ETAG policy statements

EDUCATION IN TOURISM

Issue

In order to improve the quality of service and achieve higher levels of job satisfaction in the tourist sector it is necessary to improve the quality and accessibility of education and training.

Sector affected

All sectors are affected, but special attention is needed for those who are directly in touch with the tourist.

Current situation

Tourism has an undeserved reputation as a low paid, low skill sector. Tourism undoubtedly has a role at the bottom end of the labour market, as it provides a social insertion mechanism for unskilled workers and migrants. In addition, tourism makes a major contribution to seasonal and part-time employment, with is particularly important to certain sectors of society. However, more attention also needs to be paid to the career development opportunities offered by tourism, particularly as the sector becomes more professionalised.

Awareness of the value of tourism jobs, both for skilled and unskilled employment needs to be raised, both within the tourism sector and among potential entrants. The tourism sector and educational providers need to work more closely in order to offer clear professional development paths for entrants to the industry. The relationship between the level of courses offered in tourism and the employment opportunities also needs to be considered.

Proposals for improvement

There is a need to promote the value of tourism jobs in terms of social and cultural experience.

The accessibility of education and training needs to be improved through the delivery of courses tailored to the needs of new entrants and those wishing to pursue professional development within the sector. Where appropriate, use should be made of new technology in the delivery of open and distance learning.

More awareness should be created of the teaching and learning opportunities available at all levels of tourism services. Those for whom part-time and seasonal work is attractive should be especially targeted in order to ease labour shortages in customer service functions. More awareness of and access to higher level functions in tourism also needs to be created.

Teaching and learning strategies should incorporate a European dimension that stresses the challenges and opportunities presented by a culturally diverse working environment. Alongside the European dimension provision should be made for appropriate geographical and sectoral specialisations.

Educational provision should reflect the nature of the local and/or sectoral context of tourism, as a counterpoint to the globalisation of the tourism industry.

The transferability and transparency of qualifications throughout the European Union needs to be improved.

Improved dialogue needs to be created between the tourism sector and the providers of education and training

Positive benefit

• Improved quality of service and product
• Improved consumer and job satisfaction
• A better supply of qualified personnel
• More flexibility in educational provision and improved opportunities for staff mobility
• More coherent professional development opportunities will improve labour
• retention and continuity of employment
• Improved competitiveness of the European tourism industry. The most effective and positive public relations medium for the European Union.

EUROPE AS A TOURIST DESTINATION

Issue

Europe is the world's single largest tourist destination, but it is losing market share. In distant markets such as the USA and Japan, visits are made to 'Europe' not individual countries, this only happens when first time visitors have had positive experiences during their first visits

Sectors affected

All sectors of tourism are affected

Current situation

At the present time Europe is promoted overseas by the European Travel Commission, but reducing funding by Member States makes it impossible to mount campaigns of any size. Individual Member States also promote in overseas markets. However, individual States cannot promote themselves in all markets and markets such as the USA are very large and most individual EU States do not have the budgets to mount sustained campaigns

Proposals for improvement

Support for European Travel Commission's overseas marketing programme, especially in new markets, with a particular emphasis on markets, which contribute to lengthening the overall season and new destinations.

More effort is needed to encourage co-operative activity

Positive benefit

• Improved returns on capital invested in infrastructure
• Substantial new job creation opportunities

EUROPEAN TOURISM DATABANK

Issue

Anticipating and reacting to market trends in European tourism is dependent on the ability to monitor and interpret past and present trends.

Sectors affected

All sectors are affected, most especially transport and accommodation and the operators of tourist attractions.

Current situation

The European Travel Commission through its Research Group attempts to co-ordinate the research undertaken by the individual National Tourist Offices, and through its biennial Forecasting Seminar. Eurostat produces regular reports on holiday taking in Europe but does not produce forecasts.

'Borderless Europe' is forcing change to the way in which data can be collected. The new methods of Satellite Accounting are an important development in setting common standards for data collection and production.

The major transportation companies, airports, and manufacturers produce traffic forecasts on which they base future production and service schedules.

Ad hoc reports are produced by consultants and universities, but many of these are not accessible to the sector as a whole.

Reports, data, and forecasts on the socio-economic circumstances of Europe's target markets are regularly produced, but they are not necessarily easily accessible to European operators.

Proposals for improvement

The setting-up of a European databank supported by the public and private sectors would give the opportunity for a wider spread of data to be examined, and for appropriate forecasts to be generated.

Such a databank could co-ordinate research into special sectors with the support of the affected sectors.

Developing a European databank will allow the specific European dimensions of the tourism market to be examined in more detail, and generate more specific policy options for the European tourism sector

Positive benefit

• European data can be tailored more accurately to the needs of the European tourism sector
• Policy makers and commercial operators will be able to react more effectively to market changes
• Revenue would be raised from sales of such data

TRANSPORT CONGESTION

Issue

Tourist destinations and attractions are increasingly suffering from access congestion resulting in consumer dissatisfaction and threatened reduction of visitor volumes.

Sector affected

Tourist destinations and cultural and entertainment tourist attractions are affected by growing traffic problems. These primarily affect the road and air transport sectors

Current situation

Air Traffic Control problems are causing prolonged delays to departures and arrivals, which make travelling by air, an uncomfortable experience.

Road congestion, especially at peak travelling times, discourages the growth of tourist attractions and often there are very few alternative means of reaching and parking at their desired attraction.

Increasing airport and departure taxes are dissipating the traffic gains made through liberalisation and inhibiting further growth.

Proposals for improvement

• Creative promotions for off-season visits
• Development of public transport services, especially rail
• Removal of taxes and/or level playing fields
• Identification of expenditure on improved passenger and traffic infrastructure as it relates to the tax burden.

Positive benefit

• Lengthening the season has the benefit of offering improved returns on capital invested and sustaining jobs
• The development of improved public transportation will contribute to environmental protection and conservation, and the more people that use such transport the more economic the operating costs

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