Transcript Mediterranean – one destination?

54th FIJET Congress-Egypt
October 2012
Mediterranean –
one destination?
By : PhD Amelia
Tomašević
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The Mediterranean
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EU – The Mediterranean
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The Mediterranean
3 continents
4 religions: catholic, orthodox, muslim, jewish
EUROPE
Andorra
Portugal
Greece
France
San Marino
Italy
Slovenia
Bosnia-Herzegovina
Montenegro
Albania
Spain
Turkey
Monaco
Malta
Bulgaria
Croatia
Serbia
FYRO Macedonia
AFRICA
Egypt
Lybia
Tunisia
Algeria
Morocco
ASIA
Syria
Cyprus
Lebanon
Israel
Jordan
Palestine
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The Mediterranean Region
interaction of the cultures and people, dawn of civilization
- Sumer 4th millennium BC
- Egypt – Syria, Lebanon, Palestine, Israel
- Greece, Phoenicians
- Roman Empire
- Byzantine Empire
- Islamic Golden Age
- Republic of Genoa, Republic of Venice, Republic of Ragusa
- Crown of Aragon, Crown of Castile
- Ottoman Empire, Portuguese Empire
- Spanish Empire, Italian Empire
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ITB Berlin, 2012
• The Mediterranean should
be promoted as a single region
to appeal to visitors from emerging countries.
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Laurens van den Oever,
global director of travel and tourism analyst at GfK
Promoting the Mediterranean as a sigle area is
critical to the region’s development over the
next 10 years.
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Michael Frenzel,
chairman of TUI Travel, head of TUI AG
The Meditereranean is not one destination. There are
different and contrasting countries.
The main markets are Germany and the UK and will stay
as the biggest consumer markets because the
Mediterranean is easy to reach: the flight distance is
short.
Mediterranean countries should focus on their basic
market.
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Marketing the Mediterranean
• Marketing the Mediterranean as a regional
entity depends entirely on the target market.
• In the European markets individual countries
are well known as established brands.
• In long distance markets might be suitable
and work effectively.
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The Tourism in the Mediterranean
The Mediterranean is the leading tourist
destination.
Over a quarter of world tourism receipts are
generated in the Mediterranean.
190 billion euros in international tourism receipts
+ 25 billion euros in passenger transport receipts
380 euros per inhabitant on average (vs 105
world)
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The Tourism in the Mediterranean
306 million of international arrivals (31% of the
world arrivals)
81% of arrivals originate from European source
markets
215 billion € in export earnings from
international tourism (including international
passenger transportation)
12% of exports of goods and services (double
the world average, 6%) in 2010
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The Tourism in the Mediterranean
The world
International arrivals to reach 1.4 billion in 2020
and 1.8 billion by 2030
The Mediterranean
By 2020 international tourist arrivals estimated
to 350 million and over 500 million in 2030
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The Tourism in the Mediterranean
• Spain, France, Italy and Greece receive almost
80% of Mediterranean tourism
• Tourism is mainly concentrated in the coastal
area with 30% of arrivals.
• Of the total 46,000 km of coastaline, 25,000 is
urbanised and have already exceeded a critical
limit.
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Threats
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6.
mass tourism impact
land and landscape
species
freshwater
pollution and wastes
social and cultural impacts
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Challenges
1.
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5.
political changes
the economy
increased competition
changing consumer patterns
perserving the natural heritage
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Opportunities
1. the need for product and segment
diversification
2. to tackle new markets
3. to position itself as an important green
destination – sustainable tourism
4. to build long term development strategies
and planning
5. to increase regional cooperation through
joint research, promotion and technology
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Needed
1.
2.
3.
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peace
tolerance
respect
joint promotion
health issues
accessability -transportation
tourism priority
political and economic stability
strong political engagement
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Utopia?
Possible?
End