Brussels, 22/11/2010 (Agence Europe) - “Europe is the world's number one tourist destination and we will do all we can to allow it to stay there”, said the vice-president of the European Commission, Antonio Tajani, speaking in Malta last week before the European Tourism Forum, which brought together Maltese and European decision-makers and experts. Tajani, who is responsible for industry and tourism issues, took the opportunity to present his plan to achieve the European tourism strategy devised by the Commission and approved by the Council of Ministers of the EU. Tajani, who described Malta as the “open-air laboratory of European tourism”, also commented favourably on very recent data on the improvement of the tourist industry, in the framework of European economic recovery.
Furthermore, the very subject of the Forum, “Strengthening Europe's Role as the Leading Tourism Destination”, gives cause for optimism: in order to confirm its growth and to keep Europe at the top of the world's tourist destinations, we must encourage the development of high-quality tourism which is sustainable and responsible, and we must make the most of new opportunities. Despite problems such as the eruption of the Icelandic volcano last spring, people travelling to Europe from North America increased by 9% between 2009 and 2010, by 8% from Japan, by 18% from Russia, by 19% from China and by nearly 50% from Brazil.
Tourism plays an important role in the European economy. It represents 1.8 million businesses, including very many small and medium-sized enterprises. It also provides 5.2% of jobs and contributes 5% of the European GDP. With 370 million international arrivals in 2008, Europe represents more than 40% of the global proportion of the sector. However, rapid changes in the global economy have an impact on tourism and bring about major changes in tourist behaviour and the markets of origin. The strategy of the Commission does not just focus on challenges such as seasonal fluctuations and the ageing population, but also defines a policy to support this vital sector of the European economy and proposes initiatives to promote its competitiveness and sustainable development based on quality, and to increase Europe's visibility as an exceptional tourist destination. (Com-Gp/transl.fl)