Tourism strategy

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A tourism strategy is a political strategy for the development of tourism in a destination or administrative unit and forms the basis for tourism policy action.

A tourism strategy is based on a current situation analysis, formulates a vision for the desired situation in a certain time horizon, defines goals for the future, contains an action and time plan as well as an indicator set for monitoring and evaluation of the strategy implementation and defines responsibilities as well as coordination and cooperation structures .

A tourism strategy is necessary to make destinations competitive and to adjust tourism to tourism-related changes and developments. It represents the basis for strategic tourism policy action in the destination and is an orientation aid for all relevant actors .

Strategic planning

Elements of a tourism strategy are the situation analysis , with which the current situation is described through the SWOT analysis and benchmarking , attention is paid to the continuous comparison with other destinations and forecasts are made.

  1. Creating the prerequisites for successful business
    • Operate efficient tourism promotion, provide impetus
    • Improve framework conditions, create prerequisites
  2. Increase the attractiveness of the location
    • Training and further education of the workforce, competence advantage over the competition
    • Promote structural change, create infrastructure
    • Increase tourist experience value
    • Improve the quality of services, compensate for price disadvantages
  3. Reduce potential for conflict
    • Protect the environment and nature, preserve the tourist base
    • Organize space and use it sustainably, keep future options open
    • Strengthen tourism awareness in the population, increase hospitality
  4. Strengthen the market presence of the tourism industry
    • Promote cooperation , increase efficiency
    • Support integrated market development, optimize the key to the market
    • Create instruments to monitor tourism development, d. H. Enable success control

The key points also include the focal points of the individual tourism strategies, the respective target groups, measures and action plans to further develop and improve individual subject areas, as well as budget planning and management, the implementation of the strategy that has been decided and designed, the reporting obligations and also control Monitoring and Evaluation. The duration of action is usually 5–15 years and is therefore medium-term. When it comes to the areas of impact of tourism strategies, a distinction is made between destinations (e.g. Wadden Sea , Hunsrück ), which are defined by the market based on the landscape, and administrative units (e.g. states, federal states / provinces or municipalities), which are defined by political administration.

Development process

A successful tourism strategy arises from a consultation process with the participation of the actors relevant for its implementation. Tourism strategies are initiated by the responsible political actors of the destination (usually destination management organization) or administrative unit (often the economic department of the respective administrative department ). In addition to the responsible destination marketing agency or tourism consulting company, numerous actors are involved, including a .:

  • Practice representatives of important private and public tourism institutions in the destination.

Secondary data on the tourism situation are evaluated and new primary data are often also collected. Important statistical data are overnight stays, day tourists , number of visits to important events at the destination, use of transport, business trips, but also sociographical and interest-related information on visitors to the destination ( target groups ). The development of the strategy can take one to two years, depending on the ambition, previous history, extent of participation and extent of the scope.

Implementation process

The implementation of the tourism strategy is usually coordinated and controlled by the ministry in charge of tourism policy. Together with local tourism organizations, regional actors, chambers and associations, they are responsible for the areas of responsibility and tasks. Financing and funding is also provided by the responsible ministry. The quality management (includes balanced scorecard , market research, demand monitor and marketing monitor) of the individual destinations is responsible for monitoring and the subsequent evaluation and is also monitored by the ministry.

Tourism strategies at different political levels

Tourism strategy at the UN level

Tourism does not play a significant role in Agenda 21 . The United Nations have in the UN General Assembly Special Session to discuss the implementation of Agenda 21 " Rio + 5" in 1997 in New York, given the importance of tourism to sustainable development, the Commission on Sustainable Development commissioned (CSD), an "action-oriented international Work program on sustainable tourism development ”. The work program adopted by government representatives at the 7th meeting of the CSD in 1999 turned out to be extremely demanding and trend-setting.

The work program planned to evaluate the program at the “Rio + 10” World Summit on Sustainable Development in Johannesburg in 2002 (no information is available on this evaluation). At the same world summit, the UN developed the basic idea for 10-year framework programs for sustainable consumption and production methods that also include tourism. In the following years from 2003 to 2011, the program was developed in the implementation phase known as the “Marrakech Process”. The International Task Force on Sustainable Tourism Development (ITF-STD) founded in 2006 , a working group made up of 18 countries and 25 organizations headed by France , was responsible for tourism . They initiated 40 projects in various areas. In 2011 the ITF-STD became the Global Partnership for Sustainable Tourism , which has the same areas of responsibility and programs as its predecessor, but has a broader financial base.

At the “Rio + 20” conference in Rio de Janeiro in 2012, the 10 Year Framework Program (10YFP) was finally decided, under whose roof the “10YFP on Sustainable Tourism” coordinated by the UNWTO has been running since 2014 . This pursues the political anchoring of sustainable consumption and production methods in the tourism sector, the cooperation of tourism actors to improve the sustainability of the sector, the minimization of negative and maximization of positive effects of tourism as well as the financial support of sustainable tourism.

Tourism strategy at EU level

In 2010, the European Commission presented a framework for action with measures in the communication “Europe - the world's top travel destination: a new political framework for European tourism” within the framework of its limited tourism policy responsibilities. A corresponding implementation plan is updated regularly.

Tourism strategy for Germany

Germany's federal constitution assigns core competence in tourism policy to the states. As part of the limited competence of the federal government, the following tourism policy guidelines were adopted by the federal government and the Bundestag in 2009, which are divided into nine fields of action:

Tourism as an economic factor

Tourism is of great economic importance in Germany, as it is seen as a growth engine and at the same time makes a significant contribution to Germany's image. The federal government is therefore striving to continuously strengthen tourism, which requires targeted marketing strategies.

Framework

Within the individual policy fields, appropriate consideration should be given to the interests of the tourism industry, destination-related distortions of competition should be avoided, companies should be relieved of unnecessary bureaucracy and accessibility should be strengthened as a goal. Engagement at the international level in the World Tourism Organization ( UNWTO ), in the Organization for Economic Cooperation and Development ( OECD ) and in the specialist conferences of the United Nations on tourism policy issues is particularly important for German tourism . This also includes environmental and climate protection as well as the protection of children from sexual exploitation in tourism.

sustainability

Germany stands for sustainable tourism that is ethically acceptable and successful from a social, cultural, ecological and economic point of view. Germany has a “demanding climate policy and a comparatively high level of environmental awareness”, which creates long-term competitive advantages, especially with regard to the travel flows that have been shifted due to climate change. In order to preserve these advantages, the Federal Government calls on all actors to maintain and strengthen a sustainable approach to nature and the environment.

Demographic change

The opportunities of demographic change for tourism should be optimally used. Older people have different consumer needs and are healthier, more active and more mobile than before, which is why wellness and health tourism are seen as growth markets. The federal government sees an opportunity in a stronger cooperation between young and old and calls on the tourism industry to create cross-generational offers and adapt the infrastructure.

quality

The globalization has changed the requirements, increased competition in the industry and at the same time created by the new customer groups opportunities. Germany should adjust to these new tour groups even more intensively and stand for the excellent quality of tourist services, for which a constant increase in quality and transparency are important. The federal government particularly points out an improvement in accessibility , family-friendliness and hospitality.

Qualification

The qualification of those employed in tourism is to be improved and the attractiveness of jobs related to tourism is to be increased, as the shortage of young talent is increasing due to demographic change.

"Product Germany"

Germany should be seen as a tourism product with a high quality, which is particularly noticeable in the transport infrastructure. Culture and city trips, business trips and recreational tourism are regarded as Germany's strengths. The aim is to allow all sections of the population to participate in tourism, even if they have health, social or financial restrictions.

Overview tourism strategies of the federal states (Germany)

Federal states Name of the tourism strategy
Baden-Württemberg Baden-Württemberg tourism concept
Bavaria Tourism policy concept of the Bavarian State Government
Berlin Berlin tourism concept
Brandenburg State tourism concept for Brandenburg 2011–2015
Bremen Tourism concept for the state of Bremen 2015
Hamburg Marketing plan 2010–2015 - Hamburg Tourismus GmbH
Hesse Hesse's tourism policy framework 2007 & strategic marketing plan for tourism in Hesse 2014–2018
Mecklenburg-Western Pomerania State tourism concept for Mecklenburg-Western Pomerania 2010
Lower Saxony Tourist development strategy Lower Saxony 2015
North Rhine-Westphalia Masterplan Tourism North Rhine-Westphalia
Rhineland-Palatinate Tourism strategy 2015
Saarland Saarland Tourism Strategy 2025
Saxony Tourism Strategy Saxony 2015
Saxony-Anhalt Masterplan Tourism Saxony-Anhalt 2020
Schleswig-Holstein Schleswig-Holstein Tourism Strategy 2025
Thuringia State Tourism Strategy Thuringia 2025

Tourism strategies for destinations

In addition to the aforementioned tourism strategies for administrative units, many destinations, which, depending on the political level considered, often extend over several administrative units, have also developed tourism strategies. Examples are the Hunsrück, the Wadden Sea (Denmark, Germany, the Netherlands) or the Carpathian Mountains (Poland, Romania, Serbia, Slovakia, the Czech Republic, Ukraine, Hungary).

Tourism destinations in other strategies

There are also numerous other political strategies that include tourism-related goals to varying degrees:

In 2013 the association working group “Tourism and Biodiversity” published a joint association strategy on tourism to support the “National Strategy on Biodiversity” .

literature

Web links

See also

Individual evidence

  1. ↑ H. Müller; (2011): Tourism Policy: Paths to Sustainable Development. Rüegger Verlag, p. 100 ff.
  2. ^ Wadden Sea National Park: Common tourism strategy for the world natural heritage . 2012. Retrieved March 25, 2015.
  3. ↑ Hunsrück-Touristik GmbH: Touristic profiling of the Hunsrück region ( Memento of the original from February 2, 2015 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. . Hahn 2011. Retrieved March 25, 2015. @1@ 2Template: Webachiv / IABot / www.projectm.de
  4. ↑ United Nations Department of Economic and Social Affairs, Division for Sustainable Development: Review of implementation of Agenda 21 and the Rio Principles - Synthesis Ohne Ort 2012, p. 7. Retrieved March 16, 2015.
  5. ↑ General Assembly of the United Nations : Program for the Further Implementation of Agenda 21. Resolution A / RES / S-19/2, June 28, 1997 . Paragraph 69.Retrieved March 16, 2015.
  6. ↑ a b CSD : Report on the seventh session (May 1 and July 27, 1998, and April 19–30, 1999) . New York 1999, p. 38 ff. Retrieved March 16, 2015.
  7. ↑ ETE: Sustainable tourism in Germany. Supraregional and model initiatives from politics, business and associations reflecting the implementation of the “Tourism and Sustainable Development” work program of the UN Commission for Sustainable Development (CSD) . Bonn 2009, p. 17ff. Retrieved March 16, 2015.
  8. ^ United Nations : Report of the World Summit on Sustainable Development . Johannesburg 2002, p. 13ff. Retrieved March 16, 2015.
  9. ^ Aachen Foundation Kathy Beys : Summary of the Marrakech Process . In: Lexicon of Sustainability. Retrieved March 16, 2015.
  10. ↑ Global Partnership for Sustainable Tourism: GPST History . Retrieved March 16, 2015.
  11. ^ United Nations : Report of the United Nations Conference on Sustainable Development . Rio de Janeiro 2012, p. 43. Retrieved March 16, 2015.
  12. ↑ UNEP : Sustainable Tourism Program . Retrieved March 16, 2015.
  13. ↑ European Commission : EU Policy - Background . 2014. Retrieved March 25, 2015.
  14. ↑ European Commission : Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions (PDF) . Brussels 2010. Accessed 25 March 2015.
  15. ↑ Federal Ministry for Economic Affairs and Energy : European Tourism Policy . Accessed on March 25, 2015.
  16. ↑ Federal Ministry of Economics and Technology : Tourism policy guidelines of the federal government . Berlin 2009. Retrieved March 25, 2015.
  17. ↑ Ministry of Economics Baden-Wuerttemberg and Ministry of Food and Rural Areas of Baden-Wuerttemberg : Tourism concept of Baden-Wuerttemberg . Stuttgart 2009. Retrieved March 25, 2015.
  18. ↑ Bavarian State Ministry for Economic Affairs, Infrastructure, Transport and Technology : Tourism policy concept of the Bavarian state government . Munich 2010. Accessed March 25, 2015.
  19. ^ Senate Department for Economics, Technology and Women: Berlin Tourism Concept. Framework for action 2011+ ( Memento of the original dated February 2, 2015 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. . Berlin 2011. Accessed March 25, 2015. @1@ 2Template: Webachiv / IABot / www.berlin.de
  20. ↑ Ministry of Economics and European Affairs of the State of Brandenburg: State Tourism Concept Brandenburg 2011–2015 ( Memento of the original from February 2, 2015 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. . Potsdam 2011. Accessed March 25, 2015. @1@ 2Template: Webachiv / IABot / www.tourismuswirtschaft-brandenburg.de
  21. ↑ Senator for Economy and Ports : Tourism Concept Land Bremen 2015 ( Memento of the original from March 4, 2016 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. . Bremen 2010. Retrieved March 25, 2015. @1@ 2Template: Webachiv / IABot / www.wirtschaft.bremen.de
  22. ^ Hamburg Tourismus GmbH: Marketing Plan 2010–2015 . Hamburg 2010. Accessed March 25, 2015.
  23. ^ Hessian Ministry for Economy, Transport and Regional Development : Tourism Policy Framework for Hesse 2007 . Wiesbaden 2007. Accessed March 25, 2015.
  24. ^ Hessian Ministry for Economy, Transport and Regional Development: Strategic Marketing Plan for Tourism in Hesse 2014–2018 . Wiesbaden 2013. Accessed March 25, 2015.
  25. ^ Ministry of Economy, Labor and Tourism Mecklenburg-Vorpommern: State Tourism Concept Mecklenburg-Vorpommern 2010 . Schwerin 2004. Retrieved March 25, 2015.
  26. ↑ Deloitte & Touche GmbH: Tourist Development Strategy Lower Saxony 2015 . Hanover 2010. Accessed March 25, 2015.
  27. ↑ Tourismus NRW e. V .: Masterplan Tourism North Rhine-Westphalia . Düsseldorf 2009. Retrieved March 25, 2015.
  28. ↑ Ministry of Economy, Climate Protection, Energy and Regional Planning : Tourism Strategy 2015 . Mainz. Retrieved March 25, 2015.
  29. ^ State of Saarland: Saarland Tourism Strategy 2025 . Retrieved May 14, 2019.
  30. ^ Saxon State Ministry for Economic Affairs, Labor and Transport : Tourism Strategy Saxony 2015 . Dresden 2011. Retrieved March 25, 2015.
  31. ↑ Ministry of Science and Economy of the State of Saxony-Anhalt: Master Plan Tourism Saxony-Anhalt 2020 . Retrieved March 25, 2015.
  32. ↑ Ministry of Economics, Labor, Transport and Technology of the State of Schleswig-Holstein: Tourism Strategy Schleswig-Holstein 2025 ( Memento of the original from February 2, 2015 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. Kiel 2014. Accessed March 25, 2015. @1@ 2Template: Webachiv / IABot / www.schleswig-holstein.de
  33. ↑ apps.thueringen.de/de/publikationen/pic/pubdownload1720.pdf . Erfurt 2017. Retrieved December 16, 2017.
  34. ↑ European Commission: Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions. Biodiversity - Natural Capital and Life Insurance: EU Strategy to Protect Biodiversity by 2020 (PDF) . Brussels 2011. Retrieved March 25, 2015.
  35. ↑ Ecological Tourism in Europe e. V. (Ed.): Joint association strategy on tourism to support the "National Strategy on Biological Diversity" . Bonn 2013. Accessed July 7, 2015.