Conference Proceedings
15th Toulon-Verona Conference "Excellence in Services"
College of Management Academic Studies, Rishon
Lezion, Israel, 3-4 September 2014
pp. 89-101 - ISBN: 9788890432729
Higher Education in tourism for a more sustainable and competitive sector in
Euro-Mediterranean area.
Authors:
Salvatore Messina, Rector of European University for Tourism, Tirana, Albania
Vito Roberto Santamato, University of Bari, Italy
Francesco Redi, EuropeanUniversity for Tourism, Tirana, Albania
Tourism is one of the most important industries and impacts on Euro-Mediterranean area GDP is
outstanding.
Education on tourism is more and more strategic in order to allow the EU-MED industry to become
more sustainable and competitive.
The paper investigates what are the communication and advices from official and draft documents
from European Commission and assesses the status quo proposing some solutions in order to allow
the higher education operators to contribute to making the Euro-Mediterranean tourism more
competitive and sustainable thought a multiple degree to facilitate human capital exchanges, to
create a very global vision to provide specific services for different publics and to manage a
destination management organization for all the Euro-Mediterranean area.
Keywords: sustainable tourism, training, higher education, education, Euro-Mediterranean area,
competitiveness,
Salvatore Messina composedparagraphs 3.1 and 4;
Vito Roberto Santamatocomposedparagraphs 2 and 3.2;
Francesco Redi composedparagraphs1 and 3.3.
1. The importance of the tourism industry
In the last decades tourism has become one of the most important industry of the global economy.
Growth in international tourist arrivals recorded by UNWTO 1 rose from 25 million in 1950 to 277
in 1980, 438 in 1990, 684 in 2000, 940 in 2010 and by 2020 are expected to reach 1.6 billion.
Chart 1: International Tourist Arrivals, Period 1950 – 2020, data in million
International Tourist Arrivals
10000
Arrivals
1000
100
Arrivals
10
1
1950
1980
1990
2000
2008
2020
Year
Source: Processed from UNWTO, 2012
The chart 1 describes the growth of tourism that has also faced innovation and diversification.
Along with traditional tourist destinations as Europe and North America, new ones emerged.
According to the same source, tourism industry accounted in 2010 an overall export income
(including passenger transport) worth US$ 1 trillion and exports is about the 30% of the world’s
exports of commercial services and 6% of overall exports of goods and services.
Many national economies are based on tourism as the main income source inducing opportunities
and employment, important factors for the local development.
Table 1: Tourism figures
Tourism Figures
GDP in Tourism
Period 2011 - data in %
Description
GDP (Average)
GDP (Advanced Economies)
GDP (Tourism based economies)
Source: Processed from UNWTO, 2009
1
Tourism Highlights 2012 Edition, UNWTO
%
5%
2%
10%
Gross domestic product (GDP) impact of tourism is estimated about an average of 5%, but it counts
at some 2% for advanced and diversified economies, where tourism is a smaller sector, but it
accounts about the 10% in countries where tourism is an important axes of the economy
In the first months of 2012 2 almost all regions, except Middle East, recorder growth and
international tourist arrivals accounted more than 131 million in the first two months, while in the
same period of 2011 were about 124 million.
The above mentioned figures must be completed with the data on employment contribution that is
estimated about the 6-7% of the number of jobs, including direct and indirect.
According to UNWTO Vision 2020, Europe will be the first destination with the highest rate of
international arrivals, 46% in 2020 and 717 million of international tourist arrivals.
European Commission identified 3 tourism was as one of the most important industries for the
achievement of EU goals in growth and jobs as stated by the Lisbon Strategy: in fact, tourism plays
a strategic role in women and young people employments.
2. Small &Medium Enterprises: the backbone of European economy
These importance in the EU economy
According to Eurostat4, in 2005 enterprises not involved in the financial business (said “NFBE”)
were about 20 million in the EU27 and the 99,8% counted up to 249 employees, that is that nearly
all were small and medium enterprises. Among them, 99,6% are small (less than 50 employees) and
.the 0,6% are medium-sized.
According to that statistic, the share of SME in the economy varied only marginally among the
Member States and it is recorded that the contribution to employment was the 67% of the total and
the value added the 58%.
For this reasons small medium enterprises can be defined 5 the backbone of European economy as a
driver of employment, productivity, innovation and social integration. SME are considered the
focus for the transition to a knowledge based economy, as set by the Strategy of Lisbon.
The “European Charter for Small Enterprises” approved by the Feira European Councilon 19 and
20 June 2000 urges the creation of a friendly environment for the development of the small medium
enterprises as the situation “can be improved by action to stimulate entrepreneurship, to evaluate
existing measures, and when necessary, to make them small-business-friendly, and to ensure that
policy-makers take due consideration of small business needs”.
By considering all aspects, the European Council is committed to work along the following lines for
action, that take into consideration the SME needs:
1. Education and training for entrepreneurship
2
UNWTO World Tourism Barometer, May 2012
Study on competitiveness of EU tourism industry, DG Enterprises, September 2009
4
Enterprises by size class - overview of SMEs in the EU, Eurostat, Statistics in focus n. 31/08, Manfred Schmiemann
5
European Charter for Small Enterprises, approved by the Feira European Council on 19 and 20 June 2000
3
2.
3.
4.
5.
6.
7.
8.
9.
Cheaper and faster start-up
Better legislation and regulation
Availability of skills
Improving online access
More out of the Single Market
Taxation and financial matters
Strengthen the technological capacity of small enterprises
Successful e-business models and top-class small business support
10. Develop stronger, more effective representation of small enterprises’ interests at Union and
national level
Same consideration are made by the OECD 6 that push for the policies for a conducive
entrepreneurial business environment and targeted support programmes to enhance the role of
SMEs in global value chains.
3. European policies for education in tourism
3.1. The High Level Groups
Within the DG Enterprise, the tourism unit is responsible exclusively for tourism with a particular
emphasis on sustainability and competitiveness of the sector.
Since 1997, when tourism has become the subject of study by a specific HLG (High Level Group),
the Commission's commitment was also seen increasing the capacity of the sector in job creation.
Since then, the Commission's policies such as communications, reports and studies, have inspired
the tourism law at every level.
The production of documents regarding tourism is divided into:
- Communications;
- Studies and publications that are regularly produced by the Unit tourism to expand on topics of
interest or upgrade issues on the field.
- Report of the Working Groups are divided into groups of high and Other groups, such as the
Tourism Sustainability Group.
- Annual reports of the Member States
Working Group B Tourism and Employmentreleased a report in 2011 called Improving training in
order to improve skills in the tourism sector
The main needs in training and education bring out that tourism is characterized by a markedly low
level of qualification in the most basic sub-sectors in particular in SMEs, although a demand for
6
Enhancing the Role of SMEs inGlobal Value Chains, OECD Global Conference in Tokyo, 31 May – 1 June 2007
new skills, such as those relating to information technology and communication technologies
(ICTs) is required.
The main obstacles to the improvement of skills were identified such us:
• lack of manpower and high volatility of staff;
• low image and specific job conditions, including seasonality;
• lack of qualifications that could be improved;
• lack of competitiveness of small enterprises owing to the lack of professional skills development.
The conclusions of the working group have considered three priorities: attracting skilled labor to the
industry, retain and improve their competence, to support micro, regional and local level, in view of
improving their competitiveness. In addition, a recommendation is made that promotes the creation
of a "Europass training in tourism" In detail, the WGB identifies the following actions:
- Permanent Observatory on learning, employment and labour environment in the tourism sector:
gathering, monitoring, production, and providing updated information and fostering debate on key
issues in order to increase knowledge (quantitative and qualitative) and strategic information to
ensure the sustainable competitiveness of tourism;
- "Handbook for learning areas in the tourism industry": a practical guide to transform learning
innovation, taking into account the "fragile" reality of human resources (economic and social
dimension); search for a solution (set of information strategic, training and consultancy) to achieve
a more complex process of formation of the training, and adopt an approach ascending / descending
partnership and collaboration among all stakeholders.
The COM(2001) 665 “Working together for the future of European tourism” adopt what stated by
the WG-B and stimulate Member States to develop policies for education in tourism.
3.2. Education, training and sustainable tourism
The COM(2003) 716 “Basic orientations for the sustainability of European tourism”, while
establishing the Tourism Sustainability Group (TSG), places more and more emphasis on the
tourism sector as capable of generating wealth and employment, especially in disadvantaged
groups, including women and youth.
To ensure the economic, social and environmental effects that will not produce negative long-term
effects is renewed emphasis on efforts to be undertaken by EU policies especially in the integration
with tourism in order to act on the supply chain, the destination management tourism and the
strengthening of cooperation between public and private sectors. Sustainability in tourism becomes
a strategic priority for the industry and enterprises are stimulated to be more efficient to bare the
initial costs of being sustainable.
Table 2: Production from the Tourism Unit
Year
Communications
Studies and pubblications
1998
High level group reports
High level group on tourism and
employment
COM(1999) 178/03
1999 Enhancing tourism's potential for
employment
2000
1. Towards quality tourism: Integrated Quality
Management (IQM) for destinations
2. Towards quality rural tourism: Integrated Quality
Management (IQM) for rural destinations
3. Towards quality urban tourism: Integrated Quality
Management (IQM) for urban destinations
COM(2001) 665
2001 Working together for the future of
European tourism
2002
COM(2003) 716
2003 Basic orientations for the
sustainability of European tourism
2004
2005
A, B, C, D, E
1. Making the best use of Structural Funds
2. QUALITEST - a manual for evaluating the quality
performance of tourist destinations and services
3. Structure, performance and competitiveness of
European tourism and its enterprises
1. The European tourism industry: a multi-sector
with dynamic markets. Structures, development and
importance of Europe's economy
2. Improving information on accessible tourism for
disabled people
3. Feasibility and preparatory study concerning the
networking and partnership of tourism stakeholders
and destinations, and of bodies developing and
providing knowledge and competence regarding
tourism
4. Early warning system for identifying declining
tourism destinations, and preventive best practises
1. ICT and e-Business in the tourism industry (eBusiness W@tch Sector Study)
2. Trends and skill needs in tourism 2005
(CEDEFOP Panorama Series)
COM(2006) 134
A renewed EU Tourism Policy:
2006
Towards a stronger partnership for
European Tourism
1. Innovation in tourism - How to create a tourism
learning area
COM(2007)
2007 Agenda for a sustainable and
competitive European tourism
1. The impact of major cultural and sporting events
on tourism-oriented SMEs
2. The European tourism industry in the enlarged
Community
2008
2009
1. Second survey on the attitudes of Europeans
towards tourism
2. First Survey on the attitudes of Europeans
towards tourism
3. Study on competitiveness of the EU tourism
industry
COM(2010) 352/3
Europe, the world's No 1 tourist
2010 destination – a new political
framework for tourism in
Europe
1. Results of the SME panel on-line consultation
2012
1. European Charter for sustainable and responsible
tourism (consultation)
2. European Tourism Quality Label (consultation)
1. Action for a more sustainable
European tourism a report of the
Tourism Sustainability Group
The “Actions for a more sustainable European Tourism” a Report of the Tourism Sustainability
Group is a key document for the future Communications of the Commission in the field of
sustainable tourism and inspired the COM(2007)621 “Agenda for a sustainable and competitive
European tourism”.
A coherence matrix between principles of sustainability and objective is designed. The objective n.3
is to improve the quality of jobs in tourism as it has consequences on quality of employment, on the
vitality of enterprises and on the service offered to visitors.
This objective is part of the Lisbon strategy considering the massive demand for employment in the
tourism sector of young people and women.
Nevertheless, tourism often provides unstable working conditions, irregular and with lower salaries,
in addition to a low level of qualification with limited career opportunities. On these issues, the
report calls for operators to set up initiatives in order to provide better service to tourists and to
improve the image of the sector as a whole. To do this it is stimulated the adoption of a developed
method for the management of human resources, increasing employee participation in the company
decisions, investing in training and education, sharing good practices and promoting tourism by
attracting qualified personnel and professional talents.
The governments of Member States and Regions are stimulated to commit more to the level of
tourism policies, and the integration of this sector with other components such as environment,
culture and economy, facilitate the use of Community instruments in support of tourism
development on sustainable tourism indicators that are applicable locally, create educational
programs, training and business support, encouraging the creation of a Destination Management
Organization (DMO) and support sustainable tourism in international development activities.
Tourism enterprises, driven by their associations, should actively participate in DMO and their
management activities, consider the environmental and cultural factors and implement a coherent
pricing policy, promote Corporate Social Responsibility (CSR) policies also implementing
innovative human resource management and ensuring fair treatment and their continuous training,
adequately communicate to tourists to allow them to travel more sustainably and participate
voluntarily in programs of protection and enhancement of natural, cultural and support of local
communities.
At a local level, authorities and DMO should support universities to develop training programs and
stimulate cooperation with local enterprises to improve tourist industry as a whole.
The “Study on the Competitiveness ofthe EU tourism industry” published at the end of 2009 by the
DG Enterprises & Industry defines challenges of the industry.
Challenge 1 is to reinforce the EU tourism industry as a high quality service sector and good
training in hospitality and motivated and knowledgeablestaff are required also to switch tourist
enterprises from a “product driven” strategy to a “service driven” one.
Make the tourism industry part of the knowledge economy is the focus of Challenge 3 and
education and training play a central role to improve knowledge and competitiveness through the
building of skills.
For this purpose, in Action 2.3 it is required to improve collaboration with education and training
institutes as closer collaboration between the industry and education and training institutesshould
result in an improved matching of skills supply and demand. In most Member States degree
programs specificallygeared towards the tourism industry are being offered (bachelor, master).
However, these programs are not always adapted to the changes that the tourism industryfaces and
therefore do not always match the needs of the industry in terms of skills.
The Study describes that in Training and education, “….especially the need for more managerial
skills (strategy development, marketing,innovation management) seems to be high. Also in the offer
of short term managerialtrainings for SME entrepreneurs, there is a clear gap in the market. But as
manypeople active in the tourism industry have neither a specific educational backgroundin
tourism, nor a managerial background, offering specific (short term) training inmanagement,
entrepreneurship and hospitality to owners and employees in theaccommodation industry (tailored
to the needs of SMEs (micro-enterprises)!), arenecessary to develop a professional accommodation
industry” and that the programs should be adapted to the industry demand 7.
The COM(2010)352 “Europe, the world's No 1 tourist destination – a new political framework for
tourism inEurope” is probably one of the most important official document from the Commission in
the field of tourism and it outlines actions and initiatives to improve competitiveness and
sustainability.
Nevertheless education is recognized as one of the strategic sectors, the word is never mentioned,
while Action 5 is dedicated to training 8.
Even in the “Ensuring a successful implementation of the tourism communication COM(2007)352 Implementation rolling plan” on 16.01.2012, no initiative were still undertaken and provision are
very poor. No structural initiatives are provided, except the developing of a Tourism Skills
Competence Framework in order to identify skills required and demand trend in the tourism
employment.
In 2010 European Commission DG Enterprises and Industry released the “Calypso Study” Final
Report in order to assess and outline the scenario for social tourism to enhance the efforts of
Calypso Program9 that aims to support off season tourism in Europe.
Education and training play a strategic role focusing on the target group “people with disabilities”
7
“The framework conditions play an important role in providing the industry with the right type of skills. Ideally, the
education and training offer should match the industry needs.
There is an increased need for qualified personnel with a focus on multi-skilling in SMEs and specialised skills in
larger companies. Language and cultural skills are also needed in light of globalisation and the opening of new source
markets. Moreover, adequate education and training programmes could contribute to an increasing professionalism in
the sector, by offering specialised and managerial training programmes to employees and entrepreneurs, especially in
SMEs. More specific training geared towards SMEs can change their role in the value chain, therefore changing the
industrial structure and the inter industrial relations. Today, the large group of micro enterprises is often bypassed by
the larger companies and hotel chains that better utilise the industry network.”
8
“In order to support training in the tourism sector, the Commission will endeavour topromote the opportunities offered
by various EU programmes such as Leonardo orthe Competitiveness and Innovation Framework Programme (CIP)
with its 'Erasmusfor young entrepreneurs' and 'E-skills for innovation' strands.”
9
For more information visit http://ec.europa.eu/enterprise/sectors/tourism/calypso/index_en.htm
“The improvement of accessibility in all participating countries is made through the awareness
ofthe national public stakeholders and suppliers on the specific needs of people with disabilities.
Inthe context of Calypso, a common frame of reference for the tourism and hotel industry’s
trainingcourses can serve to improve the services offered to people with disabilities, irrespective of
thetarget group. The suppliers engaging in Calypso will need to certify that staff and facilities
meetthe demands of the target group and that necessary support can be provided. As
mentionedpreviously, people with disabilities generally prefer tourism in mainstream supply rather
thanspecialised offers, so provisions need to be made for individualised travel rather than in
groups.”
Specific training courses for tourist staff are stimulated.
3.3. Documents in consultations progress
European Charter for Sustainable and Responsible Tourism10
The purpose of the Charter is to outlines policies and principles to be adopted in Europe and
worldwide for sustainable and responsible tourism.
The document states for the first time that knowledge about tourism impacts and sustainability
should be incorporated in all form of tourism education and training giving to the sector a central
role for growth, development, competitiveness and employment.
Moreover, the role of universities is underestimated for the participation in the planning and
management of tourism while the Tripod of Development 11 recognizes a strategic role.
Analysis of the consultation on the European Tourism Quality Label12
The Commission provided to set an umbrella label that will gather all the others that will meet ETQ
requirements: this is a relevant initiative in order to guarantee the tourist of the quality of the
service.
In order to achieve this, a set of indicators are in process to be defined, including “Trained
employees / staff”. Employees of the establishment who have taken part in professional training
relevant to theirpost occupied at the establishment, either organised by the employer, or through
public orprivate educational system.
The presence of qualified human resources is considered by all stakeholders a strategic point to
assure a quality of service that will meet the expectations of the tourist/consumer.
10
In the framework of the implementation of Action 15 of the 2010 Commission Communication on tourism
COM(2010)352: "the European Charter for Sustainable and Responsible Tourism", Tourism Policy Development Unit
has launched a stakeholders consultation which closed on 20 April 2012.
11
The model we consider successful for the setting of the PPP (Public-Private-Partnership) is the “Tripod of
development” approved by the Luxembourg European Council on October 1997 that urges that Universities, SMEs and
Public Administrations cooperate and act for the local development in order to allow long term positive results.
12
The European Commission invited all interested stakeholders to participate in an open conference on 25 January 2012
on the European Tourism Quality Label.
4. Conclusions and proposals
The results of the analysis 13 of the policies for tourism from official documents from European
Commission outline a central role of the education of the improving of the competitiveness and
sustainability in tourism, also for the connections with other important topics.
In order to improve performance in terms of planning, implementation and profitability, sustainable
tourism requires more knowledge that should be implemented through the creation of
diffusednetworks throughout Europe as well as the creation of a permanent observatory on
sustainable tourism.
Human resources are the heart of the tourist service and of the quality perceived by the tourists: it is
stimulated a general growth of skills, the need of new professionalism and, above all, expertise for
the development of sustainable tourism. In this regard, training of qualified people is needed to
increase the competitiveness of European tourism in light of the strong competition from emerging
Countries.
Figure 1: Major topics and themes of sectoral policies for tourism in Europe
ISSUES
TOPICS
SUSTAINABILITY
COMPETITIVENESS
Integration of policies
Cooperation
Knowledge
Education and training
Social Tourism
SMEs and support
Seasonality
Indicators
ICT and tourism
Innovation
Source: our elaboration
13
“Marco Polo, an innovative system for the promotion of the small enterprises trough tourism”, S. Messina & F. Redi,
2012, The Journal of tourism and services, edited by Business School in Prague (VSO)
Better professionals in tourism also imply an effective use of ICT in tourism that have altered the
distribution chain in addition to relaying more quickly information and allowing the tourists to be
able to plan and purchase their own holiday package. But it also means innovation, which is
important for creating new products or new ways of making European tourism more sustainable and
competitive.
The tourism sector is composed of a multitude of small and medium-sized companies that operate
locally offering hospitality services, entertainment and other local services but, in term of size, lack
of skills and structure, face daily enormous difficulties that prevent them from developing, limiting
the possibilities of growth in the sector. For this reason one of the key issues is to support to SMEs
and their needs from a point of view of competence, as seen previously, but also in terms of finance,
regulation and taxation, to give them a momentum that will allow, consequently, the entire tourism
sector to become more competitive and therefore, in light of the new definition of competitiveness,
sustainable.
To be more sustainable European tourism is faced with greater vigor the challenge of seasonality
that characterizes today's tourism. The efforts of policy makers are designed to allow to target
tourists to make holiday outside of peak periods, decongesting the tourist destinations in those
periods and allowing tourism businesses to work, create growth and employment in a more
continuous and stable way. This can also be achieved through policies of social tourism for example
by allowing groups of people (elderly, disabled or economically disadvantaged groups) to make the
holiday in low season, relying on policies of price differentiation also supported by "vouchers" , as
is happening, for example, in France and Italy.
But, in order to make the European tourism more sustainable and competitive it is necessary
todesign and manage a set of indicators which, in addition to clearly define what are the boundaries
of sustainable tourism, monitor the growth of European tourism in order to effectively govern the
process of development of European tourism.
The integration of policies at all levels, EU, national, regional and local level, plays a strategic role
in order to plan, regulate and develop a sustainable and competitive European tourism, which now
appears jagged.
The cooperation between the various stakeholders in the sector, both public and private, and in a
cross between public and private is very necessary in view of the large number and variety of
organizations involved and the challenges at a systemic level that tourism is facing.
All the policies proposed by the Commission deal with knowledge, skills and abilities, that are
owned by people.
In fact, human resources are strategic in this process and important to reach a better position and
results in terms of growth, employment and quality of life.
But to do every action, qualified and training personnel must be provided to the industry.
A lifelong training chain for the human resources that wants to be employed in the tourism industry
is necessary to make actions and put in practice strategies and plans that Member States has duly
designed with care but that are still not implemented.
The professional high schools have their role in this process, but are needed effectiveVocational
Training for the professionals in tourism along with Higher Education Institution in the Countries to
prepare the resources for the middle management activities and monitor this process. In order to
make possible the mobility of professionals, Governments should do his most to allow the codiplomacy for the recognition of the title EU-MED Countries.
Moreover, to train for qualified human resources for the tourism industry it is necessary to be
provided with professors, lecturers and professionals able to do it. Training for trainers is a
necessary activity to be done in order to make this process work.
5. Bibliography
-
Travel & Tourism Economic Impact, World Travel & Tourism Council Publish, 2009.
The “Agenda 21 for the Travel and Tourism Industry” adopted by 182 governments at the
United Nations Conference on Environment and Development (UNCED) on 14 June 1992.
the “Tripod of development” approved by the Luxembourg European Council on Oct. 1997.
the “Presidency Conclusion” of Lisbon European Council on 23 and 24 March 2000.
the “European Charter for Small Enterprises” approved by the Feira European Councilon 19
and 20 June 2000.
Working Group B report -Tourism and Employment- Improving training in order to
improve skills in the tourism sector, 2001
COM(2001) 665 “Working together for the future of European tourism”
COM(2003) 716 “Basic orientations for the sustainability of European tourism”
the “Action for a more Sustainable European Tourism”, report of the Tourism Sustainable
Group on February 2007.
the “Davos Declaration – Switzerland, October 2007” by UNWTO.
the “Agenda for a sustainable and competitive European tourism”, COM(2007) 621 on
October the 19th 2007.
Study on competitiveness of EU tourism industry, DG Enterprises, September 2009;
Enhancing the Role of SMEs in Global Value Chains, OECD Global Conference in Tokyo,
31 May – 1 June 2007;
The Competitiveness and Innovation Framework Programme (CIP), Factsheet.
Facts and Figures, www.unwto.org, June 2012;
Tourism Highlights 2012 Edition, UNWTO
The COM(2010)352 “Europe, the world's No 1 tourist destination – a new political
framework for tourism in Europe”
-
-
2010 European Commission DG Enterprises and Industry released the “Calypso Study”
Final Report
“Ensuring a successful implementation of the tourism communication COM(2007)352 Implementation rolling plan” on 16.01.2012
UNWTO World Tourism Barometer, May 2012
http://ec.europa.eu/enterprise/sectors/tourism/calypso/index_en.htm
http://ec.europa.eu/enterprise/newsroom/cf/itemdetail.cfm?item_id=5870&lang=en&tpa_id=
136&title=Open-Consultation-on-the-European-Tourism-Label-for-Quality-SystemsInitiative
http://ec.europa.eu/enterprise/sectors/tourism/public-consultation-etq/index_en.htm