1. What the European Union’s tourism policy means
for Ireland
Ray Keaney
IHI Hospitality Managers’ Conference
May 2012

2. Introduction
• Background to tourism policy in the EU
• New framework for tourism
• Lessons for Ireland

3. Background to tourism policy in the EU
• Policymakers slow to put political structures in place
to support tourism development in EU
• Little direct intervention in tourism
• Influence stemmed from policies in other areas e.g.
transport, environment and consumer protection

4. The Lisbon Treaty
• Article 195 provides a legal basis for the
development of a coherent policy approach to
tourism
• The EU has specific powers to direct tourism activity
to complement actions of member states
• Article 195 excludes any harmonisation at European
level relating to tourism

5. Key drivers of change
• Economics:
– 1.8 million tourism businesses in Europe
– 12% of all jobs
– 10% of EU’s GDP
• Projected growth of international tourist arrivals to
Europe:
– An extra 240 million by 2020
– An extra 355 million by 2030

6. The Commission’s framework
• Objectives
– Stimulate competitiveness in the European tourism sector
– Consolidate the image and profile of Europe
– Promote the development of sustainable, responsible and
high quality tourism
– Maximise the potential of EU financial policies and
instruments for developing tourism

7. MFF 2014-2020
• Overall budget €1,025 billion
• Tourism related finances can be found in the
following proposals:
– Common Strategic Framework €336 billion
– Horizon 2020 €80 billion
– Erasmus for All €19 billion
– COSME €2.5 billion
– Creative Europe €1.8 billion

8. How should Ireland respond?
• Global Irish Economic Forum 2011 recommended:
– The development of a strategic plan for the tourism sector
– A vision for Ireland to become ‘the best small country in
the world to do tourism’
• The government’s policy advisory board, Forfás,
recommended in 2011 that:
– export opportunities in tourism should be addressed
vigorously
– allocation of government resources should better reflect
current and future opportunities

9. The challenges
• Tourism sector is fragmented
• Knowledge base is weak
• Tourism is less visible than other sectors of the Irish
economy
• Successive governments have prioritised the science
and technology and agri-food sectors
• Lack of joined-up thinking at the national, regional
and local level
• Focus on ‘short-term wins’ at the expense of
strategic development

10. Lessons for Ireland
• Develop tourism policy initiatives to stimulate long-
term job creation and economic growth
• Invest in tourism innovation, research and
development
• Give the tourism sector a focus equal to that of the
agriculture and food, science and ICT sectors
• Change the structures to facilitate the strategic
development of Irish tourism

11. Actions needed
1. Industry groups should identify issues of strategic
importance and adopt a common agenda
3. Government should lead the development of a
strategic plan for Irish tourism
5. Ireland should use its presidency of the European
Council in 2013 to prioritise tourism in the MFF
2014-2020

12. Conclusion
• The EU tourism framework offers Ireland a unique
opportunity
• The choice is between a compelling future or
gradual decline
• The challenge for industry and Government is to put
in place the necessary structures to realise the
sector’s potential

13. Thank You