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“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Draft Agora Strategy for Sustainable Tourism Development
in the Baltic Sea Region
- Friday, September 7, 2007
Wolfgang GüntherInstitute for Tourism Research in Northern Europe, N.I.T.,Kiel
www.nit-kiel.dewww.agora-tourism.net
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Overview
Intention of this meeting
About agora
Development of the agora Strategy
Contents of the strategy
Work ahead
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Intention of this meeting• Introduce the agora Strategy
• Discussion:
- Which activities do you run at the moment?
- How do your activities fit to our strategy?
- How we can link and coordinate our approach
with your activities in order to join forces?
• Identification of the 10 most important (relevant,
urgent, feasible) activities for the next two years
• Draft work plans for their implementation
• Discussion on future cooperation on Sustainable
Tourism Development in the Baltic Sea Region
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Project background The agenda 21 for the Baltic Sea Region, Baltic 21
Initiators
Baltic 21 Tourism Task Force (TOUTF) Members: Representatives national tourism authorities and associations from all over the BSR as well as from international organisation.
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
agora project idea
Compile and integrate knowledge & experiences on sustainable tourism in the Baltic Sea Region (BSR)
Make it accessible for the tourism development in the BSR and Europe
Strengthen the competence and capacity of tourism stakeholder in the BSR and join there forces in a common network Develop a strategy for sustainable tourism development in the BSR
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Pan-Baltic approach
BELARUSDENMARKFINLANDESTONIA GERMANYLATVIALITHUANIAPOLANDRUSSIASWEDEN
44 partners from 10 BSR states involved!
Lead Partner:University of Greifswald,
GERMANY
Prof. Dr. Wilhelm Steingrube Head of the Institute of Geography and Geology
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
agora Strategy Factory:Development process of the agora strategy
Adoption of a work plan (September 05)
SWOT
Identification of objectives and aims
Adoption of terms of reference for the strategy development
Mandate for a Drafting Group
Discussion and improvement of the draft
Communication and implementation
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Focus on selected aspects of strategic importance and activities which are relevant, feasible and effective from the Strategy Factory’s point of view.
Vision Baltic 21 Common Vision of a Baltic Sea Eco-Region
Strategy: Target orientated, focused action plan for sustainable tourism development in the Baltic Sea Region
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Baltic 21 Tourism Task ForceBaltic 21 Tourism Sector Report 7/98Three main overarching objectives
UN Task Force Sustainable Tourism12 aims for Sustainable Tourism (2005)
EU Tourism Sustainability GroupReport: Action for More Sustainable European Tourism (2007)
Starting points
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Baltic 21 Tourism Sector Report 7/98
To sustain a sound environment, safeguarding the recreational quality of natural and man-made landscape and integrating natural, cultural and human environments;
To promote and sustain the competitive quality and efficiency of the tourism business;
To create satisfactory social conditions for tourists and the local population.
Objectives …
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Ex: “Making Tourism More Sustainable“ A guide for policy makers,UNWTO/UNEP, 2005
12 Aims for Sustainable Tourism
… and aims
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
take into account and make use of existing approaches promoting sustainable tourism (BSR, EU, worldwide) and the Baltic 21 Common Vision of a Baltic Sea Eco-Region;
be short, simple and easy to communicate;
focus on aspects of strategic importance;
give concrete and feasible recommendations;
have a clear profile and message;
consider the practitioner’s perspective; and
include a communication strategy and an evaluation procedure.
Terms of reference for the agora strategy
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Aiga Petkevica (Ministry of Economics, LV)
Bjarne Rasmussen (Region Sjaelland, DK)
Christa Morawa (Federal Environmenmtal Agency, D)
Zivile Eteviciute (Thomas Mann Centre, LIT)
Prof. Dr. Wilhelm Steingrube (University of Greifswald, D)
Assisted by:
Wolfgang Guenther
(Institute for Tourism Research in Northern Europe, D)
Drafting Group for the agora Strategy
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Strategy for sustainable tourism development in the Baltic Sea Region
Focused on five fields of action:
Policy for Sustainable Tourism
Knowledge & Competence Development
Product Innovation and Marketing
Destination development
Cooperation and networking
for each field: Key aspects & recommended activities
plus: Recommendations for involvement and implementation
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
(1) Policy for sustainable tourism
Economic, ecological and social costs of tourism products and public as well as private policies have to be visible and comparable for the customer and the public.
Financial support by public authorities and private institutions for tourism projects should be
dependent on passing an ambitious sustainability check.
Baltic Sea tourism needs to prepare for coping with future challenges like global competition, demographic development and climate change internationally as well as on national and
destination level.
Examples of key aspects
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
(2) Knowledge and competence development
Sustainability has to become a key issue in tourism education at schools, universities and in business trainings.
Tourism competence clusters and knowledge networks should be identified or initiated and used as a stimulating environment for knowledge building and effective use of existing resources.
Examples of key aspects
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
(3) Innovation and product development
More sustainable tourism products should be developed. They should make use of Baltic
natural and cultural assets, offer high quality experiences rather than only services and contribute to a Baltic Sea Region branding.
A stringent customer orientation and coordinated market research in product development is crucial.
Professional innovation systems, IT and e-media solutions have to be employed.
Examples of key aspects
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
(4) Destination development
Tourism development should be linked to Local Agenda 21 processes, respecting local
communities as well as cultural and natural values.
Synergies of rural-urban tourism cooperation should be exploited.
A pan-Baltic project on sustainable destination development with a limited number of case
studies should generate transferable models for other destinations in the region.
Examples of key aspects
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Examples of key aspects
(5) Cooperation and networking
Networks of excellence and strategic alliances in sustainable tourism on provider, tour operator and destination level should strengthen the competitiveness of Baltic Sea tourism.
The significance of sustainable development in existing tourism networks has to be fostered.
People-public-private-partnerships should be employed to implement the participatory
approach of sustainable development.
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Broad involvement of key stakeholders and decision-makers in tourism development in the Baltic Sea Region – expressively including the local level - is needed.
We would like to and have to join forces with all other stakeholders interested in a Sustainable Tourism Development in the BSR
Implementation requires a responsible coordinating body. Proposal: Baltic 21 Tourism Task Force
Involvement and Implementation
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Still work ahead
• High dependence
on TOUTF resources
• No time schedule
• No clear budget
• Not well known yet
Here we need your advice and cooperation!
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
Thank you!
“Draft Agora Strategy for Sustainable Tourism Development in the Baltic Sea Region”
Agora - Network Sustainable Tourism Development in the Baltic Sea Region
Project part-financed by the EU
Lighthouse project
- Which activities do you run at the moment?
- How do your activities fit to our strategy?
- How we can link and coordinate our approach
with your activities in order to join forces?
Discussion
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