1. TRENDS AND SKILL NEEDS IN THE TOURISM SECTOR International Workshop 29 - 30 April, 2004 Halle (Saale), Germany

2. Research on tourism trends in Serbia and the transfer into tourism education Jovan Popesku President President, CenORT – Centre for Responsible and Sustainable Tourism Development Professor, Faculty of Tourism and Hotel Management Belgrade, Serbia

3. Republic of Serbia Population: 9,779,000 (1991) Population: 9,779,000 (1991) Total area: 88,361 km² Total area: 88,361 km² Capital: Belgrade 1,6 million inhabitants Capital: Belgrade 1,6 million inhabitants Part of Central, SE and CE Europe Part of Central, SE and CE Europe On the crossroads of Europe On the crossroads of Europe Main activities: Industry and Agriculture, more than 55% of GDP Main activities: Industry and Agriculture, more than 55% of GDP Tourism: 2,3% of GDP, 3% of total employees Tourism: 2,3% of GDP, 3% of total employees

4. Serbia - Tourism Figures 1980-2003 1980 1985  1990  1993  1999  2003  Arrivals (000) 43284746 3949 8812085701444641998339 Overnights (000) 1202813897116471469686818354671746685792 Receipts (mn USD) //414/17,9159,7

5. Serbia - Tourism Development 1989- 2000 ■ Decrease of total tourism arrivals 47.9%, domestic 37.8%, foreign 82.4%, ■ Decrease of foreign currency income 93.6% ■ Fall of the share in total investments (from 2.3% to 0.5%), ■ Fall of the share in total foreign currency income from 5.8% to 1.7% ■ Average use of the total accommodation capacities 24.8%

6. Serbia - Tourism Figures 1990 – 116.500 beds, 37.700 in hotels 1990 – 116.500 beds, 37.700 in hotels 2000 – 91700 beds, 35000 in hotels 2000 – 91700 beds, 35000 in hotels In 2003 comparing to 1990 Serbia reached 37,2% of foreign tourism traffic In 2003 comparing to 1990 Serbia reached 37,2% of foreign tourism traffic ■ According to the market research (September 2003) only 15% of foreign visitors come to Serbia for leisure

7. SWOT Analysis – Serbia’s Tourism Product Strengths Strengths – Diversity of the tourism product – Richness of cultural heritage – Unspoilt natural scenery – Strategic location on the cross-road of Europe and Asia – Hospitality of the people

8. SWOT Analysis – Serbia’s Tourism Product Weaknesses Weaknesses – Lack of attraction development – Highly concentrated accommodation supply – Few professional operators – Lack of general as well as of special tourism infrastructure, especially in the underdeveloped areas

9. SWOT Analysis – Serbia’s Tourism Product Opportunities Opportunities – Existence of the tourism products already experienced at the international tourism market (Belgrade, Kopaonik, monasteries) – Rise of activity and special interest tourism – Emergence of environmentally-conscious tourism – Mixing unspoilt nature with highly developed activities/sports

10. SWOT Analysis – Serbia’s Tourism Product Threats Threats – – lack of the appropriate national, regional and local structures dealing with development, management and promotion in the field of tourism – Uncontrolled tourism facility development – Lack of adequate infrastructure development to match tourism projections

11. SWOT Analysis – Serbia’s Tourism Marketing and Promotion Strengths Strengths – Proximity to the highly promoted destinations in the region – Ease of packaging with other nearby destinations – Growing interest by international hotel brands

12. SWOT Analysis – Serbia’s Tourism Marketing and Promotion Weaknesses Weaknesses – Negative image due to recent past (political turmoil, war) – Under-funded marketing efforts – Lack of an integrated national marketing and promotion plan

13. SWOT Analysis – Serbia’s Tourism Marketing and Promotion Opportunities Opportunities – Development of a distinctively positioned Serbian tourism brand – Joint marketing initiatives within region Threats Threats – Political positioning overshadowing tourism development – Lack of adequate tourism product and infrastructure development before product is ready

14. Product-group development Serbia is non-traditional tourist destination : Serbia is non-traditional tourist destination : - Special interest tourism (ecotourism, rural tourism, natural and cultural heritage tourism- monasteries, adventurous tourism - mountain biking, diving, etc.) - City tours (Belgrade, Novi Sad, etc.) - Recreational Tourism (lakes, mountains, spas) - Pre- and Post- Commercial Tourism (business people – short or longer stay)

15. SWOT Analysis – Serbia’s Human Resources Strengths Strengths – Naturally friendly/helpful people – Natural openness for foreigners and Western way of life Weaknesses Weaknesses – Weak standard of service generally – Lack of adequate training facilities

16. SWOT Analysis – Serbia’s Human Resources Opportunities Opportunities – Strengthen the local knowledge and pride in national heritage through integration of tourism into higher education – Continue to develop craft and management skills among Serbian, working with international tourism companies to ensure best international standards Threats Threats – Discouraging image of tourism sector in Serbia – ‘Brain drain’ of skilled employees abroad

17. Tourism education Education with tradition in Serbia Education with tradition in Serbia Network of secondary schools (4), colleges (3) and faculties or departments (5) Network of secondary schools (4), colleges (3) and faculties or departments (5) Lack of appropriate professional work during education (colleges and faculties) Lack of appropriate professional work during education (colleges and faculties)

18. Service quality Training and education - crucial to achieve the desirable service quality improve knowledge and skills of the employed in the tourism industry Training and education - crucial to achieve the desirable service quality improve knowledge and skills of the employed in the tourism industry Training should be in accordance with the Training should be in accordance with the expected trends in tourism expected trends in tourism Special target groups: employees laid off during the process of privatization, current employees in traditional tourism, employees in the areas which can expect a rapid growth, entrepreneurs, newcomers and first-time job seekers Special target groups: employees laid off during the process of privatization, current employees in traditional tourism, employees in the areas which can expect a rapid growth, entrepreneurs, newcomers and first-time job seekers

19. Tourism quality seminars To support tourism development and its competitiveness To support tourism development and its competitiveness To be planned and supported by Government To be planned and supported by Government For 2004 – NTOS planned seminars for managers and employees of tourist boards on use of IT, study tours – management of tourist destinations For 2004 – NTOS planned seminars for managers and employees of tourist boards on use of IT, study tours – management of tourist destinations Training is particularly important for different types of special interest tourism Training is particularly important for different types of special interest tourism Lack of specialized trainers for tourism Lack of specialized trainers for tourism

20. Training – main goals Main goals to be achieved by training as seen by European Union - attracting skilled labor to the sector, retaining and developing skilled labor in the sector; supporting enterprises at regional and local level for improving competitiveness, which should be achieved through: Main goals to be achieved by training as seen by European Union - attracting skilled labor to the sector, retaining and developing skilled labor in the sector; supporting enterprises at regional and local level for improving competitiveness, which should be achieved through: - Permanent observatory on learning, employment and labor environment in the tourism sector - 'Handbook for learning areas in the tourism industry' – practical guide for action

21. Role of the CenORT Research, development and promotion of tourism that supports responsible and sustainable use of resources, nature and environmental protection and the protection of cultural heritage and landscapes Research, development and promotion of tourism that supports responsible and sustainable use of resources, nature and environmental protection and the protection of cultural heritage and landscapes Creation of a partnership network in order to contribute to the creation of rural and ecotourism products, to its promotion and sale Creation of a partnership network in order to contribute to the creation of rural and ecotourism products, to its promotion and sale

22. Role of the CenORT Education of stakeholders in rural and ecotourism Education of stakeholders in rural and ecotourism Projects to develop supply, accommodation, attractions and activities, especially in rural tourism and ecotourism Projects to develop supply, accommodation, attractions and activities, especially in rural tourism and ecotourism Member of European organizations: ECEAT and EuroGites Member of European organizations: ECEAT and EuroGites