Development of Sustainable Rural Tourism
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1 Development of Sustainable Rural Tourism Keynote Speech 22 February 2012 Frédéric Pierret, Executive Director UNWTO
2 Rural Tourism Defined Rural Tourism can be a key catalyst to diversify rural economies through - Creating opportunities for new business initiatives; - Creating opportunities for employment especially for women and youth; - Developing synergies between agriculture and tourism; and - Contributing to the preservation and conservation of natural and cultural heritage. Creates a rural environment for the visitor, by offering a combination of natural, cultural and human experiences which have a typically rural character. Provides the visitor with authentic and traditional experiences which are the essence of rural life. Brings the visitor back to nature/the roots/basics, and embraces the return to origins and originality. 2
3 Rural Tourism Defined (Cont d) Comprises a spectrum of activities and services organised by the rural population which showcase rural life, art, culture and heritage. Is based on principles of sustainability. International trends suggest that rural tourism is becoming an increasingly broader concept and that the needs and expectations of domestic and international demand are becoming ever more sophisticated. Rural Tourism has great potential due to a wide variety of natural, cultural, and special interest activities. It is a very active sector in European tourism and and is already contributing to the diversification of European rural economies. 3
4 The Rural Tourism Concept Combination of active and passive, entertainment and educational experiences. Integrated rural experience based on the interaction of rural activities, man-made facilities and rural accommodation. High level of facilities and services Active High contact with rural household and activities Entertainment Rural Tourism Education Low contact with rural household and activities Passive Low level of facilities and services Strong relationship with other tourism products, e.g. culture, nature and earth, sport and adventure, well-being and health, family and child, and cruise and special interest tourism 4 4
5 Components of the Master Plan for Sustainable Rural Tourism Development in Serbia Diagnostic Strategy Action Plan Implementation Plan What are opportunities to develop Rural Tourism in Serbia? What is the strategy for the development of Rural Tourism in Serbia? What are the actions that need to be taken towards the development of Rural Tourism in Serbia? Who, when and how should the steps of the Action Plan be implemented? How much investment is required? The reports include the feedback provided by multiple stakeholders and reflect the result of collaboration and consultation with the leading institutions of the project (MoERD, MoATFWM, TOS), UN sister agencies (UNICEF, UNDP, UNEP, FAO, UNESCO), LTOs of target municipalities and other stakeholders. 5
6 Current Challenges facing Rural Tourism in Serbia High level of competition and challenges for product differentiation and diversification. Need for improved local infrastructure. Need for holistic rural tourism products and experiences which include activities, accommodation and man-made facilities. High seasonality with low occupancy rates (average 4% yearly occupancy for rural units). Lack of man-made facilities, international standards, quality guarantees, synergies between agricultural sector and tourism, including local crafts. Need for human resource awareness and capacity development. Need for the organization and management of rural tourism. Gaps in the rural tourism value chain. Lack of support structures and synergies due to limited use of resources 5
7 Objectives of the Rural Tourism Master Plan Increase overnights: from 2.7 m to 7.4 m by 2020 Increase day visitors: domestic, regional and international Improve occupancy rates Increase number of beds in line with expected occupancy rates Close gaps in tourism value chain, leverage synergies and increase multiplier from 1 to 1.6 Increase direct contribution of rural tourism to economy from 100 m to 439 m by 2020 MORE TOURISTS, SPENDING MORE, AND MORE OFTEN 7
8 Rural Tourism Action Plan Positioning of rural tourism in Serbia as a holistic, integrated rural tourism experience (activities, accommodation, man made facilities). Marketing, promotion and branding of rural tourism in Serbia. Product development rural tourism activities, man-made facilities (integrated tourism and leisure offer), improved offer and variety of rural accommodation, leverage synergies between agriculture and tourism. Develop international standards and quality guarantees. Improve social sustainability by engaging local rural communities in tourism. Develop sustainable environmental system to increase environmental awareness. More efficient organization and management of rural tourism by all stakeholders (public and private sectors, civil society). Develop human resource capacities: create 250,000 direct new jobs over next decade. Improve rural infrastructure for tourism purposes. 8
9 Positioning and Differentiation: Rural Activities Experiences Unspoilt Diversity Proximity Nature International recognition + Culture Food and gastronomy Local events and festivals History and heritage Physical contact with rural household or other rural accommodation Physical Elements Hardware Discover the Soul of Serbia Look at the green forests and mountains, and blue rivers and lakes Listen to her RURAL stories of legends Taste the goodness SERBIA of the earth Smell the purity Feel the heart of rural Serbia and meet her people Spiritual Elements Software Rural lifestyle Authenticity Friendliness Intangibles + Emotional contact with rural household or other rural accommodation Rural Accommodation Experiences 9
10 12 Rural Tourism Clusters identified and prioritised Objective: Spread the development of rural tourism throughout the country and diversify the rural tourism product offer 5 Northern G Rural Tourism Clusters () 1: Golija 2: Zlatar Zlatibor 3: Kopaonik 4: Central Serbia 4 Rural Tourism Cluster Groups (G) G1: Central Serbia and Western Serbia 4 Upper Danube 2 Fruska Gora 3 Central Serbia South Banat 6 5 Lower Danube 3 5: Lower Danube 6: South Banat G 2: South Banat and Lower Danube 4 7 G 2 Soko Banja 6 7: Soko Banja 8: Eastern Serbia 9: South Eastern G 3: Eastern Serbia G Eastern Serbia 4 10: Fruska Gora 11: Upper Danube 12: Northern G 4: Vojvodina 2 Zlatar Zlatibor 1 3 G 3 1 Golija National Park 9 2 Kopaonik South Eastern 8 G Rural Tourism Cluster Group Rural Tourism Cluster 3 Prioritization order 10
11 Eight Programmes to implement the strategy and actions Governance System 1 5 Service Centres for Human Resources Development Destination Management Organization (DMO) 2 6 Rural Tourism Environmental Man-made Facilities 3 7 Rural Tourism Infrastructure Accommodation 4 8 General Infrastructure 11
12 THANK YOU for your attention
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