1. TOURISM PUBLIC-PRIVATE PARTNERSHIPS THE CASE OF THE “EDUCATE FOR TOURISM” PROJECT A. Jorge Costa, PhD. IPDT 2012 Moscow, Russian Federation, 19 March, 2012 PARTNERSHIP OF GOVERNMENT AND NON-GOVERNMENTAL ORGANIZATIONS (ASSOCIATIONS) IN THE SPHERE OF TOURISM: RUSSIAN AND FOREIGN EXPERIENCE

2. WHY PUBLIC-PRIVATE PARTNERSHIPS? 1. Reduces the concentration of activities in government 2. Increases the resources and skills of governance 3. Promotes openness and transparency in governance 4. Increases involvement/ public liability

3. PARTNERSHIPS CONCEPTS INVOLVED Joint decision-making and production of work Joint decision-making and production of work Sharing of responsibility Sharing of responsibility Long-term commitment Long-term commitment A new way of working, involving change of rules A new way of working, involving change of rules Acquisition of benefits that otherwise would not be acquired Acquisition of benefits that otherwise would not be acquired Hybrid organizations Hybrid organizations

4. EDUCATE FOR TOURISM

5. THE PROJECT  Action learning project, developed by IPDT in partnership with Global University for Lifelong Learning (GULL), Porto and North of Portugal Tourism Entity, the Portuguese Tourism Board and the Secretary of Affiliate Members of the World Tourism Organization (UNWTO).  The aim of the project is to create a culture of service excellence amongst the professionals that operate in the tourism value chain.  The pilot project was held in Porto and North of Portugal, in 2011.

6. THE PROJECT   "Education for Tourism" as an action learning program, leads to the reflection on the personal and professional experience of the trainees and on the context and institutional conditions where they operate (where am I? where do I want to be? How can I contribute to a better tourism experience in my company / region / country?)

7. PARTNERSHIPS

8. www.educarparaoturismo.org Throughout the program, the trainees have access to an online platform that allows them to register their personal objectives and reflections, interact with the tutors and with each other, participate in the discussion forums and access the supporting documents.

9. Skills Analysis (necessary vs self-perception) Analysis of gaps in service quality (tourists' expectations versus service delivery) Analysis of service recovery (tourist satisfaction surveys and complaints management) Final Report (Diagnosis and Recommendations) PROJECT STEPS

10. PERSONAL OUTPUTS Learning by action QualificationMotivation Personal development SkillsAttitudeCommitmentCreativity Continuous improvement Capitalising on experience Awareness for tourist needs

11. PROJECT OUTPUTS 1. Idividual feedback report 2. Report on global learning, diagnosis and recommendations to the destination 3. Tourist Welcome Guide 4. Final Report "Educating for Tourism" - method, process and results

12. PROJECT EXTENSION Sensitize children and young people for the importance of tourism AWARENESS MOTIVATION BENEFITS CHILDREN AND YOUTH PROFESSIONALS CIVIL SOCIETY Understand and encourage a gradual improvement in tourist service Understand the importance of tourism for economic and social development SATISFACTION TOURISTS Understand the values of Portuguese tourism (friendliness, hospitality…), wanting to recommend and return

13. The success of the first edition of the project in Portugal (reference project in the 2011 edition of the Portuguese Tourism Board Sustainability Report), led to the creation of Partnerships in Africa and South America. The Foundation “Educate for Tourism” was launched in Africa and the program is now under development for Uruguay and Brazil.

14. Porto and North of Portugal Pilot project, held in the regions of Porto, Douro, Minho and Tras-os-Montes, in 2011 Cape Verde and Angola Foundation "Educate for Tourism” created in 2012”. IPDT is a founding member. Uruguay and Brazil Partnership for the implementation of the “Educate for Tourism”, in Maldonado (Uruguay) and Porto Alegre (Brazil) DUCATING FOR TOURISM

15. A. Jorge Costa, PhD. IPDT – Tourism Institute www.ipdt.pt jcosta@ipdt.pt