Prof. Alceste Santuari (Ph.D. Law – Cantab) ‏ Professor of Public and Tourism Law University of Trento – Italy Appointed Expert of Navigli Lombardi scarl 1

INLAND WATERWAYS: WHICH WAY FORWARD? 2

INLAND WATERWAYS: IDENTITY, TOURISM AND TRANSPORT POTENTIALS 1. THE EUROPEAN CONTEXT 2. SERVICES OF GENERAL INTEREST 3. TOURIST PROMOTION 3.1. THE LOMBARD NAVIGLI AREA 4. LOCAL AND REGIONAL DEVELOPMENT AGENCIES 5. CONCLUDING REMARKS

1. THE EUROPEAN CONTEXT

TRANSPORTS IN EUROPE: KEY CONCEPTS/1 5 EFFICIENCY QUALITY SUSTAINABILITY SUBSIDIARITY COMPETITION MARKET SERVICES (OF GENERAL INTEREST) EFFECTIVENESS GOODS PASSENGER S (CRUISES )‏

TRANSPORTS IN EUROPE: KEY CONCEPTS/2 6 LIBERALISATION CONSUMERS’ RIGHTS EVALUATION FREEDOM OF ESTABLISHMENT FREEDOM OF MOVEMENT EUROPEAN GROUPING OF TERRITORIAL COOPERATION PRIVATISATION GOODS PASSENGER S (CRUISES )‏

2. SERVICES OF GENERAL INTEREST

LOCAL AUTHORITIES MAY DECIDE TO PROVIDE FOR THEM DIRECTLY OR BY MEANS OF FOR PROFIT OR NON PROFIT ORGANISATIONS ARE GOVERNED BY COMPETITION AND MARKET RULES HAVE TO BE CLOSE TO CONSUMERS’ NEEDS ARE TO RESPECT DIVERSITY OF SERVICES HAVE TO BE OF A HIGH QUALITY AND RELIABILITY STANDARDS

3. TOURIST PROMOTION

EUROPEAN COMMISSION COMMUNICATION 30 JUNE 2010 COM(2010) 352 final “EUROPE, THE WORLD'S NO 1 TOURIST DESTINATION – A NEW POLITICAL FRAMEWORK FOR TOURISM IN EUROPE”

THE ACTIONS PROPOSED ALSO AFFECTING INLAND WATERWAYS

IMPROVING THE COMPETITEVENESS OF TOURISM IN EUROPE TO ADAPT TOURISM TO THE NEW CONSUMERS’ NEEDS TO ADAPT TOURISM TO THE NEW CONSUMERS’ NEEDS TO MAKE TOURISM SEASONS LONGER TO MAKE TOURISM SEASONS LONGER TO DEEPEN THE SOCIOECONOMIC KNOWLEDGE OF TOURISM TO DEEPEN THE SOCIOECONOMIC KNOWLEDGE OF TOURISM

PROMOTING THE DEVELOPMENT OF A SUSTAINABLE, RESPONSIBLE AND QUALITATIVE TOURISM TO FOSTER THE EXCHANGE OF BEST PRACTICES AMONG REGIONAL TOURIST DESTINATIONS TO FOSTER THE EXCHANGE OF BEST PRACTICES AMONG REGIONAL TOURIST DESTINATIONS TO CREATE A “QUALITY TOURISM” TRADEMARK TO CREATE A “QUALITY TOURISM” TRADEMARK TO DRAFT A EU FRAMEWORK BASED UPON INDICATORS OF SUSTAINABLE MANAGEMENT TO DRAFT A EU FRAMEWORK BASED UPON INDICATORS OF SUSTAINABLE MANAGEMENT TO DRAFT A CHARTER OF CRITERIA TO COMPLY WITH FOR SUSTAINABLE AND RESPONSIBLE TOURISM TO DRAFT A CHARTER OF CRITERIA TO COMPLY WITH FOR SUSTAINABLE AND RESPONSIBLE TOURISM

TO CONSOLIDATE EUROPE AS A NETWORK OF SUSTAINABLE AND HIGH QUALITY TOURIST DESTINATIONS TO CONSOLIDATE EUROPE AS A NETWORK OF SUSTAINABLE AND HIGH QUALITY TOURIST DESTINATIONS TO SUPPORT THE INTEGRATION OF TOURISM WITH OTHER EU POLICIES (SUCH AS PASSENGERS’ RIGHTS, CONSUMERS’ RIGHTS AND INTERNAL MARKET RULES) TO SUPPORT THE INTEGRATION OF TOURISM WITH OTHER EU POLICIES (SUCH AS PASSENGERS’ RIGHTS, CONSUMERS’ RIGHTS AND INTERNAL MARKET RULES)

3.1. THE LOMBARD NAVIGLI AREA

A HIGH NUMBER OF B&B AND AGRITOURISM FACILITIES A HIGH NUMBER OF B&B AND AGRITOURISM FACILITIES A SYSTEM OF NATURAL PARKS AND PROTECTED AREAS A SYSTEM OF NATURAL PARKS AND PROTECTED AREAS A HIGH NUMBER OF HISTORICAL AND HERITAGE HOUSES TO BE VISITED A HIGH NUMBER OF HISTORICAL AND HERITAGE HOUSES TO BE VISITED MILAN AS BUSINESS-ORIENTED CITY MILAN AS BUSINESS-ORIENTED CITY A SYSTEM OF ARTIFICIAL CANALS A SYSTEM OF ARTIFICIAL CANALS

ACTIONS TO BUILD THE TOURIST SYSTEM 1. TO IMPROVE NETWORK INFASTRUCTURES AND TO PROMOTE CULTURAL HERITAGE 2. TO FOSTER THE DEVELOPMENT OF LOCAL ENTREPRENEURSHIP

1. TO IMPROVE NETWORK INFASTRUCTURES AND TO PROMOTE CULTURAL HERITAGE TO DEVELOP INLAND NAVIGATION TO DEVELOP INLAND NAVIGATION TO STRENGTHEN CYCLE WAYS TO STRENGTHEN CYCLE WAYS TO EXPLOIT HISTORICAL AND CULTURAL HERITAGE TO EXPLOIT HISTORICAL AND CULTURAL HERITAGE

2. TO FOSTER THE DEVELOPMENT OF LOCAL ENTREPRENEURSHIP TO IMPROVE THE CAPACITY OF HOTELS AND OTHER TOURIST FACILITIES TO IMPROVE THE CAPACITY OF HOTELS AND OTHER TOURIST FACILITIES TO ADVANTAGE LOCAL ENTERPRISES TO ADVANTAGE LOCAL ENTERPRISES TO DEVELOP TERRITORIAL MARKETING PROJECTS FOR THE DEVELOPMENT OF LOMBARD NAVIGLI TO DEVELOP TERRITORIAL MARKETING PROJECTS FOR THE DEVELOPMENT OF LOMBARD NAVIGLI

4. LOCAL AND REGIONAL DEVELOPMENT AGENCIES

INLAND WATERWAYS TOURISM/TRANSPORT: GOVERNANCE GOVERNANCE ENTREPRENEURSHIP ENTREPRENEURSHIP PART OF A GIVEN TERRITORY PART OF A GIVEN TERRITORY PORTION OF A WIDER INTEGRATED TRANSPORT SYSTEM PORTION OF A WIDER INTEGRATED TRANSPORT SYSTEM ENVIRONMENTALLY FRIENDLY ENVIRONMENTALLY FRIENDLY 21 LOCAL/REGIONAL AGENCIES: PROGRAMMING CONTROL COORDINATION AND SUPERVISION ENVIRONMENT PROTECTION SERVICES PROVISION

ACTIVITIES INFRASTRUCTURE MANAGEMENT INFRASTRUCTURE MANAGEMENT INFRASTRUCTURE DEVELOPMENT AND LAND PLANNING INFRASTRUCTURE DEVELOPMENT AND LAND PLANNING DEVELOPMENT OF TRANSPORT SERVICES DEVELOPMENT OF TRANSPORT SERVICES TOURIST PROMOTION TOURIST PROMOTION 22

INFRASTRUCTURE DEVELOPMENT AND LAND PLANNING LAND PLANNING AND PROGRAMMING LAND PLANNING AND PROGRAMMING SEARCH FOR FUNDS SEARCH FOR FUNDS A GO-BETWEEN PUBLIC AND PRIVATE ACTORS A GO-BETWEEN PUBLIC AND PRIVATE ACTORS 23

DEVELOPMENT OF TRANSPORT SERVICES FEASIBILITY OF INNOVATIVE TECHNICAL SOLUTIONS (GREENWAYS + RAILWAYS/UNDERGROUND + RIVER) MATCHING BETWEEN SUPPLY AND DEMAND COUNSELLING ACTIVITY

TOURIST PROMOTION SETTING UP OF DATABASE SETTING UP OF DATABASE CO-ORDINATION, PROMOTION AND MANAGING OF TOURIST ACTIVITIES CO-ORDINATION, PROMOTION AND MANAGING OF TOURIST ACTIVITIES INTEGRATION OF INLAND NAVIGATION AND TOURISM INTEGRATION OF INLAND NAVIGATION AND TOURISM NETWORK OF EXPERTS NETWORK OF EXPERTS COUNTRY AND LOCAL MARKETING COUNTRY AND LOCAL MARKETING TRAINING TRAINING TAKING PART IN EUROPEAN PROJECTS TAKING PART IN EUROPEAN PROJECTS 25

5. SOME REMARKS

FUTURE DEVELOPMENTS COMPETITION SUPPORTED BY FREEDOM OF CHOICE COMPETITION SUPPORTED BY FREEDOM OF CHOICE NEED TO OVERCOME THE DIVISION BETWEEN PUBLIC AND PRIVATE ACTORS NEED TO OVERCOME THE DIVISION BETWEEN PUBLIC AND PRIVATE ACTORS RE-DRAFTING OF THE MISSION OF REGULATION AUTHORITIES RE-DRAFTING OF THE MISSION OF REGULATION AUTHORITIES TRANSPORTS FOR THE BENEFIT OF LOCAL COMMUNITIES AND TOURISM TRANSPORTS FOR THE BENEFIT OF LOCAL COMMUNITIES AND TOURISM 27

DEMAND FOR NEW (INTEGRATED) MOBILITY POLICIES DEMAND FOR NEW (INTEGRATED) MOBILITY POLICIES NEW AREAS FOR PLANNING AND ACTION (TOURIST ACTIVITIES) NEW AREAS FOR PLANNING AND ACTION (TOURIST ACTIVITIES) NEED OF INNOVATING THE TRANSPORT SYSTEMS (ALSO SERVING AS TOOLS FOR TOURIST PROMOTION) NEED OF INNOVATING THE TRANSPORT SYSTEMS (ALSO SERVING AS TOOLS FOR TOURIST PROMOTION) A NEW NEED: CUSTOMER SATISFACTION A NEW NEED: CUSTOMER SATISFACTION EVER GROWING DEMAND FOR WELL BEING EVER GROWING DEMAND FOR WELL BEING 28

HEALTH TOURISM HEALTH TOURISM: CROSS-BORDER MOBILITY OF EUROPEAN PATIENTS HEALTH TOURISM: CROSS-BORDER MOBILITY OF EUROPEAN PATIENTS(SPAs)

NEW TRENDS INCREASING NUMBER OF SENIORS WILLING TO TRAVEL; INCREASING NUMBER OF SENIORS WILLING TO TRAVEL; INCREASING DEMAND FOR ACCESSIBLE AND EASY TRANSPORTS; INCREASING DEMAND FOR ACCESSIBLE AND EASY TRANSPORTS; INCREASING DEMAND FOR SERVICES FROM SINGLES; INCREASING DEMAND FOR SERVICES FROM SINGLES;

INCREASING DEMAND FOR TOURISM IN “DEAD” SEASONS; INCREASING DEMAND FOR TOURISM IN “DEAD” SEASONS; INCREASED AWARENESS OF QUESTIONS CONNECTED TO ONE’S HEALTH INCREASED AWARENESS OF QUESTIONS CONNECTED TO ONE’S HEALTH

THE DEMAND FOR SPAs HEALTH PROBLEMS: 67% HEALTH PROBLEMS: 67% OPPORTUNITY TO FORGET ABOUT DAILY WORRIES AND ROUTINE: 53% OPPORTUNITY TO FORGET ABOUT DAILY WORRIES AND ROUTINE: 53% SEARCH FOR SOUND AND HEALTHY ENVIRONMENT: 53% SEARCH FOR SOUND AND HEALTHY ENVIRONMENT: 53% SEARCH FOR BEAUTIFUL VIEWS: 52% SEARCH FOR BEAUTIFUL VIEWS: 52%

PHYSICAL WELL BEING: 52% MEDICAL PRESCRIPTION: 49% WIDE RANGE OF TREATMENTS: 42% SWIMMING POOLS AND FITNESS CENTRES: 41%

POSSIBILITY OF IMPROVING PHSYCOLOGICAL WELL BEING: 38% POSSIBILITY OF IMPROVING PHSYCOLOGICAL WELL BEING: 38% CHANGE AND ENTERTAINMENT: 37% CHANGE AND ENTERTAINMENT: 37% RANGE OF SPORTS: 34% RANGE OF SPORTS: 34% EVENINGS OUT: 34% EVENINGS OUT: 34% SPECIAL CURE PROGRAMMES: 34% SPECIAL CURE PROGRAMMES: 34% CULTURAL EVENTS: 26% CULTURAL EVENTS: 26%

A (PRESENT) CHALLENGE THERE IS A NEED TO STRIKE A NEW BALANCE BETWEEN 35 Regulation function PUBLIC AUTHORITIES PRIVATE Entrepreneurial activities SO AS TO INCREASE THE COMMUNITY WELFARE

Thank you for your kind attention! Thank you for your kind attention! Prof. Alceste Santuari