

Difficulties in the application of knowledge in Tourism - SMEs resistant to innovation. - Tacit explicit knowledge/staff rotation. - Knowledge as a public good private good.

THOUGHTS ON CONTEMPORARY TOURISM POLICY

Limited bases for tourism analysis Lack of development of conceptual standards Short-sighted research and tunnel vision Poor dynamic analysis of systems

Fuzzy conceptual frameworks for Tourism Policy Specific objectives? Instruments? Effects? Action units?

National?Clusters/Destinations?Enterprises Individuals?

METHODOLOGICAL SUGGESTIONS FOR THE NEW TOURISM POLICY

Establish units of analysis

National frameworks / Clusters / Enterprises/ Individuals

Understand unit structures

Create typology framework

Differentiate endogenous/exogenous variables

Understand system dynamics

Agents’ control of structures

Interactions

METHODOLOGICAL SUGGESTIONS FOR THE NEW TOURISM POLICY (II)

Establish specific objectives of sectoral tourism policy

Evaluate tools and impacts of measures

PositioningQuality Efficiency

StrategyCompetitiveness

Monetary/FinancialFiscal/BudgetaryLegalKnowledge Management

Public Good

Private Good

SupranationalNationalCollective

Business Ass. Prod. Units

TOURISM POLICY: THE UNWTO PERSPECTIVETOURISM POLICY: THE UNWTO PERSPECTIVEAnalysis of Tourism Policy Plans

Australia Brazil Chile USA Spain India México South Africa

Analysis 4 2 0 0 0 3 0 4 2Management 4 2 0 0 0 1 0 3 1Analysis 3 2 0 0 2 3 2 4 2Management 4 2 1 0 2 0 3 2 2Analysis 2 3 0 0 2 1 3 2 2Management 2 2 0 0 2 1 2 3 2Positioning 5 5 1 3 3 2 3 4 3

Dimensioning 1 0 0 0 0 2 0 3 0

Quality 2 1 2 0 3 1 3 3 2Efficiency 2 2 0 0 0 1 1 3 1Satellite Account 4 0 0 0 2 0 0 0 0

Statistics 4 1 0 3 4 0 3 2 2Analysis 4 3 1 0 4 0 3 2 2Management 2 4 2 2 3 3 3 2 3Space 0 0 0 4 1 0 5 4 2Time 3 3 1 3 4 2 3 4 3Financial Type 1 4 0 3 2 1 2 3 2

Legal Type 2 4 0 3 1 2 1 3 2K. Management 3 1 1 1 3 2 3 2 2

Creation of K. 5 1 0 2 2 0 3 2 2

Dissemination of K. 4 0 2 2 2 1 3 1 2

Application of K. 3 1 1 0 2 0 2 2 1

RESOURCES

PRODUCTS

SUPPORT SYSTEMS

PROMOTION

INFO. SYSTEMS

ACTORS

ELEMENTS

Source: Hermes Institute (2004)

COUNTRIES

SPATIAL SCOPE FUNCTIONS

SUPRANATIONAL

NATIONAL

REG / LOCAL

GLOBAL BROTH / KNOWLEDGE

BUDGET / NORMS / KNOWLEDGE

NEW TOURISM POLICY L/L

1. ANALYSIS: STRUCTURE, DYNAMICS, BROTH

2. POLICY: P + Q + E

2.1. GOAL SETTING

2.2. MANAGEMENT

2.3. FEED BACK

3. BUILDING CAPACITY: KM /HRD

UNWTO PROGRAMME OF WORK

2008 - 2009

UNWTO PROGRAMME OF WORK

2008 - 2009

INNOVATIONS

Stronger integration with UN System

Greater coherence and clustering

Better and more flexible, coordinated response to the Members’ needs and regional specificities

Necessary synergies reinforced within a Governance framework

Better evaluation of the results achieved

Higher inclusion/presence of information and communication technologies

Four strategic objectives reflecting the challenges approved by Executive Council

16 specific objectives

57 areas of activity

Expected outputs

Indicators to evaluate outputs and outcomes

NEW STRUCTURE OF THE PROGRAMME

HOW TO READ THE PoW 2008-2009?

APPLICATIONS TO THE

REGION OF EUROPE

APPLICATIONS TO THE

REGION OF EUROPE

“Ensure the continuous improvement of competitiveness of destinations, through updated information and data on market trends, preparedness to face crises and adequate evaluation of the economic contribution of tourism, highlighting its significance.”

This objective intends to respond to Members’ short term needs, improving competitiveness and risk preparedness

13 areas of activity and some 70 specific actions

STRATEGIC OBJECTIVE A

“Promote the sustainable development of tourism in Member States in line with the Global Code of Ethics, to contribute to the Millennium Development Goals and to worldwide socio-economic development.”

This objective intends to ensure sustainable development and respond to long term needs

STRATEGIC OBJECTIVE B

“Ensure that governments, the NTAs, tourism destinations, the private sector and other tourism stakeholders: a) benefit from the necessary education and training tools, b) establish suitable partnerships and collaboration frameworks, c) set up proper governance structures and management systems to optimize results and ensure adherence to the Global Code of Ethics, and d) obtain the necessary technical assistance and financing support.”

This objective intends to promote partnerships, human resource development and proper governance within the sector

STRATEGIC OBJECTIVE C

“Support UNWTO members in the fields of information technologies, management techniques, documentation and the use of latest available technologies to enhance the image of the tourism sector and that of the Organization, directly and through its partnerships.”

This objective intends to provide information technology advice and image-building support to Members

STRATEGIC OBJECTIVE D

Studies, compilation of information (stats., etc.), research, etc.

Dissemination, capacity building and general support to Member States (publications, seminars, etc.)

Specific assistance to members (technical cooperation, ST-EP missions or projects, etc.)

Cooperation and joint actions with other UN agencies, etc.

TYPES OF ACTION

THE UNWTO REGIONAL

REPRESENTATION FOR EUROPE:

THE FUTURE

THE UNWTO REGIONAL

REPRESENTATION FOR EUROPE:

THE FUTURE

FUTUREContinue the work that has been done thus far.

Define a strategy and focus on it. Work on the pursuit of excellence in Tourism Policy and Tourism Governance in Europe.

FUTURE Establish general lines for a MISSION:

To serve European UNWTO Member Countries in achieving ever greater standards of performance in

Tourism Policy and Tourism Governance by establishing adequate contents in the UNWTO

Programme of Work. These contents should relate to the common objectives of Tourism Policy, such as

development, mitigation of climate change, employment and other Millennium Development Goals,

and the use of tourism to assist other public policy objectives.

OBJECTIVESOBJECTIVES

OBJECTIVES Maximize participation of, and benefits for, the

European UNWTO Member States.

Create a strategy and a subsequent programme of work based on the state of the art in Tourism Policy and Tourism Governance.

Benefit from the synergies that exist between the UNWTO Programme of Work and external institutions and businesses for the execution of the contents of the strategy and the Programme of Work.

RANGE OF ACTIONSRANGE OF ACTIONS

RANGE OF ACTIONS Assist Member States in the development of strategies

in the context of turbulent markets.

Use instruments addressing the issues of quality and customer satisfaction.

Prepare and implement programmes concerning the creation of value such as innovation in technology areas, human resource development and leadership, capacity building for public officials, reengineering processes in the public sector, new products, etc.

SPECIFIC PRODUCTS PROPOSEDSPECIFIC PRODUCTS PROPOSED

SPECIFIC PRODUCTS PROPOSED (1)

1 DAY CONSULTATION on matters of Tourism Policy and Governance. This should be a direct dialog between public officials of Member States and the UNWTO Regional Representation for Europe to establish a framework for action. In the UNWTO Headquarters and/or in country.

PROGRAMME FOR JOINT ACTION IN THE DEVELOPMENT OF TOURISM POLICY AND STRATEGY. This programme intends to assist specific Member Countries in the development of conceptual and practical frameworks for best practice in Tourism Policy and Strategy. The programme considers as well issues of implementation in specific institutional frameworks and the necessary inputs of physical, human and financial resources.

PREPARING TPS FRAMEWORKS

GREEN PAPER

WHITE PAPER

STRATEGY &

COMPETITIVENESS PLAN

MASTER

INSTITUTIONAL FRAMEWORK

PHYSICAL

FINANCIALRE

GOVERNANCE IN TOURISM POLICY AND STRATEGY

Public Sector

Private Sector

Tourism Analysis

Strategic Framework

Management Framework

1 WEEK CAPACITY BUILDING PROGRAMME. This is a 30 to 40 hours programme addressing country needs, subregional needs or common European needs. It gives public officials in Member Countries a better understanding of Tourism Policy and strategy instruments and UNWTO capacities in this area. It constitutes a foundation to set courses of action.

CAPACITY BUILDING AND ACTION AREAS (i)

CAPACITY BUILDING AND ACTION AREAS (ii)

CAPACITY BUILDING AND ACTION AREAS (iii)

Specific UNWTO PRACTICA for the European Region.

2 – 3 DAY PROGRAMME FOR DIPLOMATS of UNWTO European Member States.

2- 3 DAY PROGRAMME FOR JOURNALISTS AND COMMUNICATORS in UNWTO European Member States.

European PUBLIC OFFICIALS NETWORK with expertise in Tourism Policy.

TOURISM POLICY:

PROF. DR. EDUARDO FAYOS-SOLÀ

REGIONAL REPRESENTATIVE FOR EUROPE

WORLD TOURISM ORGANIZATION

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