Maria Damanaki, Member of the European Commission, Maritime Affairs and Fisheries
The European Commission presented in February a new strategy to support coastal and maritime tourism in Europe.
Coastal tourism includes beach-based tourism and recreation activities (e.g. swimming, surfing, etc.), and other recreation activities in coastal areas (e.g. aquariums). Maritime tourism covers water-based activities (e.g. boating, yachting, cruising, nautical sports) and includes operations of landside facilities (chartering, manufacturing of equipment and services). In geographical terms coastal areas are defined as those bordering the sea or having at least half of their territory within 10km of the coast. Coastal and maritime tourism has been highlighted as one of the sectors with a high potential for growth and jobs in the EU’s Blue Growth Strategy.
Due to its economic weight and its direct and indirect impact on local and regional economies the Coastal and Maritime Tourism has a great potential for jobs and growth, particularly for remote regions with otherwise limited economic activities. However, coastal destinations face a number of challenges which affect its further development. Whilst any of these problems also affect other tourism activities, they are exacerbated in coastal and maritime tourism:
- Fragmentation of the sector with a high proportion of SMEs
- Limited or no access to finance
- Lack of innovation and diversification
- Increased worldwide competition
- Volatility of demand and seasonality
- Mismatch of skills and qualifications
- Growing environmental pressures.
In 2010 the Commission, with the support of the Council and the European Parliament, launched the Communication "Europe, the world's No 1 tourist destination" which includes a reference to the need for developing a strategy on sustainable coastal and marine tourism. The 2012 Blue Growth Strategy highlighted coastal and maritime tourism as one of the five focus areas in the ‘blue economy’ to drive jobs in coastal areas.
Recognising the sector's potential for sustainable growth and job creation, the strategy outlines 14 EU actions to help coastal regions and businesses tackle the challenges they face and strengthen the sector's position as a key driver of Europe's blue economy. These concrete actions are accompanied by a break-down of the tasks that Member States, Regions and industry stakeholders can undertake to complement the EU actions.
The proposed actions include facilitating closer cooperation and dialogue across Europe between all coastal tourism stakeholders, public-private partnerships, promoting skills and innovation, promoting ecotourism, and creating an online guide to funding opportunities to help drive investment. Member States, regional authorities and the industry will be central to the design and implementation of the actions.
For example, the Commission proposes to:
- Develop an online guide to the main funding opportunities available for the sector (particularly SMEs).
- Promote a pan-European dialogue between cruise operators, ports and coastal tourism stakeholders.
- Develop a coastal and maritime focus, where appropriate, in EU tourism initiatives, including promotional and communication campaigns.
- Support the development of trans-national and interregional partnerships, networks, clusters and smart specialisation strategies.
- Stimulate innovative management schemes through the ICT and the Tourism business portal.
- Seek to improve data availability and completeness in the coastal and maritime tourism sector.
- Promote ecotourism and encourage linking to other sustainability actions.
- Promote strategies on waste prevention, management and marine litter to support sustainable coastal and maritime tourism.
- Undertake research to understand how to improve island connectivity, and design innovative tourism strategies for (remote) islands accordingly.
- Identify innovative practices for marina development through a specific study.
The proposed strategy framework offers a coherent response to the challenges facing the sector by complementing and adding value to existing initiatives by Member States, regions and other stakeholders. Member States, who have the primary competence on tourism, are invited to develop and implement national and regional strategies, make use of the available funds, and exchange best practice. The strategy seeks to promote transnational and inter-regional partnerships, dialogue and cooperation, whilst building coastal and maritime tourism issues into existing programmes and policies. The industry and stakeholders are invited to develop new business models as well as innovative and diversified products to strengthen the sector’s response capacity and growth potential. The proposed actions also aim to enhance the accessibility, connectivity and visibility of the tourism offer and to promote sustainability by curbing the environmental impact of tourism activities.
European Commissioner for Maritime Affairs and Fisheries, Maria Damanaki, said: "Coastal and maritime tourism was identified in our 'Blue Growth' strategy as one of the key drivers for creating growth and new jobs, particularly in our coastal areas which often suffer from high unemployment. As the largest maritime economic activity and the economic backbone of many of our coastal regions it is our responsibility to help this sector develop and prosper."
Vice-President of the European Commission and European Commissioner for Industry, Entrepreneurship and Tourism, Antonio Tajani said: “I consider Tourism a fundamental economic leverage for growth in Europe, around which to build dedicated, consistent and integrated policies. A targeted strategy on coastal and maritime tourism highlights the potential of this important sector of tourism and the role it can play to fight unemployment, in particular among young people".
Despite its undoubted potential, the sector faces a number of challenges which the strategy seeks to address. These include gaps in data and knowledge, volatile demand, high seasonality, a lack of adequate skills and innovation, and difficulties accessing financing. The actions in the strategy unveiled today focus on helping the sector overcome these obstacles and create an environment which will attract investment. At the same time, it will make the sector's activities sustainable, preserve natural and cultural heritage, reap significant economic and environmental benefits, and help make the sector more competitive globally.
Coastal and maritime tourism includes beach-based and nautical, cruising or boating tourism and is an essential driver for the economy of many coastal regions and islands in Europe.
It is the largest sub-sector of tourism, the largest single maritime economic activity and the key economic driver in many coastal regions and islands in Europe. It employs almost 3.2 million people; generating a total of € 183 billion for EU's GDP (2011 figures for 22 EU Member States with a coast, without Croatia). Almost one third of all tourism activity in Europe takes place in coastal regions, and around 51 % of bed capacity in hotels across Europe is concentrated in regions with a sea border.
In 2012, cruise tourism alone generated a direct turnover of €15.5 billion and employed 330,000 people whilst European ports had 29.3 million passenger visits. Over the past 10 years, the demand for cruising has roughly doubled worldwide whilst the cruise industry grew in Europe by more than 10% each year.
In 2012, the boating industry (boat builders, equipment manufacturers for boats and water sports, trade & services such as chartering) was made up more than 32,000 companies in Europe (EU not including Croatia, European Economic Area and Switzerland), representing 280,000 direct jobs.
According to the UNWTO Annual Report 2012, tourism is a growing business, and Europe is the world’s n° 1 tourism destination. There were 534 million tourist arrivals in Europe in 2012, up 17 million from 2011 (52 % of arrivals worldwide) whilst revenue reached € 356 billion (43% of the world total).
Unlocking the potential of coasts and seas would contribute to the wealth and well-being of coastal regions and the EU's economy in general, while ensuring a sustainable and long-term development of all tourism-related activities.
Implementation of the strategy’s concrete actions will follow in the coming months.
For more information
- Coastal tourism webpage on Directorate General Maritime Affairs website.
- Tourism webpage on Directorate General Enterprises and Industry website.
- Questions & Answers on the European Strategy for Coastal & Maritime Tourism.
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