EUROPEAN TOURISM STRATEGY AND PLAN OF ACTIONS- 2015-2020

1. Streamlining the regulatory framework for tourism at European, national, regional and local level

A public consultation on the regulatory and administrative framework affecting tourism was carried out in 2014. The consultation and subsequent stakeholder meetings showed that there is a need to look into and possibly streamline the regulatory and administrative framework relevant for those aspects that have been identified by the tourism industry, in particular on consumer proetction and taxation.

Proposed actions under this point:

• Assessment of the existing regulatory and administrative framework impacting on tourism with a focus on the EU level;
• Assessment at the EU level of the role of tourism related taxation and the potential impacts on the competitiveness and attractiveness of destinations;
• Close cooperation within the Commission with Directorate-Generals in lead for different simplification, fitness check or evaluation exercise regarding legislative initiatives which have a direct impact on tourism. The following is planned in the Commission programme: (i) Simplification of the misleading and comparative advertising Directive, (ii) evaluation of the timeshare Directive, (iii) fitness check for consumer rights and advertising legislation including unfair commercial parctices (B2C) and unfair terms Directive;
• Events/workshops to inform about EU legislation applicable to tourism;
• Exchange of best practices between national tourism administrations.

2. Promoting the digitalisation of the tourism SMEs

Digitalisation is key to the competitiveness of the tourism industry, but the European tourism SMEs are lagging behind in using the potential offered by modern technologies. The Commission has implemented a number of initiatives aiming at the enhancement of digitalisation of SMEs in tourism (e.g. financing of TourismLink, Webinars designed to provide guidance on digital issues to SMEs, creation of digital tourism network to identify the challenges, discuss possible engagement for the Commission and other stakeholders in order to alleviate existing barriers to digitalisation and provide suggestions to the Commission services on how to shape the medium term strategy, vision and the set of new actions.

The Commission has adopted in May 2014 the Single Digital Market Strategy, the aim of which is to enhance the digital economy by dismantling barriers and moving from 28 national markets to a single market. The strategy is built on 3 pillars and contains 16 initiatives. The most relevant for transport and tourism include the following:

Pillar 1: Better access for consumers and businesses to digital goods and services across Europe

• Legislative proposals for simple and effective cross-border contract rules for consumers and businesses. This includes harmonised EU rules on contracts and consumer protection when buying online.
• A wide ranging review to prepare legislative proposals to tackle unjustified geo-blocking ( a discriminatory practice used for commercial reasons, when online sellers either deny consumers access to a website based on their location, or re-route them to a local store with different prices.)
• Competition sector inquiry into e-commerce, relating to the online trade of goods and the online provision of services, in order to allow the Commission to identify possible competition concerns. The e-commerce enquiry has already been launched. It may be relevant in relation to OTAs imposing rate party agreements which stifle competition among suppliers and distributors.
• Legislative proposals to reduce the administrative burden on businesses arising from different VAT regimes.

Pillar 2: Creating the right conditions for digital networks and services to flourish

Comprehensive analysis of the role of online platforms (including search engine.) in the market. This will cover issues such as the non-transparency of search results and of pricing policies, how they use the information they acquire, relationships between platforms and suppliers and the promotion of their own services to the disadvantage of competitors – to the extent these are not already covered by competition law. This may be relevant in relation to search engines that do not abide with price transparency rules. The Sharing Economy is also mentioned as possibly raising regulatory questions.

Pillar 3: Maximising the growth potential of the Digital Economy

• Adoption of a Priority ICT Standards Plan and extending the European Interoperability Framework for public services, including for transport (e.g. multi-modal travel information systems).

Under this priority point, the Commission is proposing the following action points:

• Optimisation of the Tourism Business Portal and continuation of webinars;
• Assessment of the impact of digitalisation on tourism and the sharing/collaborative economy in the tourism industry;
• Facilitating dialogue between digital and traditional tourism stakeholders via events, networks, etc.
• SME access to e-skills and e-leadership.

3. Upgrading skills and competences in the tourism sector

The competences of professionals are a key element for a consumer-oriented service like tourism. Insufficient skills to cater for the needs of modern travellers are quoted as key barriers to the competitiveness of EU tourism.

There is a need to know more about the current skills needs, to ensure recognition of qualifications, to assist education and training providers with modernisation of their curricula, as well as to develop tools for SME e-learning and for enhancement of e-leadership across the tourism sector.

The Commission is proposing the following actions under this priority point:

• Identification of the gap between the education supply and labour market demand (mapping study is ongoing and results will published)
• Cooperation with relevant Commission DGs to mainstream a tourism dimension in other services’ projects (e.g. sector skills councils);
• Development and dissemination of e-/m-skills taxonomy / framework / guidelines on adaptation of existing tourism curricula;
• SME access to e-skills and e-leadership (e.g. YouTube live seminars)

4. Promoting sustainable and responsible tourism, among other through adoption of a Charter for Sustainable and Responsible Tourism

Sustainability is a fundamental aspect for the European tourism competitiveness in the short, medium and long term. Therefore it is important to work on raising awareness about the sustainable and responsible tourism supply (public authorities, destinations and business) and demand (tourists).

Proposed concrete actions under this priority point:

• Adoption of a European Charter for Sustainable and Responsible Tourism address to all stakeholders (public authorities, destination, businesses and tourists). A draft has already been prepared some two years ago. The Charter should reflect the commitment of the stakeholders to develop tourism in accordance with a set of objectives and principles, such as (i) pursuing a balanced approach to economic, social, cultural and environmental aspects of sustainability, (ii) Protecting the natural heritage and (iii) Conserving cultural heritage, etc. Adoption of the Charter will be voluntary and will require a bi-annual reporting on the main initiatives undertaken to fulfil the principles / objectives of the Charter.
• Joint EU /UNWTO event on ethical and responsible tourism (April 2016)
• Further roll-out of European Tourism Indicators System for Sustainable Management at destinations
• Promote accessibility for PRMs, facilitate exchange of good practices, etc.

5. Fostering low and medium season tourism exchanges

Seasonality is a constant challenge for the European tourism as it often impacts negatively on a destination’s economic fabric and business models, as well as on its socio-cultural and ecological environment. Fostering low and medium tourism exchanges, in particular, for senior and youth, and encouraging the diversification of tourism products and services to address the needs of these tourists, could be of value-added.

Proposed concrete actions under this priority point:

• Support via calls for proposals of trans-national project partnerships to foster low and medium season exchanges for seniors and youth, and to set up a business model for an age-friendly tourism. 
• Analysis of seasonality patterns in the EU and inventory of senior & youth tourism profile (i.e. assessment of travel needs, preferences and trends);
• Elaboration of guidelines for the design of transnational tourism packages for elderly and young tourists in low-medium season;
• Organisation of dedicated workshops for awareness-raising and exchange of best practice.

6. Improving intermodality and transparent connectivity

Insufficient transport connectivity is a serious challenge for EU tourism. The improvement of inter-modality and transport connectivity is a key issue to tourism development, in particular in remote and peripheral areas for which tourism is an economic driver and sometimes the backbone of the economy.

Proposed concrete actions by the Commission under this priority point:

• Analysis of the challenges to providing better connectivity and intermodality from major hubs to tourism destinations in close cooperation with the OECD Tourism Committee;
• Cooperation with relevant Commission DGs to help deliver multimodal travel information, planning and ticketing services;
• Facilitate cooperation and coordination amongst transport modes stakeholders to enhance intermodality and interconnectivity.

7. Joint promotion of Europe as a tourist destination, mainly in third countries

The EU is the world’s number one tourist destination. However, in light of the increasing competition from emerging markets, the EU’s share of international tourist arrivals is predicted to decrease. Therefore, in order to keep Europe’s leading position as a tourist destination, supporting promotion of Europe and its destinations, in particular via promotion of transnational / pan-European thematic products is essential.

Proposed concrete actions:

• Support the diversification of the tourism offer, in particular through the development and promotion of transnational and pan-European thematic products;
• Continued cooperation with the European Travel Commission (ETC);
• Facilitate and support the launch of a joint public-private partnership initiative for the promotion of Europe via the promotion of thematic products and encourage a much closer involvement of the EU tourism industry, like in similar joint promotion initiatives in USA, Australia, Germany and Switzerland (which also have federal structures);
• Events and communication campaigns. 

8. Improving the governance of tourism

Governance of tourism is a complex issue involving numerous types of public and private actors at several levels: EU, national, regional and local. It is essential to improve the governance of tourism issues both within the Commission and between the Commission and other EU institutions, but also at the level of the national administrations of the Member States and within the industry at large.

Proposed concrete actions under this priority point:

• Improve cooperation with relevant other DGs within the Commission, with the other institutions as well as with national administrations, the industry and other stakeholders;
• Organise meetings between the TAC (national tourism administrations) and the industry on pre-defined topics;
• Encourage the enhancement of a travel and tourism value chain platform