Date: in 12 pts

The Low Season Tourism Initiative: towards and Age-Friendly Tourism

Webinar AFE INNOVNET –Age Friendly Tourism18 February 2015

Oscar AlmendrosEuropean Commission. DG GROW H1 TourismPolicy

Demographic trends: World Population Growth

Domino effect on the types of tourism products,

services and the activities

Raise from 6.9 (2010) to 8.3 billion (2030)

Foreseen a faster growth in the group 60+: 1.3

billion in 2030 (600M higher than 2010).

Share (60+): 11% (2010) to 16% in 2030

2

World - population by age group*, international tourist arrivals per 100 population**

Sources: * = UNDESA, Population Div ision; ** = UNWTO.

26.6 26 25.4 24.5 23.5

62.3 61.8 61.2 60.6 60.2

11.1 12.2 13.4 14.8 16.3

0%

20%

40%

60%

80%

100%

2010 2015 2020 2025 2030

0-14

15-59

60+

14 18 22

International tourist arrivals generated per 100 population

Population aged 60+ (abs.)

0.8 bn 0.9 bn 1.0 bn 1.2 bn 1.3 bn

Ageing of European Population

4

5

Europe - population by age group*, international tourist arrivals per 100 population**

Sources: * = UNDESA, Population Div ision; ** = UNWTO.

15 16 16 16 15

63 61 59 57 56

22 24 25 27 29

0%

20%

40%

60%

80%

100%

2010 2015 2020 2025 2030

0-14

15-59

60+

57 74 89

International tourist arrivals generated per 100 population

Population aged 60+ (abs.)

162 mn 175 mn 188 mn 202 mn 212 mn

Workforce evolution

Seasonality

• Constant challenge of the EU tourism

• Often impacts negatively in the destination´s

economic fabric and business models, as well as

its socio cultural and ecologic environment;

• Nights spent in 2012 (provisional data): 33%

peak season compared to 20% (medium) and 5%

(low)7

A potential market which needsstrategic responses

125 million EU citizens (>55).

25% of the whole. Expects a raise to 30% in

2060 (85M to 157M)

Only 41% travels (7 out of 10 domestic)

Leisure time, higher life expectancy, better

health and expending power than previous

generations.

8

The identification of needs

Level of participation low in comparison

to other segments (41%=56%)

Insufficient adaptation of the supply to

their needs and expectations

Fragmented market

Mobility problems (travel barriers)

Low access to the demand9

Solutions: Tourism for All in Europe?

EC undertaking trans-national actions tocope with some challenges:

EXTENSION OF THE LOW SEASON

MAJOR CHANGES AND ECONOMIC CHALLENGES OF THEEUROPEAN SOCIETY (new family structures, single-personhouseholds, the increase of life expectancy, additional freetime, population ageing, social exclusion…)

What is tourism for all? EC ensuringuniversal access to holiday =competitive,

sustainable and responsible tourism

10

Calypso: Tourism for All

11

Preparatory action “Social

Tourism in Europe” named

“CALYPSO-Tourism for All”

(2009-2011)

Action 6 of the EC

Communication 352/2010:

“facilitating low-season transnational

tourism exchanges between Member

States, Regions and other

stakeholders, addressing 4 target

groups:

Date: in 12 pts

Calypso: target groups

12

Date: in 12 pts

Calypso initiative: Tourism for All

• 2 Call for Proposals (2010-2011) under the

Preparatory Action and 1 in 2012 under the EIP

(Holiday4all; Off2013).

• 10 Projects; 19 MS (Including Serbia and

Montenegro)

• (Call 2011) A good practice: Platform e-Calypso

"Promoting Social Tourism in Europe through

the Development of a Demand – Supply Web

Based Platform" (www.ecalypso.eu)13

TOURISM FOR ALL

www.ecalypso.eu

A B2B and a B2C online platform acting in the social, responsible and ethic tourism market

for:

Seniors Youth

People with special accessibility needs

Families

WHAT IS ECALYPSO ?

TOURISM FOR ALL

www.ecalypso.eu

SPECIALLY DURING LOW SEASON

SPECIAL PRICES

FINDING DIFFERENT PROGRAMMES

WHEN?

TOURISM FOR ALL

www.ecalypso.eu

Hotel and packages offers;

Booking Engine;

Channel Manager;

XML Integration possibilities;

Publicity and promotion.

Representation services (DMC)

WHAT SERVICES DOES IT

PROVIDE?

TOURISM FOR ALL

www.ecalypso.eu

All members assume a responsible and sustainable attitude towards citizenship and business.

ETHICAL CHART

TOURISM FOR ALL

www.ecalypso.eu

FOUNDED PARTNERS

TOURISM FOR ALL

www.ecalypso.eu

• Sells in low season periods;

• Exchanges between European suppliers, public institutions and clients;

• Make part of an inclusive tourism net;

• Be part of a responsible and sustainable supplier chain (Ethical Chart);

SELLERS ADVANTAGES:

TOURISM FOR ALL

www.ecalypso.eu

• Being part of a online distribution channel with European visibility;

• Have access to a whole new range of potential clients;

• Promote your brand.

• Explore a new market and have access to more than 400.000 contacts

SELLERS ADVANTAGES:

TOURISM FOR ALL

www.ecalypso.eu

• Buy unique products at a very competitive rate;

• Have access to a great European touristic offer variety;

• Know that all sellers' signed an Ethical Chart (being part of a responsible tourism).

BUYERS ADVANTAGES:

TOURISM FOR ALL

www.ecalypso.eu

Public Area

TOURISM FOR ALL

www.ecalypso.eu

Private Area – login

TOURISM FOR ALL

www.ecalypso.eu

TYPOLOGIE OF MEMBERS

Partners – with presence in the CA (decision making)

Members - Buyers and sellers

TOURISM FOR ALL

www.ecalypso.eu

SELLERS INVESTMENT

Platform inscription FREE

Platform inscription + Booking Engine 500 €

Platform Inscription + Technical Support 200 €

Platform Inscription + Channel Manager 1.000 €

Platform Inscription + Booking Engine + 1.500 €Channel Manager

TOURISM FOR ALL

www.ecalypso.eu

SELLERS INVESTMENT

PUBLICITY | HOMEPAGE

PRODUCTSDESTINATIONS

3 months 1.000€6 months 1.500€12months 2.000€

TOURISM FOR ALL

www.ecalypso.eu

SELLERS INVESTMENT

DMC | TRAVEL AGENCIES

BEING THE REPRESENTATIVE DMCIN YOUR COUNTRY

12months 500€

Date: in 12 pts

Calypso +: "Tourism for Seniorsinitiative"

Calypso projects (EST, SOWELL, URTS,

HEALTOUR, OFF2013 and eCalypso),

When has started?

VP Tajani sent a letter to all EU Tourism

Ministries in May 2012

What has been done?

2 technical meetings (2012-2013); First Call for

Proposals on Seniors in 2013 2828282828282828282

8

Date: in 12 pts

"Tourism for Seniors"Call for Proposals 2013

• Call for Proposals in 2013 "facilitating transnational low season

tourism exchanges in Europe, encouraging senior citizens to travel"

58 Submissions (4 Projects granted)

Budget Line: EIP Programme

Budget: 1,2 million €

EU Co-financing: 70% up to 340.000€ for each project

Implementation period: Sep 2014 - 18 months

29

Date: in 12 pts

"Tourism for Seniors"Call for Proposals 2013

a. European Senior Citizens’ Actions

to Promote Exchange in Tourism –

ESCAPE

b. Seniors Go Rural – SenGoR

c. European Senior Rail Travel

d. SENTOUR CONNECT30

Date: in 12 pts

Objectives CALL 2013

1. Foster the demand and supply of transnational

tourism for seniors;

2. Improve tourism seasonality patterns across Europe, by

contributing to the extension of the tourism season;

3. Create innovative tourism packages for seniors,

available and sustainable after the EU co-financed

period;

4. Set up and strengthen sustainable public-private

European partnerships, to contribute creating a

European tourism domestic market for seniors in the

long term. 31

Date: in 12 pts

Senior Rail Travel

• Facilitating pan-European mobility of seniors by

rail, developing innovative and sustainable

tourism packages that are tailor made to the

target group and its needs

• Systematic investigation of senior requirements

and potential obstacles

• Transportation by train will be included via the

InterRail Pass, a well-established European

travel brand, based on a cooperation of railway

companies in 30 different European countries.32

Date: in 12 pts

Senior Rail Travel

• Outcome: Senior rail mobility card concept

("Premium Inter-rail Pass") that encompasses all

elements of the travel chain, from mobility by train

all over Europe to info, accommodation and cultural

packages.

• Accessible via communication and distribution

channels that are relevant to the target group.

• Further needs of the target groups will be identified,

including all relevant elements that can help

facilitate Senior’s mobility when travelling

throughout Europe. 33

Date: in 12 pts

Senior Rail Travel

• Lead partner/coordinator: Eurail Group GIE (LU)

• Partners:

-CEOMA (ES): rep. over 1,200 senior organisations

-Segittur (ES): Sub-Society of the Spanish Ministry of

Industry, Energy and Tourism specialized innovative

tourism

-University of Eberswalde (DE): Faculty of Sustainable

Tourism

-Treinreiswinkel (NL): Dutch Tour Operator specialized in

rail travel34

Date: in 12 pts

Senior and Youth Call 2014

Call for Proposals 2014: “Facilitating EU transnational

tourism flows for seniors and young people in the low andmedium seasons”

General Objectives:

1. Support the extension of the tourism season, hencecontributing to improve SME's competitiveness and jobsgrowth;

2. Foster transnational cooperation;

3. Facilitate European public-private partnerships.

4. Foster seniors and young people wider sense ofEuropean citizenship through increased intra-EU mobility

35

Date: in 12 pts

Senior and Youth Call 2014

Key elements of the proposals:

– EXTEND THE TOURISM SEASON

– BE TRANSNATIONAL

– BE TARGETED TO SENIORS AND YOUTHS

– HAVE HIGH POTENTIAL FOR SUSTAINABLE TOURISMDEVELOPMENT

– HAVE A ROBUST BUSINESS PLAN/IDEA

Budget: 1.800.000€ (2 strands) co-financement of up

to 75%

MAX 200.000€/project => 8/10 projects granted

36

Date: in 12 pts

Senior and Youth Call 2014

Calendar: (tentative)

Publication: 10 October 2014

Submission: by 15 January 2015

Number of applications submitted: 127

End of the evaluation period: 11 June 2015

Implementation projects: September 2015

Duration: 12-15 months

37

Date: in 12 pts

Senior and Youth Call 2015

Tourism general call: with diferent strands onlow season (senior/youth) Accesible Services,Cultural and Sustainable Tourism Products

Calendar: (tentative)

Publication: May 2015

Submission: July 2015

End of the evaluation period: 11 June 2015

Implementation projects: January 2016

Duration: 15-18 months

Budget: Aprox 2M€ (total 5M€)38

Further Actions: towards "Europe, thebest destination for seniors

Questionnaire on Seniors (Sep 2014): 80

samples from 23 MS and 6 EU associations

Survey: The future of the EU tourism

3 General Workshop on seniors (5/12/2013;

19/04/2014; 15/10/2014)

2 meeting Pool of Experts: 29/01 and 25/02-2014

39

Draft Report and Action Plan

• Facilitate transnational public and private

partnerships developing tourism products

targeting specific age groups (e.g. seniors and

youth) to increase tourism flows between

European countries and from third countries

during the low and medium seasons

40

"Low Season Tourism: Towards and age friendly tourism" ACTION PLAN

1. Improving knowledge to boost the demand inlow and medium seasons, in the EU and fromthird countries , sharing and analysing socio-economic and travel data

2. Create a transnational business model for anage friendly tourism at EU level with a view to:

Improve the offer

Promote Europe as a single destination

Improve Governance and financingopportunities 41

ACTION PLAN

• GOVERNANCE: TRANSVERSAL GUIDANCE, MONITORING

AND COORDINATION through the EULSTIB

• Objectives:

• Foster political support at the different levels

• Facilitate a good governance and monitoring of all initiatives

• Actions: Develop Road Map and Coordinate Action groups/

Indicators to measure the impact of the actions / Position

paper addressed to the new EC, EP and MS / "Senior

Tourism Decalogue" / Business model for the senior

initiative

42

Cross-sectoral coordination activities

• Interservice Group«Silver Economy»

1. An inventory of relevant initiatives / background documents by

different DGs and that relate to the silver economy /

demographic ageing

2. A Common Narrative on needs and opportunities of the

European Silver Economy arising from demographic change

3. A Catalogue of possible policy options and joint initiatives for

decision by the new European Commission

• Action Group D4 on Age Friendly Buildings,

Cities and Environments

43

General Information and Contact Details

Tourism webpage

• http://ec.europa.eu/growth/sectors/tourism/index_en.htm

Oscar Almendros

Unit H1 -Tourism Policy-

DG GROW

GROW-H1@ec.europa.eu

Oscar.ALMENDROS-BONIS@ec.europa.eu

Thank you for

your attention

45