ADVOCACY CAMPAIGN ON THE THEME OF ‘WHY TOURISM MATTERS’

Tourism is one of the EU’s most valuable industries! Tourism translates into jobs and it translates into economic growth! When considering how the EU can recover economically and create jobs, it is important to recognize the opportunities presented by the tourism sector!

The multifaceted tourism industry is an engine that helps power the EU economy! Tourism is a tremendous source of EU jobs and economic growth. Worldwide, travellers last year made over 1 billion international trips and that number is projected to double over the next 20 years. If the EU can continue to host its fair share of those visitors, millions of jobs will be created here in the EU !

The lack of appreciation for tourism comes from the interpretation of the word tourism. Tourism in many people’s minds means relaxation, leisure time and having fun. That is why in tough economic times, tourism is something that can be cut. It isn’t viewed as an essential industry such as manufacturing, mining, agriculture or construction. Tourism must become synonymous with economic development and tax generation.

There is great story to tell about tourism as an essential element in the economic engine, as a major tax generator which brings new money into local economy, as a creator and supporter of infrastructure for visitors and residents, as critical to the success of other businesses, and as creator of an  and effective brand for a destination.

Given the fact that the Commission has reduced its staff responsible for tourism policy drastically, an advocacy campaign should be launched by the tourism industry in the EU that centers on the theme ‘Why Tourism Matters’. The campaign would include the typical economic impact information, but also include local iconic “Tourism Ambassadors” that attach a face to tourism. The ambassadors will be used in local campaigns and at local functions. Tourism Ambassadors would include industry associations (e. g., hotel, restaurant, retail); political bodies and funders (e.g., city, county, state); tour operators, meeting planners, association executives); community opinion-makers (e. g., chambers of commerce); media; industry employees (unions); travel trade members (e.g., tour operators, travel agents); and convention and meeting planners as well as other stakeholders (e.g., convention and meeting attendees, tour operator customers, and hotel guests); community competitors for resources; community non-competitors for resources; support industries/professionals (e. g, lawyers, real estate agents, educators); civic organizations; homeowners associations; suppliers to industry members and other political bodies (eg, airport or port authority).