OECD Tourism Trends and Policies 2010 the Tourism Sector, a Vital Driver of Job Creation and Economic Growth, Is Under Pressure
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OECD Tourism Trends and Policies 2010 The tourism sector, a vital driver of job creation and economic growth, is under pressure. Facing an increasingly competitive market, tourism in many OECD countries has started to lag, in both growth rate and productivity. This book defines the major trends and challenges facing tourism in the next decade – from globalisation to environmental issues. To address these challenges, the book then provides specific policy guidance and recommendations for making tourism more competitive and OECD Tourism Trends environmentally sustainable. Tourism data from 42 countries are presented and analysed including all OECD countries, and fast-growing tourism centres such as Brazil, Chile, China and India. and Policies 2010 Further reading The Impact of Culture on Tourism (2009) Tourism in OECD Countries 2008: Trends and Policies (2008) Innovation and Growth in Tourism (2006) OECD Tourism Trends and Policies 2010 Trends OECD Tourism The full text of this book is available on line via this link: www.sourceoecd.org/industrytrade/9789264077416 Those with access to all OECD books on line should use this link: www.sourceoecd.org/9789264077416 sourceOECD is the OECD online library of books, periodicals and statistical databases. For more information about this award-winning service and free trials ask your librarian, or write to us at [email protected]. isbn 978-92-64-07741-6 85 2010 01 1 P www.oecd.org/publishing -:HSTCQE=U\\YV[: OECD Tourism Trends and Policies 2010 ORGANISATION FOR ECONOMIC CO-OPERATION AND DEVELOPMENT The OECD is a unique forum where the governments of 30 democracies work together to address the economic, social and environmental challenges of globalisation. The OECD is also at the forefront of efforts to understand and to help governments respond to new developments and concerns, such as corporate governance, the information economy and the challenges of an ageing population. The Organisation provides a setting where governments can compare policy experiences, seek answers to common problems, identify good practice and work to co-ordinate domestic and international policies. The OECD member countries are: Australia, Austria, Belgium, Canada, the Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Japan, Korea, Luxembourg, Mexico, the Netherlands, New Zealand, Norway, Poland, Portugal, the Slovak Republic, Spain, Sweden, Switzerland, Turkey, the United Kingdom and the United States. The Commission of the European Communities takes part in the work of the OECD. OECD Publishing disseminates widely the results of the Organisation’s statistics gathering and research on economic, social and environmental issues, as well as the conventions, guidelines and standards agreed by its members. This work is published on the responsibility of the Secretary-General of the OECD. The opinions expressed and arguments employed herein do not necessarily reflect the official views of the Organisation or of the governments of its member countries. ISBN 978-92-64-07741-6 (print) ISBN 978-92-64-07742-3 (PDF) Also available in French: Tendances et politiques du tourisme de l'OCDE 2010 Photo credits: Cover Illustration: © Ben Blankenburg/Corbis, © Joaa Vrissimo/Dreamstime.com, © Gordon Wiltsie/National Geographic/Getty Images, © Kheng Guan Toh – Fotofolia.com. Corrigenda to OECD publications may be found on line at: www.oecd.org/publishing/corrigenda. © OECD 2010 You can copy, download or print OECD content for your own use, and you can include excerpts from OECD publications, databases and multimedia products in your own documents, presentations, blogs, websites and teaching materials, provided that suitable acknowledgment of OECD as source and copyright owner is given. All requests for public or commercial use and translation rights should be submitted to [email protected]. Requests for permission to photocopy portions of this material for public or commercial use shall be addressed directly to the Copyright Clearance Center (CCC) at [email protected] or the Centre français d’exploitation du droit de copie (CFC) at [email protected]. FOREWORD Foreword This second review of tourism trends and policies, carried out by the OECD Tourism Committee, assesses the long-term evolution of tourism in the OECD area over the last two decades, the impact of the global financial and economic crisis on the tourism industry and also, for the first time, analyses data and policy trends in twelve non-OECD countries, including big emerging economies such as Brazil, China and India. The report first explores the increasing importance the tourism sector plays in national economies; it also demonstrates that, while the global financial crisis has impacted international tourism levels, particularly in the developed countries, domestic tourism has remained buoyant. Four key concepts central to national governments’ policy priorities – quality, competitiveness, sustainability and evaluation – are analysed, together with the main challenges facing tourism in the decade ahead. Building on the findings of the High Level Meeting of the Tourism Committee, held at Riva del Garda, Italy, in October 2008, the second part of the book focuses on the benefits gained from taking a “whole of government” approach to tourism development, ranging from the implementation of public/ private partnerships to the exchange of international best practice. The recommendations stemming from that meeting are discussed in full and the Riva del Garda Action Statement for Enhancing Competitiveness and Sustainability in Tourism has been annexed to this report (Annex 2.A1). The third part of the report documents the increasing use of Tourism Satellite Account (TSA) data for business and policy. Developed by the OECD Tourism Committee, in co-operation with the World Tourism Organization and Eurostat, TSA measures tourism economic impacts in a national economy. The report shows how TSA can monitor the contribution of tourism to Gross Domestic Product (GDP) and assess government revenues attributable to tourism and total employment generated by tourism, and examines the growing interest in the use of TSA as a platform for dynamic modelling. Data on tourism GDP in OECD countries and beyond are also analysed here. The final part of the report examines tourism policy in 42 countries, including 30 members and 12 non-OECD countries, and presents a statistical profile for each country. The policy areas addressed include the role and importance of tourism in the countries’ economies and how their tourism sectors are organised, a comparison of tourism budgets and an analysis of tourism-related policies and programmes in each country. I would like to congratulate the OECD Tourism Committee on an excellent and timely report, with particular thanks to Isabel Hill, Committee Chair, for her skilful and enthusiastic guidance of the Committee’s work, Alain Dupeyras, Head of the Tourism Unit, for his outstanding contribution in designing and compiling the report, together with Jeongbae Kim, Laurent Vassille and Adèle Renaud. Sergio Arzeni Director, OECD Centre for Entrepreneurship, SMEs and Local Development OECD TOURISM TRENDS AND POLICIES 2010 © OECD 2010 3 FOREWORD Acknowledgments. This edition was directed and co-ordinated by Alain Dupeyras in co-operation with Adèle Renaud. Chapter 1 was drafted by Laurent Vassille. Chapter 2 is based on a study prepared for the Riva del Garda High Level Tourism Committee and builds on analytical work developed by the OECD and the Tourism Committee (e.g. on culture, trade in services, innovation, safety and security, challenges and trends); it was drafted by Graham Todd and Alain Dupeyras. Chapter 3 uses OECD Tourism Committee work on Tourism Satellite Account and was drafted by Alain Dupeyras and Laurent Vassille. The English version of the publication was edited by Graham Todd, Adèle Renaud and Alain Dupeyras. Jeongbae Kim participated in the quality review of Chapter 4. Lucy Clarke contributed to the marketing strategy for the book. This book has... StatLinks2 A service that delivers Excel® files from the printed page! Look for the StatLinks at the bottom right-hand corner of the tables or graphs in this book. To download the matching Excel® spreadsheet, just type the link into your Internet browser, starting with the http://dx.doi.org prefix. If you’re reading the PDF e-book edition, and your PC is connected to the Internet, simply click on the link. You’ll findStatLinks appearing in more OECD books. 4 OECD TOURISM TRENDS AND POLICIES 2010 © OECD 2010 TABLE OF CONTENTS Table of Contents Executive Summary . 7 Chapter 1. Tourism Trends in the OECD Area and Beyond . 13 Introduction . 14 Tourism and the global financial and economic crisis. 14 Tourism trends in the OECD area and beyond . 20 Tourism enterprises . 39 Notes . 45 Bibliography . 46 Annex 1.A1. Structural Business Statistics by Size Class for Hotels, Restaurants and Travel Agencies . 47 Chapter 2. Tourism 2020: Policies to Promote Competitive and Sustainable Tourism . 51 Introduction . 52 Key challenges facing tourism . 52 Essential factors for effective tourism policy development . 59 Policy options in support of competitive and sustainable tourism development . 62 Bibliography . 77 Annex 2.A1. Riva Del Garda Action Statement for Enhancing Competitiveness and Sustainability in Tourism . 78 Chapter 3. Tourism Satellite Accounts: Data for Business and Policy Development. 83 Introduction . 84 TSA policy and business users . 84 Potential benefits for producers and users . 86 Limitations on TSA use . 94 Communicating the TSA results . 97 Policy conclusions . .100 Bibliography . 102 Annex 3.A1. Tourism Satellite Accounts (TSA) by Country . 104 Chapter 4. Country Profiles: Tourism Policies and Trends . 107 Introduction . 108 OECD Member Countries . 111 Australia . .112 Austria . 119 Belgium . .125 Canada . .132 Czech Republic . 138 OECD TOURISM TRENDS AND POLICIES 2010 © OECD 2010 5 Denmark . 144 Finland . 151 France. 157 Germany . 163 Greece. 167 Hungary . .171 Iceland . 178 Ireland . 182 Italy. 188 Japan. 194 Korea . ..