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May 15, 2012 / landscapeiskingston

Europe, the world’s No 1 tourist destination – a new political framework for tourism in Europe

 Europe, the world’s No 1 tourist destination – a new political framework for tourism in Europe : produced by the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions.

Waterways operators in the European tourism sector must work within a consolidated political framework that takes account of the new EU priorities set out in the ‘Europe 2020’ strategy: Europe must remain the world’s No 1 destination, to capitalise on its territorial wealth and diversity. Recommendations include maximising the potential of EU financial policies and instruments for developing tourism.

European inland waterways are encouraging development of SMEs, particularly in sectors with potential for economic growth that are acting as drivers of innovation.  Bringing businesses together through water on a cross-sectoral basis, sustainable tourism can emphasise Europe-level brand associated with cultural/natural heritage of waterways.  Waterways Forward project partners have identified the following examples of good practice:

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Tourism is a major economic activity with a positive impact on economic growth and employment in Europe. It is an important aspect in the life of European citizens either for leisure or business. As an activity which touches on cultural and natural heritage, tourism provides an example of the need to reconcile economic growth and sustainable development and inland waterways – canals, rivers and lakes can capitalise on this to develop innovative and successful business ventures. Waterways tourism is an important instrument for reinforcing Europe’s image in the world promoting the attractions of the European model – the result of centuries of cultural exchange.


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  1. Claudio Repossi / May 16 2012 10:41 am

    it is increasingly evident that the success of a tourist destination and any area in general, depends on the capacity to develop a number of distinct themes, themes which encapsulate the strong points of that specific place.
    As a consequence, marketing strategies must search for the distinctive elements and features which can give a competitive edge and justify the resources invested in promoting the area and local development.
    The objective of local development projects must therefore be to define and implement an ‘integrated system local development pact’.
    In the Navigli area, this means a sort of agreement to be signed by all the players in the area, public and private bodies, in order to:
    – identify the territorial context (the Navigli canal system) as a tourist destination with a strong participative value and
    – define local growth and development strategies (e.g. discovering places associated with Leonardo da Vinci through an integrated cultural package which also exploits the inland waterways navigation system).

    In this light, any action and intervention planned aims to lay the foundation for innovative models of cooperation in the area between the local bodies involved, all with a view to improving the development capacity of the area in question, paying particular attention to the following priorities:
    – encourage tourism,
    – guarantee development of the area as a whole,
    – highlight what the area has to offer and outline innovative administrative models which contribute to increasing the competitive edge of the area/s.
    Defining the local development strategy is therefore an essential component in the concerted decision-making process needed to make the entire development process sustainable rather than just individual initiatives.

    Tourism has probably been the largest growth industry in recent years. There has been a progression from the stage where each individual company tried to excel and satisfy customer expectations through the qualities of their product, to a stage where the entire area needs to adopt market strategies, pooling their resources in a network (both physical and virtual), highlighting their culture and traditions.
    At present, the city of Milan (which accounts for almost all tourism in the Milan area in general) is almost exclusively known as a business tourism destination, and less so as a city of art, and hardly at all for leisure tourism, notwithstanding the fact that statistics show that about 15% of visitors come to the city for other reasons than business. It is essential therefore to come up with a way of creating a new perception of Milan and its surrounding area.

    The role of Navigli Lombardi is to identify and assist those already operating in the area, to promote the creation of new operators in order to ensure the realisation of the prime objective: the creation of an integrated tourism network where Bodies and Public Institutions work in partnership with private operators, striving to further awareness of the territory as a whole as well

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