A New Start for EUTO Redruth, 29 September 2012 Henk Schüller

Strategic Plan for Re-development of the European Union of Tourist Officers Challenges: how to move from an association of professionals to an association of organisations how to achieve objectives and to deliver on priorities for the coming years

European tourism organisations Survey in 46 countries: 50 national tourism structures regional tourism organisations > local tourist offices plus 6 national associations of tourism organisations 6 national associations of tourism professionals

Regional Tourism Organisations Survey identifies regional tourism organisations in 28 countries National Tourism Organisations with regional responsibilities in 16 countries sub-regional tourism organisations in 7 countries

Vision EUTO’s vision expresses the aspiration: “to be the foremost instrument to give support and voice to Europe’s regional tourism organisations”. EUTO supports their destination marketing activities and enables them to act with a collective voice.

Mission “EUTO is a membership association offering a powerful platform to regional tourism organisations focussed on better performance in their marketing activities with the aim to enhance the image of Europe’s regions as first-rate tourist destination.”

Strategic Aims Sharing and developing knowledge Exchange of experience and best practice International networking and co-operation Monitoring and advising on EU tourism policy Representing members’ interests Facilitating performance improvement Recognition of regional tourism organisations

New operational objectives The new EUTO will operate as: Knowledge centre Meeting Point European Monitor and Networker Public Relations Instrument The four objectives provide framework for programme of activities with relevant member benefits.

Knowledge Centre Website Database Library Forum SIG’s Co-operation

Meeting Point Council and Board SIG’s Events Expert meetings Exchange programme

European Monitor & Networker Co-operation international destination marketing organisations EU-information and consultation Dialogue international tourism bodies Policy advise and collective voice Support international projects Sector representation

Public Relations Instrument Website Printed and online brochure Audiovisual Newsletter Press contacts External presentations Participation in international events Annual Report

Prioritisation of activities Website re-development + maintenance Database and e-library Set up Board, Council and SIG’s Public Relations activities Stakeholder contacts Annual event 2013 Co-operation European tourism bodies

Activities Indicator Input by Board and General Assembly Members Ranking of top ten priorities in clusters: 1. exchange of best practice/ knowledge development/ share expertise 2. networking*/ collaboration between members/ international projects/ events 3. contacts European Union*/ advise tourism policy EU and governments/ co-operation international organisations* * = priorities indicated by all respondents

Membership categories Full membership for regional tourism organisations Associate membership for national associations of tourism organisations Affiliate membership for national associations of tourism professionals Institutional membership for other tourism (related) organisations

Governance/ Executive Bodies EUTO Council Board SIG SIG = Special Interest Group

Management/ Operational Structure Board primarily has strategic and supervisory roles. Principles of operational framework: 1. Adequately staffed office structure - by assignment to (board) member with executive power, - and/or through co-operation with international tourism organisations (ECM, ETAG, EDEN, EUFED, etc) 2. Human resources require qualified - general and operational management, - web co-ordination and membership recruitment

International co-operation and stakeholder relationships EU-institutions ETAG: international tourism industry organisations International tourism destination marketing organisations (ECM, EDEN, ETC) Tourism agencies of governments at (inter)national and regional levels Knowledge centres Media

Financial model Sustainable income strategy for mid to long term funding of organisation and activities Membership fees should cover operational cost Additional activities in line with income Potential new members in 3 years Projected loss of € for first 3 years Financial guarantee required for set-up

Summary EUTO Budget 2013 – 2016 (currency: euro) Income membership fees other income total Expenditure board/management staff activities total Loss/profit set-up contributions

Management & financial constraints Income from membership fees versus initial cost of set-up Operational structure versus delivery of activities Membership recruitment versus delivery status Aspirations of overall strategy versus timeline of decision-making process Timeline decision-making process versus urgency of implementation

Recommendations Adopt new name: European Union of Tourism Organisations Adopt new articles of association Register in Belgium as ivzw.aisbl (international not-for-profit association) Keep abbreviation EUTO Keep internet address: All business in one language: English

Procedures Before 31 December 2012: - Adoption of strategy document (29 September) - Proposals and agreement on financial model - Proposals and agreement on operational structure - Review and adoption Articles of Association - Draft of requirements website re-development

Issues Funding : feasibility of financial guarantees Operational structure: own or shared Membership local tourism organisations