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European countries have been urged to unite and work together to ensure the continent remains the most popular tourist destination in the world.
Panellists speaking at a session at World Travel Market agreed that Europe was too fragmented and needed to be more united if it was to continue attracting tourists from the likes of North America and Asia.
Eduardo Santander, chief executive of the European Travel Commission, told the audience that Europe was going to face a tourism crisis if it didn’t work together against competing destinations such as South East Asia and the Middle East.
During the session, Santander said competition from the Middle East and South East Asia could threaten Europe’s market share, which currently stands at around 52% with 563 million international arrivals in Europe last year.
He said Europe would lose 10% of its market share by 2030 due to competition.
Santander added: “The future of the tourism sector appears prosperous as we predict 745 million visitors by 2030.
“However the European tourism industry is facing increasing competition from South East Asia and the Middle East which are attracting a growing number of tourists.
“The loss of Europe’s market share in the long run should not be taken lightly. The tourism sector’s contribution represents 9% of the continents GDP, generating more than 22 million jobs – 10% of total employment in the Eurozone.”
He said “Europe must respond” to the threats and capitalise on the “potential of tomorrow’s outbound travel market” and the continent should take advantage of what it has to offer by emphasising its “natural scenery, history, quality of life and safety” to stimulate growth and demand.
“The European offering is too fragmented,” he added. “When we do research we find that the perception of Europe is completely different to what we often put across to people and what we thought it was. We are selling a Europe which is something completely different to what others experience.”
Pedro Ortun, director of tourism at the European Commission, concurred that the tourism industry was fragmented – and explained that for many years he has tried to push to create a European tourism platform which still does not exist.
Tom Jenkins, chief executive of the European Tour Operators Association (ETOA), said he believes Europe’s loss of market share in North America was of great concern.
He said: “When we say Europe is in crisis, the crisis I allude to is not one of catastrophic loss but one of critical transformation.
“We’re at a turning point as we look at the industry and there are things we should be desperately concerned about – our loss of market share in North America, a market which knows and understands us. This should be triggering huge questions in Europe.
“There are other people stepping into Europe as a destination such as India, China, South America all emerging as potential clients. If they replace the Americans and Japanese the character of European tourism will change with the change of clientele. Your customer defines what you do.”
Eduardo said the tourism infrastructure in Europe needed to change to accommodate emerging markets such as China and he said Europe needed to listen to their wants and needs and adapt products to suit.
His point was supported by Martin Craigs, chief executive of the Pacific Asia Travel Association (Pata).
Craigs, who is based in Asia, said: “I know the European product is great. We are constantly monitoring what the Asian outbound traveller is wanting and doing. I agree that you have to adapt your product and it requires public and private sector commitment.”