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Tourism Industry in the SEE
Dragana DjuricaRegional Cooperation Council
Sarajevo Business Forum15 May, 2014
Sarajevo
Integrated growth
deeper regional trade and investment linkages and
policies enhancing the flow of goods, investment, services
and persons
Smart growthcommitment to compete on
value added, promoting knowledge and innovation
across the board
Sustainable growth
enhancing competitiveness, entrepre-neurship and a
commitment to greener and more energy-efficient
development
Inclusive growthskills development,
employment creation and labour market participation by
all, including vulnerable groups and minorities
Governance for growth
improving the capacity of public administrations to
strengthen the rule of law and reduce corruption so as to create a business-friendly
environment
SEE 2020Vision
Five pillars of SEE 2020
Prioritization through sectors
Sectors of mutual regional importance selected withinthe SEE 2020 Framework
►Food and Beverages Processing
►Tourism
Prioritization through sectors
integrated
smart
sustainable
inclusive
governance
Prioritize removal of trade barriersLiberalize services (e.g. integrated logistics services) Incentivize investments and promotion at the global level of the given sector
Identify regional skills-gaps and skills mismatches within the sector with an objective to install mutual recognition arrangements for the given profession
Prioritize infrastructure investment geared towards supporting the value chain
Mutual recognition arrangements
Piloting alternative dispute resolution methods for the given sectors
EXAMPLE: FOOD PROCESSING AND BEVERAGE
SEE Tourism Expert Group
Government: Ministries of Economy/Tourism
National Tourism Boards Promotion Agencies Business Sector OECD, Regional Organizations
Main Challenges in the SEE Tourism
Human resources: education and training
Marketing, strategy and branding
Economy Ministry or department in charge of tourism
Budget of the ministry or department (year)
Albania Ministry of Urban Development and Tourism
EUR 12.7mn for the whole ministry (2010, budget of the former ministry)
Bosnia and Herzegovina
Croatia Ministry of Tourism EUR 31mn (2010) for the Ministry
Kosovo Ministry of Trade and Industry: Department of Tourism and Hotel
FYR Macedonia
Ministry of Economy: Tourism Department and the Agency for Promotion and Support of Tourism
EUR 1mn for the Tourism Department
Montenegro The Ministry of Sustainable Development and Tourism
EUR 11.9mn (2011) for the Ministry
Serbia Ministry of Economy and Regional Development- Sector for Tourism
EUR 44.2mn (2010) for tourism promotion and development
The governments of SEE have prioritized tourism
OECD (2012), OECD Tourism trends and policies, OECD, Paris.* This designation is without prejudice to positions on status, and is in line with UNSCR 1244 and the ICJ Opinion on theKosovo declaration of independence. Hereafter referred to as Kosovo.
7
Tourism contribution to the SEE economy
Source: UNTTC Tourism database8
HRV ALB MNE BIH SRB MKD0%
5%
10%
15%
20%
25%
30%
Travel and tourism share in GDP (% of GDP), 2013
Direct Contribution to GDP
SEE average- total con-tribution
HRV ALB MNE BIH SRB MKD0%
5%
10%
15%
20%
25%
30%
35%
Travel & tourism share in employment (% of employ-
ment), 2013
Direct Contribution to Employment Total Contribution to Employment
SEE average- total contribu-tion
6% of GDP in the SEE region
Source: UNTTC Tourism database
HRV ALB MNE BIH SRB MKD BGR ROU0%
2%
4%
6%
8%
10%
12%
14%
Contribution of travel and tourism sector to GDP (% of GDP), 2013
Direct Contribution to Employment SEE average
9
6% of employment in SEE
HRV MNE ALB BGR BIH ROU SRB MKD0%
2%
4%
6%
8%
10%
12%
14%
Contribution of travel and tourism sector to employment (% of employment), 2013
Direct Contribution to Employment SEE average
Source: UNTTC Tourism database10
Receipts from tourism fell as a result of the financial crisis and are slowly recovering
Source: World Bank Development Indicators 2014No data available for Kosovo
2006 2007 2008 2009 2010 20110
2000000000
4000000000
6000000000
8000000000
10000000000
12000000000Receipts from international tourism (current
USD)
ALB BIH HRV MNE SRB ROM BGR
11
Financial crisis
Strong seasonal demand fluctuations
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000Number of nights spent per month, 2012
BulgariaCroatiaRomaniaMontenegroSerbia
Demand for the number of nights spent is particularly high in the summer months for Croatia and Montenegro. Tourism in Serbia is less affected by seasonality.
Source: Eurostat12
Even though domestic arrivals account for 63% of the total, spending by domestic tourists only accounted for about 40% of total tourism spending in Serbia.
In Serbia, foreign visitors tend to spend more while traveling
Domestic tourism – vast share of the demand
International tourist arrivals (millions)
Domestic tourist arrivals (millions)
Croatia (2012) 10.4 5.6
FYR Macedonia (2012)
0.35 0.31
Serbia (2011) 0.76 1.3
Source: WTTC, “Serbia Travel and Tourism Development Potential 2011-2013” OECD (2014), OECD Tourism Trends and Policies 2014, OECD Publishing, Paris 1
3
International tourist arrivals are increasing
Source: World Development Indicators14
International tourists arrivals upward trend since the mid 1990’s
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
0
2,000
4,000
6,000
8,000
10,000
12,000
International tourist arrivals (thousands)
ALBANIA BOSNIA AND HERZEGOVINACROATIA MACEDONIA, FYRMONTENEGRO SERBIA
Source: WTTC Tourism database15
International tourists predominantly come from neighbouring countries
Share of international arrivals, 2010
CountryShare of international arrivals; top 5 economies
Share of all neighbouring economies
Albania
Kosovo * 48.8%
75.2%FYR Macedonia * 11.4%Italy 5.2%Montenegro * 5.1%Greece * 4.7%
Croatia
Germany 16.7%
54.6%Italy 11.2%Slovenia * 11.2%Austria 8.9%Czech Republic 6.7%
FYR Macedonia
Greece * 10.2%
44.1%Turkey 7.7%Serbia * 13.7%Bulgaria * 5.9%Albania * 6.5%
Serbia
Slovenia 9.8%
37.1%Bosnia and Herzegovina * 9.3%Croatia * 6.8%Germany 6.3%Italy 5.0%
A * indicates that the country shares a border with the country visitedSource: OECD (2012), Tourism Trends and Policies 2012, OECD Publishing, Paris
16
Leisure travel spending has increased significantly in SEE, unlike business
travel
Source: WTTC Tourism database17
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 20130
2
4
6
8
10
12
14
16
18
20Leisure and business travel spending, USD bn
Leisure travel, SEE Business travel, SEE
Croatia and Serbia attract most leisure travel and Croatia and Albania most
business travel
Croat
ia
Bulga
ria
Roman
ia
Serb
ia
Alban
ia
Mon
tene
gro
Bosnia
Herze
govin
a
Mac
edon
ia0
2
4
6
8
10
12
14
Leisure travel spending, USD bn, 2013
Roman
ia
Bulga
ria
Croat
ia
Alban
ia
Bosnia
Herze
go...
Mon
tene
gro
Mac
edon
ia
Serb
ia0.0
0.5
1.0
1.5
2.0
2.5
Business travel spending, USD bn, 2013
Source: WTTC Tourism database18
Strengths
SEE Tourism - Strengths
Location and proximity to Europe as the highest-spending region on tourism
Large diversity in natural habitat/ natural resources (offer potential for different kinds of tourism)
Rich cultural heritage
Diverse tourism offer
Favourable and diverse climate
Hospitality
Some economies are price competitive in the tourism sector
Offers
SEE Tourism - Offers
Cultural heritage tourismHealth tourismFaith tourismAdventure/recreation tourismSun and beach tourismWinter tourismCity Break tourismEcotourism Agro tourism
SEE offers diverse landscapes and climates
A coastline of almost 7000km (Croatia, Bosnia and Herzegovina, Montenegro, Albania)
More than 1,200 islands mostly along the Croatian Adriatic coast
Beaches and IslandsMountains and hills• Many hilly and mountainous areas, e.g.
Dinaric Alps, the Šar Massif, the Pindus Range, the Albanian Alps, the Balkan mountains
• Some of the least-touched alpine regions on the continent
• A network of 35 national parks and around 150 protected natural areas
Favourable Climate
• Mediterranean climate along the coast
• Mild winters at the coast and in the Southern part of the region
• Snowy winters in the mountains (ski tourism)
Source: UNESCO (2014), “World Heritage List”21
Selected Examples
Natural sites on UNESCO World Heritage List
Croatia: Plitvice Lakes National Park FYR Macedonia: Natural
and Cultural Heritage of the Ohrid region
Montenegro : Durmitor National Park
Source: UNESCO (2014), “World Heritage List”22
The SEE region also offers numerous UNESCO cultural sites
Country SiteAlbania Butrint
Albania Historic Centres of Berat and Girokastra
Bosnia and Herzegovina Old Bridge Area of the Old City of Mostar
Bosnia and Herzegovina Mehmed Paša Sokolović Bridge in Višegrad
Croatia Historical Complex of Split with the Palace of Diocletian
Croatia Old City of Dubrovnik
CroatiaEpiscopal Complex of the Euphrasian Basilica in the Historic Centre of Poreč
Croatia Historic City of Trogir
Croatia The Cathedral of St James in Šibenik
Croatia Stari Grad Plain
Kosovo Medieval Monuments in Kosovo
The FYR Macedonia Natural and Cultural Heritage of the Ohrid region
Montenegro Natural and Culturo-Historical Region of Kotor
Serbia Stari Ras and Sopoćani
Serbia Studenica Monastery
Serbia Gamzigrad-Romuliana, Palace of Galerius
Source: UNESCO (2014), “World Heritage List”23
I
FESTIVALS IN THE REGION
HOUSES WITH TRADITION IN THE REGION
HAMAMS/SPA IN THE REGION
BRIDGES OF THE REGION (symbolic meaning for the regional cooperation)
CASTLES, FORTRESSES, MONASTERIES OF THE REGION
ARCHEOLOGICAL SITES
STORIES FROM THE REGION
CELEBRITIES FROM THE REGION TRADITIONAL FOOD, MUSIC, CRAFTS, WAY OF LIVING IN THE REGION
(PROMOTING DIVERSITY) THE HISTORY OF YOUGOSLAVIA MONUMENTS OF THE WORLD WAR II FILM LOCATIONS CARNIVALS – MASKS OF THE REGION PILGRIMAGE - CHURCHES AND MOSQUES OF THE REGION
A Bridge Between Macroregions Regional Cooperation for European Integration
SEE Cultural Tourism
SEE Tourism – high potential for investors
Availability and diversity of investment opportunities
Competitive costs
Potential for tourism growth and increased market share
Investment incentives
Added value:
increased marketing
and branding
thank you
RCC SecretariatTrg BiH 1/V, 71000 SarajevoBosnia and Herzegovinahttp://www.rcc.int