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June 2016

Maritime Affairs

Study on specific challenges

for a sustainable development of coastal and maritime tourism in Europe

Final Report

EUROPEAN COMMISSION

Executive Agency for Small and Medium-sized Enterprises (EASME)

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EUROPEAN COMMISSION

Executive Agency for Small and Medium-sized Enterprises (EASME)

Study on specific challenges

for a sustainable development of coastal and maritime tourism in Europe

Final Report

LEGAL NOTICE

This document has been prepared for the European Commission however it reflects the views only of the

authors, and the Commission cannot be held responsible for any use which may be made of the information

contained therein. More information on the European Union is available on the Internet (http://www.europa.eu). Luxembourg: Publications Office of the European Union, 2016

ISBN 978-92-9202-190-0

doi: 10.2826/94993

© European Union, 2016

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June 2016 5

Table of Contents

PREFACE ...................................................................................................................... 7

ABSTRACT ................................................................................................................... 8

EXECUTIVE SUMMARY .................................................................................................. 10

RÉSUMÉ OPÉRATIONNEL ............................................................................................... 27

LIST OF ABBREVIATIONS .............................................................................................. 47

PART A: FINAL REPORT FOR COMPONENTS I AND II: INNOVATIVE COASTAL AND MARITIME TOURISM (STRATEGIES), INCLUDING (FOR) ISLAND CONNECTIVITY .......... 51

1. OBJECTIVES, SCOPE AND METHODOLOGY ............................................................... 53

1.1. Background and scope ................................................................................. 53

1.2. Methodology adopted ................................................................................... 53

1.3. Structure of the report ................................................................................. 55

2. EXOGENOUS TRENDS FOR TOURISM ...................................................................... 57

2.1. Main exogenous trends ................................................................................ 57

2.2. Challenges and opportunities for coastal and maritime tourism ......................... 70

3. COASTAL AND MARITIME TOURISM INCLUDING ISLAND CONNECTIVITY TODAY .......... 73

3.1. Picture of the performance of the sector ......................................................... 73

3.2. Picture of the connectivity of islands in the EU ................................................ 80

3.3. Limited capacity of the sector to address threats and maximise opportunities ..... 93

4. CHALLENGES FOR COASTAL AND ISLAND REGIONS ................................................. 94

4.1. Challenges arising for coastal and island tourism destinations ........................... 94

4.2. Specific island connectivity challenges ........................................................... 99

4.3. Conclusions on challenges .......................................................................... 104

5. INNOVATIVE RESPONSE STRATEGIES IN COASTAL REGIONS AND ISLANDS .............. 108

5.1. Innovative responses in coastal regions ....................................................... 108

5.2. ............................................... 122

5.3. ........... 130

6. ...................................................... 133

6.1. Innovative business models a continuous process ....................................... 133

6.2. A roadmap in seven steps .......................................................................... 133

6.3. Roles (and challenges) for different actors across each step............................ 139

7. RECOMMENDATIONS FOR NOVATION ................................... 140

7.1. Overcoming structural barriers to the roadmap implementation ...................... 140

7.2. ................................. 141

7.3. Promoting access to financing opportunities .................................................. 148

7.4. Improving availability of data and knowledge ................................................ 151

SOURCES USED ......................................................................................................... 154

ANNEXES .................................................................................................................. 166

ANNEX 1: METHODOLOGIES USED FOR EMPLOYMENT AND GVA CALCULATIONS ............... 167 ANNEX 2: ALTERNATIVE ENERGY SOURCES FOR FERRIES AND THEIR IMPACT ON

ISLAND CONNECTIVITY ....................................................................................... 172

ANNEX 3: CASE STUDIES FICHES ................................................................................ 183

PART B: FINAL REPORT FOR COMPONENT III: IDENTIFICATION, ASSESSMENT AND ANALYSIS OF INNOVATIVE PRACTICES FOR MARINA DEVELOPMENT ........................ 184

1. INTRODUCTION ................................................................................................. 185

6 June 2016

1.1. Background .............................................................................................. 185

1.2. Objective of component III ......................................................................... 185

1.3. Link with related studies ............................................................................ 185

1.4. Approach and connection to the ToR ............................................................ 186

1.5. Inputs from stakeholders ........................................................................... 187

1.6. Report Structure ....................................................................................... 189

2. NAUTICAL TOURISM COMPETITIVENESS: DEMAND AND SUPPLY OF MARINAS ........... 190

2.1. Demand for marina services in Europe ......................................................... 190

2.2. Supply of marina services in Europe ............................................................ 194

2.3. Economic impact of nautical tourism ............................................................ 200

2.4. Conclusion ................................................................................................ 201

3. REGULATORY ENVIRONMENT ............................................................................... 203

3.1. Regulatory environment ............................................................................. 203

3.2. Planning and spatial planning procedures ..................................................... 212

3.3. Reconversion of Ports ................................................................................ 226

4. MANAGEMENT, QUALITY AND ATTRACTIVENESS OF MARINAS ................................. 228

4.1. Physical accessibility of marinas .................................................................. 228

4.2. Attractiveness of marina infrastructure ........................................................ 234

4.3. Marina management .................................................................................. 236

4.4. Quality standards and labels ....................................................................... 243

5. SKILLS AND LICENSES ........................................................................................ 248

5.1. Skills and personnel issues in the sector ....................................................... 248

5.2. Skipper licences ........................................................................................ 251

6. DECISION TREE ................................................................................................. 256

6.1. Decision tree for development of marina capacity .......................................... 257

6.2. Decision tree for marina operation and regional impact .................................. 264

7. POLICY RECOMMENDATIONS ............................................................................... 271

ANNEX 1: LIST OF INTERVIEWEES ............................................................................... 274

ANNEX 2: BIBLIOGRAPHY ........................................................................................... 275

ANNEX 3: LIST OF BEST PRACTICES ............................................................................ 279

ANNEX 4: DESCRIPTION OF BEST PRACTICES ............................................................... 284

ANNEX 5 STAKEHOLDER WORKSHOP ........................................................................... 343

Study on specific challenges for a sustainable development of coastal and maritime tourism in Europe

June 2016 7

Preface

This Final Report presents the findings of the analysis and work conducted for Components I, II

and III of the study. The results are presented in two parts: part A presents the findings

concerning innovative coastal and maritime tourism (strategies) including (for) island connectivity (components I and II or the study); part B presents the findings concerning nautical tourism and marinas (component III of the study). The study was conducted between February 2015 and April 2016, by a team of experts from

Ecorys, S.Pro and MRAG.

The project team wishes to thank all stakeholders for their participation and contributions.

Special thanks are given to the Steering Committee members for their feedback on drafts of our work which has benefited the overall study quality and conclusions.

Disclaimer

The information and views set out in this study are those of the author(s) and do not necessarily reflect the official opinion of the Commission. The Commission does not guarantee the accuracy of the data included in this study. Neither the Commission nor any person acting on the Commission 's behalf may be held responsible for the use which may be made of the information contained therein.

Rotterdam/Brussels/Berlin/London, June 2016

8 June 2016

Abstract

Coastal and maritime tourism is an important subsector of tourism and the largest maritime billion in gross value added and represents over one third of the maritime economy1.

Building upon

in Europe (COM(2014)86), aiming to help the sector grow sustainably and provide added stimulus to s. Three particular actions are taken up through this study: - Identification of ways to improve island connectivity and design innovative tourism strategies for (remote) islands; - The promotion of a diversified tourism offer, including by integrating coastal and inland attractors; - Innovative practices for marina development.

Coastal and island tourism in Europe is affected by a number of exogenous trends such as

growing global tourism and the emergence of new market segments, changes in demand

patterns, ageing society, an increased awareness and search for sustainability and quality,

geopolitical instability in parts of the world, and a growing role of ICT as a tool for information access and benchmarking.

Against these trends, and taking account of the response capacity of the European tourism

sector that is characterised by many local and regional structures and a large number of SME operators, challenges to be addressed include seasonality of demand and dependency on specific groups of tourists, the limited carrying capacity of facilities and environment, low added value generated in parts of the sector, the need for renewed marketing approaches and the

upgrading of outdated infrastructures, for which however investment capacity is limited, but

also the limited economic and social returns for local communities. In addition, for islands, the

connectivity to tourist origin regions, seasonality of services, as well as inter-island connectivity,

pose additional challenges on the accommodation of tourism demand and the competition with other tourism regions. Through an assessment of literature, interviews and the structured analysis of 20 case studies across E strategies targeting quality improvements, demand diversification and season extension, as well as mechanisms to broaden the involvement of local stakeholders and better sharing of economic

and social returns. Promotion of the region, the use of ICT to develop regional networks of

supply and give better access to visitors, is shown to be a critical factor. Furthermore the role of (local) governments in driving change turned out to be significant. and guidance to local tourism stakeholders in developing or reconverting towards more sustainable and more innovative tourism strategies. For each step in the roadmap, suggestions for EU support are given, in three areas: experience and ideas, financing opportunities, and data and knowledge. Within the above described coastal and maritime tourism sector a further detailed division can be made. Important sector within the further subdivision is nautical tourism, which is practiced regularly by 36 million people, for which 6 million boats are kept and 4,500 marinas exist in

Europe. Marinas generate proximately 40,000-

70,000 people

2.

1 Ecorys (2013), Study in support of policy measures for maritime and coastal tourism at EU level.

2 Ecorys (2015), Competitiveness of the recreational boating sector.

Study on specific challenges for a sustainable development of coastal and maritime tourism in Europe

June 2016 9

The European Commission wants to increase the potential for marina-related jobs, growth and investments. This study identified bottlenecks and best practices that underline how barriers are overcome in Europe. From the strategy assessment set-up by operators, regional authorities, investors and other stakeholders, a set of actions and key topics was identified that may be

taken into account for operators when developing their business or for regional authorities

optimising the economic impact of marinas in their region, thus developing blue jobs and

growth. These actions are included in a decision tree, which creates a checklist of the relevant aspects for marina development and operation.

10 June 2016

Executive Summary

This summary first presents the findings concerning specific challenges and innovative response strategies for sustainable development of coastal and maritime tourism, including challenges related to island connectivity (Part A) and innovative practices for marina development (Part B).

Subsequently, the findings related to innovative strategies for a more competitive nautical

tourism sector, including marina development, are presented. PART A. SUPPORT INNOVATION IN COASTAL AND MARITIME TOURISM (STRATEGIES) Within European tourism, coastal and maritime tourism makes up the largest sub-sector. It is also the largest maritime economic activity representing over one third of the Blue Economy, as estimated in the Blue Growth study

3. Hence, coastal and maritime tourism was included as one

of the priority sectors under the Blue Growth Communication

4 and, in the subsequent

5 a number of actions were taken forward to promote the sustainable growth of this

sector, as recognised in the EP report on tourism.

6 The current study targets the execution of

three of these actions that focus on knowledge-raising in particular fields: island connectivity, tourism diversification strategies and innovative strategies for nautical tourism. This summary addresses the approach and main findings of the first two components. Exogenous trends affecting the performance of the coastal and island tourism sector Seven exogenous trends have been identified as the most relevant for coastal and island tourism in Europe:

1. Increasing growth of global tourism and international visits. In 2014, the EU saw 456.6

million international tourist arrivals, an increase by 5.3% compared to 2013. However, i market share to decline, even though overall visitor volumes will continue to grow;

2. Changes in demand patterns through time. As a result of changes in working conditions,

length of holidays and affordability of transport means, the average trip length has shortened

7, while the number of holidays taken per year has increased8. Also, new

forms of demand have emerged, not only in variations of thematic holidays (eco- tourism, sea-walks, nature museums and aquariums, wildlife and bird watching, music festivals, and cultural tourism in general), but coastal regions have also faced a growing demand from the MICE segment (e.g. Meetings, Incentives, Conferences and

Exhibitions)

9;

3. An ageing society and evolutions in spending capacity. With an ageing society in Europe,

the group of travellers over 60 is the fastest growing of all age classes. For example, in the period 2006- emerged, with an increasing amount in visits (+29%), length of stay (23%), as well as total expenditure (+33% and now accounting for 20% of total spending by European tourists).

10 However, this requires coastal tourism providers to accommodate their

particular needs and customise their offering. Meanwhile, it is uncertain how the

3 Ecorys (2012), Blue Growth Study, Scenarios and drivers for sustainable growth from the oceans, seas and coasts.

4 European Commission, Blue Growth opportunities for marine and maritime sustainable growth, COM (2012)494.

5 European Commission, A European Strategy for more Growth and Jobs in Coastal and Maritime Tourism, COM (2014)86.

6 EP Committee on Transport and Tourism (2014), REPORT on new challenges and concepts for the promotion of tourism in

Europe (2014/2241(INI)). Rapporteur Isabella de Monte.

7 UNCTAD statistics [

http://unctad.org/en/Pages/Statistics.aspx ].

8 Boniface, B., Cooper, C., and Cooper, R., Worldwide destinations: the geography of travel and tourism, sixth edition,

Routledge,2012, London and New York [http://samples.sainsburysebooks.co.uk/9781136001147_sample_897231.pdf].

9 ITB-Berlin, World Travel trends Report 2013/2014, December 2013 [

http://www.itb- pdf ].

10 European Commission, Enterprise and Industry directorate-

, Draft report, Ref. Ares(2014)2478246 - 25/07/2014. Study on specific challenges for a sustainable development of coastal and maritime tourism in Europe

June 2016 11

economic crisis and the pension cuts following that will affect future demand from this age group;

4. . A growing trend of

11 is generally reported,12

with an interest in experiencing local cultural, social and environmental specificities, while avoiding negative externalities for the visited communities and their ecosystems.

13 as the

Experimental studies

14 confirm that tourists select their destinations on the basis of

more concrete factors in which weather, price, accessibility and local culture rank higher than sustainability;

5. Growing access to ICT-based services (e-services)

through Web 2.0,

15 both in terms of more af

and interactive applications, has truly revolutionised the tourism industry and has made

16 This process has resulted in an even more competitive

atmosphere on a global scale. Amongst those, as previously mentioned, social media and peer-to-peer exchange systems (e.g. Airbnb, Tripadvisor) have a strong potential for reshaping the way in which tourism is experienced;

6. Geopolitical threats raising safety concerns. Global geopolitical tensions and south-north

inequalities are currently putting pressure on certain EU coastal and island destinations in the Mediterranean. Paradoxically, the instability in nearby competing tourism destinations could also benefit the European sector, which is perceived as much safer and secure than any other global destination.

17 Generally, European destinations rank

highest in terms of perceived safety, security, health, service levels, infrastructure and m

Competitiveness Index;

18

7. Climate change and consequences for coastlines and islands. Climate change can have

broad impacts on coastal and maritime tourism, and an increase of sea water levels, beach erosion, precipitation changes and weather instability could seriously affect the 19 These main external trends generate threats for current coastal and island tourism business models, but also open up new opportunities. Table 0.1 Main threats and opportunities emerging from exogenous trends and drivers

Trends and drivers Challenges Opportunities

More international visits Existing marketing structure no longer matching demand

A growing potential demand

(possibly less seasonal) for coastal destinations

Change in demand

patterns become increasingly obsolete

A new range of possible services to

be offered

Ageing society

become increasingly obsolete

A new range of possible services to

be offered

Losing out to more

competitive global destinations

Greater appeal of sustainable

destinations Growing ICT services Existing marketing structure no longer matching demand

Greater opportunity for targeted

marketing initiatives

11 Wang, N., Rethinking authenticity in tourism experience, in Annals of Tourism Research, Vol. 26, No. 2, pp. 349Ð370, 1999

http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.470.7142&rep=rep1&type=pdf ].

12 UNEP, Green Economy and Trade; Tourism, 2013, page 269/270

http://www.unep.org/greeneconomy/Portals/88/GETReport/pdf/Chapitre%207%20Tourism.pdf ].

13 This statement was confirmed during the stakeholder workshop organised in Brussels on 16 June 2015.

14 Wehrli, R., Hannes Egli, Martin Lutzenberger, Dieter Pfister, Jürg Schwarz, Jürg Stettler, Is there Demand for Sustainable

Tourism?, Study for the World Tourism Forum Lucerne 2011, April, 5, 2011.

http://www.fairtrade.travel/uploads/files/WTFL_Study_is_there_demand_for_Responsible_Tourism_full_version.pdf ].

15 Reich, J., Reworking the web, reworking the world: how web 2.0 is changing our society, December 2008

http://www.beyondcurrenthorizons.org.uk/reworking-the-web-reworking-the-world-how-web-20-is-changing-our-society/ ].

16 Asmussena, B., Sally Harridge-Marcha, Nicoletta Occhiocupoa, Jillian Farquhar, The multi-layered nature of the internet-based

democratization of brand management in Journal of Business Research Volume 66, Issue 9, September 2013, Pages 14731483

http://www.sciencedirect.com/science/article/pii/S0148296312002469 ].

17 World Economic Forum, The Travel & Tourism Competitiveness Report, 2015

http://www3.weforum.org/docs/TT15/WEF_Global_Travel&Tourism_Report_2015.pdf ].

18 World Economic Forum, The Travel & Tourism Competitiveness Report, 2015

http://www3.weforum.org/docs/TT15/WEF_Global_Travel&Tourism_Report_2015.pdf ].

19 EU Commission, Staff Working Document, Climate change adaptation, coastal and marine issues, April 2013

http://ec.europa.eu/clima/policies/adaptation/what/docs/swd_2013_133_en.pdf ].

12 June 2016

Trends and drivers Challenges Opportunities

Geopolitical threats Need for greater policy

intervention (beyond local)

Competitive advantage over some

global competitors

Climate change

increasingly hazardous

Greater societal interest in

structural adaptation/change

Source: List composed by Ecorys based on literature review. Order of trends as per previous sections (not meant as a ranking).

Challenges emerging for the sector

The coastal and island tourism community is faced with a number of challenges, which follow from the above exogenous trends combined with current business models and cooperation

structures in place in the sector. These can be summarised as a combination of a highly

seasonal demand with peak demand levels in summer, in some areas a low added value generation and/or a low local level of involvement, a scattered industry structure dominated by SMEs with limited access to capital, skills and the means of developing market visibility. Table 0.2 Challenges, consequences in case nothing is done and possible innovative responses/opportunities in coastal tourism

Challenges Consequences Responses/Opportunities

Seasonality of demand Concentration of

spending in specific periods of time

Diversification of the range of

products and services offered.

Marketing targeting new visitor

groups, using ICT opportunities.

High and increasing volumes

of visitors put pressure on limited carrying capacity

Damage to local

ecosystems, reduced attractiveness of places

Control tourism levels through e.g.

limiting the supply of accommodation.

Diversification as means to spread

demand over a greater area. tivity to raise awareness.

Added value of offered

services is low

Limited development

potential, limited ability to refocus to other segments

Diversification into more local

revenue generating activities.

Quality improvement as a basis to

raise prices.

Outdated marketing approach

causing limited visibility of current offer

Difficulty attracting new

visitor groups (e.g. BRIC)

Renewed on- and offline marketing

targeting new niche segments.

Presence of obsolete mass

tourism-related infrastructures - strong urbanisation of coastlines, with strong negative externalities for the local community and local environment

Quality improvement through

regeneration and refurbishment.

Diversification into attracting higher

revenue segments.

Limited sharing of benefits

and value of tourism among local communities

Quasi-monopoly of

economic gains

Local participation in redesigned

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