Date: in 12 pts European Group Tourism by Coach: Driving Seniors´ and out of Season Tourism 8th IRU European Bus and Coach Forum -17 Oct Oscar Almendros European Commission, DG Enterprise & Industry Tourism Policy Unit

Date: in 12 pts Tourism in the EU  Cross-cutting  Transnational sector  Fragmented sector  Mainly SMEs  Contributes to other key objectives of the EU 2

Date: in 12 pts 3 Europe, world´s nº 1 tourism destination  586€ billion revenues 5% of the GDP (dir.) 10% of the GDP (ind.)  1.8 million enterprises  18,8 million workers in 2011; 20,4 mill. in 2022 (WT&TC) 5.2% employment (dir.) 12% employment (ind.) INSERT 3

Date: in 12 pts Legal Framework: competitiveness Article 6 (Lisbon Treaty): the EU can intervene to "support, coordinate or supplement the actions of Member States": Article 6 (Lisbon Treaty): the EU can intervene to "support, coordinate or supplement the actions of Member States": Article 195: in Tourism the EU can complement Member States’ actions to promote competitiveness by: Article 195: in Tourism the EU can complement Member States’ actions to promote competitiveness by:  Encouraging the creation of favourable environment;  Promoting cooperation between Member states, particularly in exchanging good practices. 4

Date: in 12 pts 5 Political Framework Stimulate competitiveness in the European tourism sector. Promote the development of sustainable, responsible and quality tourism. Consolidate the image and profile of Europe as a whole, quality sustainable destinations. Maximizing the potential of policies and financial instruments of the EU aimed at the tourism development. Communication "Europe, world´s nº 1 tourism destination, a new political framework for European Tourism " - COM (2010) 352 5

Date: in 12 pts 6 Major tourism challenges Seasonality on demand Economic, social and environmental sustainability of tourism Diversifying the tourism Offer Changes on the European society Insufficient socio-economic consistent data at EU level Involving all stakeholders in EU actions Lack of cooperation in promotional efforts at EU level Lack of transparency and coherence in quality evaluation schemes Lack of policy coordination 6

Date: in 12 pts Tourism for All  EC ensures universal access to holiday =competitive, sustainable and responsible tourism  EC undertakes trans-national actions to cope with the following challenges:  EXTENSION OF THE LOW SEASON = GROWTH AND JOBS  MAJOR CHANGES AND ECONOMIC CHALLENGES OF THE EUROPEAN SOCIETY (new family structures, single-person households, the increase of life expectancy, additional free time, population ageing…)

Date: in 12 pts Policy Framework of social tourism  COM(2001) 665 final "Working together for the future of European tourism": ensure tourism for all for specific target groups  COM(2003) 716 final “Basic orientations for the sustainability of European tourism”: social inclusion in a sustainable tourism  COM(2006) 134 final “A renewed EU Tourism Policy: Towards a stronger partnership for European Tourism”: exchange of ‘tourism for all’ good practice  COM(2007) 621 final “European Agenda 21 for Sustainable and Competitive European Tourism"

Date: in 12 pts Calypso: Tourism for All 9  Preparatory action “Social Tourism in Europe” named “CALYPSO- Tourism for All” ( )  Action 6 of the EC Communication 352/2010 “ facilitating low-season transnational tourism exchanges between Member States, Regions and other stakeholders, addressing 4 target groups: Pensioners (>65) Youth (18-30years) Disabled people Families facing difficult social circumstances

Date: in 12 pts Calypso: Tourism for All Objectives : Promote the European dimension of social tourism, inviting public and private stakeholders to cooperate, through transnational exchanges in low-season; Promote regional development and generate economic growth across Europe; Improve tourism seasonality patterns across Europe; Create more and better jobs in the tourism sector; Strengthen the European citizenship.

Date: in 12 pts Calypso: Tourism for All 2 Call for Proposals under the Preparatory Action and 1 in 2012 under the EIP (Holiday4all-Danube macroRegion; Off2013 –HU/PL for seniors and families). 10 Projects; 17 MS (Including Serbia and Montenegro) Platform e-Calypso (under PA 2001): "Promoting Social Tourism in Europe through the Development of a Demand – Supply Web Based Platform"

Date: in 12 pts Redefining European Tourism Policy Keeping Europe's No. 1 destination worldwide New political momentum (Mission for Growth, EU Strategy 2020, Small Business Act, MFF ) Stimulate competitiveness: Focus on Growth and Employment Integral associations of actors: Partnership between public/ private stakeholders

Date: in 12 pts The objectives of tourism in the EU I. Promoting Europe: Tourism demand II. Europe as a destination of excellence: Tourism offer III. Tourism as an engine to exit the crisis: Skills, innovation, accessibility and better access to finance STRATEGIC ROAD MAP

Date: in 12 pts Integration of tourism policies and major EU financial instruments 1.Impact of other EU policies: visas (HOME) Services Directive (MARKT), Package Travel Directive (JUST), Transport (MOVE), Employment (EMPL), Rural Development (AGRI), Trade (TRADE) Emissions (climate) Maritime and Fisheries (MARE), Education and culture (EAC), etc... → 2.EIP / CIP → ± € 6.5 million in 2013 → 3.Preparatory PE (transnational cultural tourism products and accessibility) → 3 million € ( ) 4.Extra financial multiannual sectoral programs such as: LIFE + (Environment) Creative Europe, Erasmus for All (Education and Culture) Lifelong learning, Leonardo(Education and Culture) 5.European structural and regional funds 1.Impact of other EU policies: visas (HOME) Services Directive (MARKT), Package Travel Directive (JUST), Transport (MOVE), Employment (EMPL), Rural Development (AGRI), Trade (TRADE) Emissions (climate) Maritime and Fisheries (MARE), Education and culture (EAC), etc... → 2.EIP / CIP → ± € 6.5 million in 2013 → 3.Preparatory PE (transnational cultural tourism products and accessibility) → 3 million € ( ) 4.Extra financial multiannual sectoral programs such as: LIFE + (Environment) Creative Europe, Erasmus for All (Education and Culture) Lifelong learning, Leonardo(Education and Culture) 5.European structural and regional funds

The Increase of the Tourism Demand: Calypso Plus "Tourism for Senior" Potential market:  125 million senior citizens (>55 years old) in Europe.  25% of the EU population.  Leisure time, higher life expectancy, better health and expending power than previous generations.  Not fullty exploited (only 41% travel). 15

The Increase of the Tourism Demand: Calypso Plus "Tourism for Senior"  Calypso projects (EST, SOWELL, URTS, HEALTOUR, OFF2013),  When started: VP Tajani sent a letter to all EU Tourism Ministry in May '12  What was done: 2 technical meetings ( ) First Call for Proposals on Seniors 16

The Increase of the Tourism Demand: Calypso Plus "Tourism for Senior" Call for Proposals Senior Initiative.  Publication: June 2013  Budget Line: EIP Program  Budget: 1 million €  Co-financing: 70%  Implementation period: 18 months from January 2014  Submmited Applications: 57 17

The Increase of the Tourism Demand: Calypso Plus "Tourism for Senior" Next steps:  Pilot Initiative "Europe the best destination for Seniors", aiming at increasing senior tourist flows, during low/medium seasons, between European countries and/or from third countries.  European and International dimension.  1st Workshop on seniors, Bruxelles, on 5th December

Accessibility  Accessible Tourism/Senior  80 million people with disability in EU  ¾ of disable citizens are over 55 years old  Potential market: 100 to 110 million tourists (elderly and disabled) with accesibility requirements.  Indirectly: million more tourists per year, with an additional turnover of approximately billion € per year 19

Accessibility  Preparatory Action (PA) “Tourism accessibility for all” ( )  Three studies in 2012 to be completed in 2014: to assess the economic impact of accessible tourism and the evolution of the demand, to screen the supply of tourism services, to identify the necessary skills and competences for tourism staff and professionals.  European Excellence Award for Accessible Tourism, aimed at rewarding operators in the tourism sector which have made accessibility an element of their competitiveness. The winners will be proclaimed in 13 December

Some provisional Results  Demand side : needs, preferences and perceptions Seniors Accesible=feature for disabled + confort and quality Marketing and promotion/ info and communication  Offer side : barriers and shortcomes for SMEs Mobility impairment is not all services needed. High costs for investments and no information to guide enterpreneurs  Skills : profiles and training needs No accessibility training systematically integrated in EU 28 mainstream educational systems 21

Accesibility  New Call for Proposals: "Design, Implementation, Promotion and Marketing of Accessible Tourism Itineraries"  Deadline: 22/10/2013  Maximum EU Contribution per project : €  Specific Programme: Preparatory Action " Tourism and accessibility for all". 22

COSME  Ensure continuity with the EIP (e.g. EEN)  Main beneficiaries Existing entrepreneurs (small businesses) – easier access to funding for development, consolidation and growth of their business. Future entrepreneurs (including young people) – assistance in setting up their own business. National, regional and local authorities – tools for effectively reforming policy  Foreseen budget: € 2.5 billion 23

Overview of COSME. Objectives & Activities Special objectives and activitiesTotal budget : €2.3bn (current prices). Activities to improve European competitiveness102 Actitivites to develop SME policy and promote SMEs competitiveness 64 New business concepts for consumer goods87 Total operational activities (million Euros) Erasmus for Entrepreneurs87 Entrepreneurship education1436 Tourism108.9 Financial instruments424 Support to SMEs abroad12 Support to international industrial cooperation2443 Enterprise Europe network99 24

Proposals for Tourism Increasing the demand for EU tourism services both within the EU and third countries Diversifying the offer and products Enhancing tourism quality, sustainability, accesibility, skills, information and innovation Improving socio-economic knowledge of the sector Increasing Europe´s visibility as a tourist destination as well as of its diverse destinations 25

General Information and Contact Details Project webpage rs/tourism/index_en.htm rs/tourism/index_en.htm Tourism Legislation lex.europa.eu/LexUriServ/LexUriServ. do?uri=CELEX:52010DC0352:EN:NOT lex.europa.eu/LexUriServ/LexUriServ. do?uri=CELEX:52010DC0352:EN:NOT Ready for Europe campaign Oscar Almendros 26 Thank you for your attention