Tourism - big and growing ‘Fact s’ (WTO 2005) • 5% world GDP • 6% world export s (and 30% of service export s) • 200m employed • Most t ourist s f rom - and t o - developed nat ions 2/3 of visitor arrivals plus 90% world travel market • Fast est growt h in developing/ t ransit ion st at es Angola 41%; El Salvador 17%, Cambodia 19%, Armenia 41% p.a average 1995-2005 1
2 Sour ce: I UCN/ Eagles et al 2002
3 I nt ernat ional t ourist arrivals 1950-2004 (2020) Sour ce: WTO 2005
4 Sour ce: WTO 2005
5 Sour ce: WTO 2005
‘New’ t ourism Host / dest inat ion market ing Tourist / market • compet it ive advant age • Poor in t ime – r ich in cash • qualit y environment , provision and • Experienced, discriminat ing, service demanding, crit ical • good (niche) market ing/ direct • I ncreasing media exposure (web) communicat ion world-wide • Socioeconomic groups > Separat e • Added value/ mult i-int erest / > int egrat ed act ivit ies f lexibilit y • Single> mult iple act ivit ies; • ‘Second holidays’/ out side Seasonal> all weat her t ourism t radit ional season • Fully packaged t ours > menu of opt imal experience • ‘Unspoilt nat ure’/ cult ural • Mass market ing > t arget ed direct landscapes/ cont act wit h local communicat ion, dat abase, web &c populat ion • Plus, meet ings, incent ives, • Segment ed market s - conf erences, exhibit ions young/ old; f amily/ single &c 6
(Exercise) I dent if y 5 (or more) • St rengt hs/ weaknesses (or) • Opport unit ies/ t hreat s in respect of (sust ainable) t ourism in Slovenia Slovenia Tourism Report 2005 7
Slovenia – f eat ures. : Slovenia is: Slovene t ourism: • Small (20.273 km2) • bb • Few (1.98m = 98/ km2) • 20.4% of tourists • Diverse nat ural envt spent their holidays • Saf e social envt only in Slovenia, • ‘Advanced’ (GDP 72% EU 60.5% only went average), high living abroad and 19.1% st andards, healt h, welf are, travelled both in educat ion Slovenia and • Well geared f or t ourism abroad. Golobiè, Moj ca et al. 2002.. 8
Slovenia Tourism ‘strengths • accessible - position in developing: Europe and membership • motorway construction, of EU new planes f or Adria, • accessible heritage new regular & charter (access traditions, plus 7, 000 airlines marked f ootpaths) • investment in hotels and • great environmental recreational f acilities diversity (mountain, f orest, • regulations on rivers, lakes, coast) • multiple tourist activity accommodation potential (walking, cycling, standards riding, canoeing, raf ting, • local tourist mountaineering, paragliding, golf ) organisations • comparative distinction, competitive advantage source: Van den Broek, 1997, World Tourism Organisat ion, 1998 and ot hers 9
Slovenia Tourism ‘weaknesses’ • • tourism f ocused on Adriatic tourism product unclearly littoral (<50km; decline since ' 92 in def ined or recognised f avour of Croatia; signif icant declines in • unclear image in international Portoroz & Piran) marketplace • and on ' traditional' Alpine • traditional training f or areas (but declines in Triglav, Bled and hospitality trade, lack of Bohinj) tourism entrepreneurship • poor f acilities elsewhere (rural • f unding dif f iculties f or depopulation, little accommodation) marketing and Slovenian Tourist • ‘change’ motorways, local roads Board constantly in construction, huge transit traf f ic • association with Balkan • ‘transition’ privatisation, restitution, instability, vulnerable to f ashion asset- stripping, uncertainty? changes • reaction against tourism • newly unleashed entrepreneurial ' management' sector little inclined to take • a transit country (f or f lows to the long term view of sustainability Adriatic coast of Croatia or the source: Van den Broek, 1997, World Tourism European Alps) Organisat ion, 1998 our 2004 course & ot hers 10
Slovenia Tourist motivations 30% • Nat ure/ alpine count ryside/ t ranquillit y • People/ hospit alit y • Unspoilt / unt ourist ic • Hist ory/ t radit ions • Cheap • Food & wine 6% source: Van den Broek, 1997 11
Slovenia Tourism trends • t ourist s move f rom one long holiday t o mult iple holidays (not necessarily in Slovenia) • visit ors demand a higher level of service, including bet t er hot el rooms and an unspoilt environment • ' polit ical and business segment ' increased cf package holidays • st rong increase in independent t ravellers • st eady increase in spending • increase in share of repeat visit ors • int ernat ional t ourist arrivals grow by 15% pa 1995- 2000; 10% pa 2000-2001; overall GDP growt h 8.3% pa (but not yet reached mid-1980s levels) predict ed 8% pa average t o 2050 source: World Tourism Organisat ion, 1998:137 12
ST- environment Opport unit y Threat • environment al resource & local • t ourist s value only part icular charact er is t he basis f or aspect s, and impose t heir own t ourism expect at ions • so has great er value t o local • valued f eat ures of t en f rozen in communit ies, who have an museum ‘past iche’ & ot hers incent ive t o prot ect it of t en devalued • and t ourist income provides t he • t ourist numbers damage sit es f unding t o do so and f eat ures • visit ors gain knowledge, • visit ors seldom underst and or underst anding, commit ment care about underlying det ail • t ourist s demand high • whole environment may suf f er environment al st andards - good det riment of inf rast ruct ural pract ice spreads development • t ourism replaces pollut ing agri • t ourism consumes resources & indust rial pract ices and pollut es generally 13
Tourism and the environment 4 main links: • component s/ f eat ures of t he nat ural resource (as t he basis f or a market able t ourism at t ract ion or product ) • impact s of t ourism operat ions on t he environment (and management in order t o minimise or reduce t hem) • economic or mat erial cont ribut ion of t ourism t o conservat ion (direct and indirect ) • at t it udes of t ourist t owards t he environment (including environment al educat ion of and by t ourist operat ors) Source: Buckley 1994 14
ST- environment t o check! • what legal prot ect ion exist s, and what has been applied • what mechanisms f or enf orcement and are t hey ef f ect ive? • are t here exist ing plans, and/ or administ rat ive & implement at ion procedures? • what educat ional/ int erpret at ive provision? • any communit y involvement & commit ment ? (if inf ormat ion unavailable advocat e t he Precaut ionary Principle?) 15
ST- economy & polit ical Opport unit y Threat • servicing t ourism produces • local employment pat t erns diversif ied employment & j obs dist ort ed and t radit ional occupat ions dest royed • t ourist spend sust ains economy and local • pot ent ial t ourist income communit ies usually appropriat ed elsewhere • openness t o out side cont act and ideas enhances civil • t ourist s seldom underst and or societ y, care about local polit ics or • empowerment t hrough issues involvement in t ourism policy • government s may use t ourism and planning t o hide repression; local democracy and account abilit y reduced. 16
Tourism and the economy • t ourism creat es j obs but also displaces t hem – eit her t hrough direct compet it ion or t he displacement of employment opport unit ies elsewhere • of t en, income does not circulat e t hrough t he local economy; it may be ret ained by t he t ourist ent erprise; and t he ‘spend’ is of t en r emot e f rom t he host count ry • There may be a rest ruct uring of employment t owards low skill, low wage, and of t en f ew opport unit ies f or t he communit y as a whole t o benef it . • knock- on ef f ect s may include local resident s being banned f rom areas or act ivit ies which are seen t o int erf ere wit h t he t ourist experience; impact s on wage levels ext end t o t he wider economy • t ourism is a not oriously f ickle indust ry - highly sensit ive t o nat ional and int ernat ional economic changes and also t o local changes in f ashion. The consequences of a downt urn f or t he local economy can be devast at ing. 17
ST- economy t o check! • what exist ing employment prof iles and t rends? • evidence of local spend/ local businesses? • skills & t raining/ career enhancement ? • mechanisms f or recycling t ourism income (visit or payback, predicat ed t axes)? • learning about / engagement wit h polit ical realit ies? (if inf ormat ion unavailable advocat e t he Precaut ionary Principle?) 18
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