A New Start for EUTO
Redruth, 29 September 2012Henk Schüller
Strategic Plan for Re-development of the European Union of Tourist Officers
Challenges: how to move from an association of professionals
to an association of organisations how to achieve objectives and to deliver on
priorities for the coming years
European tourism organisations
Survey in 46 countries: 50 national tourism structures 1.060 regional tourism organisations > 15.000 local tourist offices plus 6 national associations of tourism organisations 6 national associations of tourism professionals
Regional Tourism Organisations
Survey identifies regional tourism organisations in 28 countries National Tourism Organisations with regional
responsibilities in 16 countries sub-regional tourism organisations in 7 countries
Vision
EUTO’s vision expresses the aspiration: “to be the foremost instrument to give support
and voice to Europe’s regional tourism organisations”.
EUTO supports their destination marketing activitiesand enables them to act with a collective voice.
Mission
“EUTO is a membership association offering a powerful platform to regional tourism organisations focussed on better performance in their marketing
activities with the aim to enhance the image of Europe’s regions as first-rate tourist destination.”
Strategic Aims
Sharing and developing knowledge Exchange of experience and best practice International networking and co-operation Monitoring and advising on EU tourism policy Representing members’ interests Facilitating performance improvement Recognition of regional tourism organisations
New operational objectives
The new EUTO will operate as: Knowledge centre Meeting Point European Monitor and Networker Public Relations InstrumentThe four objectives provide framework for programme of activities with relevant member benefits.
Knowledge Centre
Website Database Library Forum SIG’s Co-operation
Meeting Point
Council and Board SIG’s Events Expert meetings Exchange programme
European Monitor & Networker
Co-operation international destination marketing organisations
EU-information and consultation Dialogue international tourism bodies Policy advise and collective voice Support international projects Sector representation
Public Relations Instrument
Website Printed and online brochure Audiovisual Newsletter Press contacts External presentations Participation in international events Annual Report
Prioritisation of activities
Website re-development + maintenance Database and e-library Set up Board, Council and SIG’s Public Relations activities Stakeholder contacts Annual event 2013 Co-operation European tourism bodies
Activities Indicator
Input by Board and General Assembly MembersRanking of top ten priorities in clusters:1. exchange of best practice/ knowledge
development/ share expertise2. networking*/ collaboration between
members/ international projects/ events3. contacts European Union*/ advise tourism
policy EU and governments/ co-operation international organisations*
* = priorities indicated by all respondents
Membership categories
Full membership for regional tourism organisations Associate membership for national associations of tourism organisations Affiliate membership for national associations of tourism professionals Institutional membership for other tourism (related) organisations
Governance/ Executive Bodies
EUTO Council
Board
SIG SIG SIGSIG
SIG = Special Interest Group
Management/ Operational Structure
Board primarily has strategic and supervisory roles.Principles of operational framework:1. Adequately staffed office structure - by assignment to (board) member with executive power, - and/or through co-operation with international tourism organisations (ECM, ETAG, EDEN, EUFED, etc)2. Human resources require qualified - general and operational management, - web co-ordination and membership recruitment
International co-operation and stakeholder relationships
EU-institutions ETAG: international tourism industry organisations International tourism destination marketing organisations
(ECM, EDEN, ETC) Tourism agencies of governments at (inter)national and
regional levels Knowledge centres Media
Financial model
Sustainable income strategy for mid to long term funding of organisation and activities
Membership fees should cover operational cost Additional activities in line with income Potential 80-110 new members in 3 years Projected loss of € 76.000 for first 3 years Financial guarantee required for set-up
Summary EUTO Budget 2013 – 2016 (currency: euro)
2013 2014 2015 2016
Incomemembership feesother income total
20.00015.00035.000
44.25016.00060.250
66.75022.00088.750
95.00028.000
123.000
Expenditureboard/managementstaffactivitiestotal
20.00030.00025.00075.000
25.00030.00030.00085.000
15.00050.00010.000
100.000
15.00060.00040.000
115.000
Loss/profitset-up contributions
- 40.00040.000
0
- 24.75024.750
0
- 11.25011.250
0
+ 8.000
Management & financial constraints
Income from membership fees versus initial cost of set-up
Operational structure versus delivery of activities Membership recruitment versus delivery status Aspirations of overall strategy versus timeline of
decision-making process Timeline decision-making process versus urgency
of implementation
Recommendations
Adopt new name: European Union of Tourism Organisations
Adopt new articles of association Register in Belgium as ivzw.aisbl (international
not-for-profit association) Keep abbreviation EUTO Keep internet address: www.euto.org All business in one language: English
Procedures
Before 31 December 2012:- Adoption of strategy document (29 September)- Proposals and agreement on financial model- Proposals and agreement on operational
structure- Review and adoption Articles of Association- Draft of requirements website re-development
Issues
Funding 2013-2015: feasibility of financial guarantees
Operational structure: own or shared Membership local tourism organisations