On October 8, as part of this year's Open Days of Regions and Cities, the European Alliance group organised a workshop "Creative tourism development: creating jobs across Europe's regions". Gathering speakers ranging from European policy makers to representatives of local grassroots initiatives, the workshop offered participants a coherent view across the sector, with focus on local initiatives which successfully blend creative and tourism industry.
The European Alliance group president, Mr Uno Silberg stressed in his welcome note that this workshop is an attempt to explore possibilities and exchange experiences on how to tackle economic problems and create jobs in Europe's regions by launching sustainable and creative tourism practices which would give an impetus to local small and medium-sized economic activities and promote local traditions and identities.
Mr Eric Philippart, from the "Tourism and cultural instruments" Unit at the European Commission's Directorate-General for Enterprise and Industry presented what the European Commission is doing to stimulate the cooperation between tourism policy and creative industries at the local level, particularly stressing the support for capacity building and diversification of touristic offer. He also announced the new programme for the Competitiveness of enterprises and SMEs (COSME) which will deliver business support services and provide small and medium-size enterprises with better access to finance.
Mr John Theodore, Director of the International Tourism Centre at the Manchester Metropolitan University, gave several examples of how the University sector supports the process at the local level through public and private partnerships, wider participation strategies in the community and use of structural funds. He particularly emphasised the need to spread successful models around Europe and diffuse successful practices across the borders, but also pointed out to the problem with matching process in the use of structural funds.
Providing the point of view of the grassroots entrepreneurs, Mrs Carol Gleeson, Project Manager for the Burren & Cliffs of Moher Geopark, presented admirable achievements of this small community in the west of Ireland which created a rapidly growing network of local businesses and supports a range of all-year-round activities based on local traditions and assets. Through numerous examples, Ms Gleeson stressed the importance of creating a good story to attract people and make them wish to explore and stay longer in certain place.
Finally, Prof. Peter Dorčák, the leader of the Slovak Marketing Association held a dynamic presentation on the importance of the change of thinking and innovation to improve records and stimulate businesses. In addition, he offered participants several concrete advice on how to create image for their product, how to successfully communicate their ideas and offer unexpected quality services to visitors.
All participants agreed that, notwithstanding the crisis, tourism industry has excellent economic and job-creating perspective and that the diversity of Europe is a huge asset in this regard which should be taken more into consideration at the local level. While each community has to identify its own assets and come with good and creative ideas, what is very encouraging is that the support from the policy and decision making centres is not questionable.
European Alliance group.