Exceltur 2003

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Rural Tourism in Europe Presentation by Luigi
Cabrini, Regional Representative for Europe World
Tourism Organization
CEI Workshop Product Development in Rural
Tourism with Focus on Farm Holidays (Ottenstein,
Austria, 17 September 2004)
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Changes in tourist behaviour

• wait and see attitude gt late-booking
• trips closer to home, to familiar destinations
• sensitivity to price
• business travel cost cutting (less and cheaper)
• individual (not organised) travel / do it
  yourself gt internet, low cost airlines
• travel by car / coach / train instead of plane
• accommodation other than hotel (apartments,
  country houses, etc)
• visiting family, friends and relatives (VFR)

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10 Trends that will shape tourism in the mid-term

• Increased concern for safety and security
• More mature and experienced travellers
• Aging population
• Increasing competition
• Stress on value for money
• Shift from service to experience
• Permanent investment needed in quality
• Importance of sustainable development
• Incorporation of new technologies
• Public-private sector partnership

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Opportunities for Rural Tourism

• Europe has largest share of tourism arrivals and
  maintains positive growth
• Changes in travel behaviour are favourable to
  rural tourism
• e.g. growth in independent travel, desire for
  new experience, more intra-regional and domestic
  travel
• Other changes in tourist behaviour are also
  favourable
• e.g. accommodation other than hotel
• Range of rural tourism products expected to
  increase significantly
• Therefore, rural tourism providers have the
  opportunity to take a greater share of tourism
  market

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European Rural Space

• In Europe, transformation of rural space started
  decades ago and further accelerated by economic
  trends and European Union enlargement
• Rural economies affected by profound economic and
  social changes. Risk of disappearance
• Rural tourism valuable contributor to rural
  economy
• Allows diversification and favours protection and
  enhancement of social fabric and heritage

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Europe Region of origin
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Europe Means of transport
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WTO Recent Initiatives

• WTO seminars on rural tourism in Europe
• Belgrade (Serbia and Montenegro) June 2002
• Kielce (Poland) June 2003
• Yaremcha (Ukraine) September 2003
• Moeciu (Romania) October 2004 (planned)
• Participation of 30 countries and several
  international organizations
• Objectives
• Better understanding of rural tourism
• Additional tools for planning and execution of
  initiatives
• Enhance importance of rural tourism in the
  agendas of government and international
  organisations
• Generate additional political and financial
  support

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KEY PRINCIPLES OVERVIEW
Environmental Principles
Social Principles
Heritage/Cultural Principles
Economic Principles
SUSTAINABLE RURAL TOURISM
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ENVIRONMENTAL PRINCIPLES

• Respect the natural diversity of the destination
• Take steps to monitor carrying capacity as rural
  tourism develops
• SOCIAL PRINCIPLES
• Ensure that tourism development protects rather
  than destroys cultural diversity and local
  community
• Actively discourage forms of tourism which cause
  and contribute to social problems

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HERITAGE/CULTURAL PRINCIPLES

• Develop tourism that is indigenous to area
  avoid copy cat approach
• Promote the areas unique cultural/heritage
  features
• ECONOMIC PRINCIPLES
• Encourage employment opportunities which retain
  people in the countryside
• Prevent viable traditional occupations from being
  displaced
• Promote the usage and sale of local food produce

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• IN CONCLUSION
• PROTECT the environment
• PRESERVE your traditions and culture
• TRANSMIT values to the new generations
• ENRICH your heritage with modern activities

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Thank you very much for your attention!
World Tourism Organization (WTO)
www.world-tourism.org