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TOURISM & THE CREATIVE ECONOMY: Source of growth and jobs
5th Annual Tourism Policy Workshop
Dromoland, Ireland, 21-23 November 2014
Jane Stacey
Policy Analyst
Statistics
and
Indicators
Tourism
Policy
Horizontal
work &
cooperation
Measuring and
comparing: Tourism
Trends and Policies
Thematic and country reviews (e.g. Italy, Food)
Multi-stakeholder involvement
(e.g. WEF, universities, research centres)
Whole of government OECD
approach: connecting with other
policies
International cooperation (e.g.
UNWTO, ILO, UNEP, APEC, EU )
Tourism Satellite Account
Global forum on tourism statistics
Analysing, and giving
advice: Policy
recommendations &
support for tourism
reforms
Long-term tourism
strategies
OECD’s integrated approach to tourism
Evaluation of policies
Competitiveness indicators
OECD horizontal approach (environment, education, skills, labour,
transport, innovation)
2
Main OECD activities on tourism
• Monitoring tourism policies and measuring performance
• Effective policies for tourism growth
• Quality jobs in tourism
• Transport, mobility and tourism
• Financing approaches to support tourism SMEs
• Large-scale events (trade, sports) and economic development
• National and regional tourism policy reviews
Direct contribution of tourism in OECD-G20
economies
Domestic tourism economy is significant
Inbound
tourism
consumption
22%
Domestic
tourism
consumption
78%
Growing awareness of value and contribution of domestic tourism with countries taking measures to stimulate their domestic market In 6 OECD countries, domestic tourism consumption exceeds 78%:
• Canada • Germany • Japan • Mexico • United Kingdom • United States
OECD-WTO Trade in Value Added
How much does tourism add to economies?
6
Not all tourism expenditures result in domestic value added…
…but their domestic value added share is higher than average
0 -
100 -
%
0 -
100 -
%
Source: Calculated from TiVA and TSA, 2009
Upstream effects of tourism expenditures
On average, 1 € of VA in tourism related industries results in 56 cent VA in upsteam industries, distributed as follows
7 Source: Calculated from TiVA and TSA, 2009
OECD countries play a leading role in the
international tourism economy
• OECD countries account for over half of international tourism arrivals (57%), receipts (59%), expenditure (54%)
• Growth in arrivals to OECD has slowed, growing by +1.9% p.a. between 2008-2012, compared to +2.9% globally
• Growth in receipts to OECD grew by +0.7% p.a. over the same period, compared to +3.4% globally
• EU28 account for around a third of global travel receipts (35%) and expenditure (31%), but arrivals growth is more moderate (+1.5%) than for OECD and world
• Emerging tourism markets, notably Asia Pacific, are driving growth, changing the structure of the global travel market
OECD countries are losing market share – active tourism policies are essential to improve competitiveness and to generate more added value
Creative tourism, a new source of growth & jobs
• Creative industries offer a wide range of opportunities for the growth and development of tourism
• Creative industries include: advertising, animation, architecture, design, film, gastronomy, music, performing arts, software and interactive games, television and radio
• New forms of tourism based on contemporary creativity are emerging, creating new sources of growth and supporting a more innovative approach to tourism
Potential from linking tourism & creative industries
• Increase tourism demand and develop new markets
• Diversify tourism products and enhance experience
• Stimulate innovation, application of new technologies
• Enhance attractiveness, image and quality of destinations
• Extend the ‘reach’ of tourism and the tourism value chain
• Support the creative industries and drive exports
Korea: Culture, creativity and technology
• An integrated approach explicitly recognising the need for convergence between tourism and creative industries
• Korean pop culture contents (known as Hallyu - film, music, fashion, cuisine) has been made available abroad used to improve Korea's image, increase visitor numbers and boost exports
• Economic impact of 'Hallyu tourism' was estimated to be USD 1.5 billion, creating 25,642 jobs in 2010
• Blinking Seoul is a travel application that provides map services, navigation as well as useful and practical information in different languages.
Milan: Innovation and design tourism
• Design used as a stimulus for events and to support place promotion, innovation, product development and experience creation
• Salone Internazionale del Mobile attracted more than 285 000 visitors (60% foreign), and generated an induced spend of EUR 200 million in 2013
• Salone has stimulated other cultural and creative events combined into the Fuorisalone which attracts leisure tourism
• New hospitality design concepts are being developed, re-using urban space in creative ways for tourism – design hotels, pop-up accommodation etc.
Integrated policies needed to capture benefits
• Linkages remain underdeveloped, with few integrated approaches to take advantage of the potential
• Growing use of specific creative industry sectors to attract tourists, but often a ‘silo’ effect
• Creative industries are largely based on intangible content, which generates new challenges compared to tangible culture
• Limited advantage being taken of the full range of technological and innovative potential of the creative industries
Active policies for creative tourism
• Public authorities have an enabling role to play in developing creative tourism, including supporting SMEs, networks and cluster development
• Private sector is leading the development of interesting, engaging creative content to attract visitors – tourism organisations need to be actively involved
• Collaboration between tourism and the creative industries implies a process of knowledge and capacity development to realise mutual benefits
Active policies for creative tourism
• Policies should bring producers and consumers together to co-create value - consumers are actively developing creative experiences and user-generated content
• New technologies and digital media shape and deliver creative content and tourism experiences, as well as connecting elements of the creative value chain
• Branding places and experiences can connect creative activities to destinations, helping to anchor creativity in specific places so tourists visit
To find out more – www.oecd.org/cfe/tourism
http://dotstat.oecd.org/
Publications − Tourism Trends & Policies (2008, 2010, 2012, 2014) − Tourism and the Creative Economy (2014) − Indicators for Measuring Competitiveness in Tourism (2013) − Green Innovation in Tourism (2012) − Food and the Tourism Experience (2012) − Climate Change and Tourism Policy (2011)
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