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Tourism Around Europe
jlag newsletter issue n. 19 - September 2016 Monday 19 September 2016
A Conversation With...
Tourism Observatory
Funding Opportunities
On Our Bookshelf
PM4SD Training Courses
The Tourism Agenda

Welcome to the 19th issue of Tourism Around Europe, a quarterly newsletter for competitive and sustainable tourism.
For this issue I had the pleasure to interview Donald E. Hawkins Professor Emeritus of Management and Tourism Studies at the George Washington University and Special Adviser to the UNWTO Secretary General for the Knowledge Network. We talk about successful Destination Management Organizations, how to build capacity and partnerships, new market trends. Don shares case studies from Jordan, Qatar and Jamaica.
We are very proud to have Seleni Matus, the new Executive Director at the International Institute of Tourism Studies of The George Washington University, as keynote speaker at the upcoming  PM4SD Summer School

The IV Summer School in Leadership and Governance for Sustainable Tourism, as you may know, is hosted by Icelandic Tourist Board, and it will take place at the Lonely Planet´s no 1 destination in Europe 2015: Akureyri, Iceland.

The 2016 Summer School aims to contribute to the 2017 as the International Year of Sustainable Tourism for Development, through a publication and preparing a Call for Action. 

You will find, in the Obersavatory Session of this issue, 3 key sustainable tourism approaches, that will be presented at the Summer School: the European Tourism Manifesto, the Sustainable Tourism Programme of the 10-Year Framework of Programmes on Sustainable Consumption and Production, and the Global Destination Sustainability Index. 

The Summer School  is a 3 days High Level event, co-organized by the Foundation for European Sustainable Tourism (FEST) and the European Travel Commission (ETC) to address one of the most important themes in the tourism industry: how to plan and deliver transformative tourism projects and initiatives to generate a sustainable visitor economy.

Outstanding speakers will be focusing on: Sustainable Tourism Policies, Criteria, Certifications, Best Practices; Project Management, Destination Management, Branding Destination; Capacity building, Public Private Partnership, tourism funding. Downlaod the daily programme

Speakers and participants will enjoy together plenty of social activities to discover the North Iceland

I hope to see you in Akureyri. Sill few days to save your place: SummerSchool2016 Registrations close soon, the 20th of Sept. 

                                                                                                                                                                                                Silvia Barbone
                                                                      Jlag Managing Director

The next “Tourism Around Europe” newsletter will be issued in December 2016

«Tourism Around Europe» is a quarterly newsletter for competitive tourism in Europe. Our aim is to disseminate European tourism policies and practices. We wish to encourage the exchange of knowledge regarding European tourism themes, actions and challenges. Each issue includes a conversation with influential leaders and thinkers within the sector.

A Conversation With...

A Conversation with Don Hawkins

SB: Tourism remains one of the largest and fastest growing sectors in the world economy and a valuable source of job creation, but still many destinations, especially in least developed countries, can do more. Which are the main gaps that prevent destinations in benefiting from the visitor economy?

DH: The main gap is a lack of a multi-stakeholder destination management organization. The Destination Marketing Association International is developing tools to assist DMOs—Destination First and Destination Next. Contact DMAI at

SB: From your perspective can sustainable tourism being combined with big investment plans? Any example?

DH: Investment promotion and tourism marketing are interrelated. A good example is the USAID funded tourism project in Jordan. For details go to

SB: Which are from your experience some of the most successful Destination Management Organizations and the key elements that make them a success story?

DH: There are hundreds of successful DMOs. The key to success is a combination of industry and government support. Those DMOs that gain accreditation are good examples. Key elements are listed in the DMAP Readiness Checklist which can be accessed at:

Read the full interview

Tourism Observatory

The Tourism Manifesto

With the Tourism for Growth and Jobs Manifesto, for  the first time the European travel and tourism sector stakeholders come together to call European institutions to act on key priorities, which seek to ensure that Europe remains an attractive destination and that the tourism sector continues to make a significant contribution to growth and job creation to the European economy. The Manifesto sets out eight European policy priorities for the travel and tourism sector in the coming years: competitiveness, digitalisation, good governance, joint promotion, reducing seasonality, skills and qualification, sustainability and transport connectivity.

First year achievements: 

  1. Raised awareness of our common priorities among the EU institutions
  2. Defined a short-term work programme
  3. Issued a common statement on the US & Canada Visa waiver reciprocity mechanism
  4. Initiated collaboration with DG Culture
  5. Manifesto as a Think Tank

We are pleased to support the Manifesto through  FEST and the Tourism Society Europa. Download the full copy is here. Know more during the Summer School.

10YFP: Progress Updates

The Sustainable Tourism Programme of the 10-Year Framework of Programmes on Sustainable Consumption and Production Patterns catalyzes changes in tourism operations. It promotes transformation for sustainability through efficiency, innovation and adaptability. The Programme supports evidence-based decision-making; adopts a life cycle approach for continuous improvement, emphasize collaboration among stakeholders and results-based project implementation. 10YFP STP is proud to publish an Annual Magazine. In its fresh and ecofriendly e-format, the Magazine features the advances made by those committed to drive a change in 2015. The 10YFP STP Annual Magazine is expected to enhance the visibility of the activities carried out behind the scenes to get the programme running (e.g. through MAC meetings, the ToR, the call for proposals and the flagships process, the guidance documents, etc.).

The next webinar on sustainable mobility and tourism will be organized in French on September 23.  Information and registration.

Save the date for the annual conference of the 10YFP STP 10-12 November, Marrakesh, Morocco.

Don’t miss the opportunity to know more during the PM4SD Summer School.  Representatives from UNWTO and UNEP will talk about te 10YSTP and how you can be part of it.

The Global Destination Sustainability Index: Bringing sustainability closer to the center of the conversation

Destinations and cities today face increasing social and environmental challenges. From climate change to dwindling resources and inequality, there has never been a more important time to rethink how our actions and businesses affect our ecosystems. The MICE industry recognizes this, and is working hard to engage the events community around sustainability – to harness the power of community towards a greater movement and purpose.
But how to drive sustainability closer to the center of the conversation? One way is through the benchmarking and sharing of best practices. In an effort to shine the spotlight on pioneering cities and reward leading initiatives, the Global Destination Sustainability Index (GDS-Index) was launched in March 2016 by IMEX, ICCA (International Congress and Convention Association) and MCI. Originally initiated by ICCA’s Scandinavian Chapter and MCI, the Index aims to drive the adoption, promotion and recognition of sustainable practices in business tourism in our cities.
How does it work? In addition to measuring and benchmarking a city’s environmental strategy and social sustainability performance, the GDS-Index also assesses criteria that are MICE industry-specific: industry supplier support (restaurants, hotels and convention centers) and convention bureau strategy and initiatives. Participants are then provided with feedback and information to help them develop and improve their destination’s event sustainability strategy. Since March, over 35 cities including Barcelona, Copenhagen, the Hague, Houston, Geneva, Gothenburg, Frankfurt, Kyoto, Macau, Nantes, Oslo, Reykjavik, and Sydney have started the process of benchmarking and assessment. The goal is to have 100 cities collaborating together by 2020, and we can’t wait to see the results!
For more information please contact Roger Simons:


Co-operating for Leadership in Tourism

We are glad to inform you about new steps of the CoLead Project.

CoLeadTourism (Co-Lead)  is a European project, co-funded by the Erasmus+ Programme of the European Union, implemented to develop and test PM4SD as capacity building training, to train and empower professionals, civill servants and trainers with appropriate management skills and expertise to design and deliver transformative sustainable tourism projects.
Co-Lead counts on the participation of the University of Malta, Cardiff Metropolitan University, Jlag,  and the Bulgarian Economic Forum.
Registration is now open for the special edition of the PM4SD Foundation training course in Sofia (Bulgaria).  It will  take  place from the 31st of October to the 4th of November 2016. Don’t miss this unique opportunity to get your skills certified, only 15 places available. Download the application form from the website.


The HikingEurope project

The HikingEurope project aims to promote a transnational network of rural tourism routes. These routes will be structured around different itineraries of hiking trails around Europe to facilitate the discovery of natural and cultural heritage of the involved territories.   The project is funded by the Competitiveness of Enterprises and Small and Medium-sized Enterprises programme (COSME) of the European Commission.

HikingEurope will be implemented over a period of 18 months (starting in April 2016) and will oversee the creation of a network of hiking trails of 1,170 kilometres across four different European countries. The goal is to offer visitors a wide range of walking trails to complement physical activity with the discovery of rural Europe: experiencing local traditions and tasting local cuisines, shopping in local markets, visiting museums or churches, discovering the local fauna, flora and hidden landscapes, etc. This tourist transnational product covers rural areas of Catalonia, Ireland, Italy and Croatia.
The project is led from Catalonia by the Catalan Tourist Board, and is delivered in conjunction with a number of European partners namely Pirineu Emoció (business partner), the University of Girona (academic partner), three regional partners: Regione Emilia-Romagna (Italy), the Regional Development Agency Dubrovnik-Neretva (Croatia) and the Region of Donegal (Ireland), as well as NIT, a German Research Institute, and NFI, an Austrian NGO specialized in nature and sustainability.


Funding Opportunities

ERASMUS + Funding Programme

KA1: Mobility of individuals in the field of youth
Deadline for application: 04/10/2016

KA2: Strategic partnerships in the field of Youth
Deadline for application: 04/10/2016



Supporting the internationalisation of EU tourism operators, the promotion of trans-European tourist products and the organisation of B2B matchmaking during international fairs
Deadline for application: 26/09/2016

Call for proposals: Blue Technology - transfer of innovative solutions to sea basin economies
Deadline for application: 30/09/2016



Participatory approaches and social innovation in culture
Deadline for application: 02/02/2017

Cultural heritage of European coastal and maritime regions
Deadline for application: 02/02/2017


UNWTO Awards for Excellence and Innovation in Tourism

Submission deadline: 30 September 2016

Awards Ceremony: 16 January 2017


European Union Prize for Cultural Heritage / Europa Nostra Awards

Deadline: 1 October 2016


Tourism for Tomorrow Awards 2017

Submissiom Deadline: 14th November 2016  

Awards Ceremony: 26-27 April 2017

On Our Bookshelf

Managing Cultural World Heritage, UNESCO

In connection with the main topic of the PM4SD Summer School, we aim to disseminate the Unesco publication Managing Cultural World Heritage.This manual provides guidance for States Parties and all those involved in the care of World Heritage cultural properties on how to comply with the requirements of the World Heritage Convention. It also aims to help States Parties to ensure that heritage has a dynamic role in society and harnesses, but also delivers to others, the mutual benefits that such a role can create. This manual is intended as a tool for capacity-building for the effective management of heritage, and for World Heritage properties in particular. It is designed to help all practitioners:

to strengthen the knowledge, abilities, skills and behaviour of people with direct responsibilities for heritage conservation and management;
to improve institutional structures and processes through empowering decision-makers and policy-makers;
to introduce a dynamic relationship between heritage and its context that will lead to greater reciprocal benefits through an inclusive approach, such that outputs and outcomes follow on a sustainable basis.
The main text of the Resource Manual explains what is involved in management for World Heritage, its context, its philosophies and its mechanisms. A set of appendices then offers guidance on how to put them into practice.

Download the full report here


PM4SD Training Courses

The PM4SD™qualification is the next step for anyone involved in this growing industry looking for further demonstrate their commitment to sustainable tourism.

Here are the dates for the next training courses:

  • Sofia, BG: 31 Oct - 04 Nov 2016;
  • Brussels, BE: 5-9 December 2016.

Visit to learn more about the course and register. For the course in Sofia find more information here

The Tourism Agenda
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