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Rural Tourism

Understanding and implementation in Europe -- an overview

Klaus Ehrlich President EuroGites

Klaus Ehrlich

· MA Economics / Business Administration · Co-founder of the Andalusian Rural Tourism entrepreneur organisation RAAR · EuroGîtes ­ European Federation of Farm and Village Tourism · Independent consultant to EU and UNWTO

[email protected]

What is "EuroGites"?

European Federation of representative provider organisations in Farm and Village Tourism in geographical Europe

29 organisations from 25 countries:

Austria Belgium (Wallonie + Flanders) Bulgaria Croatia Cyprus Czech Republic France Georgia Greece Hungary Israel Italy Latvia Lithuania Luxemburg Poland Portugal Romania Serbia Slovenia Slovakia Spain (2) Switzerland Ukraine (2) United Kingdom

COUNTRYSIDE

MOUNTAINS, LAKES RIVERS FOREST NATURE SCENERY ARCHITECTURE HERITAGE PRE HISTORY CASTLES CHURCHES VILLAGES

RURAL HERITAGE

THE RURAL TOURISM COMMUNITY

CRAFTS LOCAL EVENTS FOOD AGRI-TOURISM TRADITIONAL MUSIC RIDING CYCLING FISHING WALKING HUNTING

RURAL LIFE

RURAL ACTIVITIES

THE RURAL TOURISM CONCEPT

Three interpretations

Tourism in Rural Territory

Rural Tourism

any touristical AgroTourism activity "only active farm" in rural areas

Services Gastronomy Accommodations Active Tourism etc. .......

Definition

(UNWTO)

The term rural tourism is used when rural culture is a key component of the product on offer. The distinguishing feature of tourism products in rural tourism is the wish to give visitors a personalized contact, a taste of the physical and human environment of the countryside and, as far as possible, allow them to participate in the activities, traditions and lifestyles of local people. "AgroTourism" is a segment within Rural Tourism, it refers to tourism activity on a working farm which allows a diversification of their agricultural activity, as well as added value to their production.

"Rural Tourism"

· Farm-Accommodation · Accommodation in private homes in rural areas · Either B&B or Self-Catering units + Traditional Rural Gastronomy + Activities + External services (active tourism, heritage sites, etc.)

Steps of Development

· Spontaneous phenomen in West and Central Europe since beginning of 20th century · First organised approach: Gîtes de France (1955) · Agro-Tourism as complementary activity to Agriculture ('60-'70) · Rural Tourism as part of development policies in rural areas ('80­'90 LEADER programmes of EU) · International tourist product (2000 ->)

... in figures (EU 27):

· · · · · · · About 200.000+ associated accommodation units in Europe 27 < 20% rooms "B&B style", > 80% self-catering Daily direct spending, 45 ­ 80 EUR/person/day 1/3 of spending (15-30 EUR) in accommodation, the rest in local services Multiplier above 2'2 (one Euro of tourist spending creates 2'2 Euros for the local economy) 4 bedplaces create income equivalent to 1 employment Agro-Tourism: 1 out of 5 farmers provides this service in Austria

Total values (EU 27):

Mean level of association (figures from above) = 20-30%

= in reality:

Total number of units, between 600.000 to 1.000.000 Between 6 ­ 12 million bedplaces Sustains 1'5 ­ 3 million jobs

Organisation

· Professional: Associative structures on local, regional, or national level · Commercial:

· Publicity · Branding · Own sales management

very different solutions

· "Day-to-day" Integration into local or regional destination management structures

Trends

· Shift from a purely domestic to increasingly international markets · Higher expectations from the clients (service, equipment) · Favourite for "second holidays" · Short-term booking · Very different motivations, but nature and cultural authenticity are always core factors · Experience Economy: "tell a story"

Potentials

· Areas with high natural or cultural assets · Environmental quality is a "must" · Integration in thematic or geografical routes (Danube, wine, monastries, ... ) · Surroundings of urban areas · Use ubication for non-leisure demand · Specific segments according to local resources

Development Strategy

Domestic (90%)

· Investigate reality of RT - "Census" of existing services and what they offer Feasible legal framework for small or complementary activities Incentives to improve quality ("positive discrimination") Technical and professional support services to new initiatives Organise of providers at local level PPP (private-public-partnership) in all actions

International (10%)

· · · · Establish minimum criteria for access to international marketing Specific vocational training measures to locals / residents Participate in transnational products (Danube, ... ) Define country- or region-specific products that offer an Unique Selling Point

· · · · ·

Thank you!

for your attention

Information

Diapositiva 1

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