presentation of the "european destinations of excellence" project and selection procedure...
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PRESENTATION OF THE "EUROPEAN DESTINATIONS OF EXCELLENCE" PROJECT
and SELECTION PROCEDURE FOR SLOVENIA
Maja Pak, MScSlovenian Tourist Board
European Commission Tourism Policy
The European Commission acknowledged the key role of tourism for the EU economy in the revised tourism policy (2006).
The aim is to help “increase the competitiveness of the European tourism industry and create more and better jobs by securing sustainable tourism growth in Europe and the world.”
Sustainability of European tourism: aims and challenges
The EU framework for development of economic, social and environmental policies is based on a partnership for growth and job creation, and a sustainable development strategy, providing a good foundation for meeting the objectives of the European Commission agenda:
Economic prosperity, social equality and cohesion, protection of environment and culture
SOURCE: Agenda for a sustainable and competitive European tourism (Brussels, 19 Oct. 2007)
Role of the European Commission in Tourism
SOURCE: Agenda for a sustainable and competitive European tourism (Brussels, 19 Oct. 2007)
Purpose of the EDEN project
The European Commission is running a pilot project, European Destinations of ExcelleNce (EDEN), aiming to:
1. Promote development of new European destinations
2. Support those who drive tourism development in a way which ensures social, cultural and environmental sustainability
Aims of the EDEN project
• Increase recognition of European tourist destinations
• Raise awareness about the diversity and quality of European
tourism
• Promote all European destinations and regions
• Steer tourist flows also to non-traditional destinations
• Create a basis for exchange of experience at European level
• Promote cooperation among destinations
• Stimulate other destinations to adopt models for sustainable
development of tourism
EDEN 2007: Best emerging rural destinations10 winning “European Destinations of ExcelleNce” 2007
Austria, Pielachtal
Belgium, Durbuy
Croatia Sveti Martin na Muri
Cyprus, Troodos
Greece, Florina
Hungary, Őrség region
Ireland, Clonakilty District
Italy, Specchia
Latvia, Kuldiga
Malta, Nadur
EDEN 2008: TOURISM AND INTANGIBLE HERITAGE
In 2007, the European Commission put out the second call for proposals for the EDEN project.
Theme: TOURISM AND LOCAL INTANGIBLE HERITAGE
Presentation of winning destinations of excellence at the 2008 European Tourism Forum in Paris
Aims of EDEN 2008
• Highlight the diversity of rich European intangible heritage
• Point out developing, less visited destinations, which through tourism reinforce the importance of specific local intangible heritage so as to ensure positive social and economic effects and safeguard natural resources
EDEN project timeline
General application requirements (1/2)
GENERAL REQUIREMENTS set by the European Commission
Destinations must:
1. Be non-traditional 2. Hold a periodic event inspired by local intangible
heritage3. Manage tourism so as to ensure social, cultural and
environmental sustainability
General Application Requirements (2/2)
The European Commission additionally stipulated that an EVENT organised by a destination must meet at least 3 of the following 5 requirements:
1. The event represents a new offer (first execution after 2000)
2. The event is organised in cooperation with key partners from
the destination
3. The event is evolving into an integral part of the destination’s
sustainable tourism development
4. The event stimulates the destination’s economic development
5. The event takes place outside the peak tourist season
Destination of Excellence in Slovenia An application for project implementation for SLOVENIA was submitted by the Slovenian Tourist Board on the authorisation of the Ministry of the Economy.
The aim of the project at the national level is to select the most suitable destination to receive the title “European Destination of ExcelleNce”.
The European Commission defined general application requirements, while participating countries define detailed criteria for the selection procedure at the national level.
Importance of the EDEN project for Slovenia
• Promotion of Slovenian destinations and Slovenia across Europe
and the world, subsequent increase in tourist arrivals• Promotion at home and abroad of non-traditional Slovenian
destinations • Promotion of sustainable development of Slovenian tourism• The winning destination will be an inspiring example to other
destinations in Slovenia as well as throughout Europe• Promotion of public-private partnerships
Call for applications for the “European Destination of ExcelleNce"
Announcement:
1. February 2008 at www.slovenia.info/EDEN
Direct mailing: municipalities, RDAs (regional development agencies),LTOs (local tourist organisations)
Website www.slovenia.info/EDEN
Selection criteria in Slovenia
Based on the European Commission's general requirements, Slovenia developed detailed requirements and criteria (18).
Eligibility criteria for the EDEN project in Slovenia (1/4)
Any Slovenian destination meeting all the criteria is eligible to participate:
• The destination is represented by at least 1 municipality.
• The destination may be represented by two or more municipalities with a joint tourism concept.
• The project applicant is a municipality in Slovenia. If the destination (or developing destination) is represented by more than one municipality, one of the municipalities is the applicant and the others sign cooperation agreements.
Eligibility criteria for the EDEN project in Slovenia (2/4)
• Precedence is given to destinations with a larger number of participating municipalities.
• The number of tourist overnight stays per square km for each participating municipality must be lower than the overall figure for Slovenia (380 overnight stays per square km).
• Destination development must be in line with sustainable tourism development principles.
• The destination organises and stages an event inspired by local intangible heritage.
Eligibility criteria for the EDEN project in Slovenia (3/4)The event organised and submitted by a destination must meet the following requirements:
1. The event must be repetitive, i.e. organised and held periodically.
2. The event has already been held (at least twice) and will continue to be held in the future. 3. The event must focus on sustainability and meet at least 3 of the following 5 criteria:
Eligibility criteria for the EDEN project in Slovenia (4/4)
1. The event is organised in collaboration with at least three partners within the destination.
2. The event is evolving into an integral part of the destination’s sustainable tourism development.
3. The event stimulates the economic development of the destination.
4. The event is held outside the peak tourist season (not in July, August, 25–31 Dec.)
5. The event represents a new offer (first execution after 2000)
Definition of intangible heritage
Intangible heritage, as defined by UNESCO, refersto the following core areas in Slovenia (Janez Bogataj, PhD):
• Traditions and customs (important for the identity of Slovenian culture)• Religion• Art, music, theatre (incl. puppet) and dance heritage• Leisure heritage• Knowledge sources• Animal, plant and weather knowledge• Technical know-how (traditional crafts, etc.)• Awareness and knowledge about the space• Historical consciousness and geographic horizon
Criteria and scoring
1. Event of a sustainable nature, inspired by local intangible heritage (10 criteria)
(max. 55 points)
2. Destination management that ensures social, cultural and environmental sustainability (5 criteria)
(max. 30 points)
3. Effective destination marketing (3 criteria) (max. 15 points)
Properly completed applications comprise:
• correctly completed and signed SELECTION APPLICATION form
• APPLICATION QUESTIONNAIRE with all questions answered
• Municipality cooperation agreement (for each municipality participating in the project)
SelectionApplication Form
• Completed by the municipality—project applicant
• Properly completed and signed form
Municipality cooperationagreement(for each municipality participating in the project).
• Properly completed and signed form
• Specify the municipality—project applicant
Application Questionnaire • 4 pages
• Set A) Destination Profile
• Set B) Selection Criteria for the European Destination of ExcelleNce(Criteria sets I, II and III)
Application Questionnaire • Answer all questions
• The applicant warrants that the information provided is true
• Type answers in the prescribed fields
• statistical data is available at www.slovenia.info/EDEN(Statistical data section)
Deadline for submission
Applications must be delivered to:
Slovenian Tourist Board Dunajska cesta 1561000 LjubljanaSlovenia
by 12 noon on 3 March 2008.
Evaluation procedure
Expert committee • Develops criteria• Evaluates applications against the criteria (max. 100 points)• Conducts an additional on-the-spot evaluation of three finalists (max. 30 additional points)• Selects the winning destination
Expert committee for the EDEN project in Slovenia
• Prof. Janez Bogataj, PhD, Faculty of Arts
• Sonja Sibila Lebe, PhD, Faculty of Economics and Business
• Tanja Mihalič, PhD, Faculty of Economics
• Silvester Gabršček, Ministry of Culture
• Mateja Tomin Vučkovič, MSc, Ministry of the Economy
• Dejan Podgoršek, Slovenian Tourist Board
Selection procedure schedule in Slovenia
JAN. FEB. MAR. APR.
Development of criteria, project website and logo
Announcement: Call for applications for the “European Destination of ExcelleNce” 2008, invitation by e-mail (municipalities, LTOs, RDAs)
Info days (3)
Deadline for submission (12 noon, 3 March)
Evaluation of applications
On-the-spot evaluation of three finalists
Selection of the winning destination
EDEN project activities
Benefits for the winning destination
• Title and logo "European Destination of ExcelleNce" • Presentation on the websites of the European Commission and the Slovenian Tourist Board• Presentation brochure in Slovene and English• Short promotional video clip• Presentation at the European Tourism Forum in Paris (September 2008)• The STB will highlight the winning destination's offer in its market communication tools (press releases for home and foreign audiences, promotion at international fairs, the Internet, etc.)• Networking with other European Destinations of ExcelleNce
