is explained. Important aspects of visi- tor control are discussed, which makes interesting reading for student and experienced manager alike.

Although the two volumes are pri- marily written for the student they fulfil their secondary roie as reference material for the experienced manager very well. The style and length of the books makes them ideal for quick reference as well as longer reading of important sections for technical re- freshment. The series promises to build into a valuable addition to the bookshelves of all those involved in the day-to-day operation of leisure

facilities.

fan Cooper Leisure Management Consultant

Oxford, UK

Monitor

Gl~b~izati~n of the air industry STRATEGIC AIRLINE MANAGEMENT

The Global War Begins

by L. Gialloreto

Pitman, London~ f 988,215 pages

The current pace of change in the airline industry is reflected not just in efforts toward greater deregulation. but of mergers and cooperation be- tween international carriers. This book is an attempt to outfine the strategic thinking that has gone on. and that which airlines will need to engage in for the future. The text is

BooksiMoniror

transport

well balanced between iNorth Ameri- can contexts and other international environments.

The real message of the book is the theme of the globalization of the air transport industry, and we have a foretaste of what might arise in Europe, for instance with possible changes relevant to the free market after 1991.

The text is immensely readable and topical, but also well researched; it is a valuable addition to the literature which will be welcomed b!- both prac- titioners and educators.

John Westlake University of Surrey

Guildford, UK

European Year of Tourism 1990 Antonio Cardoso e Cunha, EC Com- missioner for Tourism has recently launched ‘1990: The European Year of Tourism’ at an official ceremony in Strasbourg. For the first time, the 12 European Community members plus the six EFTA countries have gathered in the same place to underline their intention to jointly promote tourism within and to Europe.

Major national and pan-European projects, programmes and events are planned which will highlight the eco- nomic and social importance of tour- ism, its value in promoting a people’s Europe. the opportunities for coop- erative ventures between countries and destinations and the opportunity to look at the problems faced by Euro- pean tourism in the global market.

The European Year of Tourism will be the time to launch a long-term renewal strategy for tourism in Europe’, Mr Cardoso e Cunha said.

Tourism is one of the most impor- tant economic sectors in Europe with. at 5%. one of the fastest growth rates. It accounts for 5.5% of GNP in the Community as a whole, 8% of con- sumer spending and 4% of foreign trade. It employs 7.5 million people which represents 6% of the EC work- force and in certain areas it is an important means of job creation.

‘Europe, and not only the EC is the most important tourist destination on the international scale’, the Commis- sioner continued. ‘In 1988, almost two out of three journeys were to a Euro- pean destination. However there are now signs that Europe is losing market share: compared to the global growth rate of almost 7%, Europe’s growth rate is falling behind,’ he said.

‘In this year of tourism, we should be conscious of these developments and react to correct them: to antici- pate and stimulate the creation of new

TOURISM MANAGEMENT March 1990

destinations and new forms of tourism both for European and for interna- tional visitors.

‘A higher standard of living creates the demand for sometimes shorter but certainly more diversified holidays. People are better informed, know what they want and have a wide choice: that is the challenge facing the tourist industry in the Europe of tomorrow.’

‘It is the responsibility of the Com- mission to help the industry respond to these challenges’, the Comm- issioner said but he assured his aud- ience that over-regulation played no part in the plans. On the contrary, the goal was to introduce even more competition in tourism as the Com- mission had atready done in air trans- port and in rail travel, along with an upgrading of infrastructure.

‘Tourism is above ail a means of exchange in terms of cultural under- standing, the appreciation of a com- mon heritage and the growing together of the peoples of Europe‘, he concluded.

Projects which will highlight the

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