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Policy Approaches to Diversifying Tourism
Professor Chris CooperThe University of Queensland
Sofia, BulgariaJune 2007
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• The policy advantages of diversification
• International policy approaches to diversification
• The way forward
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Supply-Side Advantages Policy for Diversification addresses:
• Seasonality • Geographical concentration• Mass tourism/overdeveloped resorts• Low yield and occupancy• Product uniformity • Competitiveness
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Demand-Side Advantages
Policy for Diversification addresses
• Market diversification• Low yielding visitors• Adding value• Over-dependence on tour operators
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But, diversification must be part of an overall policy and strategy for tourism. Alternative tourism cannot be developed as a stand alone sector
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So how has this been successfully achieved in other destinations?
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Firstly, Some General Tourism Policy
ImperativesTourism policy delivers
• Competitiveness• Sustainable growth
Achieved by• Partnerships• Communication• Cohesion across government• Long-term horizons
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Some Examples of Contemporary Tourism
Policy Approaches– Macro Scale
• Australia• Finland
– Micro Scale• Canada• Scotland• British Columbia
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I Macro Scale Approaches
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Australian Tourism Policy
• Managed by the Department of Industry, Tourism and Resources
• Led by the Minister for Small Business and Tourism
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Australian Tourism Policy
• Economic driver• Driver of regional growth• Policy designed to deliver sustainable
growth in 21st Century environment• Flexible and responsive sector• Aware of the new consumer
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Australian Tourism Policy
• Structural Reform - Tourism Australia as umbrella organization in 2005
• States and local government also play a strong role
• Tourism Australia - marketing, intelligence and forecasting
• Partnership philosophy– Intergovernmental framework– Consultation
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Australian Tourism Policy
• Lifting the capability of the industry• Quality, value and variety• Accreditation• Niche markets/alternative tourism• Market access (aviation)• Cross government - consultation
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Australian Tourism Policy
Niche markets include:
• Indigenous tourism• Cycling• Backpackers• Business tourism• Events
• Caravanning• Cruise• Food and wine• Cultural tourism• Sports tourism
Senior tourism
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Australian Tourism PolicyPolicy delivers:
• Environmentally sustainable tourism– Sustainable tourism plan/Ecotourism strategy
• Experience-based products• Diverse, sustainable enterprises• High yield products• Investment attraction• Support for skilled workforce/flexibility• Innovative business practices/technology
– Experiences kit– Market intelligence for all
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A very strong emphasis upon, and support for, alternative tourism, but embedded within the overall policy framework and linked to other areas of government such as SME support
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Rural Tourism Policy in Finland
• Rural Policy Committee• Cross Governmental approach• Harmonizes all rural development policy• Theme group on rural tourism• In other words, rural tourism is under the
broader umbrella of rural policy
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Theme Group on Rural Tourism
• Long term strategy• Collaboration• Communication• Knowledge• Structures• Entrepreneurs and products based
upon the resources of the countryside
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Micro Scale Approaches
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Actions to Encourage Innovation, Clusters and
Learning DestinationsA key issue for diversifying into alternative tourism is to foster product innovation and cooperation across stakeholders at the destination level.
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Actions to Encourage Innovation, Clusters and
Learning Destinations• Canadian Product Clubs• Scottish Tourism Innovation Group• British Columbia Centre for Tourism
Leadership and Innovation
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Canadian Product Clubs
• Innovation partnerships• Product development• Combination of CTC and entrepreneur
know how• Focused on priority product clusters• Boosts competitiveness and innovation• Delivers market ready tourism products
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Canadian Product Clubs• Stimulated by:
– Community– Market– Extension
• Phases– Product development– Market testing – Market transition
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Canadian Product Clubs• Success factors are:
– Clear focus and vision– Partnership with a champion– Clear lines of responsibility– Clear expectations– Response to a market opportunity– Long term commitment– Financially committed partners
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Tourism Innovation Group, Scotland
• Private sector initiative with public sector support
• Aims to foster innovation, competitiveness and quality products
• Works by– Team based approach– Project centred approach– Use of support mechanisms - tourism innovation
toolkit; facilitated workshops
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British Columbia Centre for Tourism Leadership
and Innovation• Partnering of colleges and the tourism sector• Colleges deliver research knowledge• BCTLI communicates knowledge to the
sector• Aims:
– Workforce development and professionalism– Community tourism development
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British Columbia Centre for Tourism Leadership
and InnovationActions include:
• Developing learning destinations• Case study competitions• Research exchange• Tourism Online Resource Centre (TORC)
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British Columbia Centre for Tourism Leadership
and InnovationLearning destinations facilitated by:
• Sector specific meetings and workshops• Brainstorming with local groups• Development of long term community
tourism plans
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So What are the Lessons?
• A multi-layered policy approach -national to local
• Diversification is part of an overall strategy
• Long-term vision• Collaboration and partnerships• Innovation
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In Conclusion
• There is a huge agenda here • Diversification is not an option, it is an
imperative• Is Bulgaria up to this challenge?• We think so!