EUSAIR Pillar for Sustainable Tourism discussed interesting figures and sector initiatives

After the operational part of the 15th virtual meeting of EUSAIR thematic pillar Sustainable Tourism an interesting discussion was opened on various topics important for the recovery and further development of the entire sector in the Adriatic-Ionian region.

2023 or 2025 as key recovery years

Euromonitor projections based on recent research figures show that European tourism will be recovered from the catastrophic 2020 in 3 or 5 years. The fastest recovery is forecast for Switzerland, Portugal, Greece and Turkey, the slowest for Spain and France, and the average recovery rate is predicted for Croatia, Italy and the United Kingdom. Globally, countries in Asia and the Pacific area are in better position and could reach and surpass the results achieved in 2019 already next year, based on EUROMONITOR predictions. For the Western European countries "Baseline recovery" is expected for 2023, the most optimistic scenario, or 2025, the pessimistic one, according to Caroline Bremner from EUROMONITOR.

Sustainability and innovation as the key to success and recovery of the sector

Monitoring current consumer trends shows that a focus on sustainable forms of tourism and product and supply innovation could be key in the recovery process.

According to the latest figures of the Euromonitor survey from January this year, 66% of consumers want to have a positive impact on the environment during their daily activities in 2021, and 48% of them are looking for sustainable forms of tourism. On the other hand, the Sustainable Travel Index 2020 reveals which countries could have a better chance of attracting these new tourists: Sweden, Finland and Austria hold the first three places, Croatia is not yet among the top 10 (it is at 13th place), slightly better than Croatia is,  from the countries of the region,  Slovenia (10th place), and much worse are placed Italy (34th place) and Greece (32nd place).

However, Greece is working intensively to make rapid progress in the field of sustainable tourism. The Costa Nostrum project of Greek experts presented at the meeting establishes protocols and criteria for beach management to ensure complete satisfaction and return of guests, and as a result of the project, Costa Nostrum flags could soon be flown in the Mediterranean in addition to or instead of Blue Flags on beaches.

With a rate of 28% of innovative projects in the field of sustainable tourism, the Adriatic-Ionian region is far above average

Innovation is always a driver of the development, and analyzing the elements of innovation of 313 projects in the Adriatic-Ionian region funded by EU funds and thematically related to sustainable tourism, Institute for Development and International Relations IRMO, hired as an innovation expert on the Facility Point project, identified a total of 88 innovative projects, mostly in the Cross-Border Cooperation Program - 58 in total. With the above-average share of innovation and a large number of projects in the field of sustainable tourism, the Adriatic-Ionian region has a chance to recover faster.

European Commission initiatives to restart tourism:

- Digital Green Certificate initiative,

- Pact for Skills in Tourism within the European Skills Agenda,

- New European Bauhaus Initiative.

Next opportunity: 6th EUSAIR Forum on 11-12 May in Izola

The next opportunity to continue discussion and present new initiatives in the field of sustainable and resilient tourism is provided on 11 and 12 May, when the 6th EUSAIR Forum will be held in Izola. As part of the Forum, a panel discussion "From crisis to recovery" was announced with focus on transnational tourism projects aimed at a sustainable green macro-region. The panel will bring together experts from the field of culture, media and tourism of the Adriatic-Ionian macro-region. Croatian Ministry of Tourism and Sports, as a partner in the EUSAIR Facility Point project, will be the host of this panel.

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