Today’s travel and tourism industry environment is more complex, volatile, and competitive than ever before. Most European Union member states have acknowledged that today’s challenges within the sector of tourism are not those faced a couple of years ago

Nevertheless, travellers’ tourism consumption patterns create both new challenges and opportunities to the world’s tourism industry.

Statistics are proving to be positive within the tourism sector; in fact 2011 has been marked as a year of consistent improvement. A recently published Eurobarometer survey revealed that the European tourist-accommodation sector reached record numbers in the EU 27 in 2011, surpassing pre-crisis results.

According to Antonio Tajani, European Commissioner responsible for Industry and Entrepreneurship, these results are a sign of Europe’s overall economic recovery. This is beneficial to both the local and European industry in terms of economic investment since tourism is estimated to generate over 5% of the EU’s gross domestic product (GDP) and provides jobs for around 10 million people.

The results of the Eurobarometer identify the preferences of travellers from EU member states as well as citizens from some of the EU’s neighbouring countries. Of those interviewed, the majority are confident travellers, who prefer arranging their holidays by themselves, but still rely on recommendations from family and friends about where to go. Indeed, “word of mouth” was relevant to 52% of travellers, more than internet websites (40%). 48% of those who went on holidays in 2011 travelled for rest and recreation purposes, whilst 28% claimed that they travelled to visit family and friends.

The majority of respondents (90%) were satisfied with their choice of destination and with the quality of the accommodation, whilst 50% would go back to the same place, for its natural features. Spain was the most visited country in 2011 (11%), followed by Italy (9%), France (8%), Germany (5%), Austria (5%) and Greece (4%). With 73% of the respondents saying that they will not give up to their holidays despite the crisis, the outlook is positive for this year as well. In fact, according to Eurostat, tourism will become the economic driver this year.

Last month, the Ministry for Tourism, Culture and the Environment launched a consultation process on a National Tourism Policy 2012-2016 presenting a framework to create higher-value added, higher-quality, and excellence in tourism. The policy aims at encompassing visions, goals, strategies and actions for this important industry. It seeks to meet the consumers’ demands for ‘quality of experience’ leading to increased competition within the industry for an improved quality of service.

Tourism was one of the subjects discussed during an extraordinary meeting, organised by Meusac and the European Parliament Office in Malta, of members of Meusac’s Core Group and the Sectoral Committees with the Maltese Members of the European Parliament (MEPs). Joseph Cuschieri, a Member of the European Parliament sitting on the Transport and Tourism Committee, highlighted the importance that tourism has on the Maltese islands. He spoke about the Communication adopted by the European Commission in 2010 aimed at making Europe “the world’s No 1 tourist destination”, adding that the European Parliament welcomed this Communication as a good starting point for the development of an EU strategy on tourism. However, the European Parliament stressed the need for close cooperation between the EU, international, national, regional and local authorities, and between the institutions and stakeholders in the sector with a view to addressing cross-cutting tourism-related issues.

MEP Cuschieri also spoke about the Commission consultation for a European Charter for Sustainable and Responsible Tourism aimed at boosting enterprises working within the field of tourism. The charter is aimed at encouraging sustainable and responsible tourism policies and actions across Europe, by providing a common reference point for all stakeholders in tourism.

The recovery of the tourism sector following the problems experienced in recent years is vital since it generates employment opportunities and promotes the linguistic and cultural patrimony of the EU. If Europe is to become the world’s top tourist destination, the EU needs to strengthen European tourism through a “European brand”. Branding will help European destinations to better stand out and compete with other international destinations.

Kurt Formosa – Executive

(EU Policy and Legislation)